Consumer Behavior: Exercise :

1. Find two advertisement mechanism and discuses their effectiveness. 2. Find three advertisements that appeal to the needs or power, affiliation and achievement and discuss their effectiveness. 3. Most human needs are dormant much time. What factors cause heir arousal; find two examples of ads that are designed to arouse latent summer needs and discuss their effectiveness. 4. Find add or recent article related to one of the ethical issues explored in the chapter and discuss it.

Defense mechanisms: Defense mechanisms that people sometimes adopt to

protect their egos from feelings of failure when they dont attain their goals. Defense mechanisms include- Aggression - Rationalization - Regression - Withdrawal - Projection - Daydreaming - Identification - Repression.

Answer to the Question No. 1#

Identification: People Resolve feelings of frustration by subconsciously

identifying with other persons or situations that they consider relevant. For example: baby paste. In Bangladesh baby paste are not famous to all. If parents wants to clean their babies new tooth they cant use all types of paste because baby tooth and gums are so soft and delicate that an adult past can do more harms than good. For that Maril baby gel toothpaste which is produced by Square toiletries comes to market to solve this kinds of problem. Now many of the guardians are now aware of their childrens teeth.

Rationalization: people sometimes resolve frustration by inventing plausible

reason for being unable to attain their goals or deciding that the goal is not really worth pursuing. For example a person who want to buy a car. But he hasnt enough money to do this .In this case he can take a loan from a bank. Now a days banks are giving loan on home, car, etc. bank. The topic rationalization is being solved here. And people can buy the thing which seems to me be frustrating and not worth to seek for.

Projection: projection is an individual which may redefine frustrating situations

by projecting blame for his or her own failures and inabilities o other objects or persons. Thus the golfer who misses a stroke may blame his golf clubs or his caddy.

Answer to the question No.2#

# Three advertisement given as an example of physiological Arousal.

Physiological Arousal:

Its mean bodily need at any one specific moment in time are based on the individuals physiological condition at that moment. For example a drop in blood sugar level or stomach contractions will trigger awareness of hunger need. A person who is in hot weather may turn up cold in his room and also make a mental note to buy a air condition. And he may also select the brand of the air condition. Like: Singer ,Walton, Philips etc.

Cognitive Arousal: Sometimes random thoughts can lead to a cognitive

awareness of needs. An advertisement that provides reminders of home might trigger instant yearning to speak with ones parents. In the basis for many long distance telephone company like Grameen phone campaigns that stress the low cost of international long distance rates which brings ones closer to another

Power: The power needs relates to an individuals desire to control his or her
environment. Its includes that need to controll other persons and various objects. This need apears to be closely related to the ego need, in that many individual experiense increase self-esteem when they exercise power over objects or people. Suppose a person exercise poweroveer BMW

motive that has far-reaching influence on consumer behavior. The affiliation need suggests that behavior is strongly influenced by the desire for friendship and acceptance, for belonging. people with high affiliation needs tend to be socially depend on others.

Affiliation:

Affiliation is a well-known and well-research social