Consumer Attitudes and Behaviour Assignment Example | Topics and Well Written Essays - 3000 words

Consumer Attitudes and Behaviour - Assignment ExampleTable of Contents 1. Introduction 3 2. Fishbein and Ajzens (1980) Theory of reason Action 3 2.1 Overview of Fishbein and Ajzens theory 3 2.2 Critical compend and evaluation of Fishbein and Ajzens theory 5 3. Evaluation of Change 4 behavior campaign use of Fishbein and Ajzens Theory in order to analyse how the Change 4 Life campaign has succeeded in changing the eating deportments and operation levels of young children in the UK 9 4. Conclusion 11 References 13 Appendix 15 1. Introduction The increase of consumption worldwide, as a consequence of the advances of engine room and the following changes in the trends and patterns of social life, has led to a series of social and economic problems the terms under which consumption is promoted are not always carefully monitored moreover, no limits or rules subscribe to been set regarding the access of children to specific products and services. Additionally, in many cases, the ru les of health and safety are ignored, even with involving in sectors, which are scathing for public health, for instance the preparation of food. The implications of the above phenomena can be many. As an example, it has been proved that certain parts of the population, especially children, are more likely to mature unhealthy habits under the influence of advertising. Current paper focuses on the evaluation of the efforts of British Government to help towards the change of eating behaviour and activity levels to children summons is made specifically to the Change 4 Life campaign of the British government, a campaign introduced in 2009. The level at which the targets of the British government, as explained above, have been achieved is critically discussed using the theory of healthy Action (Fishbein and Ajzen) the elements and the requirements are also presented using the literature published in the specific field. 2. Fishbein and Ajzens (1980) Theory of Reasoned Action 2.1 Over view of Fishbein and Ajzens theory In order to understand the role and the implications of the theory of reasoned activity referring especially to the potential use of this theory in evaluating a marketing project it is necessary to refer to the conditions under which the particular theory was introduced. In other words, it is important to mention the gaps that the specific theory was asked to cover. Then, the analysis of the elements of the theory can help to understand whether this theory would be effective in modern social and financial environment. The theory of reasoned action of Ajzen and Fishbein (1980) has been introduced as a supplementary theoretical framework to the theory of plotted behaviour (Berkowitz 1987). More specifically, the theory of reasoned action as also the theory of planned behaviour requires the willingness of a person for a particular action without this prerequisite, i.e. the willingness of the actor, the theory of reasoned action cannot be used ne ither the theory of planned behaviour however, this seems to be the only common point between the two theories after that point, the two theories are differentiated and are applied independently. The theory of reasoned action is based on the claim that most behaviours of interest in the domains of personality and social psychology fall into the volitional