centrality

Dictionary of Marketing Terms for: centrality
centrality

degree to which an individual’s attitude is tied to ego or the individual’s sense of self-worth. The greater the centrality of an attitude, the more resistant that attitude is to change. For example, a U.S. Marine’s attitude toward his country has a high degree of centrality and that Marine would be highly resistant to antipatriotic propaganda. However, his attitude toward a brand of toothpaste has a low centrality and would be much less resistant to change.

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