Homework: Digital Media and Marketing
Consumers as well as brands possess their own personalities. Consumers often select and utilize brands whose character is similar to their own self-concept (actual self-concept, ideal self-concept or other's self-concept). Kotler and Keller (2016) discuss "five key psychological processes - motivation, perception, learning, emotions and memory - fundamentally influence consumer responses" (p. 72).
For this homework, you will relate your own personality to the brand personality of a recent purchase you made. In a Microsoft Word document, write a report analyzing one of your most recent purchases of a car, computer, furniture, or clothing and discuss your motivation for the purchase. Be sure to address the following questions:
1. Did any person or marketing communication from the brand influence your purchase?
2. What does the purchase say about your own self-concept ideas?
3. How would you define the personality of the purchased brand as compared to the definitions stated in the chapter by Stanford's Jennifer Aaker (p. 71) and is it consistent with your own?
Format your homework according to the following formatting requirements:
(1) The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
(2) The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
(3) Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.