Instructor Resource
Marieke de Mooij, Consumer Behavior & Culture, 3e
SAGE Publishing, 2019
Questions, Discussion Points and Student
Activity
Chapter 5: Social processes
1. Are Freud’s concepts used in your country in general? In consumer behavior theories? Are they
applied in practice? Did you learn about Freud at school?
2. Design a pyramid like Maslow’s for the culture where you grew up.
3. Discuss to which degree the status motive is relevant in your country; think of any brands that
have status value.
4. Which variables may explain differences in bathing habits (more than need for purity)? See
differences between shower, bath and sponge bath from Euromonitor International Consumer
9. Discuss the different motives for the importance of appearance and related habits and
expenditures on clothing and cosmetics.
10. Discuss the importance of influencer blogs worldwide. For which product categories do you
find most? Are influencer blogs mostly local or also global?