Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs.
In recent years there has been a large debate about the influence that internet shopping will have on our consumer lives. Try listing the changes that you personally have made in your buying and consumption patterns due to e-commerce.
Compare these changes with changes experienced by other people from various social groups, e.g. somebody from your parents’ generation, an IT freak, or somebody with a lower educational background.
This chapter states that people play different roles and that their consumption behaviours may differ depending on the particular role they are playing. State whether you agree or disagree with this perspective, giving examples from your own life.
How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?
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