Look insideDetails

Module 1Sean Tan

  • In this chapter I will discuss the reasons why attitude research has had such a pervasive impact on consumer behavior.
  • Sean Tan
Look insideDetails

Module 2 Sean Tan

  • How do people, especially young people, from their initial general attitudes toward "things"?
  • Sean Tan
Look insideDetails

Module 3 Sean Tan

  • Our discussion of attitude formation and attitude change has stressed the traditional "rational" view that consumers develop their attitudes before taking action.
  • Sean Tan
Look insideDetails

Module 4Sean Tan

  • This chapter is the bridge between the characteristics of individuals and the small groups and larger society in which they operate.
  • Sean Tan
Look insideDetails

Module 5 Sean Tan

  • The reputation of the retailer who sells the product has a major influence on message credibility.
  • Sean Tan
Look insideDetails

Module 6 Sean Tan

  • The communications strategy should also include an a priori feedback mechanism that alerts the sponsor to any need for modifications or adjustments to the media or the message.
  • Sean Tan
Look insideDetails

Module 7 Sean Tan

  • With the exception of those very few people who are classified as hermits, most individuals interact with other people on a daily basis, especially with members of their own families.
  • Sean Tan
Look insideDetails

Module 8 Sean Tan

  • Appeals by celebrities and other similar reference groups are used very effectively by advertisers to communicate with their markets.
  • Sean Tan
Look insideDetails

Module 9 Sean Tan

  • Three other basic functions provided by the family are particularly relevant to a discussion of consumer behavior.
  • Sean Tan
Look insideDetails

Module 10 Sean Tan

  • The major topics that will be explored in this chapter are a definition of social class and how it is measured, lifestyle profiles of the social classes, social-class mobility, geodemographic clustering, the affluent and nonaffluent consumer, the presence of a "technoclass," and how social-class-linked attitudes and behavior influence selected aspects of consumer behavior.
  • Sean Tan
Look insideDetails

Module 11 Sean Tan

  • Consumer research has found evidence that within each of the social classes, there is a constellation of specific lifestyle factors (shared beliefs, attitudes, activities, and behaviors) that tends to distinguish the members of each class from the members of all other social classes.
  • Sean Tan
Look insideDetails

Module 12 Sean Tan

  • It is not easy to define the boundaries of what is meant by "middle class."
  • Sean Tan