The chapter discusses the role of neuroscience in understanding consumer behavior. Discuss what is meant by neuroscience and provide examples of how this field of study may be helpful to consumer behavior.
Answer to relevant QuestionsHow might one’s social class influence their consumer behaviors? Give examples of products and/or services that might be influenced by social class standing.Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. ...IMC Perspective 5-1 discusses the results of a survey showing how men and women differ in their visual processing of sexual imagery in print ads. On the basis of these findings, what suggestions would you make to a marketer ...Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs. Choose a TV commercial or print ad and use the persuasion matrix to evaluate how it might ...What are some of the problems associated with setting communications objectives? How can marketers overcome these problems? Cite examples.
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