Week 3
Utilizing the REQUIRED text:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th
ed.). Upper Saddle River, NJ: Pearson.
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Answer BOTH 1 & 2:
1. 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
a. How does the advertisement attempt to change your
attitude of the other product?
b. How does the advertisement attempt to change your
attitude of your preferred product?
c. Using the “Tricomponent Theory of Attitude”, analyze
the ad for its cognitive, affective, and conative components.
d. What, if anything, could the competing brand do to
better influence you to switch to the other platform?
e. Make sure to reference at least two strategies of
attitude change described in the text.
2. Consumer Learning
Think about the last time you purchased the products listed below. Select two of the items and decide which model(s) of consumer learning theory (behavioral learning, cognitive learning, and passive learning) affected your decision to buy. It is possible that one or more learning theories affected your decision to buy.
Which of the following best explains your experience in your consumption behavior?
a. Laptop
b. Smartphone
c. Jeans at a department store
d. Box of cereal
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