Review the Web sites in Exercise 2 in terms of Maslow’s hierarchy of needs. Find three instances of appeals to each of the five basic needs. Next, discuss what kind of people might seek to satisfy each of these needs with the particular products. Finally, consider opinion leaders whose testimonies could be added to each site. How could these leaders strengthen the appeal of the site for the consumers who have unsatisfied needs?

Data From Exercise 2

Understanding consumer behavior is essential to the contemporary advertiser. Browse the Web sites listed below, keeping in mind what you learned about culture/subculture, social class, reference groups, family/household, and opinion leaders. Identify and describe the major social influences that enable each organization to be successful in reaching its consumers.
■ Beechnut: www.beechnut.com
■ Ben & Jerry’s: www.benjerry.com
■ CNN: www.cnn.com
■ Motorola: www.motorola.com
■ Music Television (MTV): www.mtv.com
■ Oprah: www.oprah.com

■ PetSmart: www.petsmart.com
■ Facebook: www.facebook.com
■ See’s Candies: www.sees.com
■ Google: www.google.com
■ Xbox: www.xbox.com