Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 8

Pretend you are in charge of advertising for an online retailer. You know that consumers have positive evaluations for the convenience of online shopping but many are distrustful of unknown retailers and of giving out credit card numbers online. Using material from this chapter, explain how you would attempt to change consumers' attitudes about the risks of online shopping. Visit several actual online retailers and describe instances where the retailers have addressed consumers' risk perceptions.