You are hoping to secure a new role with a Marketing Consultancy business that specialises in consumer behaviour. During the interview, the managing partners present you with two case studies. Please respond to each.

a. Firstly, several years ago, BMW produced 'The Hire', a series of short films that were distributed online. The purpose of the films was to make the BMW brand relevant to young males who, BMW hoped, would become interested in the brand and would be more likely to purchase a BMW in the future. BMW made it easy for the videos to be shared with friends. The films were viewed millions of times and BMW considered it a highly successful promotion. One of the partners then asks you, "Recalling your consumer behavior lecture that discussed the three components that affect the consumer decision process, please describe each and tell us which 'factor' does the BMW campaign seek to use to affect the consumer decision process of those who watched the films? (4 marks)

b. Secondly, the other partner asks, "I would like you to provide us with two decision-making examples, (1) one of an occasion when a consumer might use a compensatory decision rule and (2) one when the consumer might use a non-compensatory decision rule." For each, give an example of the types of products that would make a compensatory or non-compensatory rule the best choice. (6 marks)