Question:
Academic research on consumer behaviour has been an important driving force behind business decisions in the real world. In this assessment task, you as a consumer behaviour expert will bring the latest consumer behaviour research into practice.
First, please find a research article published in any 2016 issue of Journal of Consumer Research, the best consumer behaviour journal in the world.
Your task is to present findings of this research article and apply these findings to a real-world organisation. That is, you will provide recommendations on how the organisation could benefit from applying the research findings.
Student information and presentation title;
Findings of the research article;
Recommendations for the organisation;
Reference list.
You will also prepare a script (i.e., a Word document) in which you will write out or at least outline what you intend to say in your presentation.
Please pay attention to the following details on presentation and submission methods:
On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
Answer:
Introduction:
The presentation is about consumer research where the topic regarding attitude change before a purchase needs to be considered. In this respect, Fishbein’s Multiattribute Models and attitude change has been undertaken.
In regard to the the frequency with which the marketers are trying to do the changing of the customer brand as well as attitudes regarding product and the frequent challenges to do so, there is the need to fully understand the process of changing attitude that is warranted. Marketers will be attempting towards changing the attitude of the customers before a purchase is made for influencing them to do the buying or they can do the changing of attitudes post making a purchase for reducing any post-purchase dissonance.
Four strategic aspects will be taken into consideration regarding this,
- Change beliefs
- Change the values placed on particular product attributes
- Change the overall evaluation of the brand, which is regarded as brand attitudes
- Change behavioral intentions
