Chapter 1 & 2 Consumer Behavior - The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Two Consumer Entites:
Personal Consumer: The individ
Formal v Informal Communications
Informal Sources - opinion leadership, not being paid to influence, but people you seek out that
would ask for your advice. Unpaid. Influence other more than they are influenced.
Opinion leaders v Opinion seekers
Brand equity - intrinsic value of brand name - superiority, trust, identification
ATTITUDE - learned predispositions
Attitude Formation - learn by trying new things
Multiattribute Attitude Models- portray consumer attitudes as a function of perception and
Product imitators hope consumer will g
Market leaders hope consumer discriminate
LEARNING - Motivation (unfufilled needs) Cues, Responses, Reinforcement
Intentional Learning - Learning acquired as a result of a search for information
Chapter 5 - Consumer Learning
Learning - applying knowledge and experience to behaviors
Students learn better when taught by persons they respect
Consumers more likely to learn from fun attention grabbing messages
ROBERT B. CIALDINI PH.D.
This book is dedicated to Chris,
who glows in his fathers eye
Weapons of Influence
Reciprocation: The Old Give and Takeand Take
Commitment and Consistency:
Name: Fiona Liu/ Yibao Liu
Hofstra ID: 702195586
1. Sentence Completion: Buying Clearskin makes me feel myself _
- To find out how they feel by purchasing Clearskin.
2. Word Association: Giving boys the words Clearskin, Acne & Price, see
Fiona Liu 702195586
1. Uncover the degree of the problem by projecting profitability for the next five
years if no new brand is introduced. Use the assumptions mentioned in the case.
The profitability would be declined at a compound annual rate of 4%.