This assignment has three goals: understanding the influences behind your purchases, understanding the
consequences of your purchases, and giving you a chance to reassess and change your purchase patterns.
Choose at least three products you purchased in the last week, month, or year in three different categories:
a necessity (a convenience good), big-ticket item (a specialty good), and service. For each of the
purchases, analyze the influences that led you to that purchase. Specifically, examine the cultural, family,
peer, lifestyle, situational, demographic and personality influences that led you to this purchase.
Why did you buy Tide and not Cheer? Why did you decide to lease a car and why did you choose a Chevy?
Why did you decide to purchase education and why this school? These are the types of questions you want
to ask yourself. Try to use the theories and concepts discussed in class and/or in the textbook.
Use at least 20 different theories, concepts, and/or terminologies from the list below. Type them in boldface.
- Segmentation (Geographic, Demographic, Psychographic, Behavior) and targeting
● Positioning
● Stakeholder concept
● Hedonic value, utilitarian value
● Relationship marketing
● Touch points
● Augmented product concept
● Price elasticity of demand
● Customer lifetime value
● Personal values
● Perception
● Assimilation, accommodation, contrast
● Selective perception
● Absolute threshold
● Adaptation
● JND
● Subliminal perception
● Mere exposure effect
● Classical conditioning theory
● Instrumental conditioning
● Message congruity
● Figure/ground distinction
● Framing
● Sensory, short term, long term memory
● Exemplar
● Episodic memory