Question Description
Help me study for my Business class. I’m stuck and don’t understand.
Utilizing the REQUIRED text:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior
(10th ed.). Upper Saddle River, NJ: Pearson.
1. Perception
Think of a time where you made a purchase based on your positive
perception of a product or service only to discover your experience of the
actual product or service was much different.
- What was your perception based upon?
- Was your initial perception based on advertising,
friends, brand recognition, or something else? - What motivated you to make the purchase?
- Incorporate into your response your understanding of
perceptual organization, perceptual interpretation, packaging, perceptual
mapping, perceived risk, perceived price and quality, and product
positioning or positioning of services.
2. Motivation and Personality
Consumer behavior is at least in part a result of personality. Individual
personalities differ widely from one individual to another, and arguably
no two personalities are exactly the same.
- How then can marketers use personality to identify
distinct and sizable market segments and target markets? - Given the perspectives on personality that are covered
in the text (Freudian, Neo-Freudian, and Trait Theory), which do you
think most comprehensively describes you and why? - Consider your own personality traits. How do they
contribute to your decision making process and purchasing decisions?


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