Garnier Case

There are many questions from prof's email with the title of "some further advice on Assignment One" (1) and (2) , please find and answer those questions while you are working on this part. The following are the theories and key points involved to answer the questions.

1. the ELM

- Central/ High involvement processing: Imagine there's a condition that customers intend to buy shampoo, therefore they need to do some research about the existing brands or products in the market. When cognitive response happens, through the ads, some people may choose Garnier's new product because they already have preference on this brand and show their loyalty to this brand; otherwise, like people who are loyal to other competitors' brands or their products, or those have no idea on any specific brand, they will counter argue the ads.

- Peripheral/ Low involvement processing: first of all people should be attracted by the ads when they are flipping through the magazine, then turn into the process of belief change, customers will evaluate the ads based on their experience, and following with counterargument.

------> in these ads, people will largely focus their counterarguments on the texts, especially numbers in the text. For instance, the text " Color stays bold, even after 45 washes", customers will doubt the whether the number 45 overstate the effect of the product, and how the company got the data. Another one is " 48-hr sleek, even in up to 97% humidity", customers will doubt whether it lasts 48 hrs, and how hair looks like with 97% humidity.

2. the Theory of Reasoned Action

- Just as prof said list different key variables in the reasoned action model and briefly explain every variable, Jacqueline will send you the scan form of the model.

- Based on the discussion in tutorial, I think the analyses of this model should begin at BI and then analyze the two branches toward BI.

3. Fishbein multiattribute model

- the comparison between Garnier and Pantene, because both brands have similar products with same price, may need to a briefly introduce about Pantene's segmentation and positioning to prove these two brands are similar.

- Attributes: promotion, the design of shampoo containers, the smell ( fruit smell of Garnier's products), technology, accessible. I'm not sure if all of them works you can delete and add items. Then give reasons of the scores in the model.