Learning
Learning is the process by which consumers change their behavior after they gain information or experience a product. To help consumers gain experience with their product, many companies offer free samples. Companies also promote repeat business by rewarding purchasers with free stuff.
Interesting videos on different types of learning. In marketing we are lucky -because people can learn by observation. So we can "teach" in commercials.
Consumers' Attitudes
Attitudes are the mental feelings people have about products, services, companies, ideas, issues, or institutions. Attitudes tend to be enduring and hard to change because they are based on people's values and beliefs. KFC tried to change consumer's attitudes about fried chicken being healthy until FTC told the company to stop Wendy's slogan, "way better than fast food" is trying to get consumers to think about its offerings as being better than fast food.