Q1. What are the key behavioral influences on consumer behavior? For example, say you want to go out to eat on Friday. Discuss your decision about where to go in terms of behavioral factors.
Q2. Define targeting. How does it differ from segmenting? Explain how Dove approached the segmenting and targeting decision in its "Real Beauty" campaign. Discuss what makes this approach effective. Also discuss how this targeting can be made more relevant given the opportunities offered by interactive communication.
Q3. In what ways does the culture in which you grew up affect your consumer behavior? Describe and explain one purchase you have made recently that reflects your cultural background.
Q4. What are reference groups? List the reference groups to which you belong or with which you associate yourself.
Q5. What is the difference between needs and wants? Give an example of something you have purchased in the past week that represents a need and another that represents a want.
Q6. What are your key demographic and psychographic characteristics? Build a profile of yourself and discuss how each one might be used in planning an advertising campaign targeted to someone like you.
Q7. What are the key steps in the product adoption process, and how do they relate to product purchases? Who do you know who might qualify as an early adopter? As a laggard? Profile those two people and discuss the key characteristics that make them different in their orientation to new ideas or products.