1-An individual’s self-concept is comprised of several facets, including identities and self-esteem. Review the impact of self-concept on consumer behavior in Chapter 6 of your textbook along with the concept of brand personality in Chapter 7 of your textbook. Then, reflect on how your purchasing decisions for a specific brand have been influenced by your own self-concept and that brand’s personality, providing examples where appropriate. Your journal entry should be at least 300 words in length.
2-The most effective marketing campaigns leverage message appeals to communicate with the audience. Begin by reading Chapter 8 of your text along with the article How Market Researchers Uncover the “Why” of Consumer Behavior (Links to an external site.). Then identify three advertisements and describe what types of message appeals they use. Finally, explain how market research relates to the type of message appeal used in each of the three advertisements and how these types of message appeals influence consumer behavior. For each advertisement, provide a 150-200 word description.
Your initial post must be a minimum of 300 words and be supported by your textbook and at least one professional or academic source. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.
3- As described in your text, many factors influence us during the process of buying, using, and disposing. These include mood, level of pressure we are feeling, and need for a given product. For this discussion, imagine you work for a local clothing retailer and have been asked to make recommendations for increasing sales. Using the concepts from Chapter 10 of your textbook, provide at least three specific recommendations: one to affect the consumer before purchase, one to affect the consumer during the purchasing process, and one to affect the consumer post-purchase. To improve the shopping experience, and explain how you believe your recommendations would improve the consumer’s experience both during purchase and post-purchase. Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.
- This text is a Constellation™ course digital materials (CDM) title.