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88 Cards in this Set
- Front
- Back
What is the process of communication
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Sender (credibilty and attractiveness) - encondes, message, medium, receiver - decodes, attitdude and or behaviour change/nochange, feedback
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What are The nature or persuasiveness of the massage or communication
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appeals to reason or emotion, should it be images or statistics, one-sided or two-sided arguments, primacy or recency effect, size of attitude discrepancy
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Name Factors that influence the audience/receiver
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Self-esteem, social approval, prior experience, public commitment, mood
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Name the Processes of feedbackand evaluation
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Elaboration likelyhood model (ELM) - types of routes are central and peripheral(non-rational); attitude towards the ad
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Name the two Cultural aspects in advitising
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humour and sex
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What are the Market conditions for a segmentation strategy
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identity, access, size
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What are the important forms of market segmentaton
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geographic segmentation, demographic segmentation - age, sex, socio-economic class, geo-demographic; psychological segmentation - activities, interests, opinions (thelma - old-fashioned traditionalist 25%, candice - chic urbanite 20%, mildred - militant mother 20%, cathy - contented housewife 18%, eleanor - elegant socialite 17%); usage segmentation - time, frequency, occasion, situation; benefit ssegmentation
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What are the concepts of socio-economic status
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social stratificataon, social status and symbol - power, wealth, prestige, conspicious consumption, exclusiveness, respect, life chances and life style
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How do we measure social class
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objective methods: uses 3 quatifiable SES measures of occupation, income, education - single-variable index e.g. occupation, multi-variable index; subjective methods - people are asked to rank themselves (upper, middle, lower class); reputaional method - people rate each other, interpretative methods -
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How many social class categories do we have
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What are the factors to consider in changes in the social class
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can idividuals change their social class, is the categorisation undergoing a change
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What are the types of group
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primary and secondary group, formal and informal group, membership and reference groups
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What are the properties of group life or how can a group affect consumer behaviour
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unintended group influence, word of mouth and opinion leadership, group norms and power of conformity - asch conformity, milgrams obedience to authority, crutchfield norm; group power - reward, coercive, legitimate, expert, referent
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Effects of reference groups on consumer behaviour
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direct influences, indirect influences
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How Reference group effects on products depends on
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public necessities, public luxuries, private necessities
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What are the differences in consumer susceptibility
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Group factors, individual factors
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Defintion of family
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2 or more people living together who may be related by blood, marriage or adoption
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Socialsation
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As a child this a two-way process
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Types of institutions that affect people
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family, school, nation-state
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Consumer socialisation
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co-shopping and role model
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Family roles
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initiator, influencer, decision maker, buyer, user and gate keeper
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Strategies faminlies use to resolve conflict
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coercion, persuasion, bargaining, manipulation
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Changing roles in the family
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financial situation, role of man, attitude
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The life cycle stages
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bachelor, newly married, full nest 1, full nest 2, full nest 3, empty nest 1, empty test 2, solitary survivor, retired solitary survivor
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Stages and psychological development of development
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sensory motor (birth to two years), preoperational (two to seven years), concrete operations (seven to eleven), formal operations (from 11 years on), assimilation and accommodation, from egocentric to reciprocal (piagret), diffrences make more sense than similarities, language and culture
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Three phase model of economic concept development
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pre-economic, micro-economic, macro-economic
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External influences on consumer socilaisation
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parents; school - teachers, courses; social norms; marketing an advertising
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What are the four theories of personality
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freudan psychoanalysis: ID, Ego, superegeo; Neo-freudan psychoanalysis: compliant, aggressive, detached; self theory: actual self image, ideal self image, social self image, ideal social self image; Trait theory: life data, self-repot questionaire, objective
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What are freuds development stages
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oral stage, anal stage, phallic stage
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Consumer behaviour tests based on freudan theory
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personality testes - MMPI, TAT, Rorschach ink blot test
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Brand personalty
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Create a recognisable and liked personality of a brand
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Describe levits total product concept
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generic product, expected product, augmented product, potential product
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Product life cycle
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introduction, growth, maturity, saturation, decline
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Effects of personal influence on process of innovation
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product champions - characteristics, energy, passion, idealism; opinion leaders, opinion folowers
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The three main types of innovation
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continous, dynamically continous, discontinous
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Five product characteristics that determine consumer response
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relative advantage, compatibility, complexity, trialabilty, observability(communicability)
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Types of adopters
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innovators, early adopters, early majority, late majority, laggards
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Imporatant points in diffusion
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different generations grow up with different innovations, some innovations becom widely diffused and are taken forgranted by all generations, some a re user friendly and easily adopted to, some achive market penetration due to usefulness, innovation can not be adopted at the same time by the market
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What are the types of focuses in consumer research
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Positivist: research based on consumer reaction to particular conditions; Reductionist: eliminating the influence of psychological relationship and reducing the interaction between a consumer and producer to buying and selling i.e. consumption; interpretivist: Aknolwdges the complexity in the human interaction involved in an exchange or consumption.
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What are the assumptions in a positivist approach
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all behaviour have causes and effects which ca be solely measured and studied, when faced with a problem, people assimilate all relevant information, after assessment, people make a rational decision
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What are the assumptions in a interpretivist approach
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It can not be solely causes and effects as there is not one single objective reality that everyone can agree on, Each persons experience is unique as the reality is a subjective experience, People do not always assimilate or decide rationaly, emotions paly a big role in decision making
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What is consumer behaiour
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Emotional, mental and physical activities that people do in other to select, buy, use or dispose of goods and services in order to satify needs and desires.
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What is the aim of a marketing concept
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Identification of consumer need and producing items that fullfil these needs
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Orientation change
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Fron product to consumer orientation
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Multi-sensual marketing is used to apeall to all our senses or a number of senses at a time such as
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vision, hearing, smell
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What are the common properties of senses
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Thresholds of awareness: just noticeable of difference, difference threshold and absolute threshold; sensory adaption
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Perception
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Persception is the processing of sensory information
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How we process sensory information
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focus and attention, selective perception- external factors: change - contrast, movement, repetition (mere exposure), size, intensity; Internal factors: (expects something to happen - perceptual set); perceptual distortion
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Types of perceptual cues and how we organise them (gestalt pschology)
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illusions - figure and ground, grouping, closure (zeigarnik), perceptual constancy, depth and distance, movement, subliminal perception
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Perceiving risk
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performance, financial, physical, time, social, psychological
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How we cope with risk
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information gathering, relying on brand loyalty, image of brand, image of store
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The ways of learning
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behaviourist and cognitive, modelling
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Behaviourist
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classical conditioning (pavlov) - CR, CS, US, UR, stimulus generalisation, stimulus discrimination; instrumental or operative conditioning (skinner)
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Cognitive
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knowledge (insightful learning)
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Stages of memory
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sense memory, short term, long term
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making learning meaningful
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repetition, visuals, self-referencing, mnemonics
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Buying behaviour
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ability, opportunity and motivation (need - incentive(internal and external)
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Consumer applications of maslow hierachy of needs
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physiological - food, drinks; safety - insurance; self-esteem - luxury goods; social - gifts, cards; self-actualisation - educational services
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Motivational mix
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aproach and avoidance; force of inertia; involvement; Specific needs - achievement, affiliation, power, involvement; unconscious motivation
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Antecedentsof involvement (factors that precede involvement)
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person - self-image, needs, drives, values, product - percieved differntiation, situation
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Properties of involvement
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feelings the consumer experiences and the behaviour exhibited when they are involved
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Outcomes of involvement
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passive and active
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Unconscious motivation
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Through motivational research, researchers try tofind out the unconscious motivation of consumers
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Semiotics
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meanings that symbols and signs have for people
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images of a consumer
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chooser, communicator, explorer, identity seeker, hedonist, victim, rebel, activist, citizen
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American consumerism
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before the 2nd world war, fordism and the fordist deal, after the 2nd world war - right to safety, right to be informed, right to be heard - prevention, restitution, punishment, right to choose - how much and how real, right to clean environment, right to privacy
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Changes in consumer experience from producer perspective
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customer responsiveness - from product focused to cutomer focused (japan kaizen + management by walking about (mbwa), from mass production to individual customising; business ethics - codes of ethics, changes in the board of directors to include external appointees, social marketing
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Changes in consumer experience from market place perspective
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political changes - deregulations and regulations; shopping trends and buying behaviour
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Changes in consumer experience from consumer perspective
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direct action - boycotts, organised complaints, legal action; alternative lyfestyles - green consumerism, ethical investmentexchange economy
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How people make decisions
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rationality, heuristics - representative heuristics, attitude heuristics, available heuristics
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Consumer decision process
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recognising a problem, internal and external information search (depends on risk factor), evaluating alternatives, purchase processes, post purchase evaluation
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Causes that lead to people Acting on problem recognition
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changing circumstances - finance, needs, wants, dpleted stock, disatisfaction with stock, marketing influences, product add-ons
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Types of information search
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internal search -undirected, directed, external search
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Factors that affect external search
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situational and individual factors
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Evaluation process
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criteria of evaluation, arriving at the alternatives (evoked set), assessing the alternatives, choosing a decision rule (compensatory and non compensatory decision rules - conjunctive, disjunctive, lexicographic, elimination)
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Implication of consumer decision making on marketing
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knowing decision rules, cues used by the customer to assess alternatives, presentation of appropriate information to customer
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Types of purchasing
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in-store purchasing - criteria: location, merchandising, service; at-home purchasing
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Factors that influence the consumer at the point of sale
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merchandising (planned and unplanned purchasing), (point of sale promotion, traffic patterns, price (multiple pricing)
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Post-purchase process
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consumer satisfaction or dissatisfaction
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Differences between cultures
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language, non-verbal communication, cultural values, ideals - individualisim, equality, humanitarianism, youthfulness, social conformity; actualites - materialism, progress, achivement and success, efficiency and practicality, activity, mastery of the environment
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Subcultures
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ethnicity - national origin, race
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Changes in culture
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baby boomers, scarcity of time, cocooning, health
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Charasteristics of attitudes
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cognitive - beliefs, affective - feeling, conative -intention
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Forming attitude
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classical conditioning, stimulus generalisation, stimulus discrimination, operant conditioning, cognitve learnign theory
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Sources of atttitude
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family, peers, direct experience
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Theories of attitude
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multi-attribute (fishbein)
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Changing attitudes
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mere exposure, persuasive communication, cognitive dissonance (theory of power drive to be consisitent)
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Strategies in changing attitude and marketing
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in low involvement goods, marketers use peripheral cues or influences or try and turn them to high involvement goods and towards product, attempts to change belief, evaluations, changing both
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