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business
consumer behaviour

Questions and Answers of Consumer Behaviour

Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic
One consequence of the continual evolution of sex roles is that men are concerned as never before with their appearance. Men spend $7.7 billion on grooming products globally each year. A wave of male
How might a marketer frame a marketing campaign aimed at contemporary young mainstream female achievers (CYMFA)? Do you think there any key differences or similarities to the broader female market
Shopping for back-to-school “basics” used to mean T-shirts, jeans, socks, and some notebooks. Now, many parents have a new item to add to the list:tattoos.About 45 percent of parents polled say
Are you what you post online?AppendixLO1
Devise an attitude survey for a set of competing automobiles.Identify areas of competitive advantage or disadvantage for each model you include.AppendixLO1
At the end of the day, are you what you buy?AppendixLO1
As wearable computing takes off, so too will the possibility of “chipping” people so that they can directly interact with their devices without having to go through an interface like a
How did tattoos originate?AppendixLO1
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 poor
How do Eastern and Western cultures differ in how people think about the self?AppendixLO1
What is vanity sizing?AppendixLO1
What is fattism?AppendixLO1
Have ideals of beauty in the United States changed during the past 50 years? If so, how?AppendixLO1
Compare and contrast the real versus the ideal self.List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.AppendixLO1
List three dimensions that describe the self-concept.AppendixLO1
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 celebrity,
Collect ads that rely on sex appeal to sell products.How often do they communicate benefits of the actual product? How effective do you believe they are?AppendixLO1
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? Collect examples of such
Collect examples of advertisements that you think have managed to tell an effective marketing story and, in turn, helped to reinforce consumers’ attitude toward the featured product and
Make a log of all the commercials a network television channel shows during a 2-hour period. Assign each to a product category and decide whether each is a drama or an argument. Describe the types of
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective?If you were marketing the products, would you feel more comfortable with ads that use a
Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, and so on). What specific brands do you feel each could effectively endorse?AppendixLO1
A government agency wants to encourage people who have been drinking to use designated drivers.What advice could you give the organization about constructing persuasive communications? Discuss some
Contrast the hierarchies of effects the chapter outlines.How should marketers take these different situations into account when they choose their marketing mix?AppendixLO1
Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?AppendixLO1
List the steps in the model of cognitive decision making.AppendixLO1
What is purchase momentum, and how does it relate (or not relate) to the model of rational decision making?AppendixLO1
Explain how a consumer can display signs of purchase momentum.AppendixLO1
Name two ways in which a consumer problem arises.AppendixLO1
How can a marketer manipulate the social and physical surroundings in a retail store to influence purchasing decisions? How does it work?AppendixLO1
What is prospect theory? Does it support the argument that we are rational decision makers?AppendixLO1
“Marketers need to be extra sure their product works as promised when they first introduce it.” How does this statement relate to what we know about consumers’evoked sets?AppendixLO1
Describe the difference between a superordinate category, a basic level category, and a subordinate category.AppendixLO1
What is an example of an exemplar product?AppendixLO1
List three product attributes that consumers use as product quality signals and provide an example of each.AppendixLO1
How does a brand name work as a heuristic?AppendixLO1
Describe the difference between inertia and brand loyalty.AppendixLO1
What is the difference between a noncompensatory and a compensatory decision rule? Give one example of each.AppendixLO1
What is a prime? How does it differ from a nudge?AppendixLO1
The chapter discusses ways that organizations can use“nudges” to change consumer behavior. Critics refer to them as benevolent paternalism because they argue they force people to “eat their
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?AppendixLO1
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, perhaps
It’s increasingly clear that many postings on blogs and product reviews on websites are fake or are posted there to manipulate consumers’ opinions.How big a problem is this if consumers
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 decisionmaking processes and behaviors of the consumer can
Research supports the argument that the way we pay for a product changes the way we perceive it. More specifically, credit cards prime people to focus less on the costs of the item and more on the
Country of origin can discourage sales in some situations, and in some cases this is due to deeply held moral views. For example, some Jews refuse to buy cars made by Mercedes-Benz and other German
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 have
Sometimes a company actually invents a determinant attribute: Pepsi-Cola accomplished this when it stamped freshness dates on soda cans. It spent about$25 million on an advertising and promotional
Define the three levels of product categorization the chapter describes. Diagram these levels for a health club.AppendixLO1
Choose a friend or parent who grocery shops on a regular basis and keep a log of his or her purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any
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 the
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?
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
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 he or
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 up
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 the
If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions?AppendixLO1
Several products made in China (including toothpaste and toys) have been recalled because they are dangerous or even fatal to use. Some American consumers have stopped buying them as a
As you are learning in this course, a consumer’s journey to a buying decision has several steps and there are many factors that influence the choices made at each point in the process. P&G, the
The Snapchat app provides a way for social media users to share content that disappears after a brief time with their friends. In Europe, Google is fighting an intense legal battle over what some
New passive monitoring systems allow us to pay tolls automatically or simply show our phones equipped with systems like Apple Pay. Convenient, for sure. But these systems also eliminate the
Collect some pictures of “classic” products that have high nostalgia value. Show these pictures to others, and allow them to free-associate. Analyze the types of memories that these products
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 you can remember. Do you think there is something specific that triggers
The chapter discusses the possibility that our increasing reliance on apps to search for information is diminishing our natural abilities to think for ourselves.Do you agree?AppendixLO1
Using commercial music for advertising is nothing new, but advertisers need to be very careful with their choices, as sometimes things can go wrong unexpectedly. In 2013, General Motors was forced to
Sales of retro trainer brands, food brands, board games, and even vehicles (such as the relaunch of Vespa in India) are all examples of the growth of nostalgia marketing. Nostalgia marketing taps
According to Gianfranco Zaccai of Continuum, focus groups kill innovation.134 He claims that in the 40 years he has been involved in the marketing industry, working with some of the most brilliant
To hasten kids’ introduction to social media, a team of Finnish designers invented a block-sorting toy that also works like Twitter. It allows preverbal kids to grab colorful blocks with icons for
How does learning new information make it more likely that we’ll forget things we’ve already learned?AppendixLO1
How do different types of reinforcement enhance learning? How does the strategy of frequency marketing relate to conditioning?AppendixLO1
How would you explain the terms salience and recall?AppendixLO1
How does the likelihood that a person wants to use an ATM machine relate to a schema?AppendixLO1
Why are retro brands so popular? What is the key ingredient that makes them successful?AppendixLO1
If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall.Why?AppendixLO1
Why does a pioneering brand have a memory advantage over follower brands?AppendixLO1
What is a schema? Give an example.AppendixLO1
How is associative memory like a spider web?AppendixLO1
List the three types of memory, and explain how they work together.AppendixLO1
What advantages does narrative bring to advertising?AppendixLO1
How can marketers use sensory memory?AppendixLO1
What is external memory, and why is it important to marketers?AppendixLO1
Name the three stages of information processing as we commit information about products to memory.AppendixLO1
What is the major difference between behavioral and cognitive theories of learning?AppendixLO1
Why are brand marketers concerned with stimulus discrimination?AppendixLO1
Advertisers like to use celebrities and well-known faces to help promote their products and services. Do you think this a good idea?AppendixLO1
What are the dangers of advertising wear-out, and how might a marketer avoid it?AppendixLO1
Give an example of a halo effect in marketing.AppendixLO1
What is the difference between an unconditioned stimulus and a conditioned stimulus?AppendixLO1
Why is a culture like a societys personality; how does it shape our identities as individuals? LO1
If Gen Yers indeed are impervious to advertising, how can Scion continue to grow without reaching young people through traditional media outlets? P-45
When you consider the characteristics of Gen Y, what do you see as some of the challenges that Scion faces in the future as the brand grows? P-45
Is Toyota wasting its time as it pays so much attention to age as a segmentation variable? Explain. P-45
Interview some retired people. How are they reconstructing their identities? What opportunities do their desires present for marketers? P-45
Marketers of entrenched brands like Nike, Pepsi, and Levi Strauss tear their hair out over Gen Y consumers.Image-building campaigns (e.g., 50 Cent endorsing Reebok) are not as effective as they once
If you were a marketing researcher assigned to study what products are cool, how would you do this? Do you agree with the definitions of cool the young people provided in the chapter? P-45
Find good and bad examples of advertising that targets older consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their
Is it practical to assume that people age 55 and older constitute one large consumer market? How can marketers segment this age subculture? What are some important variables to keep in mind when we
Kids these days seem content to just hang out, surf the Net, text with their friends, and watch mindless TV shows all day. How accurate is this statement? P-45
How has the baby boomlet changed attitudes toward child-rearing practices and created demand for different products and services? P-45

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