Consider the information that you have learned in this module and connect it to our discussion.
Part I: Initial Post
Babin and Harris (2022) defined an attitude as, “the relatively enduring overall evaluation of objects, products, services, issues, or people,” (p. 137). In short, an attitude is how we think or feel about something and includes three components:
Affect
Behavior
Cognition
Look at Exhibit 7-3 Hierarchy of Effects in your textbook.
Discuss the high, low, experiential, and behavioral influence of attitudes.
How can marketers use this information about attitudes?
Is it possible to change a consumer’s attitude?
Discuss the impact of attitudes and the predictability of consumer behavior.
Part II: Connect with Classmates
Note: You must first submit your post in order to see and engage with your classmates’ posts.
Meaningfully engage with classmates’ posts to move the conversation forward. Share insights about what they posted, ask follow-up questions, share experiences, etc.
Evaluation
Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on “Reply.” Then copy/paste the text into the message field, and click “Post Reply.” To respond to a peer, click “Reply” beneath the initial post.
This discussion will be graded using the discussion board rubric. Please review this rubric prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.
Requirements
Post a minimum of 300 words for your initial post and reference at least three course materials.
Justify your explanations by including in-text citations and your references in APA format as applicable.
Read any postings already provided by your instructor or fellow students and respond accordingly. Remember to read the feedback to your own major postings and reply to it throughout the module.
Review your writing for grammar and spelling before posting.
ClaritasLinks to an external site. [website]
Call Me and I’ll Go: The Effect of Shop Window Display on Buying Behavior of Brazilian Customers in Fashion RetailLinks to an external site. (Cardoso Scussel, Pujol Filho, de La Martinière Petroll, & Damacena, 2020)
The Influence of Colour on Human Behaviour: A RetrospectiveLinks to an external site. (Laing & Pernarella, 2021)
Do Background Colors Have an Impact on Preferences and Catch the Attention of Users?Links to an external site. (Lewandowska & Olejnik-Krugly 2022)
Predictive Modeling of Consumer Color Preference: Using Retail Data and Merchandise ImagesLinks to an external site. (Li, Chen, Yang, Huang, & Huang, 2020)
