Question
Situational Influences Topic: Volkswagen - Tapping into the Power of Fun to Change Consumer Behaviour: Describe how situational influences affect the consumer purchase decision process.
- Situational Influences
Topic: Volkswagen - Tapping into the Power of Fun to Change Consumer Behaviour: Describe how situational influences affect the consumer purchase decision process.
Video: VW - The Fun Theory Case Study (4:51/April 7, 2011)http://youtu.be/Ihai50diA7o
Questions:
-What is the fun theory?
-Which area of consumer behaviour does the fun theory demonstrate?
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Marketing Mistakes And Successes
Authors: James F. Dartley
11th Edition
978-0470169810, 0470169818
