- Questions: Select THREE of the following topics to answer.
1. Research and discuss the important effects of self-identity in consumer behaviour contexts.
Provide managerial implications how marketers utilise the concepts of identities in influencing
consumer purchasing decision.
2. Research and discuss the role of materialism and religion in the spread of global
consumption. How might materialism and religion help or hinder the spread of a global
consumption culture?
3. Research and discuss the important effects of emotion in consumer behaviour contexts.
Provide managerial implications how marketers utilise the concepts of emotions in influencing
consumer purchasing decision.
4. To what extent should marketers consider the negative effects of compulsive shopping in
their advertising and in-store promotions? Do marketers have any responsibility regarding the
problem of compulsive shopping?
Hint: try to get both views on this issue:
It is not the marketers’ responsibility to consider such issues.
Marketers should take full responsibility and do something to manage.
.
5. Some commentators state that an understanding of consumer behaviour can be used to
manipulate consumers. Provide three compelling arguments in favour of this statement and
three compelling arguments against this statement with support from concrete research findings
and theory discussed in the textbook.
600-1000 words for each answer
