consumer behaviour (ATTITUDE chapter)

Order Description

 

What to do:
• Find a print ads that you think will generate a fair number of cognitive or affective responses from consumers.
• Show the ad to a sample of 10 consumers and ask them to think out loud about their reactions while reading the ads.
• Record these responses by hand.

I ALREADY DID THAT AND I’ll ATTACH IT the ad is this one :

Cut Leaf Illustrations for ‘Plant for the Planet’

plant for the planet the first one the leaf every leaf traps co2.

Analysis:
• What are their affective and cognitive attitudes toward the ads and products?
• What is the ELM used?
• Are the ads using any attitude change strategy? Explain and Justify
• What is the communication strategy used?
• Use this information to answer the following questions.
o What are the major strengths of each ad?
o What are the major weaknesses of each ad?
o How could each ad be improved?

 

Written Reports

Title Page (-1 point if missing)
Table of Contents (-1 point if missing)
Table of Exhibits (-1 point if missing)

I. Executive Summary (1 point) – Provide an executive summary highlighting your findings, analyses and implications. Your summary should be half a page(single space)

 

II. Introduction and Research Questions (1 point) – Explain what you set out to do or discover. What is the purpose of your research? What are you investigating?

III. Research Design (2 point)
a. Selection of Samples – provide an overview of your sample. Describe from whom or what you collected your data. Be specific.
b. Data Collection Procedures – Describe how you collected your data. For example, if you used questionnaires or other research instruments describe them here. If you
used observation, describe your procedure. (Note: actual questionnaires should be placed in an Appendix)

IV. Presentation and Analysis of Findings (4 points)
• Each of the issues/questions in the analysis section should be addressed individually. Use headings corresponding to the different parts of the analysis section to
distinguish between the different sections of your report.
• Support your conclusions using findings from your research. For example, if you have quotes from someone, present the supporting quotes. If you conducted a survey,
present the findings in a summary form. It is critical that you support your analyses with references to the information provided by your sample.
• Utilize appropriate consumer behavior terminology.
• Utilize tables and charts where appropriate to summarize data.
• Also explain whether the findings are consistent with what you would expect based on consumer behavior theory. If your findings are different from what would be
predicted based on consumer behavior theory, explain why. It is perfectly OK if your findings conflict with what the “book” says. In fact, presenting and explaining
unanticipated results can make for a very strong paper.
(This should be the strongest part please and longest)

V. Marketing Implications (2 point) – Describe the implications of your findings for marketers.

this part is not with the number of pages please so the 2 pages are for the parts above anyways this is already done ill send you the questionnaire:-
VI. Appendices (-3 points if evidence is missing) – Summary tables of results, questionnaires, transcripts of interviews, etc. should be included in an appendix and
referenced where appropriate in the write-up.
(add to the appendix here the questionnaire i will attache and please make diagrams for the questions regarding the yes no and the multiple choice) like pie charts
where appropriate to emphasize when analyzing .

 

CRITERIA being graded on the most
ANALYSIS:
• Linking the assignment to central issues in the chapter (ATTITUDE CHAPTER of consumer behaviour ):
• Providing adequate answers to questions:
• Written communication:

Hawkins, Consumer Behavior, thats the book you can see the attitude chapter from.