Chapter 4 - Pearson
Chapter 4 - Pearson
Chapter 4 - Pearson
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dia76827_ch04.qxd 11/29/04 7:55 PM Page 95<br />
CHAPTER 4 The Fashion Consumer: Identification and Analysis 95<br />
EXERCISES AND PROJECTS<br />
1. Select five fashion advertisements of retailers in newspapers and magazines and evaluate each<br />
in terms of their motives. Remove each ad from the periodicals and use it in conjunction with<br />
the completed chart in an oral presentation to the class.<br />
Motive<br />
Retailer (Rational or Emotional) Key-Word Motive Clues<br />
2. Using the Internet as your research tool, log onto a particular search engine for the purpose of<br />
learning of five companies that study consumer behavior and how it relates to purchasing. Use<br />
www.askjeeves.com, or any other Web sites. Use the following chart to record your findings:<br />
Company Web Site Consumer Research Study