BPS Core Textbooks Series

Developed in collaboration with the British Psychological Society

Chapter 16 – Essay questions

Categories:
  1. Discuss the ways in which online shopping customers can be segmented into groups in order to assist with marketing in meaningful ways to them. What characteristics can be used to create segmentation, and how does this assist in communicating with them?
  2. Evaluate the motivations, beliefs and attitudes that shape a willingness or resistance to shop online.
  3. Discuss the benefits to both the consumer and the brand of a strong consumer-brand relationship, with particular focus on how social media impacts that relationship.
  4. Describe the ways in which persuasion can be used in online shopping to change consumer behaviour. Use at least