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MYCBBook—the World’s Second Most Interesting Book on Consumer Behavior

We hope you will enjoy the contents.  (www.mycbbook.com)

This is the World's Second Most Fascinating CB Book, eh? Show me a student-engaging para.

Ok, here is one.

On the concept of attitude, after defining attitudes as "learned predispositions to respond to an object in a consistently favorable or unfavorable way."

Predisposition—Pregnant with Meaning

This word, predisposition, is a wonderful word, pregnant with rich meaning. It is the key to the concept of attitude and to understanding the true nature of this concept. No other term can cut it as well. We could say, for example, that an attitude is your opinion about something, and broadly speaking we would be right, but opinion is what you think of something, that is all. It is not quite the same thing as predisposition. We could say attitude is your general evaluation of something—whether you view it as a good thing or a bad thing—and we would be approximately right. But the word evaluation does not quite capture it either. Predisposition—it means you have something in your mind—a thought, an opinion, an evaluation, a view, even a feeling—and that you are going to do something about it. You are going to act toward the object of your attitude. Predisposition makes you inclined to act. Thus, an attitude is our mental code to release some action toward something. It is action in waiting.    (Read More, embedded in full context ...)

                —Excerpted from MyCBBook, Chapter 7

And now show me a thought provoking para.

Ok, here is one.

On the Art of Persuasion...

We all want others to see the world our way. That is the crux of attitude change. How we form our attitudes, and once formed how we modify them, is not random. When it comes to our own attitudes, we would vehemently deny that our attitudes are random, arbitrary, and flimsy. Rather, they are, we would claim, based on logic and thought. Why should it be any different when it comes to others’ attitudes?  Why should it be any different when the roles are reversed—i.e., when you are the marketer and the target of your communications is the consumer?

.....

.....

That way, both the fur merchant and PeTA have an equal opportunity to lure your mind, er, to serve your agenda of self-persuading yourself—you being the consumer (or a marketer truly resonating with the consumer)!

                    (Read in full ...)

  —Excerpted from MyCBBook, Chapter 8

  Interesting Ways to Learn Consumer Behavior from MYCBBook

World's First CB Puzzle

The book does not depend on the puzzle. But students can use it as an interesting learning tool.

Its primary goal is simply your pleasure.

Check it out now:

Crossword puzzle

Survey Data to Analyze:

q     Psychographics of tattoo and body piercing “consumption” (survey of 175 young consumers)

q     Store loyalty for clothes shopping

(Sample of 250 adult consumers)

• (and 3 more data sets)

Any Ideas for Practical Projects?

Yes. Like this one:

In Case 6, read the description, method, and findings of a psychographic study for ballgame, which was done by students like yourselves. Replicate this study for (choose one): (i) Museum visitors, (ii) Metrosexuals vs. Retrosexuals; (iii) organic food lovers; (iv) Consumers with deep vs. low involvement in clothing.

          I. m. p. o. r. t. a. n. t.     L. i. n. k. s.

          Request A Review Copy        Reviews              Early Adopter Reward

          Instructor's Resources           Data Set                   Brief Contents

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          About MYCBBook                 Synopsis                    Book Info for Professors

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  Great Minds Discuss Ideas ...

Happy reading!

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