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business
consumer behaviour

Questions and Answers of Consumer Behaviour

How does priming occur outside the laboratory? What is the role of television, advertising, and other types of marketing communication?
How do consumers get into a buying mindset?Can marketers trick consumers into buying more than should?
Please explain the priming effect and the different types of priming effects that you have studied.
Please describe the information processing paradigm and what this paradigm offers to the field of consumer behavior.
Clearly distinguish between the following terms, demographics, psychographic, lifestyle, and positioning.
What are the two underlying assumptions of market segmentation?
How do the majority fallacy and the potential for cannibalization influence market segmentation decisions?
According to the VALS technique, what type of consumer would probably buy a digital video camera?What type of consumer would take a fishing vacation trip? Justify your answer.
Describe how marketers of Tropicana orange juice could use usage situation to broaden the products segment.
Why might the pioneering advantage be even stronger for services than it is for physical products? Give one example.
How might a leading brand of personal music players, such as Apple’s iPod, best position itself? Give specific examples.
What steps might a follower brand of personal music players, such as Sony, do in terms of positioning to increase its chances of success? Give specific examples.
Describe when it is best to position using a core benefit proposition. Why?
Describe the three situations that gaps in perceptual maps represent.
Find print advertisements that reflect segmentation based on the following:a. Demographic based using ethnicity/cultureb. Attribute/benefit basedc. Behavioral based on usage occasion
Visit the PRIZM website and enter your own zip code to see your neighborhood profile. Do you feel it accurately reflects your household and neighborhood?Why or why not?
Visit the VALS website and complete the online questionnaire to find out the segment to which you belong. Take some time to read the segment descriptions.Do you feel your segment accurately portrays
Develop a questionnaire to measure some AIO’s of your fellow college students. Administer the questionnaire to 20 students and generate lifestyle segments based on your results.
Identify one example in the marketplace of a company that has repositioned either itself or a competitor.Was the campaign successful? Justify your opinion.
How would you define this market segment?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.The use of
How would this segment use (and/or potentially abuse) credit cards?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of
What major benefits of owning a credit card should be stressed to this target segment?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a
What do you think is the best way to get information about your credit cards to these consumers?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit
What would be the primary message of your advertisements?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer
JP Morgan Chase is also concerned about the ethics of marketing credit card products to consumers who might abuse them. U.S. consumers’filings for personal bankruptcy are at an all time high.
Imagine you work for this company and are proposing a new research project to a prospective client, a political candidate. What are the advantages of segmenting potential voters? How will identifying
Consider your own school. Develop a research methodology to segment and profile the population of your school. What specific questions would you pose? How would you collect this data?Speculate on
Engage in a secondary research project and gather information on one of the segments discussed in the video case. If a political candidate were trying to appeal to this group, what specific marketing
Define perception, attention, cognitive capacity, and comprehension.
Describe how the perceptual process works.
Explain how sensory thresholds and physical influences affect perception.
Discuss how selective attention is both voluntary and involuntary.
Provide examples of how marketers appeal to the senses to obtain and maintain consumers’ attention.
Clearly distinguish among the following terms:perception, attention, cognitive capacity, and comprehension.
Why is sensation important in the perceptual process?
In what ways does selective attention differ for each person?
How does the absolute threshold influence the potential effectiveness of subliminal advertising?
What implications does the perceptual phenomenon of adaptation have for advertisers?
Do you think superstores that specialize in one type of product, such as office supplies, shoes, or electronics, run the risk of overloading consumers with too much information? Why or why not?
What is Miller’s Rule?
What is the primary difference between salient and vivid stimuli?
How does closure in an advertisement increase salience?
How can marketers increase vividness for their advertisements?
Ask five different friends to freely recall as many brands of hotel chains, pizza restaurants, and NFL teams as they can, and see if Miller’s Rule regarding short-term memory applies. Do the
Find print advertisements that include salient stimuli and justify your choices.
Find a print advertisement that includes stimuli that are vivid (for you) and justify your choice.
Describe how marketers of Levi’s Jeans could use sensory-based marketing messages to increase sales.Identify one technique for each of the five senses.
Read the Marketing In Action Box on the ways marketers use color and identify four brands that you feel effectively incorporate color into their marketing strategies. Explain why.
Design an experiment to test whether in-store doughnut sampling influences sales of the doughnuts and/or the overall store sales. What should the independent and dependent variables be?Imagine you
Given what we have studied in this chapter about sensory marketing, what experimental outcomes do you predict will occur?Imagine you work in the marketing department for a mid-sized regional bakery
How might a participant in your experiment who is very hungry affect the results?Imagine you work in the marketing department for a mid-sized regional bakery that sells doughnuts, cookies, and snack
Based on your answers above, is in-store food sampling a smart marketing technique for your company’s product? Why or why not?Imagine you work in the marketing department for a mid-sized regional
Define search, experience, and credence attributes.
Define descriptive, informational, and inferential beliefs.
Calculate numerical values for attitudes using expectancy-value models.
Use dual-process models of persuasion to design more effective marketing communications.
Use multiple strategies to develop more effective marketing communications.
How do beliefs influence attitudes?
How do attitudes influence beliefs?
When are search attributes likely to be more important than experience attributes?
When are experience attributes likely to be more important than search attributes?
What is involvement? What variables influence involvement?How can you create an ad that increases involvement?
Think of questions you would ask to measure brand awareness using several semantic differential scales.
Think of questions you would ask to measure beliefs about advertising using several Likert scales.
When are factual arguments likely to be important?When are emotional appeals likely to be important?
In what ways are the elaboration likelihood model and the heuristic/systematic model similar?
In what ways are the elaboration likelihood model and the heuristic/systematic model different?
Design an ad for a car using the theory of reasoned action. What attributes should you use and how many should you describe? Remember, an adding model implies that more is better.
Design an ad for a digital camera using information integration theory. What attributes should you use and how many should you describe? Remember, an averaging model implies that less is more.
Design an ad for a new product using the elaboration likelihood model and the heuristic/systematic model.
Form groups of two and ask each other which food is disliked the most. Then, take turns trying to convince the other person that the food he or she dislikes is excellent. What persuasion principles
Compute attitudes for both consumers. Which consumer likes the product more and why?Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values
For the knowledgeable consumer, which attribute(s) need improvement?Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer
For the consumer who knows little about the product, which attribute(s) need improvement?Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical
Explain how to influence b and how to influence e for consumer A and for consumer B.Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values
Define motivation and emotion.
Explain approach and avoidance.
Match advertising approaches to attitude functions.
Explain the role of consistency in motivation and persuasion.
Explain how emotions evoked by one stimulus influence emotional responses to other stimuli.
How does motivation focus attention?
How does motivation energize behavior?
List the hierarchy of needs from the most basic level to the most advanced level.
What factors increase self-determination and intrinsic motivation?
Use balance theory to analyze how a specific consumer segment should be linked with a specific celebrity and a specific brand.
Discuss some ways people can be tricked into behaving in ways that are not consistent with their attitudes.
Think of an ad that, in your opinion, is particularly good at making you feel a strong emotion. How did the advertiser accomplish this?
Think of a product so new and different that it made you feel negative emotions at first. How do you feel about this product now?
In what ways are motivations and emotions similar?
In what ways are motivations and emotions different?
Managers are constantly trying to develop ways to motivate their employees to work harder without paying them more. Think of some ways you might be able to accomplish this.
Think of some ways you could use advertising to motivate consumers to find out more about your product.
Think of some ways excitation transfer theory can be used to make your product more exciting.
Form a small group and take turns pretending one person is an actor and the others are the audience.The actor should think of a past emotional event and make a face consistent with the emotion. The
Perform a functional analysis and design appropriate ads for each of the following clients:1. General Motors 2. Carnival Cruises 3. A local hospital 4. A candidate for U.S. Senator from your state 5.
Explain how classical conditioning works in advertising.
Explain how operant conditioning works in sales promotion.
Identify misleading ads that encourage consumers to form incorrect inferences.
Define the seven sins of memory.
What are the differences between classical conditioning and operant conditioning?

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