1. Hispanics are one of the fastest growing market segments in the United States. Yet it would be a mistake for marketers to generalize that all Hispanics are the same. Discuss how there may be multiple subsets of Hispanics and the marketing implications of this fact.
2. What are some of the problems inherent with the use of psychoanalytic theory to understand consumer behaviors? Are there any positive benefits to taking this approach to studying consumers behavior?
3. Marketers recognize that subcultures have an influence on consumer behaviors. Give examples of how various subcultures may impact ones buying decision.
4. the chapter discusses the role of neuroscience in understanding consumer behavior. Discuss what is meant by neuroscience and provide examples of how this field of study may be useful to consumer behavior.
5. there has been controversy over the existence and impact or subliminal advertising for quite some time. Explain why. Why do you think this topic continues to hold so much interest?