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consumer behaviour

Questions and Answers of Consumer Behaviour

8-8 Several factors influence the effectiveness of a message source.
8-9 The way a marketer structures his or her message determines how persuasive it will be.
8-10 Many modern marketers are reality engineers.
8-11 Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
8-1 How can an attitude play an ego-defensive function?
8-2 Describe the ABC model of attitudes.
8-3 List the three hierarchies of attitudes, and describe the major differences among them.
8-6 What is the foot-in-the-door technique? How does selfperception theory relate to this effect?
8-9 Describe a multiattribute attitude model and list its key components.
8-10 “Do as I say, not as I do.” How does this statement relate to attitude models?
8-11 What is a subjective norm, and how does it influence our attitudes?
8-12 What are three obstacles to predicting behavior even if we know a person’s attitudes?
8-13 Describe the Theory of Reasoned Action. Why might it not be equally valuable when we apply it to non-Western cultures?
8-14 List three psychological principles related to persuasion.
8-15 Describe the elements of the traditional communications model, and tell how the updated model differs.
8-16 What is source credibility, and what are two factors that influence our decision as to whether a source is credible?
8-17 What is the difference between buzz and hype?
8-18 What is a halo effect, and why does it happen?
8-19 What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser?
8-20 Marketers must decide whether to incorporate rational or emotional appeals in a communications strategy.Describe conditions that are more favorable to one or the other.
8-21 When should a marketer present a message visually versus verbally?
8-22 How does the Two-Factor Theory explain the effects of message repetition on attitude change?(a) When is it best to present a two-sided message versus a one-sided message?
8-23 Do humorous ads work? If so, under what conditions?(a) Should marketers ever try to arouse fear to persuade consumers?
8-24 Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.
8-25 What is the difference between a lecture and a drama?
8-26 Describe the Elaboration Likelihood Model, and summarize how it relates to the relative importance of what is said versus how it’s said.
8-28 Corporate sponsorship of universities in the United States and the United Kingdom is commonplace; the sponsored universities have attracted millions of dollars.Chinese universities are following
8-33 What do you understand by sock puppeting? Is it ethical?
8-35 Discuss some conditions that would cause you to advise a marketer to use a comparative advertising strategy.
8-37 Many, many companies rely on celebrity endorsers as communications sources to persuade. Especially when they target younger people, these spokespeople often are“cool” musicians, athletes, or
8-38 Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its products at awards shows. Publicists call this common practice
8-41 Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain
8-42 Devise an attitude survey for a set of competing automobiles.Identify areas of competitive advantage or disadvantage for each model you include.
8-44 Locate foreign ads at sites like japander.com in which celebrities endorse products that they don’t pitch on their home turf. Ask friends or classmates to rate the attractiveness of each
8-45 Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it?
8-46 Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product?
8-47 UK-based Reverse Graffiti specializes in guerrilla marketing.They sell DIY Snow Graffiti packages for under$300. The package includes a stencil, a biodegradable spray maker, and a pair of latex
8-49 In Europe, comparative advertising is a dangerous area to get involved in. There are many legal pitfalls, and many consumers do not respond well to advertisements that depict competitors in a
8-51 The elaboration likelihood model (ELM) assumes that under conditions of high-involvement, we take the central route to persuasion. What does this mean, and how does it work?
CS 8-1 Describe Cream Silk’s promotion within the context of the multiattribute model: Which attribute(s) were central to the promotion and how does the model explain what the company was trying to
CS 8-2 In contrast to the Cream Silk promotion, Old Spice used its characteristically quirky approach to persuade men to try its hair care products. The integrated campaign, “That’s the Power of
9-1 The three categories of consumer decision making are cognitive, habitual, and affective.
9-2 A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options
9-3 The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.
9-4 We often rely on rules-of-thumb to make routine decisions.
9-5 Marketers often need to understand consumers’ behavior rather than a consumer’s behavior.
9-6 The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.
9-7 Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.
9-1 Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?
9-2 List the steps in the model of cognitive decision making.
9-3 What is purchase momentum, and how does it relate (or not relate) to the model of rational decision making?
9-4 Explain how a consumer can display signs of purchase momentum.
9-5 Name two ways in which a consumer problem arises.
9-6 Give an example of the sunk-cost fallacy.
9-7 What is prospect theory? Does it support the argument that we are rational decision makers?
9-9 Describe the difference between a superordinate category, a basic level category, and a subordinate category.
9-10 What is an example of an exemplar product?
9-11 List three product attributes that consumers use as product quality signals and provide an example of each.
9-12 How does a brand name work as a heuristic?
9-13 Describe the difference between inertia and brand loyalty.
9-14 What is the difference between a noncompensatory and a compensatory decision rule? Give one example of each.
9-15 What is a prime? How does it differ from a nudge?
9-16 What are some factors that influence how an organizational buyer evaluates a purchase decision?
9-17 What is a prediction market?
9-18 Distinguish between straight rebuy and modified rebuy.
9-19 How can a marketer manipulate the social and physical surroundings in a retail store to influence purchasing decisions? How does it work?
9-20 In terms of temporal factors, what does slow or fast mean?
9-21 Helicopter moms may be an American phenomenon, but is there anything similar to this in your own country?
9-22 Describe the role of family financial officer. How does this role change over time?
9-23 What is meant by the concept of the synoptic deal? Is it relevant in most cases?
9-24 How would you distinguish between a consensual purchase decision and an accommodative one? Provide an example of each of them.
9-27 Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?
9-28 Technology has the potential to make our lives easier as it reduces the amount of clutter we need to work through to access the information on the Internet that really interests us. However,
9-29 It’s increasingly clear that many postings on blogs and product reviews on Web sites are fake or are posted there to manipulate consumers’ opinions. How big a problem is this if consumers
9-32 As more people enter virtual worlds like Second Life and Kaneva, family decision-making research may have to include our virtual partners (and children?) as well.120 Do you agree? How do you
9-33 Industrial purchase decisions are totally rational. Aesthetic or subjective factors don’t—and shouldn’t—play a role in this process. Do you agree?
9-34 We can think of college students who live away from home as having a substitute “family.” Whether you live with your parents, with a spouse, or with other students, how are decisions made in
9-35 There is an increasing trend toward using crowdsourcing as a research and development tool. According to Gartner, by 2017 around 75 percent of all product development capabilities carried out by
9-36 Find examples of electronic recommendation agents on the Web. Evaluate these. Are they helpful? What characteristics of the sites you locate are likely to make you buy products you wouldn’t
9-37 Neuromarketing is a growing area of marketing, but few really understand the science behind it. Some suggest that it is a means by which the decision-making processes and behaviors of the
9-38 Define the three levels of product categorization the chapter describes. Diagram these levels for a health club.
9-40 Hershey’s stresses the determinant attribute of product authenticity when the chocolate company states:“Hershey, PA is where it all started more than 100 years ago, and it’s still where
9-41 Form a group of three. Pick a product and develop a marketing plan based on either cognitive or habitual decision making. What are the major differences in emphasis between the two perspectives?
9-42 Identify a person who is about to make a major purchase.Ask that person to make a chronological list of all the information sources he or she consults before deciding what to buy. How would you
9-44 Ask a friend to “talk through” the process he or she used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that
9-45 Think of a product you recently shopped for online.Describe your search process. How did you become aware that you wanted or needed the product? How did you evaluate alternatives? Did you wind
9-46 Can you replicate Richard’s decision-making process as he chose a TV brand for other consumers or other products?Create a grid for a different product category that lists available brands and
9-49 Collect ads for three different product categories that target families. Find another set of ads for different brands of the same items that don’t feature families. Prepare a report comparing
9-50 Pick three married couples and ask each husband and wife to list the names of all cousins, second cousins, and so on for both sides of the family. Based on the results, what can you conclude
9-51 If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions?
9-52 According to retail analysts Mintel, 84 percent of women state that they influence important household financial decisions, compared to just 49 percent of men.125 In a stereotypical nuclear
CS 9-1 How does Tesla Motors’ marketing strategy connect with the changes going on in the consumer decision journey today? Do you believe that they can be successful over the long-term with this
CS 9-2 The chapter identifies three different categories of consumer decision making: cognitive, habitual, and affective.How does Tesla seem to view the type of decision making that consumers go
10-1 Many factors at the time of purchase dramatically influence the consumer’s decision-making process.
10-2 The information a store’s layout, Web site, or salespeople provides strongly influences a purchase decision.
10-3 The growth of a “sharing economy” changes how many consumers think about buying rather than renting products.
10-4 Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.
10-1 What is time poverty, and how can it influence our purchase decisions?
10-2 A consumption situation has a buyer, seller, and a product.What else would you add?
10-3 List three separate motivations for shopping, and give an example of each.

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