Consumer Behavior in a film
As part of the Consumer Decision Making section, students are asked to choose a film to analyze. Some of the films chosen previously include: The Devil Wears Prada, New Year’s Eve, Just Go with It, and Heartbreakers. I advise students to stay away from fantasy-type genres (science fiction and cartoons) and instead focus on films that are anchored on what resembles real life.
For this paper students will need to write a brief plot summary, provide descriptions of two to three major characters as consumers, and analyze concepts from the text and class and how these concepts are portrayed in the film.
Throughout the film you should construct consumer profiles of the characters and examine reasons why and how they make decisions. Specifically, students are looking for influences on consumer behavior based on attitudes, motivation, income level, and occupation. For example, one film may demonstrate decision making by Generation Y consumers, and another film may include examples of how marketers use positive reinforcement in the form of promotions to motivate consumers to purchase more of their products.
Be creative! This paper should be a thoughtful analysis of a film of your choice as it relates to consumer behavior. It should be typed, double-spaced and 2-4 pages in length
Some movies I thought would work are
Clueless
Any Given Sunday
Network
Social Network
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