Professional Documents
Culture Documents
B) Personality
Basics of Personality, Theories of Personality and Marketing Strategy(Freudian Theory, Neo-
Freudian Theory, Trait Theory) Applications of Personality concepts in Marketing, Personality and understanding consumer diversity (Consumer Innovativeness and related personality traits, Cognitive personality factors, Consumer Materialism, Consumer Ethnocentrisms) Brand Personality (Brand Personification, Gender, Geography, Color), Self and Self-Image (One or Multiple selves, The extended self, Altering the self)
C) Perception
Basics of Perception & Marketing implications, Elements of Perception(Sensation, Absolute Threshold, Differential Threshold, Subliminal Perception) Dynamics of Perception (Perceptual Selection, Perceptual Interpretation, Perceptual Organization) Consumer Imagery, Product positioning and repositioning, Positioning of services, perceived price, perceived quality, price/quality relationship, retail store image, manufacturers image Perceived Risk, Types of risk, How consumers handle risk
B) Attitude
Basics of attitude, The nature of attitude, Models of attitude and Marketing Implication, (Tricomponent Model of attitude, Multiattribute attitude models, Theory of trying to consume, Attitude towards the ad model), Attitude change strategies, Attitude change based on the tri-component model(Changing the Cognitive Component, Changing the Affective Component, Changing the Behavioural Component) Other attitude change strategies (Changing the basic motivational function, Associating the product with a specific group, event, or cause, Resolving two conflicting attitudes Altering components of the multi-attribute model, Changing beliefs about competitors brands, The Elaboration Likelihood Model)
C) Persuasive Communication
Communications strategy, Target Audience, Media Strategy, Message strategies, Message structure and presentation