Question

How do levels of commitment to an attitude influence the likelihood that it will become part of the way we think about a product in the long term.

Answer 1

Compliance: At the lowest level of involvement, compliance, we form an attitude because it helps us to gain rewards or avoid punishment. This attitude is superficial; it is likely to change when others no longer monitor our behavior or when another option becomes available.

Identification: Identification occurs when we form an attitude to conform to another person's or group's expectations.

Internalization: At a high level of involvement we call internalization, deep-seated attitudes become part of our value system. These attitudes are difficult to change because they are so important to us.