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NTU Management Review Vol. 35 No. 2 Oct. 2025
emphasizing concrete benefits (e.g., efficiency and diagnostic accuracy) supported by
scientific data, expert endorsements, and customer case studies. Campaigns delivering
strong arguments through online platforms, social media, and professional seminars can be
used to clarify misconceptions and increase confidence.
Because attitude consistency is stronger when it is toward the technology rather
than the brand, firms should focus on the technology rather than the brand. Last, because
younger consumers are more susceptible to assimilation bias, practitioners can focus less
on brand messaging for this cohort and instead emphasize user reviews that align with
their attitudes toward the given technology. For older segments, messaging that leverages
the effects of attitude consistency toward the brand and technology are recommended.
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