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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
110  Chapter 4
Rational and Situational Arousal This arousal is based on cerebral thinking and logical
decision-making. Individuals get excited when brands make logical comparisons about the fea-
tures and traits of their products. For example, Pepsodent toothpaste advertisements projected
strong teeth, good performance, and prevention from a germ attack. These are logical arousals
for Indian consumers. Situational arousals are generated from the environment or a situation.
Situations can be developed by the brands to consume the products. For example, Kurkure, a
popular Indian snack, aimed to arouse the consumers’ hunger by emphasizing on the ...
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Publisher Resources

ISBN: 9789353941468