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business
consumer behaviour

Questions and Answers of Consumer Behaviour

What is cognitive dissonance? L01
Explain the difference between a need and a want. L01
Describe three types of motivational conflicts, citing an example of each from current marketing campaigns. L01
What is motivation, and how is this idea relevant to consumer behavior? L01
Why do consumers vary in the importance they attach to worldly possessions, and why does this orientation in turn impact on their priorities and behaviors? L01
Why do our deeply held cultural values dictate the types of products and services we seek out or avoid? L01
Why does the way we evaluate and choose a product depend on our degree of involvement with the product, the marketing message, and/or the purchase situation? L01
Why is it important for marketers to recognize that products can satisfy a range of consumer needs? L01
Using the same principles, what should the ads creators consider to avoid the potential burnout of this medium? LO1
Based on the principles of attention the chapter presents, explain why riders receive these new ads so positively. LO1
Find ads that use the techniques of contrast and novelty. Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers the ad targets. LO1
Visit a set of Web sites for one type of product (e.g., personal computers, perfumes, laundry detergents, or athletic shoes) and analyze the colors and other design principles they employ. Which
Using magazines archived in the library, track the packaging of a specific brand over time. Find an example of gradual changes in package design that may have been below the j.n.d. LO1
Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such
Interview three to five male and three to five female friends about their perceptions of both mens and womens fragrances. Construct a perceptual map for each set of products. Based on your map of
Playmobil toys recreate real-life settings such as a police station or hospital. A new offering the company calls Security Check Point features armed airport security officers, a metal detector, and
The slogan for the movie Godzilla was Size does matter. Should this be the slogan for America as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from
Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be off limits? LO2
Assuming that some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical?Explain your answer. LO2
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. LO2
What is a positioning strategy? What are some ways marketers can position their products? LO2
What do we mean by the concept of hyperreality? Give an example that is not discussed in the chapter. LO2
List the three semiotic components of a marketing message, giving an example of each. LO2
The whole is greater than the sum of its parts. Explain this statement. LO2
Define a schema and provide an example of how this concept is relevant to marketing. LO2
Describe two factors that can lead to stimulus adaptation. LO2
Consumers practice a form of psychic economy.What does this mean? LO2
Does subliminal perception work? Why or why not? LO2
What is the difference between an absolute threshold and a differential threshold? LO2
Identify and describe the three stages of perception. LO2
How does the sense of touch influence consumers reactions to products? LO2
Does the size of a package influence how much of the contents we eat? Provide an example. LO2
Define hedonic consumption and provide an example. LO2
The field of semiotics helps us to understand how marketers use symbols to create meaning. LO2
We interpret the stimuli to which we do pay attention according to learned patterns and expectations. LO2
Subliminal advertising is a controversial but largely ineffective way to talk to consumers. LO2
The design of a product today is a key driver of its success or failure. LO2
Perception is a three-stage process that translates raw stimuli into meaning. LO2
Why does the field of semiotics help us to understand how marketers use symbols to create meaning? LO2
Why do we interpret the stimuli to which we do pay attention according to learned patterns and expectations? LO2
Why is subliminal advertising a controversial but largely ineffective way to talk to consumers? LO2
influenced by most of them? LO2
Why is it that products and commercial messages often appeal to our senses, but we won t be? LO2
Why is the design of a product today a key driver of its success or failure? LO2
Why is perception a three-stage process that translates raw stimuli into meaning? LO2
Using the scales in Figure 16.6, develop a questionnaire to measure students’ attitudes toward the instructor in this course according to the following guidelines: (a) Prepare five statements
Identify different components of consumer experience
Explain the five contextual effects on buying and regeneration.
Identify how the purchase environment influences the consumer buying process.
Compare the online and face-to-face purchase environments.
valuate post-purchase outcomes.
Apply consumer behaviour theories to understand different options for product regeneration and disposal.
Understand and apply theoretical approaches that explain human sensation and perception.
Describe the three-stage perception process that translates raw stimuli into meaning.
Describe Weber’s Law.
Explain the conscious and unconscious aspects of perception.
Think about the perceptions of Brisbane as a brand for the two key segments of residents versus external visitors. Are people from Brisbane likely to perceive the city in a different way than
What would be the challenges of positioning Brisbane among local and international students? Think about the associations that need to be emphasised among each group.How would you communicate these
What are the key differences between the ‘Brisbane Now’ and‘Flourish in Brisbane’ campaigns? Use perceptual theory to elaborate on your response. Consider the colours and fonts included in
Should Brisbane create a new slogan for holiday makers?Provide some options for a new slogan and think about the elements that could be included in a campaign targeting holiday makers. Use the
Understand how consumer personality traits influence consumer choices.
Apply personality theories to marketing activities.
Compare and contrast consumer personality with brand personality.
Who is the original theorist to introduce archetypes into modern-day literature, many of which Mark and Pearson have drawn from?
What were the main barriers preventing older men from using preventative health services such as bowel cancer screening?
How did the research participants identify the seven different masculine identities, or archetypes, for older men’s help-seeking for preventative health?
Why was the Regular Guy likely to have either positive or negative help-seeking behaviours?
Why do you think Queensland Health’s choice of spokesperson for its bowel cancer screening campaign resonated with the target audience?
Identify approaches to studying culture and consumer culture theory (CCT).
Describe how culture is acquired and shared.
Discuss consumption practices and how they are influenced by cultural contexts, and why marketers need to consider this before undertaking culturally specific marketing.
Explain why consumers adopt an innovation and how they make adoption decisions.
What market-mediated consumer identity projects are evident in the case?
What roles does marketing play in giving legitimacy to the contested unpasteurised milk market?
How are tensions caused in the market through the emergence of different marketplace cultures? What tensions are evident?
Understand why studying the consumer is important for marketers.
Identify key trends in the marketplace that affect consumer buying, having and being.
Describe how different demographic and psychographic variables can be applied to segment consumer markets.
Discuss the different approaches used by researchers to study consumers.
How will social media and technology impact you as a future marketer? Will fake news impact our ability to model consumer behaviour?
Why do you think people have become ‘keyboard warriors’?And how will you protect your brand from this type of negativity against the brands you manage?
How will positive social activism change a consumer’s behaviour moving forward? Have you noticed views of your family and community changing around the topics of ‘White Privilege’, ‘Black
How could you support these movements as a marketer? Or protect your brand as they happen?
How will technology change the way the consumer finds and digests your marketing efforts?
Understand and apply behavioural learning theories of classical conditioning and instrumental conditioning.
Understand and apply cognitive learning theories of developmental and observational learning.
Explain and apply learning processes to memory storage and retrieval.
You see a commercial on TV for McDonald’s which features Ronald McDonald. The same ad plays a few times that week, always with Ronald McDonald and the McDonald’s products appearing together in
Have any of the characters you remember from your own childhood appeared in advertising as spokescharacters?Discuss whether you think a nostalgic appeal would be effective for you, and why.
You watch an ad on TV that features a person interacting with a chatbot for a large travel company. You see the person chatting with the bot about their holiday plans and nodding as the bot makes
Consider the role of semantic meanings in advertising, and give examples.
A consumer purchases a brand of detergent that he remembers seeing in a magazine with a spokescharacter extolling the virtues of the brand. After using the detergent, the consumer discovers that it
Explain the main perspective of the self, focusing on psychological and socially oriented perspectives.
Understand that the products and services consumers use influence their social identity and representations of an extended-self.
Examine how gender identity and roles can influence consumption behaviours.
Discuss embodied experiences of consumers in the market.
Considering the changing self-identity needs recognised among premium and aspirant consumers in the Roy Morgan Research report, which brand and product design characteristics are specifically
Given that the Roy Morgan Research report identified that aspirant and premium consumers do not factor social signalling needs during the purchase process, what could the Ford dealers instead ask new
Search keywords for the Mustang Mach E on Instagram and Google. Take note of the visual design cues utilised to convey aspirational and self-idealised aspects of the brand, and create a mock-up of a
Which country has the segment with the fewest consumers in it?

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