Motivation of consumer behaviour
“The Internet has been a transformational force, empowering consumers as decision-makers in the marketplace”. Discuss the extent to which you agree or disagree with this statement. (A)
Outline the motivations for engaging in compulsive consumption and consider the consequences of this behaviour. Critically evaluate whether marketers might be seen to encourage compulsive consumption. (A)
Explore the ways in which young people’s fashion consumption enables them to create meaning and contributes to self identity. (A)
Critically appraise the view that consumers have become more empowered in the marketplace? Illustrate your answer using a range of examples. (A,B)
Describe the hierarchical model of consumer goals and the goal determination process as represented in goal theory (Huffman, Ratneshwar and Mick, 2000). Critically evaluate ways in which goal theory contributes to understanding of consumer motivation. Illustrate your answer with a range of practical examples. (A)
Briefly describe the information processing model of consumer decision making. Critically evaluate the view that consumers often fail to make rational choices.
Outline the factors that influence information processing during consumer decision making. Critically evaluate the methods that marketers use to facilitate effective consumer decisions
Examine how individuals use consumption to develop and maintain self identity
What are the benefits and detriments of consumer choice? Evaluate ways in which effective consumer choice can be facilitated, explaining why each method works with reference to the consumer decision making process
Examine the role played by the consumption of brands in developing and maintaining self concept. Use examples to illustrate your answer.
Outline the information processing model of consumer decision making. Critically evaluate the view that there are many consumer decisions that are not explained by this model
Motivation is an incentive
Outline the motivations for engaging in compulsive consumption and consider the consequences of this behaviour. Critically evaluate whether marketers might be seen to encourage compulsive consumption. (A)
Explore the ways in which young people’s fashion consumption enables them to create meaning and contributes to self identity. (A)
Critically appraise the view that consumers have become more empowered in the marketplace? Illustrate your answer using a range of examples. (A,B)
Describe the hierarchical model of consumer goals and the goal determination process as represented in goal theory (Huffman, Ratneshwar and Mick, 2000). Critically evaluate ways in which goal theory contributes to understanding of consumer motivation. Illustrate your answer with a range of practical examples. (A)
Briefly describe the information processing model of consumer decision making. Critically evaluate the view that consumers often fail to make rational choices.
Outline the factors that influence information processing during consumer decision making. Critically evaluate the methods that marketers use to facilitate effective consumer decisions
Examine how individuals use consumption to develop and maintain self identity
What are the benefits and detriments of consumer choice? Evaluate ways in which effective consumer choice can be facilitated, explaining why each method works with reference to the consumer decision making process
Examine the role played by the consumption of brands in developing and maintaining self concept. Use examples to illustrate your answer.
Outline the information processing model of consumer decision making. Critically evaluate the view that there are many consumer decisions that are not explained by this model
Motivation is an incentive