Gillette has launched a new ad campaign targeted toward men. This television ad presents the idea of male grooming. The Gillette ad would be good to launch a discussion of consumer behavior.

Discussion Questions:

  1. In terms of the cognitive map, which type of linkage needs to be established? Justify your answer.
  2. Which consumer buyer trend does this video utilize? Justify your answer.
  3. Did the need for “male grooming products” already exist, or is Gillette creating a need in order to sell more razors? Explain.

About Dr. Ken Clow

Co-author of textbook.

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