1. A marketer of health foods is attempting to segment its market on the basis of Australian consumers’ self-image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose.
• Actual self-Image: how consumers feel about themselves
• Ideal self-image: how consumers would like to see themselves
• Social self-image: how consumers feel others see them
• Ideal social self-image: how consumers would like others to see them
The self-image concept that should be embodied by the marketer should be the consumers Ideal self-image. This is due to consumers aspire to this and it is how they would like to see themselves as healthier and fitter.

2. Describe the type of promotional message that would be most suitable for: (a) highly dogmatic consumers (b) inner directed consumers (c) consumers with high optimum stimulation levels (d) consumers with a high degree of recognition (e) consumers who are visualizers vs consumers who are verbalizes.
• Highly dogmatic consumers: rely on their own ability to lay down the principle as true, therefore the advertisement comes across as real and true.
• Inner directed consumers: rely on their own values or standards in evaluating new products and are likely to be consumer innovators.
• Consumers with high optimum stimulation levels:
• Consumers with a high degree of recognition: a tv advertisement would be most suitable for this type of customer as well as billboard advertising.
• Consumers who are visualizes vs consumers who are verbalizes: Consumers who are visualizes are likely to respond to visual cues, such as, TV and newspaper advertisements. Whereas, verbalizes are more likely to respond to radio and advertisements.

3. How does sensory adaptation affect advertising comprehension? How can marketers overcome sensory adaptation and increase the likelihood that