 |  Consumers Eric Arnould,
University of Nebraska
George Zinkhan,
University of Georgia
Linda Price,
University of Nebraska
Why Do People Buy? Needs, Motivations and Involvement
Internet Exercises- How has the World Wide Web changed consumers' traditional motivations and
involvement in the buying process? What are the advantages and disadvantages
of the web to the consumer? Identify one site that has changed your motivations
and involvement and explain what and how this has changed the buying process
for you as a consumer.
- Visit the following sites: www.amazon.com,
www.ebay.com, and www.priceline.com.
How do these sites differ in their impact on you needs for achievement, power,
uniqueness, affiliation, and self-esteem needs? Compare and contrast.
- Find two sites on the World Wide Web, one for a high-involvement, expensive
product/service (e.g., www.bmw.com) and one for a low-involvement, inexpensive
product service (www.kellogg.com). Compare and contrast the two sites. How
are the respective types of consumer involvement represented in the web design?
In your opinion, are the sites consistent with the type of involvement and
decision making that the prospective consumers would apply?
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2002 McGraw-Hill Higher Education