beliefs about the consequences of the behaviour, subjective norms , perception of the views of the significant others

Bhat and Reddy (1998)

Emphasises the need to focus on the nature of the message through advertising, Building on the research conducted by Festinger on cognitive dissonance which puts the emphasis on changing what a person does (consumes) which results in a change of that person's underlying attitudes towards the product or service

seen as a form of persuasive communication conveying messages whose aim is to modify attitude and the associated behaviour of consumers

comparative advertising, repetition advertising, fear advertising, medium advertising

comparing competitors product is viewed as being inferior to the product of interest. Making consumers want to find out more regarding the product.

Increased frequency of advertisement

Dual process theories of attitude change point towards a limited effectiveness of advertisement created to arouse fear, small amount of fear would arouse peoples interest and attention , large amount of fear would make people panic and distract

simple messages works best, complex messages benefits from a written medium such as newspaper advertisement

Informative strategy, Affective strategy, Habitual strategy, Satisfaction strategy

Highly involving products or services where thinking and economic considerations dominate example, cars and big electricity appliances

Is for feeling products such as fashion, jewelry and cosmetics

Concerns thinking products with low involvements, characterised by routine consumption patters such as household cleaning products or paper products

For feeling products with low involvement, qualified as 'lifes little pleasure' such as beer, sweets, chocolates

Advertising slogans that are presented so breifly that are below threshold of awareness (Stroebe, 2012)

When advertisers pay TV shows or movies to incorporate their products into the script

Internet has major impact on consumer behaviour A) Online stores - Transformed relative impoetance of the four Ps of marketing (Product, Place, Price, Promotion) B) Online advertising

A brand is a distinguishing name or symbol intended to identify the goods or services of one seller or a group of sellers, and to differentiate those goods or services from their competitors (Aaker, 1991)

Brand awareness , Brand image, Brand equity

Recognition and recall of a brand and its differentiation between other brands in the same industry

Feelings/ideas/impression of the brand

Brands control over purchase

Problem focused, Emotion focused, Denial

Try to minimise the source of distress

Change the meaning of the source of distress

Running away from both the problems

Impulsive consumption, Compulsive consumption

Mostly emotional or reactive

Focus on the process of buying not purchases, provide security, comfort, diversion

Highlights the potential negative outcome

Consumer behaviour is the reasons behind why each individual buy certain products and their reaction towards the four Ps of marketing (place, product, promotion, price)

Demographic changes, economic/social trends, technological innovations

Has 2 influences on behavioural decision making

Marketing strategies

Form of persuasive communication which aims to change consumers attitude and behaviours

Focus on material needs (More on value and quality of the products)

Focus on fulfilling need for self and social esteem. Focus on images linked to a product.