Author Question: Explain the difference between a concept and a construct, giving an example of ... (Read 47 times)

luminitza · **on:** Jun 29, 2018

Explain the difference between a concept and a construct, giving an example of each.

Question 2

Which of the following marketing communications strategies is usually applied to jewelry, apparel, and cosmetic purchases?
a. informative c. habit formation
b. affective d. self-satisfaction

dominiqueenicolee · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A concept can be thought of as a generalized idea that represents something of identifiable and distinct meaning. Demographic concepts such as age, sex, and number of children are relatively concrete and have relatively unambiguous meaning. Examples of less concrete and more ambiguous concepts include loyalty, personality, and corporate culture. Variables capture different values of a concept. A construct is a term used to refer to concepts measured with multiple variables.

Answer to Question 2

B
High involvement and feeling products require the affective strategy.