MARS604 Consumer behavior

Assessment Topic:Take a position on ONE of the following points of view and defend your position: Position One: Using knowledge of attitudes is manipulative and is wrong. Advertisers and marketers should be prevented from following this practice. Position Two: Using knowledge of attitudes is just a natural extension of wanting to understand the consumer. By using attitude information, a marketer (or advertiser) can more easily meet the wants and needs of the consumer. Which of the above position represents your stand? Take a position and explain what the statement means. It is important that you relate other consumer behaviour concepts (e.g., consumer needs and motivation, perception, decision making, consumer learning, etc.) to this statement? Ethical business practices include managing relationships with the people in your business community at the highest moral standard. This includes the most critical stakeholder in your business, your customer. Given the importance of ethics to a successful business, how should marketers approach the abovementioned issue to build trust and reputation among business associates and stakeholders?Please ensure that you achieve a balanced discussion between theory and your own analysis. Note that excessive theory that is not linked to the topic via your own analysis is irrelevant. However, too much emphasis on your own analysis without theoretical support leads to a descriptive rather than analytical answer. Make sure that you support each key argument with an academic source, and that you explain the relevance of the theory to your argument. Sources of literature to support your arguments could be drawn from the following high-quality academic journal articles:?Journal of Consumer Research?Advances in Consumer Research ?Journal of Consumer Behaviour ?Journal of Consumer Psychology