1. Describe Cream Silk’s promotion within the context of the multi-attribute model.
2. Will the people who left with the positive attitude purchase the product? What other factors might influence their behavior in addition to this promotion?
The case tells the story of an advertising campaign for Unilever’s Cream Silk Hair Fall Defense. The company had a string quartet use human hair on four of its violin bows rather than horsehair. The video is available on YouTube.