A belief (or in marketing, a descriptive thought) is a specific, descriptive thought that a person holds about something – be it a product, service, brand or idea. These thoughts are based on real knowledge, opinion or belief and can range from very specific facts to emotionally colored judgments.
Beliefs are key to shaping a consumer’s attitude and, hence, their purchasing behavior. Marketers strive to understand and map the beliefs of their target audience about their brand and the competition. If a belief is false or negative, the communication strategy should be aimed at correcting or reformulating that descriptive thought by providing evidence and reliable information.
