1.Distinguish between beliefs, values and customs. Illustrate how the clothing a person wears at different times is influenced by customs.
2.How would you decide whether it was worth the trouble of measuring social values in order to develop an advertising campaign?
3.Suppose the Australian Horticultural Corporation was planning a promotional campaign to encourage the eating of apples in situations where many consumers normally eat a snack food. Using the Rokeach Value Survey Instrument, identify relevant cultural, consumption-specific and product-specific values for apples as an alternative to snack foods. What are the implications of these values for an advertising campaign designed to increase the consumption of apples?
4.Give a consumer behaviour example from your own experience of each of the following types of cultural learning:
formal learning
informal learning
technical learning.
5.For each of the products and activities listed below: (a) indentify the values most relevant to their purchase and use (b) determine whether these values encourage or discourage use or ownership and (c) determine whether these core values are shifting and if so in what direction. The products and the services are:
Donating money to charity
Diet soft drinks
DVD players
Subscribing to pay television
Foreign travel
Opening a new bank account
A new nightclub
Coffee
Australian Made items
Illegal drugs such as ecstasy or GHB