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business
consumer behaviour

Questions and Answers of Consumer Behaviour

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?
How do preference reversals lead to decisions that consumers later regret?
Most consumers do not realize that information that initially seems really important may seem less important later. Think of some ways that marketers can influence the perceived importance of
Think of some ways marketers can use preference reversals to their advantage.
Selective thinking occurs frequently. Think of some ways marketers can use selective thinking to their advantage.
Design an ad that gets consumers to think of the positive features of products while ignoring the negative features.
If you were a brand manager at P&G, what strategies would you pursue to encourage consumers to focus less heavily on price?The most recent recession is encouraging consumers to focus more on price in
If you were a brand manager at P&G, what strategies would you use to protect product categories that are usually resistant to private labels?The most recent recession is encouraging consumers to
If you were a manager at The Kroger Co., what strategies would you pursue to encourage consumers to focus more heavily on price?The most recent recession is encouraging consumers to focus more on
If you were a manager at The Kroger Co., what strategies would you use to encourage consumers to buy private labels in more product categories? In what product categories do you see opportunities for
Consumers are typically reluctant to buy furniture. What are the purchase obstacles (practical and psychological) to purchasing furniture? How has Jordan’s Furniture tried to overcome these
Using the consumer decision process model, describe the typical process of purchasing a piece of furniture. What type of consumer decision is this? How does understanding the decision process model
Jordan’s Furniture’s shopping-as-entertainment strategy has worked to make the company’s business more successful. Would this strategy work for other product categories? Develop a campaign for
How did you get interested in social influence?
You once told me that the timing of the various elements of a request is crucial. Can you elaborate on this point?
What role does social influence have in consumer behavior and marketing?
There are some publications in the marketing literature suggesting that high self-monitors are more effective salespersons relative to low self-monitors. Does this finding apply to the application of
This leads into the next question. What are some of the key implications of the sociological and anthropological perspectives for managers?
Does your work have implications for helping consumers to adopt healthier lifestyles?
How did you get interested in the topic of consumer compulsiveness, and what insights does your research provide on this important topic?
Could you comment on the role of the many different paradigms or “camps” in the field of consumer behavior and on your position with respect to these camps?
Locate Aesop’s fables (you can find them on the Internet). Select your favorite one and explain the cultural value being communicated.
Cultural values comprise a collective set of beliefs about what is important, useful, and desirable, i.e., the personality of a society. Select a culture or subculture to which you belong and explain
Identify the three stations in McCracken’s theory regarding the mobility of cultural meaning. Explain how marketing activities and the fashion system transfer cultural meaning to consumer goods and
Think about the last time you sold or gave away an important possession (e.g., car, clothing, collection, etc.). Identify the divestment rituals that you conducted before giving it up.
Acculturation is a challenge for nations with diverse populations. Explain why the United States has so much at stake regarding acculturation of its immigrants.
Why is body language so important for a highcontext culture?
Identify a brand jingle that got “stuck in your head.” Why was this jingle successful at creating a“cognitive itch”?
Select your favorite brand logo. Describe its elements in detail and explain whether the symbols are likely to translate successfully into foreign cultures.
Identify one of your family customs and describe it in one phrase. Next, explain the various rituals involved with this custom in one paragraph.
Construct a means-end chain for the brand Ipod. Identify tangible and intangible attributes, functional and psychosocial benefits, and instrumental and terminal values that derive from this product.

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