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Homework answers / question archive / Consumer Behaviour Final Assignment Fall 2021 Q1 – Culture - Myths and Rituals (7 Marks) In our final lesson we discussed the concepts of Mythology and Ritual – how “stories” and practices which are unique to a specific culture drive consumption (eg engagement rings are a relatively modern cultural concept, driving jewellery consumption)
Consumer Behaviour
Final Assignment
Fall 2021
Q1 – Culture - Myths and Rituals (7 Marks)
In our final lesson we discussed the concepts of Mythology and Ritual – how “stories” and practices which are unique to a specific culture drive consumption (eg engagement rings are a relatively modern cultural concept, driving jewellery consumption).
What is an example of a Cultural Myth or Ritual from a culture other than your own that you have discovered and have adopted into your own life as a consumer (or have seen others adopt), even if it is not part of your/their culture?
For example, as discussed in class – many non-Christians adopt Christmas rituals – buying a tree, gifts for their children – not for religious or cultural purposes; but because they either don’t see it as culturally unique or because they want to adopt the ritual as part of their own lives.
Is there a danger that your example could be seen as “Cultural Appropriation”? – inappropriately adopting a Myth or Ritual from another cultural and thereby not showing it its proper respect?
Q2 – Shopping (7 Marks)
Almost all of our discussion about the impact of the Shopping environment on our Consumer habits was based on physical stores – how the store layout, atmospherics, even location – are all designed to attract consumers and sell more to them; to fill the shopping basket.
What about Online retail? Provide an example of an online retailer who has constructed their online retail experience to influence and drive our consumption habits? Eg. Amazon’s famous “One click checkout”, suggestions of other purchases (neither of which are things that you see in a physical retail environment). Some online retailers use atmospheric tools to create a unique shopping environment,
What are the specific tools they are using to influence consumers who are on their site to buy more?
(Continued)
Q3 – Conformity (7 Marks)
Conformity and Maslow’s need for Social acceptance are closely linked.
We all have experiences in our lives where we went against our own preferences, values, beliefs and thinking in order to be accepted by a group. It may have in a social situation to be accepted by friends, or a work situation where you conformed to the requirements of the job.
Describe a situation where you conformed to a group in order to be accepted.
Use a meaningful example (eg saying that you went along with a preference of restaurants is not a good example).
A good example is one where you really had to make a choice between your own beliefs and values – something important – and the groups in order to fit in.
What aspects of Conformity drove you to this? Would you still make the same decision now?
Q4 – Canadian Identity (7 Marks)
Canadians are famous for two things:
Provide two examples (different organizations) and discuss what the Marketer is intending:
Analyze what the Marketer is doing in these efforts.
Images or examples would be appreciated.
Q5 – Sacralization (7 Marks)
The text discusses the concept of sacralization – a concept whereby a product or a person that was previously regarded as normal and regular became quite special and meaningful to a certain culture.
Provide a real world example that you are aware of (not from the text).
What are the reasons that this product or person became “Sacred”?
What was the impact on Consumers?
Provide an image (not a link)