RESEARCH AND DISCUSS HOW MOODS INFLUENCE BEHAVIOUR

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RESEARCH AND DISCUSS HOW MOODS INFLUENCE BEHAVIOUR

Task

The below discussion questions/short-essay questions are designed to allow individual students to demonstrate their theoretical understanding and practical application of important aspects of consumer decision making and behaviour. Each student is to select two of the four questions below and answer each of the selected questions in no less than 800 and no more than 1,000 words. The answer to each question should be referenced with a minimum of three relevant up-to-date sources (journal articles). The main text for this subject, Ling, Peter, D`Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford  University Press should form an information source but not be used as a major reference.

Questions: Select TWO of the following questions to answer.

Question 1

Research and discuss how moods influence behaviour. Draw on the theory to discuss how marketers utilise “moods” in their marketing strategies to influence consumers purchasing behaviour.

Question 2

Compare and contrast classical conditioning and operant conditioning. According to the research you have undertaken, which theory is more effective in marketing? In your answers, provide examples to show how different companies have used them successfully or unsuccessfully in their marketing strategies.

Question 3

How valuable is social stratification/status measurement to the development of marketing strategy?  What systems are used and how effective are they? Illustrate your answer with suitable examples.

Question 4

Discuss how the different stages of the Maslow’s Hierarchy of Needs can be used to communicate or promote different products/services. Substantiate this with relevant examples. Also, discuss if there are any exceptions where this theory may not work.