Question 1

‘People who like bungee jumping and skydiving exhibit particular personality traits and they search for new and exciting ways to spend their leisure time.  Reports show that the market for adventure tourism has grown and new service providers have entered the industry in response to growing demand’ (Solomon et al., 2019).

• Describe the Big Five Personality Dimensions and outline whether personality can predict consumer preferences for a brand, product, or service.
• Using the tri-component theory of attitudes, outline how you would change people’s concerns about the safety of adventure tourism.

Question 2

How could the marketing manager of each of the following organisations use the theory of perception to guide the development of a national advertising campaign:

• Singapore Red Cross
• Singapore Airlines
• Heineken beer
• KFCfast food outlets

Question 3

‘Grocery shopping is sometimes a chore but supermarkets are attempting to make it a pleasant experience in order to increase sales and influence consumers’ product choices’.

1. How do the social surroundings of a retail store, such as a supermarket, influence the behaviour of shoppers?
2. Describe five (5) in-store influences (e.g., displays) that can alter brand choice.

Question 4

‘Advertisers are increasingly targeting women with an alternative style of inspirational advertising – termed femvertising – which is about female empowerment, such as #Like a Girl or Pantene’s Labels Against Women campaign.’

• Evaluate the effectiveness of gender-based advertising that is designed to boost self-esteem
• Discuss how consumers might use the consumption of products or services to define the self, conform to, or challenge, stereotypical sex roles, and beauty ideals communicated by a culture.

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