1. Do purchasers of the Can-Am Spyder have utilitarian motivations? Hedonics ones? Both?
2. BRS states that it delivers “paradigm-shifting vehicles that push the envelope”. Considering a prospective customer’s existing product schema for a motorbike, discuss the implications for cognitive organization, comprehension and acceptance of this vehicle by motorcycle enthusiasts.
3. At introduction of this vehicle, would an attitude change strategy be necessary to convert the curious into customers? If so, what might be effective?
4. Visit the website spyder.brp.com as if you were a potential customer for this product. Is the typical site visitor likely to learn about the product intentionally or unintentionally? Do you think the website has been created to maximize the learning that can occur there?