According to the theory of reasoned action, what can marketers focus on to affect attitudes?

The theory of reasoned action emphasizes the role of attitudes in shaping behavioral intentions. In this context, understanding that attitudes are typically formed based on beliefs about the object or behavior in question is crucial. By focusing on changing existing beliefs, marketers can effectively influence overall attitudes toward a product.

When customers hold certain beliefs about a product or service, their attitudes will be shaped by those beliefs; thus, if a marketer can provide new information or reframe existing beliefs positively, it can result in a more favorable attitude. This adjustment in consumer perspective can significantly impact their likelihood of purchasing or engaging with the product, making this strategy highly effective in driving behavior.

The other options, while relevant to marketing strategies, do not directly tackle the core elements of attitude formation as outlined in the theory of reasoned action. For instance, changing pricing strategies and enhancing product features may attract attention or provide value but do not necessarily shift underlying beliefs. Similarly, increasing distribution channels could improve accessibility but does not inherently change how consumers perceive a product. Hence, concentrating on changing existing beliefs is the most aligned approach to affecting attitudes under this theory.