Consumer Behavior

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This week your questions are from chapters 8 in the
READ and ATTEND, so be sure to read and view all of the material including the
Shampoo Case (pg. 306-307). EACH of the 4 responses must contain a
MINIMUM of 250 words (not including the reference list). For the week, you need
a MINIMUM of 3 EBSCO scholarly sources cited and referenced in your work. These
sources are to cover the CONSUMER BEHAVIOR TOPICS in the questions, NOT the
products or services discussed. APA Format

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Question 1

Describe Cream Silk’s promotion within the context of
the multi-attribute model: Which attribute(s) were central to the promotion and
how does the model explain what the company was trying to accomplish with the
“Human Hair Quartet?” What limitations might this model have for predicting
consumer’s attitudes and purchase behavior towards Cream Silk? (Hint: Take a
look at the Theory of Reasoned Action pg 276.)

Question 2

In contrast to the Cream Silk promotion, Old Spice
used its characteristically quirky approach to persuade men to try its hair
care products. The integrated campaign, “That’s the Power of Hair,”
incorporated a popular Huey Lewis tune, an interactive Web site, and funny ads
featuring animated hair. Discuss the type of message appeal and the Elaboration
Likelihood Model route each campaign used.

Question 3

How comfortable should consumers be in letting the
reviews of others influence where and how they travel? What are the pros and
cons?

Question 4

What steps do you recommend a hotel take when dealing
with a negative online review? Find one example of a hotel that has done a good
job of responding to a negative review.

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