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Instruction:
All questions carry equal marks. Do not write over 2000 words for the entire assignment.
1. How do advertisers try to use group influence? Can you find any specific examples and describe the relevant theory of group behavior and influence?
2. "Consumer behavior is irrational, organizational buying is rational". Discuss.
3. Should marketers use techniques to encourage impulse buying? Why/why not? Is it acceptable in some circumstances and not in others? Is there really such a thing as impulse buying anyway?
4. Does marketing contribute to consumer misbehavior?
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The task has been performed to answer three questions out of the four questions given in the requirement description. The questions are related to marketing and consumer behavior. While answering question 1, I have summarized the concept of the reference group and group influence among consumers. The second answer clarifies the differences in rationality between consumer purchasing behavior and organizational purchasing behavior. However, the third answer is related to how marketing activity leads to consumer misbehavior.
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