1. Message appeal: Informational and persuasional elements that can be combined in the form of
an appeal to get the consumer to act. Include the following common appeals:
a. Fear appeals: the consumer can avoid some negative experience through the purchas
Consumer Behavior: Test 2 Study Guide Spring 2009
Consumer Motivation gChapter 4!
1. Why do people shop?
a. Role playing sometimes important to a persons role
b. Diversion can offer a break from routine and is a form of recreation
c. Learning allows us
f Hnw has Marketing Changed?
i. The impact nf increased cnnnectivity
1. Rates nfdiffusinn: Time tn reach 50 millinn U.S. hnmes [Mnrgan Stanley Tech. Res]
a. Radin- 42 yrs, TV- 11, Cable- 8,1nternet-5
b. Piggyback nn already existing tech nnlngy- rapid grn
B. Jury tests: Shaw an ad capy ta a panel af censumers and have them rate haw they like it, haw
much it drew their attention and attractive they thaught it was. The advertisement is net hidden
within ether ads.
C. Theater tests: Consumers are invited to v