Begin by describing the cultural context that will serve as the focus of your project. What is the historical relevance of the
context? How did the current culturally-accepted forms of consumption behavior become established over time (if available)? For example, the sending of cards at Christmas time evolved from the practice of giving small, inexpensive favors to wish distant family, friends, and acquaintances well over the holidays. Over time, this custom gave way (largely due to marketing influences from greeting card companies) to the more widespread use of holiday cards to acknowledge both business and personal relationships.
Describe the potential for consumption-related decision making given the cultural context in question. Provide examples of the purchases that might be involved for consumers participating in this context. For example, a high school prom provides an opportunity for the consumption of apparel, cosmetics, jewelry, personal care services, limousine services,
and meats. |
What is the meaning of consumption as it relates to the cultural context you have chosen? To answer this question, apply a consumption typology described in your text. | L
Are marketers manipulating consumer behavior relative to the context in question? Why or why not? Provide examples to support your position. For instance, some say that Christmas is too commercialized with Christian children unlikely to I
acknowledge the religious underpinnings of the holiday due to their obsession with gifts. One way to provide support for this position is to compare the number of gift-related messages to the number of messages related to the larger meaning of the holiday. [os
How were consumers socialized to the cultural expectations surrounding the context? In other words, how did consumers learn what behaviors (purchase behaviors and others) were expected of them? 1
Develop an associative network for the context.
Are consumers responding to needs or wants when they make consumption decisions related to the cultural context in question? Explain. What motivational conflicts do consumers wrestle with relative to this context? |
Maslow�s hierarchy of needs emphasizes that only an unsatisfied need motivates. Likewise, many decisions can be motivated by the different need levels, depending on the person. For example, one consumer may choose to shop at
Whole Foods because of the esteem associated with shopping at an upscale market, while another may shop at Whole
Foods because of her need for the safety of organic foods. Assess the levels of Maslow�s hierarchy that may be motivating consumption behaviors related to this cultural context.
identify the instrumental and terminal values expressed through consumer behavior surrounding the context. For example,
young women may use the consumption of products for prom as a way of feeling pretty and popular (instrumental values) but ultimately seek happiness (terminal value).
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