To change consumer attitudes, you must understand consumer psychology, including how consumers make choices about products, and how these choices are influenced by friends, family and media. Consumer attitudes are shaped by direct experience with a product or service, and also by the emotions that the product or service evokes in them. These emotions can stem from personal associations; effective marketing and advertising campaigns can influence consumer emotions as well.
If consumer attitudes stem from social biases, target your marketing and advertising toward creating impressions more favorable to your product or service. For example, if consumers view your product or service as a luxury and this presents difficulties for you during tough economic times, rebrand it as a necessity or demonstrate ways that it can actually save money in the long term.
If negative consumer attitudes toward your product or service stem from an actual experience with it, look for ways to redesign your offerings in order to counteract these negative perceptions. Focus on directly addressing consumer dissatisfaction, based on the results of your research. Launch an advertising campaign to communicate the changes that you have implemented, and identify the ways that they will more effectively meet consumers' needs.
Conduct marketing research to learn about consumer attitudes that may affect the process of marketing your product or service. Focus on widespread preconceptions that you will need to counteract, identifying potentially negative beliefs, impressions and preferences. Evaluate whether these attitudes stem from actual, personal experiences or whether they are the product of advertising campaigns or popular prejudices. Perform your own direct surveys, and also study relevant research to determine the criteria and variables that influence a consumer's decision of whether to purchase your product or service.
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