This chapter was heavy on how the consumer sees things. Terms such as attitude, perceptions, and stereotypes. The term that I saw as the most important was stereotypes. In the text stereotypes is defined as biased pictures individuals carry in their minds of the meanings of various stimuli. There is a very strong correlation between stereotypes and attitude. When consumers assume and establish in their minds a stereotype it influences an attitude.
This concept is greatly communicated through the movie The Blind Side. This idea flows through the entire movie, however, there is one specific scene that comes to mind that truly exemplifies this. Sadly, the point comes through racism, but it’s the typical stereotype we see in our country. This was a scene that was influenced by putting Michael in the family Christmas card and how the family friends reacted to him being a part of the family.
Consumer Behavior 