BMW Wanted to Move Beyond Its Yuppie Image in Order

question 12

True/False

BMW wanted to move beyond its yuppie image in order to attract buyers from the affluent car market, 75 percent of whom were not considering a BMW purchase. The new advertising campaign emphasizes that BMW is a "company of ideas" and its cars are built for the "creative class." This repositioning moves BMW from an attributes position strategy to an applications position strategy.

Identify conditions under which good moods and empathy promote helping behavior.

Analyze the role of social identities and group membership in determining helping behavior.

Apply the concept of reciprocity in prosocial behavior.

Describe the effect of the presence of others on an individual's decision to help.

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Definitions:

Sleep

A naturally recurring state of mind and body characterized by altered consciousness, relatively inhibited sensory activity, and inhibition of nearly all voluntary muscles.

Drive

An internal motivational state created by physiological or psychological needs that drives behavior towards goals or necessities.

Incentive

Something that motivates or encourages an individual to take action or behave in a specific way.

Sensation-seeker

An individual who seeks out experiences that are varied, novel, complex, and intense in order to achieve a heightened sense of excitement or thrill.