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business
consumer behaviour

Questions and Answers of Consumer Behaviour

3-12 The slogan for the movie Godzilla was “Size does matter.”Should this be the slogan for the United States as well?Many marketers seem to believe so. The average serving size for a fountain
3-13 Augmented reality applications may reach the level of sophistication where we observe almost everything through the screen of our smartphones to receive an“enhanced” experience. Do you view
3-14 Analysts believe that augmented reality (AR) apps will be worth $5.2 billion (approximately) by 2017.However, AR will not be available to everyone. Is your country’s infrastructure ready for
3-15 Identify a locally produced brand that has retained its normal packaging size despite having less contents.Did the manufacturer make this change clear?
3-16 Compile a list of ten or twelve products you enjoyed when you were a child. What are your recollections about their size and price? Find a stockist of the brands and compare your recollections
3-17 Interview three to five male and female friends each about their perceptions of mobile phones and their functionality.Construct a perceptual map for each model.Based on your map of mobile
3-18 Choose one of your favorite products that you have been buying for some years. How has it changed over the years? Is it better, bigger, smaller, easier to use, better tasting?
3-19 Colors and designs of products are chosen so that they appeal to particular target groups. Colors are used to attract male or female consumers. The design of logos and packaging are also created
3.22 Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers who want to appeal to the elderly.
3.23 The chapter discussed the “talking window,” which a German ad agency is placing in subway cars. When the agency posted a YouTube video to promote the platform, one person commented, “At
CS 3-1 Based on your understanding of the perceptual process, discuss how Lush uses sensory marketing for its products and encourages its customers to process information.
CS 3-2 Are the decisions of Lush’s consumers driven by a rational consumption appeal that uses the message of ethical, organic, fresh, and healthy products, or is it influenced by the hedonic
4-1 It is important to understand how consumers learn about products and services.
What is the trickle-down effect? List some reasons why this theory is no longer as valid as it used to be.
4-2 Conditioning results in learning.
4-3 Learned associations with brands generalize to other products.
What are the differences among fashion, a fashion , and in fashion ?
4-4 There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.
Describe the differences among continuous innovations, dynamically continuous innovations, and discontinuous innovations, and provide an example of each. Which type are consumers least likely to
4-5 We learn about products by observing others’ behavior.
4-6 Our brains process information about brands to retain them in memory.
What is the diffusion of innovations?
4-7 The other products we associate with an individual product influence how we will remember it.
What is advergaming? Give an example.
4-8 Products help us to retrieve memories from our past.
Describe a culture production system and list its three components. What is an example of a CPS with these three components?
4-9 Marketers measure our memories about products and ads.
4-1 What is the difference between an unconditioned stimulus and a conditioned stimulus?
Give an example of a marketer that uses the principle of binary opposition.
What is culture? List three dimensions that social scientists use to describe a culture and give an example of each.
4-3 What are the dangers of advertising wear-out, and how might a marketer avoid it?
4-5 Why are brand marketers concerned with stimulus discrimination?
4-6 What is the major difference between behavioral and cognitive theories of learning?
4-7 Name the three stages of information processing as we commit information about products to memory.
4-8 What is external memory, and why is it important to marketers?
4-9 How can marketers use sensory memory?
4-10 What advantages does narrative bring to advertising?
List three basic conflicts that teens face, and give an example of each.
4-11 List the three types of memory, and explain how they work together.
How can we equate consumers’ allegiance to some products as a form of religious observance?
H ow can marketers use opinion leaders to help them promote their products or services?
4-12 How is associative memory like a spider web?
4-13 How does the likelihood that a person wants to use an ATM machine relate to a schema?
Describe some ways in which marketers use the Internet to encourage positive WOM.
What is the difference between independence and anticonformity?
4-14 Why does a pioneering brand have a memory advantage over follower brands?
What is the risky shift, and how does it relate to shopping with friends?
4-15 If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall.Why?
Name one factor that makes it more likely a person will become part of a consumer’s membership reference group.
4-16 Why are retro brands so popular? What is the key ingredient that makes them successful?
List three types of social power, and give an example of each.
4-17 What is a schema? Give an example.
Name two dimensions that influence whether reference groups affect an individual’s purchase decisions.
4-18 How would you explain the terms salience and recall?
4-19 How do different types of reinforcement enhance learning?How does the strategy of frequency marketing relate to conditioning?
4-20 How does learning new information make it more likely that we’ll forget things we’ve already learned?
Courts often prohibit special-interest groups from distributing literature in shopping malls. Mall managements claim that these centers are private property. However, these groups argue that the mall
The store environment is heating up as more and more companies put their promotional dollars into point-ofpurchase efforts. Some stores confront shoppers with videos at the checkout counter, computer
The mall of the future will most likely be less about purchasing products than about exploring them in a physical setting. This means that retail environments will have to become places to build
Some retailers work hard to cultivate a certain look or image, and they may even choose employees who fit this look.Abercrombie & Fitch, for example, seems to link itself to a clean-cut, all-American
The movement away from a “disposable consumer society”toward one that emphasizes creative recycling creates many opportunities for marketers. Can you identify some?
Several men’s clothing retailers nationwide now provide free booze to their male clientele to encourage them to hang out in their stores. 129 Is it ethical to encourage customers to get wasted
Discuss the concept of “timestyle.” Based on your own experiences, how might we segment consumers in terms of their timestyles?
What are some positive and negative aspects of a policy that requires employees who interact with customers to wear a uniform?
Discuss some of the shopping motivations the chapter describes.How might a retailer adjust its strategy to accommodate these motivations?
Are pop-up stores simply a fad, or a retailing concept that’s here to stay?
List three actions a consumer can take if she is dissatisfied with a purchase.
How do a consumer’s prior expectations about product quality influence his satisfaction with the product after he buys it?
List three separate motivations for shopping, and give an example of each.
What do we mean by situational self-image? Give an example of this phenomenon.
List three product attributes that consumers use as product quality signals and provide an example of each.
Describe the relationship between a consumer’s level of expertise and how much she is likely to search for information about a product.
What is the difference between the behavioral influence and experiential perspectives on decision making? Give an example of the type of purchase that each perspective would most likely explain.
What is purchase momentum, and how does it relate (or not) to the model of rational decision making?
List the steps in the model of rational decision making.
Why do we say that “mindless” decision making can actually be more efficient than devoting a lot of thought to what we buy?
4-25 Just how well do you recall jingles and tunes used by brands in commercials? As a group, compile a list and see how many of these all of you can remember. Is there something specific that
4-26 In 2012, 14 of Singapore’s biggest food-and-beverage businesses committed themselves to a radical rethinking of the way in which they advertise to children. The pledge, called the
4-28 As a group, identify at least 10 long-established local brands that are specific to your country or region. What is it about them that has ensured their longevity? Identify the features and
4.30 The Snapchat app provides a way for social media users to share content with their friends that disappears after a brief time. In Europe, Google is fighting an intense legal battle over what
CS 4-1 How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?
Why is it important for businesses to learn about their heavy users?
This chapter states that “people often buy products not for what they do but for what they mean.” Explain the meaning of this statement and provide an example.
What is the difference between C2C and B2C e-commerce?
Give two examples of important legislation that relates to American consumers.
This chapter states that people play different roles and that their consumption behaviors may differ depending on the particular role they are playing. State whether you agree or disagree with this
What do you think?
From time to time advertisers use dark humor to get their messages across, as when a lonely calorie, repairman, or robot considers suicide. Or, an ad may imply that shoppers are “mentally ill” if
Name some products or services that your social group uses a lot. State whether you agree or disagree with the notion that these products help to form group bonds. Support your argument with examples
A firm called Global Rainmakers Inc. (GRI) announced a partnership with Leon, a large city in Mexico, to deploy iris scanning technology it developed to make Leon “the most secure city in the
Will the Web bring people closer together or drive each of us into our own private virtual worlds? Wired Americans are spending less time with friends and family, less time shopping in stores, and
What’s your take on this issue? Is our wired world turning us into digital hermits, or does it help us to expand our boundaries by interacting with other people whom we might not otherwise meet?
Do you think UNICEF’s campaigns will be effective? Why or why not?
Guerrilla marketing tactics deliberately intend to “ambush”consumers in public places. Is this an effective marketing technique, or is it a violation of our right to go about our business
What are other ways UNICEF could spread the word about its causes such as the dangers of dirty water?
“Consumers practice a form of “psychic economy.” What does this mean?
What do we mean by the concept of hyperreality? Give an example that is not discussed in the chapter. How does this concept differ from augmented reality?
Name the three stages of information processing.
Why do phone numbers have seven digits?
If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?

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