TD #2 Q3-4 - Increases relation between the brand and the...

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Consumer Behavior Question 3 - 4 Alexander Xavier Antoine
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Anti-Utilitarianism Question 3 Based on why marketers do not only address utilitarian aspects of consumption, identify the “Hierarchy of Effect” to refer to in order to explain attitudes formation.
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Content “The Hierarchy of Effects” Justification on Examples Conclusion
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“The hierarchy of effects” The “Experiental Hierarchy” Affect Behaviours Cognitio n Attitude Based on hedonic consumption and mood
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Why do people behave this way? Irrational Behaviour Instead consumption results from: Emotion Desire Self-Expression Ø Sales increase
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Examples Smoking as a expression of Liberty Cars for expression of manly hood Clothes to feel good and attract others Buying “Ricola” at supermarket Buying a drink in the evening
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Question 4: The Fishbein Model
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Multiattribute model : The Fishbein model Enables to improve overall attitude toward a product Increases importance of an attribute
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Unformatted text preview: Increases relation between the brand and the attribute Adds attributes Decreases the evaluation of competitors brand on some attributes The Fishbein Model A = attitude towards the object bi =importance rating of the attribute i ei= evaluation/rating of attribute i n= nber of attributes Smokers example Attributes Beliefs Weight Price OK X/10* Taste OK X/10 Packaging OK X/10 Brand Awareness OK X/10 Ingredients OK X/10 Smokers example * X depends on people There are other reasons What we saw in the video Peoples attitude toward smoking is irrational Social and cultural aspect Symbolic act IESEG students Style Attitude Fishbein models limits Does not take into account all the parameters Psychological aspect Social aspect Self image Trends Emotional state Rationality VS Affect...
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This note was uploaded on 12/05/2010 for the course CONSUMER B 1102 taught by Professor Sanchez during the Spring '10 term at IESEG School of Management.

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TD #2 Q3-4 - Increases relation between the brand and the...

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