Explain the concepts of the ideal and actual self. Also, discuss the uses and limitations of psychographics. Pick and discuss 3 of the major consumer trends discussed in text. A key characteristic of a source that can maximize attitude change is credibility. Compare and contrast limited versus extended problem solving.
Shopping is an activity that can be performed for either utilitarian or hedonic motives.
Describe hedonic shopping motives. Discuss the major components of social class. Discus stereotyping in advertising based on gender, race, and age. Use specific examples of each. Define rites of passage and the marketing implications.