Title: Decoding Buying Decisions: Mind vs. Emotion
Age Level: Grades: 9-12
Estimated Time: 50 minutes
National Standards: Complies with NBEA Foundations of Marketing 2023 Standard: Analyze the characteristics, motivations, and behaviors of consumers. II.A.3.6; Differentiate between rational (cognitive) and emotional (affective) buying motives
Objectives:
● Differentiate between rational (cognitive) and emotional (affective) buying motives.
● Identify examples of both buying motives in everyday purchasing decisions.
● Analyze a case study to understand how companies leverage these motives in their marketing strategies.
Materials:
● Case study handouts (included).
● Worksheets for students to record their analysis (included).
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