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Week 3

Utilizing the REQUIRED text:

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th
ed.). Upper Saddle River, NJ: Pearson.

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Answer ;BOTH 1 & 2:

;

1. ;Attitude Formation and Change: “Dueling Brands” ;

Based on your personal preference for personal computing operating system ; (Mac or PC) view the respective ad (links provided below) that is ; attempting to alter the attitude of the product you prefer. ;

‘Get a Mac’ ad campaign ;

‘I am a PC’ ; ad campaign ;

a. How does the advertisement attempt to change your
; attitude of the other product?

b. How does the advertisement attempt to change your
; attitude of your preferred product? ;

c. Using the “Tricomponent Theory of Attitude”, analyze
; the ad for its cognitive, affective, and conative components.

d. What, if anything, could the competing brand do to
; better influence you to switch to the other platform?

e. Make sure to reference at least two strategies of
; attitude change described in the text.

;

;

;

2. Consumer Learning ;

Think about the last time you purchased the products listed below. Select ; two of the items and decide which model(s) of consumer learning theory ; (behavioral learning, cognitive learning, and passive learning) affected ; your decision to buy. It is possible that one or more learning theories ; affected your decision to buy. ;

Which of the following best explains your experience in your consumption ; behavior?
;

a. Laptop ;

b. Smartphone ;

c. Jeans at a department store ;

d. Box of cereal

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