Beliefs beat attitudes: A new approach to consumer behaviour change

In market research, we often focus on attitudes - how consumers feel. But we spend less time exploring beliefs – what consumers truly think.

While attitudes have a strong direct effect on behaviour, research shows that attitudes are often shaped by deeper beliefs. Psychological theory suggests that targeting these beliefs is not only more effective for influencing behaviour, but also easier to change than attitudes themselves. 

In this interactive webinar, we’ll draw on real-world and academic case studies across sectors including health, finance, and FMCG to reveal: 

• The three key types of consumer beliefs and how to explore and interpret them to understand their depth. 

• The two primary origins of beliefs and how this knowledge helps predict resistance to change. 

• Practical tactics for changing beliefs, including how to combine established behavioural nudges with insights about belief type and origin. 

We’ll also show how a belief-based approach can enhance a wide range of projects—from brand tracking and new product testing to customer engagement and campaign evaluation. This webinar is ideal for anyone commissioning or designing research, as well as those looking to maximise value from existing data. 

Attend this webinar to:  

• Understand the interplay: Explore how consumer beliefs, attitudes, and behaviours interact. 

• Target effectively: Learn why focusing on beliefs drives behaviour change more effectively than targeting attitudes. 

• Gauge belief strength: Understand the depth of consumer beliefs using three recognised belief types. 

• Predict resistance: Use the two primary origins of beliefs to anticipate consumer resistance to change. 

• Influence beliefs: Discover practical ways to change beliefs, combining nudges with insights on belief type and origin. 

• Apply insights broadly: Learn how to leverage beliefs for behaviour change across both new and existing research. 

Chris Harvey is the Founder of Activate Research. Activate Research inspires change and drives growth by enabling research agencies and organisations to better understand, predict and influence target audience behaviour. Chris has 15+ years’ experience in the research industry and holds an MSc (Distinction) in Behavioural Science. He is an MRS trainer; has had work published in the International Journal of Market Research; and is a member of the Global Association of Applied Behavioural Scientists.