Consumer Behavior: Buying, Having and Being, 13th ed. by Michael Solomon

Discussion Questions: Motivation and involvement have great impact on consumer behavior. Discuss how a consumer's level and type of involvement (Fig. 5.3, p. 164) would impact his or her receptivity to marketing messages for the product featured in the simulation. Will consumers put a lot of effort into deciding whether or not to purchase? Why or why not? What types of risk (Figure 5.4, p. 167) would consumers likely associate with the purchase of this product? What other concepts are provided in Chapter 5 which support your conclusions? Motivation and involvement have great impact on consumer behavior. Discuss how a consumer's level and type of involvement would impact his or her receptivity to marketing messages for the product featured in the simulation. Will consumers put a lot of effort into deciding whether or not to purchase? Why or why not? What types of risk would consumers likely associate with the purchase of this product? What other concepts are provided in Chapter 5 which support your conclusions