Instructor Resource
Marieke de Mooij, Consumer Behavior & Culture, 3e
SAGE Publishing, 2019
Questions, Discussion Points and Student
Activity
Chapter 6: Mental processes
1. Develop association networks for Coca-Cola and Pepsi Cola. List the differences, also the
differences with the Dutch Coca-Cola association network in the power point
presentation.
2. List the typical metaphors of the country where you live, used in your language. Discuss
the problems of translating value questionnaires.
3. Visit websites of global companies of Western origin and analyze the verbal aspects of
their pay-offs.
4. Why is cognitive dissonance a typical western phenomenon. Explain.
5. Discuss what psychologists call the fundamental attribution error.
6. Find examples of internal and external locus of control. For example, find international
data on use of antibiotics or other health related activities. Eurobarometer regularly
