Complete 1 of the 2 activities below.
Individual Differences vs. Situational Characteristics
Earlier in the text, individual difference characteristics such as personality were discussed. Do you believe that situational influences or individual differences have a greater effect on consumer behavior? Explain your choice and defend your position citing several examples.
Positioning
If you were creating a fashion store to cater to students at your local university,
- How would you position it in terms of functional and affective qualities?
- What environmental characteristics would be used to implement this positioning?
- Would this environment tend to be oriented more toward creating hedonic or utilitarian value? How so?
- Explain using material from the textbook.