Consumer Behavior 6a

Consumer Behavior 6a - product should be emphasized to...

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Sarah Anderson Consumer Behavior Written Assignment: 6B David Smith Prepare and submit answers to the five case questions for Chapter 6 Case on page 119. 1.) How can the use of a celebrity endorsement have a positive impact for Latonia and a negative impact for Jon-Michael?? 2.) To maximize value in the shopping experience, what attributes about shopping and the product should be emphasized if one were marketing to Latonia? What attributes about shopping and the
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Unformatted text preview: product should be emphasized to Jon-Michael in order to maximize value? 3.) How could researchers take a nomothethic approach to understanding the psychological makeup of these consumers?? 4.) How could self-congruency theory apply to this case? 5.) What types of shopping value apply most readily to Jon-Michael and Latonia?...
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