CONSUMER

BEHAVIOUR
ASSIGNMENT

Mini Project
 1

CROMA
DISPOSAL SITUATION

• E-waste threat is the

subject of the Ad – Croma
E-Care
• Strong and positive
message propagated –
threat to endangered
species
• Focused Message : “When
you don’t dispose, they
disappear.”

Working Group 6
 2

WHIRLPOOL
FUNCTIONAL THEORY
OF ATTITUDES- KATZ

• Ad clearly showcases the

benefits of the product
• Utilitarian function
depicted in the Print Ad
• Ad involves a high
involvement decision

Working Group 6
 3
CHUPA
CHUPS
ELABORATION
LIKELIHOOD MODEL

• Ad depicts the central route

which is the candy being
Sugar free
• Peripheral cues i.e.,
outdoor setup is depicted
to show the relation

Working Group 6
 4
MERCEDES
BENZ
HEDONIC CONSUMPTION

° The slogan “ Define Need”

elicits sense of desire
° Ad clearly also depicts
about its performance, build
and its sportscar image.

Working Group 6
 5

HORLICKS
SOURCE CREDIBILITY

° Horlicks using tag

“Scientifically proven”
° Brand creates a perception
to be trustworthy .
° Not subjected to decay

Working Group 6
 Thank You

Working Group 6