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
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.
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:
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
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
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