PROJECT: Valentine’s Day
Instructions: The project for this course requires that you analyze and describe the consumption behaviors and sources of influence associated with some widely recognized cultural occurrence. The cultural occurrence is yours to choose. However, the assignment will likely be easier to conduct if you choose a context that is occurring around the time of this course (e.g., Thanksgiving, Christmas, Chanukah, New Year’s Eve, etc.). The context must be one that is not simply an individual expression of self, but rather a consumption opportunity driven by individual, group, and cultural influences. Your primary task is to analyze the consumer behavior associated with the context of choice. Your analysis should be supported by examples and descriptions of the behaviors identified.
1. How were consumers socialized to the cultural expectations surrounding the context? In other words, how did consumers learn what behaviors (purchase behaviors and others) were expected of them? (VALENTINE’S DAY)
2. Develop an associative network for the context. (VALENTINE’S DAY)
3. Are consumers responding to needs or wants when they make consumption decisions related to the cultural context in question? Explain. What motivational conflicts do consumers wrestle with relative to this context? (VALENTINE’S DAY)
Answers Question 1,2, and 3
Based on Valentine’s DAY in the US. and around the world
note: have to relate to Valentine’s Day