CASE QUESTIONS
1. How is Unilever applying its understanding of internal consumer processes in the
psychological core to market its products?
2. Which of the four external processes in the consumer’s culture do you think have been the
most important to the success of Dove’s Campaign for Real Beauty? Why?
3. Do you agree with Unilever’s decision to link its brands with efforts to encourage healthy and
environmentally sustainable behaviors? Explain your answer.
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