CONSUMER BEHAVIOR MKTG 301
POST MIDTERM MATERIAL
Attitude Change Strategies
What is an attitude?
Overall evaluation of an object or concept
Affect towards an object or concept
Usually measured on a bipolar scale,
e.g. evaluation of Crest toothpaste:
Marketing Midterm Study Guide
Topic #1: Introduction
Consumer behaviors are actions that are observable.
Consumer Behavior involves interactions and exchanges and it is dynamic
Four Elements of Consumer Behavior
1. Affect and Cognition
Final Exam Review
Topic # 1: Attitude and Attitude Change
Attitude: overall evaluation of an object or concept. (Affect or feelings towards an object)
o Usually measured on a bipolar scale
o e.g. evaluation of Crest toothpaste:
MICROSOFT WORD EXERCISES
TASK 1 EDITING
There is a Microsoft Word Guide on the same drive as this exercise
which can be consulted regarding the techniques needed to
complete this exercise. Look up the relevan
MKTG 300: Quiz # 1 Study Guide
The Textbook and Class Notes By Chapter
Chapter 1: Introduction to Consumer Behavior For Marketing Strategies and Chapter 2: A
framework for Consumer Analysis
Marketing Concept: the marketing concept suggests an organizatio
Relevant Textbook Material
Attitude and Change Strategies (Chapter 6 p. 141-143)
Attitude-change strategies: the multi-attribute model is a useful guide for devising strategies to
change consumers attitudes. There are four possi
MKTG 301 - TEST 2 STUDY GUIDE
Expending emotional energy and heightened feelings regarding an offering or activity.
When consumers generate feelings and images in response to a message.
PlayStation3 Vs. Xbox 360: How the PS3 Will Take Market Share
Part 1: Summary and Recommendations
In order for PlayStation3 to improve its competitiveness in the console gaming industry
against main competitor the Xbox 360 I have out
Chapter 4: Memory and Knowledge
Consumer Memory: The persistence of learning over time, via the storage and retrieval of
information, either consciously or unconsciously.
Retrieval: The process of remembering or accessing what was previously stored in
CHAPTER 3: FROM EXPOSURE TO COMPREHENSION
Exposure and Consumer Behavior
Exposure: The process by which the consumer comes in physical contact with a stimulus.
Marketing Stimuli: Information about offerings communicated either by the marketer (such as
Chapter 2: Motivation, Ability, and Opportunity Notes
Felt Involvement: Self-reported arousal or interest in an offering, activity, or decision.
- Enduring Involvement: Long term interest in offering, activity, or decision.
- Situational Involvement: Temp