Instructor Resource
Marieke de Mooij, Consumer Behavior & Culture, 3e
SAGE Publishing, 2019
Questions, Discussion Points and Student
Activity
Chapter 4: The consumer: attributes
1. Discuss the concept of self-actualization and why this concept may vary across cultures.
2. Why is collectivistic interdependence not the same as submitting oneself to the wishes of
the group, as it often is defined.
3. Discuss the Dove campaign for real beauty. Why was it so successful in the Western
world? Discuss the negative response in the US. Why is it not acceptable to some people