It is a well-known fact that dairy farmers and milk producers are challenged with persuading teenagers and young adults to drink milk. Once a child turns 11 or 12, his or her milk consumption drops off dramatically. Although milk marketers have had some success with the “Got Milk?” and the Milk Mustache marketing campaigns, attracting teens to drinking milk still remains difficult.

Your supervisor has asked you to help in the marketing of a new milk beverage. He wants to know, based on your knowledge about how attitudes are formed and changed, why you think attracting teenagers to drink milk is a challenge?

• Based on your knowledge about how attitudes are formed and changed, why do you think attracting teenagers to drink milk is a challenge?
• What types of developments occur during the teen years that may affect attitudes toward milk consumption?
• Which product attributes do you think might be emphasized when marketing milk to teens, and why may this help change attitudes?
• How should the company think about attitude formation when marketing the new milk beverage to teenagers?