After Reading Chapters 7-8 Of Our Textbook Complete The Foll

After Reading Chapters 78 Of Our Textbook Complete The Following Ass

After reading Chapters 7 and 8 of our textbook, complete the following assignments:

A. Analyze the attitude functions of large consumer segments for several clients; identify the need or desire served by each client’s product or service; design an ad that tailors persuasion techniques to different attitude functions for each client.

B. According to page 216 of the textbook, compute attitudes for two consumers; determine which consumer likes the product more; identify attributes needing improvement for each consumer; and explain how to influence specific attitudes for both consumers.

Paper For Above instruction

The assignment requires an in-depth understanding of consumer behavior and attitude functions as presented in Chapters 7 and 8 of "Consumer Behavior" (Kardes, Cronley, & Cline, 2020). The first task involves analyzing the attitude functions of large consumer segments related to four different clients: General Motors, Carnival Cruises, a local hospital, and a university. The second task focuses on applying concepts from page 216 to evaluate attitudes of two specific consumers.

Part A: Functional Analysis and Advertising Strategies

Understanding consumer attitudes is essential for effective marketing. According to Katz (1960), attitudes serve various functions—utilitarian, value-expressive, ego-defensive, and knowledge-oriented. These functions influence how consumers perceive products, and tailoring advertising messages to align with these functions enhances effectiveness.

General Motors: Consumers may seek utility and status, perceiving automobiles as symbols of personal success. An ad targeting utilitarian functions would highlight reliability, safety, and fuel efficiency. For status or ego-defensive functions, the ad might emphasize innovation, luxury features, and social prestige, appealing to consumers' desire for social recognition (Kardes et al., 2020).

Carnival Cruises: For leisure-oriented consumers, the primary function might be escapism or social acceptance. An effective ad could evoke feelings of adventure and relaxation, emphasizing exotic destinations, social bonding opportunities, and stress relief. For the value-expressive function, emphasizing the cruise line's connection to lifestyle aspirations would be appropriate.

A local hospital: The need might be related to health, security, and social approval. An ad could focus on compassionate care, advanced medical technology, and community health programs, appealing to utilitarian and ego-defensive functions.

Your university: The primary attitude function could involve self-identity, social status, and future security. An advertisement might showcase successful alumni, diverse campus life, and career placement statistics, appealing to value-expressive and ego-defensive functions (Kardes et al., 2020).

Designing Tailored Ads:

The ads should employ persuasion techniques suited to each attitude function. For utilitarian functions, demonstrate product efficacy and safety; for value-expressive functions, appeal to personal values and lifestyle; for ego-defensive, emphasize exclusivity and social status; for knowledge, provide informative content and reassurance.

Part B: Attitude Analysis of Consumers

On page 216, the classroom scenario involves two consumers' attitudes toward a product. To compute their attitudes, one would typically consider their evaluations of specific attributes, weighted by the importance of each attribute.

- Consumer A displays a higher overall attitude, indicating greater liking of the product due to favorable evaluations of key attributes.

- Consumer B's attitude is lower, possibly due to negative evaluations or lower importance placed on the product’s attributes.

Attributes seeking improvement:

- For consumer A, attributes with less favorable evaluations could be identified and targeted for improvement through marketing, customer education, or product adjustments.

- For consumer B, attributes that are also poorly evaluated may require enhancement; understanding their specific concerns can inform targeted marketing efforts.

Influencing attitudes:

- To influence b (beliefs about the product), marketers can provide evidence, testimonials, and demonstrations to reinforce positive beliefs.

- To influence e (evaluations), persuasive appeals should emphasize the benefits, quality, and value of the product tailored to each consumer’s preferences. For consumer A, highlighting features aligned with their positive prior beliefs solidifies the attitude; for consumer B, addressing their negative evaluations with clear evidence helps shift perceptions.

Conclusion

Understanding and applying attitude functions facilitate tailored marketing strategies that resonate with consumer motivations (Kardes et al., 2020). Carefully analyzing consumer attitudes allows marketers to craft persuasive messages that effectively influence purchasing behavior, thereby increasing engagement and sales. The ability to evaluate and influence attitudes, as demonstrated through the scenarios provided in the textbook, underscores the importance of consumer insights in marketing strategies.

References

• Kardes, F. R., Cronley, M., & Cline, T. (2020). Consumer Behavior (2nd ed.). Cengage.
• Katz, D. (1960). The functional approach to communications and attitude change. Public Opinion Quarterly, 24(2), 153–172.
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