1. Describe the four types of consumption subcultures and their importance for marketing.
2. You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name and describe each, and explain how you could use each type of influence in an advertisement
3. Discuss the five determinants of the degree of reference group influence on a consumer.
4. Discuss influencer marketing and how the different types of influencers can help brands.
5. Compare and contrast the categories of innovations and give an example of each.
6. Briefly describe the concepts of information processing and perception.
7. Define attention, discuss how five of the several stimulus factors influence attention to a stimulus, and explain how you can use each in your advertisement.
8. Discuss the individual factors that affect attention.
9. Brooke is the brand manager for a brand of paper towels and knows that consumers involvement with this product is low. Name and briefly describe learning theories that are appropriate for this situation, and provide an example of how Brooke can use each to influence consumers to purchase his brand.
10. Strength of learning is one factor that determines how long-lasting a learned response will be. That is, the stronger the original learning (e.g., of nodes and links between nodes), the more likely relevant information will be retrieved when required. Discuss three of the six factors enhancing the strength of learning.
11. Explain the concept of memory interference, and discuss four strategies for reducing it