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Zukins Claims- CHAPTER 7 (CONTROLLED? (Central or peripheral routes to…
Zukins Claims- CHAPTER 7
CREATIVE?
Consumers can research products online, compare products and get the best deals. Able to shape their identities, desires and emotions
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People do exercise some control in their shopping behavior- i.e fun weekend or demonstrating household care
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CONTROLLED?
Mere exposure effect- the more someone sees things, the more positive feelings connected to it.
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Advertisers know how to play on peoples emotions and desires and able to target on a individual basis
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Kotlers product marketing philosophy, Dicters idea of brand building, and De Noras and Belchers idea of latching can all be thought of as exploting techniques of SEDUCTION to encourage consumers to buy