Consumer Behavior

Writing Assignment (100 points)

Attempt all questions. Please organize your answers according to the following chapters. Be creative,

precise, and to the points when answering these questions. Be creative, precise, and to the points while

answering these questions. You may need to conduct further research to provide ample evidence or data to

support your arguments. Times new roman, 5 pages double-spaced, and a cover page.

1. Perception (Chapter 8) – 50 points

Please visit your local store mall and make a list of any five stores that utilize one or more of the five

sensory stimuli to appeal to consumers. Select one of those stores that, in your judgment, utilizes most

sensory stimuli/appeals and briefly discuss about its sensory marketing strategies.

2. Attitudes and Influencing Attitudes (Chapter 11) – 25 points

Suppose you wanted to form highly negative attitudes toward smoking among college students.

a) Which attitude component would you focus on? Why?

b) What type of appeal would you use? Why?

3. Life Style (Chapter 12) Visit sric-bi.com/VALS Web site:

http://www.strategicbusinessinsights.com/vals/presurvey.shtml Complete the survey by clicking Take the

VALS Survey. On question 39, if you are not currently employed, include your best estimate of what your

household income will be when you get your first full time job. Please submit a soft copy (a snapshot of the

first page) of your survey results. Also discuss whether the results explain your characteristics.