Discussion Post: Consumer Behavior & Marketing Strategy
Part I
What are two characteristics of the source of a message that influence its ability to change attitudes? Describe each and provide with real-life examples.
Part II
Using college students as the market segment, describe the most relevant reference group(s) and indicate the probable degree of influence on decisions for each of the following:
• Brand of toothpaste: friends, roommates = Low
• Purchase of hybrid car: co-workers, friends = High
• Purchase of breakfast cereal: family, roommates = Low (if for own use) to High (if group use)
• Becoming a vegetarian: roommates, friends, family = Moderate
• Choice of computer tablet such as the iPad: family members, friends = Moderate to high.
The response should include a reference list. Using one-inch margins, Times New Roman 12 pnt font, double-space and APA style of writing and citations.