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consumer behaviour

Questions and Answers of Consumer Behaviour

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?
Why would a consumer engage in conspicuous consumption, conspicuous waste, or voluntary simplicity?
How does parody display differ from status symbols?
Under what circumstances does compensatory consumption occur?
Why might a company develop different offerings for consumers in different social classes?
Explain the differences between global values, terminal values, instrumental values, and domain-specific values.
Provide an example of a means-end chain analysis and use this example to explain how such an analysis can benefit consumer behaviorists.
What is consumer materialism and what are some of the ways it influences consumer behavior in Western cultures?
What types of advertising appeals would be effective for consumers who display each of the personality traits discussed in the text, and why?
What four main value dimensions according to Hofstede’s theory explain how cultures can vary?
How can marketers use means-end chain analysis, the Rokeach Value Survey, and the List of Values?
What is the definition of personality?
Which personality traits interest marketers because these may affect consumer behavior?
How does a person’s locus of control influence his or her beliefs and evaluations?
How do expectations and performance contribute to disconfirmation?
What steps can a consumer take in response to dissatisfaction? What is likely to be the outcome of each choice?
Describe how consumers acquire information about goods and services by learning from experience with them.
Define and discuss the four primary post-decision processes.
How does post-decision dissonance differ from post-decision regret, and what effect do these have on consumers?
When is affect likely to be more of a factor in low-effort decision making?
How do price and value perceptions affect low-effort decision making?
What is brand loyalty, and what role does it play in low-effort decision-making?
Why is quality an important ingredient in cognitive-based decision making?
What operant conditioning concepts apply to consumer learning?
Using this as a framework, provide four statements that consumers might make in each of the cognitively and affectively based decision-making processes.
How is the high-effort hierarchy of effects similar to and different from the low-effort hierarchy?
Explain the hierarchy of effects model for both high- and low-effort consumer decision making.
How do base-rate information and the law of small numbers bias judgments made based on the availability heuristic?
In what ways do the characteristics of consumers, the decision, and the group context influence consumer decision making?
Under what circumstances do consumers use an alternative-based strategy or an attribute-based strategy for decision making?
How do appraisals and feeling, as well as affective forecasting, influence consumer decision-making?

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