Skip to Main Content
Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
Beliefs, Values, Lifestyle, Attitude, and Personality 151
Attitude towards Ads
This concept facilitates the understanding of consumers’ attitude towards ads and brands.
Initially, consumers develop feelings and accordingly, make assessments about an advertisement.
These elements eventually assist in developing favorable attitudes towards a brand. Strong and
favorable attitudes can be developed when feelings and emotion can exaggerate the aection
of consumers towards ads and brands. For instance, Voltas air-conditioner, a leading electron-
ics company in India, developed an emotional and sensational ad that featured the concept of
close relationships. These ads were thoroughly discussed on virtual platforms and views were
exchanged with the ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Consumer Behavior Theories

Consumer Behavior Theories

Professor Rajagopal Rajagopal
The Psychology of Consumer Behavior

The Psychology of Consumer Behavior

Brian Mullen, Craig Johnson
10 Principles of Modern Marketing

10 Principles of Modern Marketing

Ann Lewnes, Kevin Lane Keller

Publisher Resources

ISBN: 9789353941468