Consumer Behavior 6b

Consumer Behavior 6b - Sarah Anderson Consumer Behavior...

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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?? Latonia is a woman who appreciates brand name, high quality, trendy items. If a popular celebrity endorses something, that definitely catches someones eye who may like that celebrity, or maybe even just think it must be even better, or more popular of a product if a celebrity is willing to be associated and help campaign for that particular brand. To someone who appreciates that, maybe the extra price that comes along with the celebrity endorsement would be worth it. Jon-Michael on the other hand doesn't seem to need or want the fancy labels, and many new things in general. To him, the celebrity endorsement may turn him off because the price that comes along with celebrity endorsed items wouldn't be worth it to him because he doesn't care enough. 2.)
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This document was uploaded on 04/12/2011.

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Consumer Behavior 6b - Sarah Anderson Consumer Behavior...

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