consumer behavior 19

1. Discuss the impact of learning and memory on consumer behavior as it relates to unplanned purchases. Consider the power of various influences, such as brand equity, short-term memory, and pioneer brands. Then, describe at least two examples of marketing strategies that demonstrate the effectiveness of this sort of influence on consumer behavior. Your initial post must be a minimum of 300 words and be supported by your textbook.

2. The direct relationship between consumer needs and motivations highlights the importance of producers’ being aware of consumer motivation. As discussed in Chapter 4 of your text, marketers are leveraging the power of games to encourage customers to buy more. According to Solomon (2017, p.119), “All organisms, in different ways, are drawn to goals. The closer we are to achieving our goals, the more motivated we are to keep doing something.” For this discussion, locate an example of gamification in marketing. Include a link to the example in your post and describe how the game works. Then, discuss how it uses motivation to influence consumer behavior and how effective you think this strategy is. Finally, describe one other marketing strategy, organization, or product that would benefit from this type of gamification. Your initial post must be a minimum of 300 words and be supported by your textbook and at least one professional or academic source.


Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.). Retrieved

from (Links to an external site.)Links to an external site.


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