MKT 230 California Coast University Consumer Behavior Essays

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Consumer Behavior – Buying, Having, and Being

Michael R. Solomon, 2017

Pearson

ISBN.13: 978-0-134-12993-8

MKT230 – Consumer Behavior

UNIT #1

You only need to select one question from the list below:

Discuss the positive and negative consequences of today’s culture of participation that is enabled by social media platforms.

Explain greenwashing and why businesses would participate in greenwashing.

Define perceptual selection and describe the types of filters that prevent clear perception and the reception of marketing stimuli.

UNIT #2

You only need to select one question from the list below:

Why do people have a tendency to remember unusual ads more effectively than ads that are less interesting? What is this phenomenon called?

Explain the concept of involvement and its relationship to motivation.

Explain the 3 systems of Freud’s personality theory.

UNIT #3

You only need to select one question from the list below:

What is source credibility and does source credibility affect attitude change?

Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.

Why does a typical casino have low ceilings, no windows, no clocks, and no straight aisles?

UNIT #4

You only need to select one question from the list below:

What characteristics of opinion leaders make them valuable sources for product information? Explain.

Describe the concept of social mobility and its various forms.

Explain the meaning of objectification and how it occurs. Provide an example.