MKTG3470 - Consumer Behaviour

Discussion topics:

• You may have noticed that some marketers use male celebrities to endorse products targeting women, such as cosmetic brands or household products. Briefly evaluate this marketing strategy.

• Find one example of celebrity endorsement and discuss the credibility and attractiveness of the source.

• Choose two restaurants and make a Fishbein model to compare the two restaurants.Which restaurant has a higher attitude score and why?(Choose your ownattributes and scales.You don't need to submit your model.)