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Chapter 7 Persuading Consumers REVIEW AND DISCUSSION QUESTIONS 7.1 Explain the differences between feedback from interpersonal communications and feedback from impersonal communications. How can the marketer obtain and use each kind of feedback? Interpersonal communication enables the sender to obtain immediate feedback. In personal selling situations, for example, the salesperson can obtain immediate verbal and nonverbal reactions from the prospect, which enable him or her to modify, repeat, or explain in greater detail the sales message. In impersonal communication, feedback is somewhat delayed. Return coupons, requests for more information, sales figures, and brand awareness surveys are all methods of feedback as to the effectiveness of the marketing message. A marketer who plans to use a survey to assess the effectiveness of a communications campaign must take a similar survey prior to the campaign, in order to obtain “benchmark” figures against which to compare the campaign’s results. As in interpersonal communications, unfavorable feedback indicates that the communication campaign should be revised. 7.2 List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise? Psychological noise refers to issues such as competing advertising messages or distracting thoughts. Most consumers are bombarded daily with more messages than any one person could possibly comprehend; this clutter of competing commercial messages constitutes psychological noise. To preserve their sanity, individuals subconsciously direct their attention to those messages that are in their realm of interest or experience, and ignore those that are not. In a marketing context, people selectively perceive information about products or services in which they are interested or which relate to their lifestyles, and they ignore information concerning products in which they have no interest. Thus, marketers must effectively position their products by communicating to consumers how these offerings meet their needs better than their competition. Many ads show how particular brands are related to particular lifestyles while trying to establish lasting brand images, which stand out within the advertising clutter and lead to brand loyalty on the part of consumers. Repeated exposure to an advertising message helps surmount psychological noise and facilitates message reception. Repeating an ad is a must. Copywriters often use contrast to break through the psychological noise and advertising clutter. Contrast entails using features within the message itself to attract additional attention. These features include developing an unexpected outcome or increasing the amount of sensory input. Digital technologies allow marketers to monitor the consumer’s visits to web sites, infer the person’s interest from this data, and design and send customized promotional messages to that person. In addition positioning and a unique selling proposition helps the message stand out from psychological noise. 7.3 Discuss the strategic differences between traditional media channels and new media. New media is considered alternative or non-traditional media while mass media uses traditional avenues for advertisements such as newspapers, billboards, radio, television and magazines. New media is more dynamic than traditional mass media. New media is addressable meaning it can be customized and addressed to a particular receiver and different receivers get varied rendering of the same basic message. It is interactive, receivers may interact with the sender during its transmission and it is response-measurable. This means that a receiver’s response to a promotional message can be measured more precisely and directly than his or her response to a message transmitted via mass media. 7.4 Compare broadcasting and narrowcasting and explain why marketers are moving away from using broadcasting into narrowcasting and addressable marketing. Advertisers are unhappy with the current broadcast media because they are reaching increasingly smaller and more fragmented audiences and getting fewer “eyeballs” for the money spend for TV ads. Advertisers prefer the advantages gained via a narrowcast model. The term traditional media is synonymous with broadcast media (or mass media) and consists of channels where all receivers receive the same one-way messages from marketers (i.e., they cannot send direct responses to the message sources). In sharp contrast, new media are channels of narrowcasting, defined as means that permit marketers to send messages that are: 1. Addressable and directed to specific persons rather than groups of consumers. 2. Customized, and based on data gathered from tracing consumers’ surfing and clicks online, in combination with other information, to either small groups or individual consumers. The additional data includes the receiver’s location (which can be determined from an IP address or a GPS integrated into a mobile device) and information from “cookies” installed on the hard drive of a digital device. 3. Interactive because, in most narrowcasts, an action by the consumer—in the form of a click on a link or banner—triggers the transmission of a message. 4. More response-measurable than traditional broadcasted ads because communication feedback is more accurate and received sooner. 7.5 How can marketers construct and transmit addressable ads? Illustrate with a promotion of a product or service of your choice. Addressable advertising consists of customized messages sent to particular consumers. These messages are based mostly on the consumers’ prior shopping behavior, which marketers have observed and analyzed. Some of this data comes from data aggregators that use data from users’ browsers, Google, Yahoo!, and Facebook to build models that marketers in turn use to design the different ads customers see, which are also a function of the viewers’ demographics and past advertising exposure. Student examples will vary, but should reflect an understanding that the ads are related to the consumer’s past behavior. 7.6 Should marketers use more body copy than artwork in print ads? Explain your answer. In general, the answer is no. A picture is worth a thousand words, and verbal information is more effective at communicating when it is accompanied by images. Consumers are more likely to read body copy if they have high involvement with the product/product category and are motivated to process details about the product. In those situations and/or in situations where the receiver wants technical details, a copywriter may allocate more space to the verbal information than the visuals. 7.7 For what kinds of audiences would you consider using comparative advertising? Why? Comparative advertising should be used if the audience is critical or unfriendly (e.g., if it uses competitive products), if it is well educated, or if it is likely to hear opposing product claims from competing marketers. A friendly audience (e.g., one which uses the advertiser’s products), tends to be favorably predisposed to the marketer’s message and screens out opposing arguments from competitors. Therefore, advertising which reinforces brand loyalty, rather than comparative messages, should be aimed at friendly audiences. 7.8 What are the advantages and disadvantages of using humor in advertising? Some key findings related to the use of humor in advertising include: 1. Humor attracts attention and enhances liking of the product advertised. (advantage) 2. Humor does not harm the comprehension of ads, and, in some cases, it actually aids comprehension. (advantage) 3. Humor does not always increase an ad’s persuasive impact or a source’s credibility. For example, one study showed that humor might actually distract from cognitive processing of the central benefits of the brand. (disadvantage) 4. Humor that is relevant to the product is more effective than humor unrelated to the product. (advantage or disadvantage, depending on relationship with product) 5. Humor is more effective in ads for existing products than in ads for new products, and more effective in targeting consumers who already have a positive attitude toward the product. (advantage or disadvantage, depending on product newness) 6. Using humor is more appropriate for advertising low-involvement than high-involvement products. (advantage or disadvantage, depending on consumers’ involvement with product) 7. The effects of humorous ads vary by the audience demographics. (advantage or disadvantage, depending on target audience) 8. The impact of humor is related to the receiver’s personality. For example, higher sensation seekers were found to be more receptive to humorous appeals than lower sensation seekers. (advantage or disadvantage, depending on personality of receivers) Humorous ads were found to be more memorable when humor was strong and related to the message. 7.9 Why and how must marketers use fear appeals in advertising cautiously? Fear is an effective appeal and is often used in marketing communications. Some researchers have found a negative relationship between the intensity of fear appeals and their ability to persuade, so strong fear appeals tend to be less effective than mild fear appeals. Response to fear appeals varies with demographics, personality, issue familiarity and other creative elements. In one study, more females than males said that fear appeals will change distracted driving and suggested using interviews with people who had been affected by distracted driving accidents in advertisements against this behavior. Also, more males than females said that using legal action would discourage distracted driving. One study discovered that a strong graphic threat message had a greater effect for an unfamiliar issue than for a familiar issue. For an issue with which the subjects were very familiar, adding information to a weak-threat fear appeal increased the perceived severity of the undesired behavior. The perceived severity of threat and perceived probability of occurrence significantly influenced people’s intentions to adopt the recommended behavior. Fear appeals are unlikely to be effective among persons who score high on sensation seeking. Several studies showed that adding disgust to a fear appeal enhanced message persuasion and compliance beyond that of appeals that elicited only fear. 7.10 Do sexual appeals work better than other appeals? Explain your answer and illustrate with examples. Sexual themes have attention-getting value, but studies show that they rarely encourage actual consumption behavior and are only effective with sex-related products. Often, sexual advertising appeals detract consumers from the message content and tend to interfere with message comprehension, particularly when there is substantial information to be processed. Nudity may negatively affect the product message. Receptivity to sexual appeals varies among consumers. “Sexual self-schema,” which is one’s cognitive view of the self with regard to sexuality, originates in persons’ past experiences and influences their reactions to sex-related promotional themes. Sensation seeking, which is the pursuit of novel and exciting sensations and experiences may increase favorable responses to nudity in advertising. Another study indicated that more extroverted people were receptive to sexual appeals and that such appeals should not be used in targeting consumers who are quiet, shy, and reserved. Student examples to illustrate their position may vary. Look for opportunities to relate ads that are put forth as effective to previous study findings about the relationship between the product advertised and the sexual appeal and findings related to personality attributes of the receiver. 7.11 How is communications feedback related to measurement of persuasion and sales effects? Because marketing communications are usually designed to persuade a target audience to act in a desired way (e.g., to purchase a specific brand or product, to vote for a specific candidate), their ultimate test is the receiver’s response. Communication feedback is an essential component of both interpersonal and impersonal communications because it enables the sender to reinforce or change the message to ensure that it is understood in the intended way. Compared with impersonal communications in mass media, a key advantage of interpersonal communications is the ability to obtain immediate feedback through verbal as well as nonverbal cues. Immediate feedback is the factor that makes personal selling so effective, because it enables the salesperson to tailor the sales pitch to the expressed needs and observed reactions of each prospect. Experienced speakers are very attentive to feedback and constantly modify their presentations based on what they see and hear from the audience. Marketers measure their communications’ persuasion effects, that is, whether the message was received, understood, and interpreted correctly; and their sales effects, that is, whether the messages of a given campaign have generated the sales level defined in the campaign’s objectives. 7.12 A marketer of a new car model launched with commercials during the Super Bowl intends to use attitudinal measures, as well as day-after recall tests, to estimate the commercials’ effectiveness. How should the company do so? Attitudinal measures gauge consumers’ cognitive responses to messages, including their levels of engagement and involvement with the messages tested. Semantic differential and Likert scales are used in testing ad copy to assess whether respondents like the message, understand it correctly, and regard it as effective and persuasive. In day-after recall tests, Super Bowl viewers should be interviewed a day after watching and asked to describe the commercials they recall. HANDS-ON ASSIGNMENTS 7.13 Bring two print advertisements to class: one illustrating a one-sided message and the other a two-sided message. Which of the measures discussed in the chapter would you use to evaluate the effectiveness of each ad? Explain your answers. For a one-sided message ad, I might choose an advertisement that focuses solely on the positive aspects of a product or service without acknowledging any potential drawbacks or alternatives. For example, an ad for a luxury car that highlights its sleek design, powerful engine, and cutting-edge technology without mentioning its high price or potential maintenance costs. To evaluate the effectiveness of a one-sided message ad, I would consider measures such as attitude change, message recall, and behavioral intentions. Attitude change can be assessed by conducting surveys before and after exposure to the ad to see if there is a shift in attitudes toward the advertised product or brand. Message recall can be measured by asking participants to recall specific details or key points from the ad. Behavioral intentions can be gauged by asking participants if they are more likely to purchase the product or take some other desired action after seeing the ad. For a two-sided message ad, I might choose an advertisement that acknowledges both the positive and negative aspects of a product or service. For example, an ad for a cleaning product that acknowledges its effectiveness in removing stains but also mentions that it may not be suitable for certain types of fabrics. To evaluate the effectiveness of a two-sided message ad, I would use similar measures as for the one-sided message ad, but with a focus on how the inclusion of both positive and negative information influences attitudes and behavioral intentions. I would also look at how well participants are able to recall both sides of the message and whether their attitudes are more balanced or nuanced as a result. In both cases, the choice of measures would depend on the specific goals of the advertisement and the target audience. Instructor’s Discussion A one-sided (or supportive) message is often used with audiences who are friendly (e.g., who are brand loyal to the product being advertised), who are not highly educated, and who are not likely to hear negative comments about the product. Two-sided (or refutation) messages are often used in advertisements for products that are characterized by intense competition, such as cars, soft drinks, and headache remedies. A two-sided message provides audiences with counter-arguments when they hear competing ads and thus serves to inoculate them against a competing marketer’s claims. Two-sided ads tend to be more credible and more appealing to highly educated audiences. 7.14 Find print ads using each of the following advertising appeals: fear, sex and humor. Discuss their effectiveness and persuasive value in class. Here are examples of print ads that use each of the following advertising appeals: 1. Fear: An example of a fear appeal ad could be one for a home security system. The ad might depict a dark and ominous scene outside a house, with a caption like "Don't let fear keep you up at night. Protect your home with XYZ Security System." The ad aims to evoke fear of burglary or break-ins to persuade people to purchase the security system. 2. Sex: A print ad that uses sex appeal could be for a fragrance. The ad might feature a provocative image of a person wearing the fragrance, with a tagline like "Seduction in a bottle." The ad seeks to associate the fragrance with attractiveness and allure, appealing to consumers' desires for intimacy and attractiveness. 3. Humor: An example of a humorous ad could be for a beverage. The ad might feature a funny scenario where someone is struggling to open a bottle of a competitor's drink, with a caption like "Don't struggle with the competition. Enjoy the refreshing taste of XYZ Beverage." The ad uses humor to capture attention and create a positive association with the brand. Discussing the effectiveness and persuasive value of these ads in class can involve analyzing how well they grab attention, evoke emotions, and communicate the intended message. Fear appeals can be effective in prompting action, but they must be balanced to avoid overwhelming or alienating consumers. Sex appeals can grab attention and create desire, but they run the risk of being perceived as exploitative or irrelevant. Humorous appeals can be memorable and likable, but they need to be relevant to the product or brand to be persuasive. Overall, the effectiveness of these appeals depends on how well they resonate with the target audience and align with the brand's image and message. Instructor’s Discussion Students’ analyses will vary widely. There should be some gender differences in perceptions. This may be an opportunity to help each gender understand how the other perceives advertising. This exercise is designed to illustrate how marketers utilize the advertising appeals discussed in the text. 7.15 During three continuous hours, watch five commercials online or one TV, without writing any notes. A day later, list all the commercials you can recall seeing. For each commercial, identify (a) the message framing approach used and (b) whether the message was one-sided or two-sided. Discuss the information you remembered in the context of selective exposure and psychological noise. Let's say you watched five commercials online. Here's how you might recall them a day later and analyze them in terms of message framing and one-sided versus two-sided messages: 1. Commercial 1: • Product: XYZ Energy Drink • Message Framing Approach: Gain-framed • Message: Drinking XYZ Energy Drink can boost your energy and improve your performance. • One-sided or Two-sided: One-sided 2. Commercial 2: • Product: ABC Laundry Detergent • Message Framing Approach: Loss-framed • Message: Using ABC Laundry Detergent can prevent your clothes from looking dull and faded. • One-sided or Two-sided: One-sided 3. Commercial 3: • Product: QRS Car Insurance • Message Framing Approach: Gain-framed • Message: With QRS Car Insurance, you can save money and enjoy peace of mind. • One-sided or Two-sided: One-sided 4. Commercial 4: • Product: DEF Skin Cream • Message Framing Approach: Gain-framed • Message: DEF Skin Cream can make your skin look younger and more radiant. • One-sided or Two-sided: One-sided 5. Commercial 5: • Product: UVW All-Purpose Cleaner • Message Framing Approach: Gain-framed • Message: UVW All-Purpose Cleaner can keep your home clean and germ-free. • One-sided or Two-sided: One-sided In terms of selective exposure, you might remember commercials that were more engaging, entertaining, or relevant to your interests or needs. Commercials with vivid imagery, catchy jingles, or relatable scenarios might be more memorable. Psychological noise, such as distractions or competing thoughts, could also affect your ability to recall the commercials accurately. Additionally, the sheer volume of commercials you watched in a short period could make it challenging to remember specific details from each one. Instructor’s Discussion This exercise is designed to illustrate the effect of message framing and one-sided versus two-sided messages on the recall and persuasive abilities of advertising messages. It also asks students to reflect on the relationships between information processing and selective exposure and psychological noise. S.T.A.R. PROJECTS Ethical Issues in Consumer Behavior S.T.A.R. Project #1 One of the most important aspects of consumer communication, whether it is impersonal or interpersonal, is that it be built on an ethical pillar. Company after company in the early twenty-first century faced ethical dilemmas with respect to public communications and disclosures. Some fared well with their dilemmas and some did not. Worldcom, Andersen, Enron, Dynegy, and Bridgestone-Firestone were among those that faced their communication and ethics problems poorly. To learn more about these classic difficulties visit the Colorado State University E-business Ethics Center Web site at www.e-businessethics.com. Once there, observe the several company stories found on the Web site’s case studies. Pick one company and investigate its difficulties with respect to consumer communication difficulties. Report your findings. Comment on what the company in question did right and what they did wrong. How do you feel about what you read? Let's take Enron as an example: Enron was involved in one of the largest corporate scandals in history, primarily due to unethical practices related to financial reporting and corporate governance. The company misrepresented its financial statements to investors and the public, leading to its eventual bankruptcy in 2001. What Enron did wrong: 1. Financial Misrepresentation: Enron inflated its financial performance by manipulating accounting rules, leading investors to believe the company was more profitable and stable than it actually was. 2. Lack of Transparency: Enron failed to disclose its true financial situation, depriving investors of critical information needed to make informed decisions. 3. Ethical Breaches: Enron's executives engaged in unethical behavior, such as insider trading and conflicts of interest, which further eroded trust in the company. What Enron did right: 1. Investigations and Disclosures: After the scandal broke, Enron cooperated with investigations and disclosures, providing more transparency into its wrongdoing. 2. Changes in Corporate Governance: The scandal led to reforms in corporate governance practices, including the Sarbanes-Oxley Act, which aimed to improve transparency and accountability in corporate America. Personal Feelings: Reading about Enron's ethical dilemmas and its impact on stakeholders can evoke feelings of disappointment, anger, and distrust. It highlights the importance of ethical behavior in business and the devastating consequences that unethical actions can have on individuals, companies, and the economy as a whole. Instructor’s Discussion The Web site is an excellent resource site for contemporary business ethics issues. The resource links are up-to-date and full of information. Additionally, special features of the Web site include information about codes of conduct, ethics centers, organizational citizenship, government citizenship, a gray matters ethics game, and surveys on ethics. S.T.A.R. Project #2 The credibility of the message initiator (source) is an important aspect of an effective communication process. The credibility of the source affects the decoding of the message. When the spokesperson for a marketer’s message is a celebrity or an endorser, the credibility as well as the acceptability of the message is affected. Obviously, because of the power that a celebrity (or endorser) has to impact acceptance, ethics can be an important factor in these message forms. Using the facts about spokespersons and endorsers contained in the chapter, find one ad that displays what you perceive to be good ethical behavior by a spokesperson or celebrity endorser. Find one ad that displays what you perceive to be poor ethical behavior by a spokesperson or celebrity endorser. Explain your categorization and comment on the ethical behavior involved. In the case of the poor ethical behavior, how could the situation be corrected? For an example of good ethical behavior by a spokesperson or celebrity endorser, we can look at a campaign where the celebrity is genuinely associated with the product or service they are endorsing, and their endorsement aligns with their values and public image. One such example could be the partnership between actress Emma Watson and ethical fashion brand People Tree. Emma Watson has been a vocal advocate for sustainable fashion and ethical consumerism, and her endorsement of People Tree aligns with her values and public persona. This endorsement is likely to be perceived as ethical because it is authentic and reflects a genuine belief in the brand and its mission. On the other hand, an example of poor ethical behavior by a spokesperson or celebrity endorser could be a situation where the endorser is not actually a user or believer in the product they are endorsing, or if they make false or misleading claims about the product. One famous example of this was the controversy surrounding the endorsement of the weight-loss supplement Hydroxycut by reality TV star Kim Kardashian. Kardashian endorsed the product on her social media accounts, claiming that it helped her lose weight. However, there was no evidence to support these claims, and the endorsement was seen as misleading and unethical. To correct the situation in the case of poor ethical behavior, the celebrity endorser could issue a public statement acknowledging the mistake and retracting the false claims. They could also work to promote greater transparency and honesty in their future endorsements, ensuring that they only endorse products they genuinely believe in and use themselves. Instructor’s Discussion The chapter presents a very interesting discussion about credibility of a message source and then refines this discussion by explaining the unique role of the spokesperson or endorser. The findings from the body of research in this area are interesting and noteworthy. Students should review this material before undertaking the assignment. Pick a few ad examples to show to the class and have the students that picked the ads explain the rationale for the picks. Small Group Projects S.T.A.R. Project #3 Feedback is an important aspect of effective communication. Prompt feedback permits the sender to reinforce, to change, or to modify the message to ensure that it is understood in the intended way. The Internet provides an excellent way to provide almost instantaneous feedback to the communicator. Your group’s assignment is to review the process of feedback by undertaking an interesting experiment. A current popular collegiate Web site is Hot or Not (see www.hotornot.com). This Web site has been featured in People, Newsweek, Time, and USA Today. The Web site is simple in its makeup. Interested males and females submit a digital picture of themselves to the Web site and visitors to the Web site then vote on whether the person is attractive (hot or not). A running counter lets the viewer know how many other people have voted on the featured person and what the overall rating score is. The voting is not scientific but it is fun. Have your group review this process for its feedback value. How could it be improved? What are biases that might be involved? How could the males and females who score low improve their scores using effective communication principles? To review the feedback process of the Hot or Not website for its feedback value, consider the following points: 1. Feedback Value: The Hot or Not website provides immediate feedback to individuals about their perceived attractiveness based on votes from other users. This feedback can be valuable for individuals seeking validation or feedback on their appearance. It can also be a fun and engaging way to interact with others online. 2. Improvements: One way the feedback process could be improved is by providing more detailed feedback to individuals. Instead of just a rating, users could receive constructive comments or suggestions for improvement. This could make the feedback more meaningful and helpful. 3. Biases: The voting process on Hot or Not is subjective and can be influenced by various biases. For example, individuals may be more likely to receive higher ratings based on societal standards of beauty or cultural norms. There may also be biases based on gender, race, or other factors. 4. Improving Scores: Individuals who score low on Hot or Not could potentially improve their scores by using effective communication principles. This could include presenting themselves in a more confident and appealing manner in their photos, using flattering angles and lighting, and showcasing their personality through their profile description. Overall, while Hot or Not provides a fun and interactive feedback mechanism, there are opportunities to improve the feedback process to make it more meaningful and constructive for users. Instructor’s Discussion This Web site may not be for everyone, however, most students seem to have fun admiring and poking fun at their peers. Beyond the fun, the Web site does illustrate how that effective communication may be worth more than just a pretty or handsome face. For example, students may observe that the picture itself and the setting of the picture may be more important to achieving a high score than the face that is in the picture. See how many communication principles can be associated with this exercise. S.T.A.R. Project #4 One of the best sources of credibility evaluation with respect to products and services is Consumer Reports. This impartial organization rates products and services and then reports these findings to the consuming public. The analysis of the products and services under investigation is detailed, often scientific, and lengthy. Many consumers, whether they subscribe to the Consumer Reports magazine or not, frequently use the organization’s findings in assessing potential purchases. Your group’s assignment is to go to the Consumer Reports Web page (see www.consumerreports.o). Pick a product or service category and investigate the credibility of the product or service. Write a short report about your findings. Next, go to a store that carries or supplies the product or service. Evaluate the product or service in the store environment the way a consumer normally would (i.e., talk to a sales or service person, observe, read, listen, etc.). Compare the two different approaches to gaining information about the product or service. Write a short evaluation of what you have done and what you have learned. For this assignment, let's focus on the category of vacuum cleaners. Consumer Reports Evaluation: Consumer Reports evaluates vacuum cleaners based on criteria such as suction power, noise level, ease of use, and durability. They conduct thorough testing, including measuring airflow, picking up debris of different sizes, and evaluating ergonomics. The organization provides ratings and recommendations based on these tests. In-Store Evaluation: Visiting a store that carries vacuum cleaners allows for a hands-on evaluation. You can speak with sales representatives to learn about different models, their features, and specifications. You can also observe the build quality, maneuverability, and accessories included with each vacuum cleaner. Comparison: 1. Credibility: Consumer Reports' evaluations are based on standardized tests and are conducted by experts, giving them a high level of credibility. In-store evaluations rely on sales representatives who may have biases or limited knowledge about the products. 2. Depth of Information: Consumer Reports provides detailed information on each vacuum cleaner, including performance scores and reliability ratings. In-store evaluations may not provide as much detailed information, especially on aspects like long-term durability. 3. Hands-On Experience: In-store evaluations allow for a hands-on experience with the product, which can help you assess aspects like weight, maneuverability, and ease of use. Consumer Reports' evaluations are based on standardized tests and may not fully capture these aspects. 4. Availability of Information: Consumer Reports' evaluations are available to anyone with a subscription or access to their website. In-store evaluations require visiting a physical store, which may not always be convenient. Conclusion: Both approaches have their strengths and weaknesses. Consumer Reports provides comprehensive and unbiased evaluations, but in-store evaluations allow for a more hands-on experience. Combining both approaches can provide a well-rounded assessment when making a purchasing decision. Instructor’s Discussion This exercise affords the group an opportunity to examine one of the best sources of consumer information—Consumer Reports. Additionally, the students are required to use their own observational skills to make comparisons, judgments, and evaluations. This experience will help the students with material found in later chapters of the text and with any assigned term projects. Solution Manual for Consumer Behaviour Leon G. Schiffman, Leslie Lozor Konuk, S. Ramesh Kumar 9789332555099, 9780134734828
