How do consumers form an attitude toward a certain brand

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Assignment: Pricing Strategies of B2B Marketing in the Chemical Industry Case Study

I. Explain or define the following concepts.

i. Sleeper effect (Explain what it is and why it occurs)
ii. Experiential perspective on consumer decision making
iii. Availability heuristic
iv. Ad cognitions (Explain and include an example)
v. Brand cognitions (Explain and include an example)
vi. Halo effect

II. How do consumers form an attitude toward a certain brand according to the Fishbein attitude model? Present or describe the model and use an example to illustrate how consumers form an attitude toward a certain brand according to the Fishbein model.

III. Point-of-purchase Advertising International (POPAI) has conducted the Shopper Engagement Study several times in the past 40 years or so. The study measures the percentages of consumer purchases at supermarkets and mass merchandisers that are

(i) Specifically planned, (ii) generally planned, (iii) substitute, and (iv) unplanned (In-store decision-based purchases = generally planned purchases + substitute purchases + unplanned purchases). Define each of these four purchase categories. What are some notable trends (in the percentages of the different purchase categories) revealed by the past Shopper Engagement Studies, and what would be the most important marketing implication of these trends?

Reference no: EM133202445

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