1. Dove's campaign assumes that advertising has the power to determine what we find attractive or unattractive. Do you agree? Elaborate your answer! (10 points)

2. Some people argue that fashion products are "aspirational"; they encourage consumers to think about what they could be rather than what they are. Do you believe this is true? Reflect and explain upon your own buying habits in this area with respect to the self-concept and ideal self. (10 points)

3. Explain the learning process (classical conditioning or operant conditioning) that consumers encounter in determining their buying decision especially in buying dove's product. (20 points)

4. Imagine you were the dove's marketer, how you will design your marketing strategies especially in reaching those customers which are in different customer segmentations (baby boomer, millennial, X, and Z generation) (20 points)

5. If you are going to market dove (soap) to low-income consumers, then how you apply the concept of 4A's in boosting sales? (10 points)

6. Explain how Dove leverages the consumer self-concept to boost sales. (10 points)

7. Explain how the concepts of culture production process are being leveraged by Dove in creating consumer culture and in boosting sales (20 points)