Page 125 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 4. Prepare an advertisement each, with two sided refutational messages, for:
(a) Insurance brand
(b) Recreational club membership
(c) Laundry services

5. Explain the concept of internal and external attribution with help of suitable examples.
6. Is it better to change consumer attitude by changing consumer's beliefs or changing product
attributes? Justify your answer by giving practical examples.
7. Suggest the application of multi-attribute model of attitude in changing consumer attitude.

8. Do people first form beliefs or attitudes? Do people change attitudes before changing
behavior?
9. Consider two advertisements, one, which is designed to reinforce an existing attitude and
the other attempts changing existing attitude and discuss.
10. "Brand attitude can be changed by attaching a positive feeling with product usage". How?
Give examples.

Answers: Self Assessment

1. detailed information processing 2. product attributes
3. brand evaluations 4. support
5. source derogations 6. external
7. cognitive Dissonance 8. more
9. attribution 10. Leon Festinger

8.8 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Hawkins, D.L & Best, Roger, Consumer Behaviour – Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.

Online links www.managementparadise.com
www.authorstream.com
www.nationalhogfarmer.com

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