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business
consumer behaviour

Questions and Answers of Consumer Behaviour

Strategically speaking, why is impression-based targeting better than segment-based targeting?
Find print ads using each of the following advertising appeals: fear, sex and humor. Discuss their effectiveness and persuasive value in class.
A marketer of a new car model launched with commercials during the Super Bowl intends to use attitudinal measures, as well as day-after recall tests, to estimate the commercials’ effectiveness. How
How is communications feedback related to measurement of persuasion and sales effects?
Do sexual appeals work better than other appeals? Explain your answer and illustrate with examples.
Why and how must marketers use fear appeals in advertising cautiously?
Should marketers use more body copy than artwork in print ads? Explain your answer.
How can marketers construct and transmit addressable ads? Illustrate with a promotion of a product or service of your choice.
Compare broadcasting and narrowcasting and explain why marketers are moving away from using broadcasting into narrowcasting and addressable marketing.
Discuss the strategic differences between traditional media channels and new media.
Think back to the time when you were selecting a college. Did you experience dissonance immediately after you made a decision? Why or why not? If you did experience dissonance, how did you resolve it?
Find two print ads, one illustrating the use of the affective component and the other illustrating the cognitive component. Discuss each ad in the context of the tri-component model. In your view,
Find two ads: one targeting the left side of the brain and another targeting the right side. Explain your choices.
Find two examples of ads that are designed to arouse consumer needs and discuss their effectiveness.
Find three advertisements that illustrate the needs for power, affiliation and achievement and discuss their effectiveness. (Each advertisement should depict one of the three needs.)
Find two advertisements that depict two different defense mechanisms (Table 3.2) and discuss their effectiveness.
Research has found that the target market selected by the maker of a digital camera consists primarily of individuals who are other-directed and also have a high need for cognition. How can the
For each of the following products, select one level from Maslow’s hierarchy of human needs. Describe how you would use the need you selected in promoting the product to a market segment of your
Visit two web sites that you are familiar with and write down every click that you make, and the patterns and time periods corresponding to your surfing. Then, describe how a marketer—of a product
Describe the relationship between behavioral targeting and predictive analytics.
What are perceptual maps and how are they used in positioning brands within the same product category? Illustrate your answer with the chapter’s discussion of eye drops and toothpaste.
Why do marketers have to reposition their brands? Illustrate with examples.
What is the relationship between benefit segmentation and positioning?
How is the understanding of consumers’ perceptions of a product’s attributes used to position a brand within that product category?
Describe the stages in the positioning process and apply them to positioning a product of your choice.
How would you segment the market of consumers who would like to order Oakley sunglasses online? Explain your answer.
How can marketers use technology to improve customer retention and enhance their bonds with customers?
It is often said that consumers receive “free” content online. Is this the case? Why or why not?
Describe how technology enhances the exchange between marketers and consumers.
Define the societal marketing concept and discuss the importance of integrating marketing ethics into the company’s philosophy and operations.
A company is introducing a new e-Reader. Suggest segmentation, targeting, and positioning strategies for the new product.
How do sources of influence differ in terms of marketer domination and delivery?
If habit is a simplifying strategy, why do consumers sometimes seek variety?
How do unconscious factors influence consumer behavior?
What strategies have marketers developed for increasing the likelihood that consumers will be exposed to their marketing stimuli?
What are the determinants of social class?
What are green-washing and ethical sourcing, and what do they mean for consumers and marketers?
What influences conservation behavior and charitable behavior?
What is social comparison theory, and how does it apply to advertising?
How do temptation and rationalization affect consumer theft?
How does addictive behavior differ from compulsive behavior?
What is deviant consumer behavior, and is it always unethical?
Why is balance needed in decisions that involve social dilemmas and temporal dilemmas?
Identify the three stages of gift giving, and explain how gift giving can affect relations between the giver and the recipient.
What are sacred entities, and how are they profaned?
Why do consumers engage in possession, grooming, and divestment rituals?
What are the three main reasons for possessions taking on special meaning?
What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers?
How does the ideal identity schema relate to a person’s actual identity schemas?
Scan your home environment and name possessions that are special to you. Explain why you regard these items as valuable.
What is reflexive evaluation, and how does it affect role acquisition?
Imagine that your have graduated and are about to embark on your ideal job (or think about your first important job). What changes in your attire might symbolize the three stages of the role
Contrast the emblematic function of a product with the role acquisition function; also contrast the connectedness function of a product with the expressive function.
What characteristics of the social system affect an innovation’s acceptance within a market?
How do consumer learning requirements and social relevance affect resistance, adoption, and diffusion?
What is the product life cycle, and how does it differ from product diffusion?
How can consumers be categorized in terms of their timing of adoption relative to other consumers?
Under what circumstances might a consumer follow the high-effort hierarchy of effects in adopting an innovation?
What is the difference between adoption and diffusion? How does the concept of resistance relate to adoption?
Discuss the characteristics of the social system that influence adoption, resistance, and diffusion of innovations.
What is cocreation and what are its potential benefits?
Explain the relationship between consumer learning requirements and adoption and diffusion of innovations.
How can innovations be described in terms of degree of novelty and types of benefits? How does the degree of novelty affect consumers’ behavioral change?
Define what psychographic are, and discuss their use and potential limitations in a marketing context.
What are the three components of a consumer’s lifestyle?
Define attribution theory and equity theory, and explain how they relate to dissatisfaction.
What is the role of post-decision emotions in influencing satisfaction and dissatisfaction?
Why is complaining important to marketers and how should complaints be handled?
What influence can experienced emotions and mispredictions about emotions have on consumer satisfaction or dissatisfaction?
What is customer retention and what are its marketing implications?
In what eight ways can consumers dispose of something?
Why is it important for marketers to consider both physical and emotional detachment aspects of consumer disposition?
How is a group different from a reference group?
How are social media sites affecting social influence?
Define homophily and discuss its importance to understanding reference groups.
Why do companies sometimes target opinion leaders for marketing attention?
What are the three types of reference groups, and how can these groups be described?
How might consumers respond to normative influence?
What three techniques can marketers use to encourage consumer compliance?
Differentiate between information valence and modality.
Why is word of mouth so important for marketers?
What type of U.S. consumers are in the Generation X, the Millennial generation, and baby boomer segments?
Explain the concept of acculturation.
What is the difference between gender and sexual orientation, and why is this distinction important for marketers?
Why is intensity of ethnic identification important to marketing strategy?
What is clustering, and why do marketers use it?
What are the three main subcultures within the U.S. population?
How do acculturation and intensity of ethnic identification affect consumer behavior?
Define the accommodation theory, and explain its importance for marketers who target Hispanic Americans.
Why would a company adopt multicultural marketing rather than targeting subcultures one by one?
Why do marketers have to consider regional influences when targeting consumers within the United States or in another country?
Identify some of the ways in which religion can influence consumer behavior.
Define the terms nuclear family, extended family, and household.
Explain the ways in which social class and income can serve as predictors of consumption.
What five key factors have altered the basic structure and characteristics of households?
Explain the four ways that social class can affect consumption.
What five roles might a household member perform in acquiring and consuming something?
What roles do the members of your household play in acquisition, consumption and disposition decisions? Give examples of ways in which they perform these roles.
What is the social class hierarchy?
Why is social class fragmentation taking place?

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