Contents
This paper answers the following questions - - 1. Research and discuss the important effects of self-identity in consumer behaviour contexts. Provide managerial implications how marketers utilise the concepts of identities in influencing consumer purchasing decision.
- 2. Research and discuss the important effects of emotion in consumer behaviour contexts. Provide managerial implications how marketers utilise the concepts of emotions in influencing consumer purchasing decision.
- 3. Some commentators state that an understanding of consumer behaviour can be used to manipulate consumers. Provide three compelling arguments in favour of this statement and three compelling arguments against this statement with support from concrete research findings and theory discussed in the textbook.
Description
NA
