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Briefly explain Freud's theory on human motivation and explain how this might be related to marketing.
Answer: Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own stated capabilities. When a person examines specific brands, he or she will react not only to their stated capabilities, but also to other, less conscious cues
Within the context of the Freudian theory, explain how the laddering technique can be used.
Answer: Shape, size, weight, material, color, and brand name can all trigger certain associations and emotions. A technique called laddering can be used to trace a person's motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal
Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. For a marketer, what is the key point of perception?
Answer: The key point is that perceptions can vary widely among individuals exposed to the same reality. In marketing, perceptions are more important than the reality, as it is perceptions that will affect consumers' actual behavior.

Describe how the problem recognition process works in the five-stage model of the consumer buying process.
Answer: The buying process starts when the buyer recognizes a problem or need. With an internal stimulus, one of the person's normal needs—hunger, thirst, sex—rises to a threshold level and becomes a drive; or a need can be aroused by an external stimuli such as an advertisement.

Explain the differences between a belief and an attitude.
Answer: A belief is a descriptive thought that a person holds about something. An attitude is a

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