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business
consumer behaviour

Questions and Answers of Consumer Behaviour

14-27 Movie companies often conduct market research when they produce big-budget films. If necessary, they will reshoot part of a movie when viewers say they don’t like it. Some people oppose this
14-28 Boots with 6-inch heels were a fashion rage among young Japanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls. However, followers of
14-29 Cristiano Ronaldo is one of the world’s greatest footballers, but he may also be one of the most superstitious.172 The Real Madrid star has built up a series of rituals that he insists on
14-30 Interview people you know who collect some kind of object. How do they organize and describe their collections? Do you see any evidence of sacred versus profane distinctions?
14-31 Ask friends to describe an incident in which they received a gift they thought was inappropriate. Why did they feel this way, and how did this event influence the relationship between them and
14-32 How might the rise of peer-to-peer music sharing influence the structure of the music CPS? One guess is that this method erodes the dominance of the big labels because listeners are more likely
14-33 Identify examples of high or low culture from your country or region in terms of music, art, literature, and TV entertainment. Which cultural formulae can be used to distinguish them?
14-34 U.S. television inspires knockoffs around the world.But to be fair, many U.S. viewers don’t realize that U.S.reality show hits such as Big Brother and American Idol started out as European
14-35 Identify the ritual elements of a football game.
What is the difference between achieved and ascribed status?
How does the worldview of blue-collar and white-collar consumers differ?
Why is it difficult to conduct marketing research with children?
Discuss stages of cognitive development and how these relate to the comprehension of marketing messages.
What is consumer socialization? Who are some important players in this process? How do toys contribute?
What are three reasons why children are an important segment to marketers?
Describe a heuristic a couple might use when they make a decision, and provide an example of it.
What is a kin-network system?
What factors help to determine if decisions will be made jointly or by only one spouse?
List some variables we must consider when we try to understand different stages in the FLC.
How do we calculate a nation’s fertility rate? What fertility rate is required to ensure that population size does not decline?
List at least three roles employees play in the organizational decision-making process.
Construct a multiattribute model for a set of local restaurants.Based on your findings, suggest how restaurant managers could improve their establishment’s image via the strategies described in
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 “gifting the
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to one or the other.
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health-care products that Sunbeam manufactured (a decision it later reversed). Should trade
Many universities use commercial companies to run campus Web sites and email services. These agreements provide Web services to colleges at little or no cost. But these actions arouse controversy
Contrast the hierarchies of effects outlined in this chapter.How should marketers take these different situations into account when they choose their marketing mix?
Do humorous ads work? If so, under what conditions?
What is the difference between buzz and hype? How does this difference relate to the corporate paradox ?
Describe the theory of reasoned action. Why might it not be equally valuable when we apply it to non-Western cultures?
Describe a multiattribute attitude model and list its key components.
How do levels of commitment to an attitude influence the likelihood that it will become part of the way we think about a product in the long term?
Define the four primary types of consumer decisions?
Describe the traditional model of consumer decision making?
Explain the differences among consumers’ wants, needs, and opportunities?
Understand the nature of information search?
Discuss the importance of consumer uncertainty in decision making?
Provide examples of how marketers manage consumer satisfaction?
Explain the stages of consumer choice.
Describe several marketing techniques for influencing consumers’ consideration sets.
Define stimulus-based, memory-based, and mixed choice.
Explain the MODE model.
Explain how many different heuristics or shortcuts are used to simplify prediction and choice.
Explain expected value theory and how the framing effect violates this theory.
Develop marketing strategies for segregating gains and aggregating losses.
Explain several different ways preference reversals can occur.
Define singular evaluation and comparative evaluation.
Analyze the pros and cons of selective thinking.
What distinguishes brand loyalty from brand laziness?Which of the two is more likely to result in long-term repeat purchase behavior?
How are consumers’ perceptions of risk related to their level of product involvement?
Which categories of risk do you think have the greatest influence on the purchase of: (a) fashion clothing,(b) a laptop, (c) real estate, (d) sushi, and (e) a cell phone?
Why is variety seeking prevalent among parity product categories?
What’s the difference between a defensive and determinant attribute? Both types of attributes are important to consumers.
Under what conditions are consumers likely to follow the five stages of the traditional model of Consumer Decision Making?
What are the two conditions necessary for problem recognition to occur?
Discuss the differences among needs, wants, and opportunities.
Predict the level of search fora. A beginning skier interested in new skisb. A frequent flyer looking for a flight to New Yorkc. A stay-at-home-dad who has moderate knowledge regarding baby foods
How do external and internal uncertainties cloud consumers’ perceptions of the true brand universe and their true utility functions, respectively?
Review the two types of satisfaction models:dissonance-reduction versus expectancy confirmation.Which model would a consumer most likely use if she recently switched to a new brand after years of
Use Figure 9.4 (Assessing Determinant Attributes) to identify attributes in each of the four quadrants for blue jeans. On the basis of your analysis, what are the determinant attributes?
Identify three want-got gaps that you are currently experiencing. Characterize one as a need, the second as a want, and the third as an opportunity. To illustrate these three problems, sketch a
Identify a product category for which you feel enduring involvement and a product category for which you show only situational involvement. Explain why these product categories affect you differently.
Interview a friend regarding his/her search activities in a recently purchased, high involvement product(e.g., automobile, computer, graduate school).Identify whether s/he relied primarily on
Define culture, cultural values, and subculture.
Describe how cultural meaning moves from society to consumer products and eventually to individual consumers.
Explain the differences among the four consumer rituals: exchange, possession, grooming and divestment.
Explain how the Returns Potential Model shows the importance of various norms.
Explain how product attributes and benefits may lead to instrumental and terminal values for consumers.
Identify three determinant attributes for this consumer (e.g., comfort, style, durability).Imagine that you work for a well-known marketing research firm. Your supervisor has asked you to use the
Determine the consumer’s importance weights for each attribute, such that they total 100 percent. For example, comfort = thirty percent, style = ten percent, and durability= sixty percent.Imagine
On a 1 to 7 scale, ask the consumer to rate how s/he expected the brand to perform on each of these attributes, prior to purchase (for example, comfort = 6, style = 4, and durability = 6).Imagine
Also on a 1 to 7 scale, ask the consumer to rate his/her actual perceptions of how the shoe has performed on each of these attributes.Imagine that you work for a well-known marketing research firm.
Plug in the weights, expectations, and perceptions into the formula: S = w( p-e).Does the outcome of the function suggest that this consumer is satisfied, delighted, or dissatisfied? Ask the consumer
How can marketers increase the likelihood that their brands are included in consumers’ consideration sets?
How can marketers use the part-list cuing effect to decrease the likelihood that competitors’ brands are included in consumers’ consideration sets?
Why does the trade-off contrast occur?
Describe a situation in which you purchased a compromise brand. Why does compromise seem like such a compelling reason on which to base a choice?
How does the availability heuristic influence how consumers make predictions about products?
How might the law of large numbers be related to word-of-mouth marketing? (Word-of-mouth marketing occurs when marketing messages, product information, and/or people’s opinions of the product are
When are consumers likely to use a choice heuristic?When are they unlikely to do so?
Choice heuristics are often non-compensatory.Explain what this means and how it can lead to bad choices.
Some choice heuristics involve comparing several brands on the same attribute or set of attributes.Describe a situation in which you used one of these choice heuristics.
Some choice heuristics involve focusing on one brand at a time rather than making comparisons across brands. Describe a situation in which you used one of these choice heuristics.
Find three advertisements that use puffery. Do you think that puffery or exaggeration is an effective advertising tactic? Do you think the use of puffery is ethical? Why or why not?
Choose three products you purchased recently.Identify whether your choice of the product was stimulus-based, memory-based, or the result of mixed choice. How could a marketer use package information
Find two advertisements, one that appeals to consumers using attitude-based choice and one that focuses on attribute-based choice.
Identify a product for which you think people generally use price as a prediction of quality. Design an experiment to test this idea. Can you find evidence from the Internet that supports or refutes
Using the concepts in Chapter 10, what strategies could HD DVD have used to beat Blu-Ray?In the early 1980s, a format war took place between VHS and Betamax videotapes for video storage.VHS
Using the concepts in Chapter 10, what strategies could Blu-Ray have used to beat HD DVD more quickly?In the early 1980s, a format war took place between VHS and Betamax videotapes for video
After Warner Brothers decided to support only Blu-Ray in January 2008, Toshiba reduced the price of HD DVD players to $150. Explain why this was too little too late.In February 2008, Net Flix,
In what other product categories do you currently see a format war? What steps can competing companies take to try to avoid format wars?In the early 1980s, a format war took place between VHS and
What is risky decision making?
Why are consumers often unable to explain how they arrived at a prediction?
Why do consumers often fail to maximize expected value?
Give an example of a situation in which you chose a safe option.
Give an example of a situation in which you chose a risky option.
Why are consumers sometimes risk averse and sometimes risk seeking?
Why do different types of preference measures change preferences?
Describe the compatibility principle. How does this principle change people’s preferences? Can you think of a situation in which this principle changed your preferences?
What is a preference reversal?

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