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Week 3 - Discussions
Question Description
Utilizing the REQUIRED text:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th
ed.). Upper Saddle River, NJ: Pearson.
Answer ALL 1 & 2 & 3:
Article Summaries Attach your Week 2 written assignment or provide a brief summary for each of the articles you wrote about. Clearly identify which topics you chose and discuss how the topics relate to consumer behavior and marketing. Attitude Formation and Change: “Dueling Brands” Based on your personal preference for personal computing operating system (Mac or PC) view the respective ad (links provided below) that is attempting to alter the attitude of the product you prefer. 'Get a Mac' ad campaign 'I am a PC' ad campaign
- How does the advertisement attempt to change your
attitude of the other product? - How does the advertisement attempt to change your
attitude of your preferred product?
- Using the “Tricomponent Theory of Attitude”, analyze
the ad for its cognitive, affective, and conative components. - What, if anything, could the competing brand do to
better influence you to switch to the other platform? - Make sure to reference at least two strategies of
attitude change described in the text.
- Laptop
- Smartphone
- Jeans at a department store
- Box of cereal
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