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consumer behaviour

Questions and Answers of Consumer Behaviour

how might the creation of a self-conscious state be related to consumers who are trying on clothing in changing rooms? Does the act of preening in front of a mirror change the dynamics by which
is it ethical for marketers to encourage infatuation with the self?
list three dimensions by which the self-concept can be described.
compare and contrast the real vs the ideal self.list three products for which each type of self is likely to be used as a reference point when a purchase is considered.
Watch a series of ads featuring men and women on television. try to imagine the characters with reversed roles (the male parts played by women, and vice versa). can you see any differences in
to date, the bulk of advertising targeted at gay consumers has been placed in exclusively gay media. if it was your decision, would you consider using mainstream media to reach gays, who constitute a
Do you agree that marketing strategies tend to have a male-oriented bias? if so, what are some possible consequences for specific marketing activities?
construct a ‘consumption biography’ of a friend or family member. make a list of and/or photograph their favourite possessions, and see if you or others can describe this person’s personality
What is motivation, and how is motivation relevant to consumer behaviour? What is the difference between a need and a want?
What is cognitive dissonance? Why is it important for marketers to understand how this works?
Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow’s hierarchy of needs.
What is consumer involvement? give examples of the three types of consumer involvement.How do these types of involvement relate to motivation?
‘High involvement is just a fancy term for expensive’. Do you agree?
‘University students’ concerns about ethics, sustainability, the environment, carbon footprints, genetically modified foods and vegetarianism are just passing fads; a way to look cool’. Do you
Describe at least two alternative techniques marketing researchers have used to measure values. What might be the cultural issues to be considered when applying these techniques?
core values evolve over time. What do you think are the three to five core values that best describe your country today? can you see differences between present day core values and those of your
construct a hypothetical means–end chain model for the purchase of a bouquet of roses. How might a florist use this approach to construct a promotional strategy?
compare and contrast the concepts of lifestyle and social class. How does lifestyle differ from income?
In what situations is demographic information likely to be more useful than psychographic data, and vice versa?
Define psychographics, and describe three ways that marketers might use it.
Behavioural targeting techniques give marketers access to a wide range of information about a consumer by telling them what websites they visit.Do you believe this ‘knowledge power’ presents any
Discuss some concrete situations in which international similarities in lifestyles may be more relevant than national cultural differences for market segmentation and for the understanding of
There are, of course, people of most lifestyle types in all European countries, but their numbers vary. Try to determine which lifestyles are the most common in some European countries that you know.
Extreme sports. chat rooms. Vegetarianism. can you predict what will be ‘hot’ in the near future?Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail,
Identify three patterns of reinforcement and provide an example of how each is used in a marketing context.
Describe the functions of short-term and longterm memory. What is the apparent relationship between the two?
Devise a ‘product jingle memory test’. Compile a list of brands that are or have been associated with memorable jingles, such as Opal Fruits or Heinz Baked Beans. Read this list to friends, and
Identify some important characteristics for a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some
Collect some pictures of ‘classic’ products that have high nostalgia value. Show these pictures to consumers and allow them to make free associations. Analyse the types of memories that are
consider the hierarchies of effect. Think of situations where you, as a consumer, have gone through the different hierarchies. Which hierarchies have applied to which situations?
Think of a behaviour exhibited by an individual that is inconsistent with their attitudes (e.g.attitudes towards cholesterol, drug use or even buying things to attain status or be noticed). ask the
using a series of semantic-differential scales, devise an attitude survey for a set of competing cars. identify areas of competitive advantage or disadvantage for each model you incorporate.
construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve their establishments’ image using the strategies described in
a government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organisation about constructing persuasive communications?
The coca-cola company pulled a uK internet promotion campaign after parents accused it of targeting children by using references to a notorious pornographic movie. as part of its efforts to reach
Why would a marketer consider saying negative things about their product? When is this strategy feasible? can you find examples of it?
create a list of celebrities who match up with products in your country. What are the elements of the celebrities and products that make for a‘good match’? Why? Which celebrities have a global or
a marketer must decide whether to incorporate rational or emotional appeals in a communication strategy. describe conditions that are more favourable to one or the other in terms of changing
Think of an attitude you have towards an attitude object, which you feel strongly about. how could a marketer change that attitude?
What is the difference between the cognitive, habitual and affective perspectives on decisionmaking?Give an example of the type of purchase that each perspective would help to explain.
I f people are not always rational decisionmakers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to understand affectively based consumption
What is prospect theory? Does it support the argument that we are rational decision makers?
D efine the three levels of product categorisation described in the chapter. Diagram these levels for a health club.
D escribe the difference between a superordinate category, a basic level category, and a subordinate category. What is an example of an exemplar product?
D escribe the relationship between a consumer’s level of expertise and how much they are likely to search for information about a product.
L ist three product attributes that can be used as quality signals and provide an example of each.
E xplain the ‘evoked set’. Why is it difficult to place a product in a consumer’s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish
H ow does a brand function as a heuristic?
D iscuss two different non-compensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice?
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decisionmaking:cognitive, habitual and affective. What are the major differences
Find a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources consulted prior to making a decision. How would you characterise the
I n the past few years, several products made in China have been recalled because they are dangerous or even fatal to use (see
What is neuromarketing, and is it dangerous? Identify the advantages and disadvantages of neuromarketing from the perspective firstly of the consumer, secondly of the market researcher, and thirdly
A sk a friend to ‘talk through’ the process they used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that was most
T echnology has the potential to make our lives easier by reducing the amount of clutter we need to work through in order to access the information on the internet that really interests us. On the
R ead Rust, Thompson and Hamilton’s article in Harvard Business Review (February 2006:98ff) on ‘Defeating feature fatigue’. Summarise their main arguments and examples into a paragraph. Working
‘Too many features can make a product overwhelming for consumers and difficult to use’ (Thompson, Rust and Hamilton, 2005:431, Debora V. Thompson, Rebecca W.Hamilton and Roland T. Rust,
T hink of a product you recently shopped for online. Describe your search process. How did you become aware you wanted/needed the product? How did you evaluate alternatives? Did you end up buying
H ow do a consumer’s prior expectations about product quality influence their satisfaction with the product after they buy it? List three actions a consumer can take if they are dissatisfied with a
C onsider the five types of perceived risk in Figure 9.7 within the context of making a decision to purchase a new diamond. Review the following websites, and discuss the kinds of risk you would
it is increasingly clear that many postings on blogs and product reviews on websites are fake or are posted there to manipulate consumers’opinions. For example, a mini-scandal erupted in 2007 when
visit the ec website with video briefings about systems of consumer protection in the ec: http://ec.europa.eu/dgs/health_consumer/press/index_en.htm\#consumers (accessed 31 march 2015). debate in
C ompare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
W hy is referent power an especially potent force for marketing appeals? What factors help to predict whether or not reference groups will be a powerful influence on a person’s purchase decisions?
I dentify the differences between a membership and an aspirational reference group. Give an example of each.
E valuate the strategic soundness of the concept of guerrilla marketing. For what types of product categories is this strategy most likely to be a success?
Discuss some factors that determine the amount of conformity likely to be observed among consumers.
Define de-individuation. Does de-individuation cause binge drinking? What can or should be done to discourage this type of behaviour?
W hat is the risky shift? How does this affect going shopping with friends? See if you can demonstrate risky shift. Get a group of friends together and ask each privately to rate the likelihood, on a
U nder what conditions are we more likely to engage in social comparison with dissimilar others versus similar others? How might this dimension be used in the design of marketing appeals?
Discuss some reasons for the effectiveness of home shopping parties as a selling tool. What other products might be sold this way? Are home shopping parties, which put pressure on friends and
Discuss some factors that influence whether membership groups will have a significant influence on a person’s behaviour.
W hy is word-of-mouth communication often more persuasive than advertising? Which is more powerful, positive or negative word-of-mouth?Describe some ways in which marketers use the internet to
W hat is viral marketing? Guerrilla marketing?Hype? Buzz? Give an example of each.
I s there such a thing as a generalised opinion leader? What is likely to determine if an opinion leader will be influential with regard to a specific product category? How can marketers use opinion
The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should secondary school and university coaches be paid to determine what brand
The power of unspoken social norms often becomes obvious only when these norms are violated. To witness this result first hand, try one of the following: stand facing the back wall in a lift;serve
I dentify fashion opinion leaders at your university or business school. Do they fit the profile discussed in the chapter?
A lthough social networking is red-hot, could its days be numbered? Many people have concerns about privacy issues. Others feel that platforms like Facebook are too overwhelming. What are your views?
W hat are sociometric techniques? Conduct a sociometric analysis within your hall of residence or neighbourhood. For a product category such as music or cars, ask each individual to identify other
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company. That often means convincing your friends to climb on the bandwagon, and sometimes you get
Mobile social networking is the next frontier in technology, as companies race to adapt platforms like facebook to our mobile phones.Marketers are not far behind, especially because there are 3.3
Trace a referral pattern for a service provider such as a hair stylist by tracking how clients came to choose them. See if you can identify opinion leaders who are responsible for referring several
Review a number of popular media which are published in countries in southern europe as well as media targeted for northern european countries. how do the ads’ depictions of family seem to differ
For each of the following five product categories– groceries, cars, holidays, furniture and appliances – describe the ways in which you believe a married couple’s choices would be affected if
arrange to interview two married couples, one younger and one older. Prepare a response form listing five product categories – groceries, furniture, appliances, holidays and cars – and ask each
Collect ads for three different product categories in which the family is targeted. Find another set of ads for different brands of the same items in which the family is not featured.Prepare a report
Observe the interactions between parents and children in the cereal section of a local supermarket. Prepare a report on the number of children who expressed preferences, how they expressed their
Select a product category and, using the lifecycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Consider three important changes in modern european family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications,
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?
how has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?
Review a number of popular media which are published in countries in southern europe as well as media targeted for northern european countries. how do the ads’ depictions of family seem to differ
For each of the following five product categories– groceries, cars, holidays, furniture and appliances – describe the ways in which you believe a married couple’s choices would be affected if
arrange to interview two married couples, one younger and one older. Prepare a response form listing five product categories – groceries, furniture, appliances, holidays and cars – and ask each
Collect ads for three different product categories in which the family is targeted. Find another set of ads for different brands of the same items in which the family is not featured.Prepare a report
Observe the interactions between parents and children in the cereal section of a local supermarket. Prepare a report on the number of children who expressed preferences, how they expressed their
Select a product category and, using the lifecycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Consider three important changes in modern european family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications,
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?

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