1) Explain the concept of involvement and its relationship to motivation. Give an example of each.
2) It is known that consumers differ in their level of involvement with a product message. Marketers use attention-getting factors to ensure that a message gets through the clutter that constantly bombards the consumer's senses. Name the techniques cited in the text that can be used to enhance the consumer's motivations to process product information and increase their involvement. Be specific in your comments and descriptions.
3) Discuss the terms "symbolic interactionism" and "looking-glass self." Give an example of each term.
4) Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so.