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CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-1
12/30/2014
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7-2
attitude object
Behavior: persons intentions to do
something with regard to an attitude object
Cognition: beliefs a consumer has about
an attitude object
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-3
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-4
Consistency Principle
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-5
Self-Perception Theory
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he has
first agreed to comply with a smaller request
LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after
agreeing to it that it will be very costly.
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he
refuses), then asked to do something smaller.
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-6
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-7
Balance Theory
12/30/2014
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7-8
Scarcity
Authority
Consistency
Liking
Consensus
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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7-10
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The Source
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-12
Star Power
12/30/2014
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7-13
Nonhuman Endorsers
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-14
7-15
The Message
Table 7.2 Characteristics of Good and Bad Messages
Positive Effects
Negative Effects
Extensive information on
components, ingredients, nutrition
Graphic displays
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-16
7-17
Comparative Advertising
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
7-18
7-19
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Lecture: speech in
12/30/2014
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
address the
audience
Interact with each
other in an imaginary
setting
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