Attitudes Consumer Behavior

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Consumer Behavior Assignment 1 |


As consumers, each of us has a vast number of attitudes toward products, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product, a service, a particular retailer, a specific direct marketer, or an advertising theme, we are being asked to express our attitudes.
Within the context of consumer behavior, an appreciation of prevailing attitudes has considerable strategic merit. For instance, there has been very rapid growth in the sales of natural ingredient bath, body, and cosmetic products throughout the world. This trend seem linked to the currently popular attitude that things “natural” are good and things
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Steve Is thinking of asking a few of his friends about the differences between cable and DSL broadband Internet service and will also go online to a number of websites that discuss this topic. The Affective Component

A consumer’s emotions or feelings about a particular product or brand constitute the affective component of an attitude. These emotions and feelings are frequently treated by consumer researchers as primarily evaluative in nature; that is, they capture an individual’s direct or global assessment of the attitude object. Affect laden experiences also manifest themselves as emotionally charged states (eg happiness, sadness, shame, disgust, anger, distress, guilt, or surprise). Research indicated that such emotional states may enhance or amplify positive or negative experiences and that later recollections of such experiences may impact what comes to mind and how the individual acts. For instance a person visiting a shopping center is likely to be influenced by his or her emotional state at the time. If the shopper is feeling particularly joyous at the moment a positive response to the shopping center may be amplified. The emotionally enhanced response to the shopping center may lead the shopper to recall with great pleasure the time spent at the shopping center. It
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