tailieunhanh - Ebook Consumer behaviour - A European perspective (5th edition): Part 2

(BQ) Part 2 book "Consumer behaviour - A European perspective" has contents: Attitudes, individual decision making, groups and social media, European family structures, household decision making and age cohorts, income and social class, culture and consumer behaviour, cultural change processes, consumption and cultural differences. | Find more at 8 ATTITUDES CHAPTER OBJECTIVES When you finish reading this chapter you will understand why: ➔ Understanding attitudes is important to consumer researchers. ➔ Attitudes are more complex than they appear. ➔ Attitudes are formed in several ways. ➔ Consistency is important in attitude formation. ➔ Attitude models are used to identify specific components of an attitude towards a brand, a product or an advertisement. ➔ Persuasion can change attitudes. ➔ Likelihood of persuasion depends on the source’s credibility and attractiveness. ➔ A buzz can be a very effective marketing tool. ➔ The appeal of a message often depends on fear, sex and humour. IT’S SATURDAY EVENING, and Leah, Lynn and Nicki are hanging out at Nicki’s flat in Manchester. While waiting to go out on the town, they are doing some channel-surfing. Leah clicks to the sports channel and the three friends see there’s a football game on, being televised from Ukraine. Portugal is playing against Germany. Leah has been a fan for as long as she can remember – perhaps as a result of having three older brothers and growing up in a house which had Manchester United souvenirs in every room. She loves the subtle intensity of the game, of any game – the traps, the moves, the way players make it look easy to move a ball around a huge field as if it were a small patch of grass. Further, she’s proud of Manchester United’s rich history as a club, and its success as a business operation. But don’t ask her opinion of having her beloved team’s ownership taken over by some American businessman who doesn’t even understand the game!1 Nicki’s a glutton for thrills and chills – at least when it comes to the national team: she converted to football 10 years ago after seeing the England team beat Germany 5–1 in a qualifying game for the 2002 World Cup. But this game does not include the English team, and so she is somewhat less interested. Lynn, on the other hand, doesn’t know a corner kick .

• Quản trị kinh doanh
• Consumer behaviour
• Individual decision making
• Social media
• European family structures
• Household decision making
• Consumer behaviour
• Cultural change processes
• Lecture Consumer behaviour
• Marketing strategy
• Consumer decision process
• Consumer loyalty
• Consumer outlet selection
• Consumer movement
• Business buying behaviour
• Organisational buying
• Situational influences
• Problem recognition
• Information search
• Selecting alternatives
• Communication strategies
• The strength of learning
• Theories of motivation
• Attitude components
• Australasian society
• Household structure
• Group influence
• Social class
• Cultural values
• Postpurchase processes
• Customer satisfaction
• An introduction to consumer behaviour
• A consumer society
• Buying and evaluating
• Learning and memory
• The world and themselves
• Cognitive dissonance on consumer buying behaviour
• Consumer buying behaviour
• Post purchase dissonance
• Fast Moving Consumer Goods
• Purchase of FMCG products
• Consumer decision
• Post purchase processes
• Outlet selection
• Product purchase
• Communication skills
• Marketing strategies
• Habitual decision making
• Measuring problem recognition