Reference no: EM131296386

Consumer Behavior

Learning Resources Reading:

1. Overview of Attitude:

https://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change?related=2

2. Overview of Perception Process.

https://www.slideshare.net/kumaravinash23/chapter-6-consumer-perception?qid=16617068-f11b-4321-abc3-da37feebe6cc&v=qf1&b=&from_search=6

3. Perception Process, language (concepts to apply) and solid examples for such.

https://www.slideshare.net/balasiddu/consumer-perception?related=1

This article discusses attitudes and how they are formed from beliefs, feelings, and behavioral intentions about an object.

https://www.consumerpsychologist.com/cb_Attitudes.html

This chapter from the book "Social Psychology Principles" discusses attitudes and how they interact with persuasion and behavior.

https://2012books.lardbucket.org/books/social-psychology-principles/s08-attitudes-behavior-and-persuas.html

This article discusses the subject of perception and its implications, along with such factors as exposure, interpretation, and stimuli.

https://www.consumerpsychologist.com/cb_Perception.html

Please read Learning Resource WEEK 6 based on Perception and Attitude to answer the following. Some outside research is expected to be done to contribute to the discussion and the base of knowledge from the classroom. Organize the post in the following manner:

A) The process of Perception is (1)Sensing (Exposure), (2)Selecting (Attention) and (3)Interpretation. The first stage often has to do with where a marketing communication is placed (ex. an end-aisle display where you have to maneuver your cart around it or a billboard where you have to drive/ride past it). Therefore, the placement and position of a marketing communication is important in perception to be sure the consumer has an opportunity to be exposed. The second stage is difficult for marketers as we have to attract the attention and then maintain/hold it so that the marketing communication will be paid attention to. You have probably heard the old saying in advertising "sex sells", and it's got this idea at the root. It's easy to flash sexy figures in advertising (to turn a consumers head) but will the consumer stick around to actually see and understand the message? The last stage is almost totally up to the consumer, did they "get it"? Put another way, did the consumer understand the message and did they store (in Long Term Memory) a piece of the message (hopefully the brand's position and brand name). Can they recall the message when it comes to a consuming situation that would call for purchase/use of the product/brand?

Based on the Perception Process choose one specific brand that you believe has done the above creatively, thoughtfully, effectively AND successfully. Outline this brands efforts in detail, using Perception terms and concepts from the readings (and research) to support why it is an effective brand in terms of Perception. Outline each stage description in the following manner:

A-1 Sensing/Exposure
A-2 Selecting/Attention
A-3 Interpretation

B) One of the most controversial areas of Perception is Subliminal Advertising. Part of the controversy is the debate as to whether it is effective or not. Conduct some outside research and give your opinion as to whether Subliminal Embeds work in advertising or they do not. Outside research is needed for this response, so citations are crucial here.

C) Attitude is an easy area to develop but difficult to change. Once an attitude has been formed (about a brand) it is costly to change. Identify one brand that has suffered a set-back or controversy. Answer in detail the following questions with regard to attitude:

C-1. Was the brand's attitude (before the negative event) mostly based on one component (Cognitive, Affective or Conative?) Explain. What about now, after the negative event, is the new attitudes being formed based on the same component or another one altogether? Explain.

C-2. How is the company combating the negative attitudes that have been formed from the negative event?

Be sure to organize your post using headings, etc. from above. Outside, researched sources are required. Usage of end/foot noting is required within the text of the post responses. Cite the sources (in total) at the bottom of the discussion responses. Also part of the discussion rubric is that each student must comment and post to two other peer posts during the week. Support with end notes/citations and include a bibliography at the bottom of the post. Do not repeat brand examples.

Managing Customer Relationships

Read the Article, "Five Basic Skills Your Customer Service Representative Cannot Live Without."

https://www.unitiv.com/intelligent-help-desk-blog/bid/75910/5-Basic-Skills-Your-Customer-Service-Reps-Cannot-Live-Without

Comment on the skills indicated in the article. Are there skills that are left off of this list that you think would be important for a customer service representative to have?

Organizational Behavior

• Create a Response evidencing and citing at least two required readings/resources, primarily from this week's readings. Cite all reference sources using APA format. Use in-text parenthetical citations, for example (Saylor Org., 2014, p. #), within your response content, and full citations referenced at end (see Content/Using APA).

• Use our text and at least two other weekly content materials to explain or defend your points. Your initial answers should be at least 300 each words in length to earn any points.

Readings:

https://learn.umuc.edu/d2l/le/content/166276/viewContent/6863476/View chapter 12
https://learn.umuc.edu/d2l/le/content/166276/viewContent/6863500/View chapter 14
https://learn.umuc.edu/d2l/le/content/166276/viewContent/6863501/View chapter 15

LA 1 your leader style

Our chapter 12 gives numerous explanations of varied leader styles (sections 12.2 p. 12 - 12.4 p. 44). Analyze your own leadership style, as well as that of one of your own supervisors. What are the similarities and differences? Does your leader's style motivate you (look to past week's reading on motivation for this)? How does your personality influence your chosen style?

LA2 Identifying organizational culture

A functional organizational culture will be one in which the ‘way' of the employees conducting work, their interactions in doing so, supports attaining organizational goals. Dysfunctional cultures will have a primary ‘way' that doesn't clearly align to support goals, or has numerous pockets of counter-cultures weighing it down. Using ch. 15, discuss how your current or former employer created and maintained culture. Identify its visual elements too (see fig. 15.10). If it is a strong culture, how should it be maintained? If it is a weak culture, how should it be changed?

For both of our LA's this week you might find helpful:

• Geert Hofstede's renowned typology on national cultural values https://geert-hofstede.com/national-culture.htmlThis sight also provides a country-comparison page to compare other cultures against our US culture. Additionally, his dimensions of organizational culture are https://geert-hofstede.com/organisational-culture.html

• Beyond Intractability's extensive article database on cross-cultural communications and behaviors. Cross-cultural communications https://www.beyondintractability.org/essay/cross-cultural-communication and Communication Tools for Understanding Cultural Differences https://www.beyondintractability.org/essay/communication-tools

• Create a Response evidencing and citing at least two required readings/resources, primarily from this week's readings. Cite all reference sources using APA format. Use in-text parenthetical citations, for example (Saylor Org., 2014, p. #), within your response content, and full citations referenced at end (see Content/Using APA).

• Use our text and at least two other weekly content materials to explain or defend your points. Your initial response should be at least 300 words in length to earn any points.