Read the case “RH—Revolutionizing Physical Retailing” in Chapter 10. Incorporate the following topics into an essay in the order depicted below using at least 1200 words demonstrating an understanding of both the READ and ATTEND sections. Select at least three appropriately related scholarly sources from the online Bethel Library Database and the textbook to incorporate into your work. Use the APA Essay Template for formatting. Refer to the grading rubric for evaluation details.
Visit https://www.restorationhardware.com/ and explore the RH website. “Visit” a couple of their 7 retail stores around the country by watching the movies at the bottom of the homepage. Discuss how RH presents their retail message both visually and verbally. Do you believe RH has chosen to incorporate rational or emotional appeals in their communications strategy? Provide evidence for your selection.
Discuss cognitive, habitual, and affective consumer decision making including examples of a purchase in each category using a purchase at RH for at least one of these examples.
Discuss the store image and atmospherics of RH. Does RH attempt to use retailing as theater? Explain.
Solomon, M. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
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