Questions and Answers of Principles Of Behavior

3. Is there a potential “dark side” to marketing baby carrots as junk food? Can marketing encourage people to snack on baby carrots as if they were junk food? That’s what California-based
2. Does the marketing of baby carrots raise any social or temporal dilemmas? Can marketing encourage people to snack on baby carrots as if they were junk food? That’s what California-based
1. Which is likely to be more effective—marketing baby carrots to young consumers or to parents of young consumers? Why? Can marketing encourage people to snack on baby carrots as if they were junk
7. What can consumers do to resist unwanted marketing practices? Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,” leading to
6. What influences conservation behavior and charitable behavior? Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,” leading to
5. What is social comparison theory, and how does it apply to advertising? Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,”
4. How do temptation and rationalization affect consumer theft? Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,” leading to
3. How does addictive behavior differ from compulsive behavior? Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,” leading to
2. What is deviant consumer behavior, and is it always unethical? Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,” leading to
1. Why is balance needed in decisions that involve social dilemmas Marketing and consumer behavior can have a “bright side,”leading to constructive outcomes, and a “dark side,” leading to
4. Describe what consumers can do to resist unwanted marketing practices.
3. Discuss some of the ways in which consumers and organizations use marketing for socially responsible purposes.
2. Define marketing ethics and consumer ethics, and identify some of the issues that arise from unethical or deviant acquisition, consumption, and disposition behaviors.
1. Distinguish between social and temporal dilemmas, and explain the search for balance in decisions that involve such dilemmas.
4. What sacred meaning(s) might a bicycle hold for a consumer? What are the implications for marketers? Not so long ago, a bicycle was, well, just a pedal-powered way to get around. Today, the
3. Do scraper bikes derive their product meaning from the culture or the individual? Explain your answer. Not so long ago, a bicycle was, well, just a pedal-powered way to get around. Today, the
2. How can a bicycle be part of a social status transition? Not so long ago, a bicycle was, well, just a pedal-powered way to get around. Today, the bicycle is not just two-wheeled
1. What emblematic functions can a bicycle serve? Be specific. Not so long ago, a bicycle was, well, just a pedal-powered way to get around. Today, the bicycle is not just two-wheeled
8. Identify the three stages of gift giving, and explain how gift giving can affect relations between the giver and the recipient. Some offerings have symbolic meaning. Consumers use some products as
7. What are sacred entities, and how are they profaned? Some offerings have symbolic meaning. Consumers use some products as conscious or unconscious badges that designate the various social
6. Why do consumers engage in possession, grooming, and divestment rituals? Some offerings have symbolic meaning. Consumers use some products as conscious or unconscious badges that designate the
5. What are the three main reasons why possessions take on special meaning? Some offerings have symbolic meaning. Consumers use some products as conscious or unconscious badges that designate the
4. What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers? Some offerings have symbolic meaning. Consumers use some products as conscious or
3. How does the ideal identity schema relate to a person’s actual identity schema? Some offerings have symbolic meaning. Consumers use some products as conscious or unconscious badges that
2. What is reflexive evaluation, and how does it affect role acquisition? Some offerings have symbolic meaning. Consumers use some products as conscious or unconscious badges that designate the
1. Contrast the emblematic function of a product with the role acquisition function; also contrast the connectedness function of a product with the expressive function. Some offerings have symbolic
4. Understand the process of gift giving and describe how marketers can use knowledge of this process to market more effectively
3. Distinguish between sacred and profane entities, and show why this distinction is important for marketing strategy.
2. Identify how marketers can influence or make use of the symbolic meaning that consumption may have for consumers.
1. Discuss how products, special possessions, and consumption activities gain symbolic meaning and how this meaning is conveyed from one consumer to another.
4. How is diffusion likely to be affected by the expiration of patents and the introduction of lower-priced coffee capsules? Brands such as Nespresso, Keurig, and Senseo are competing for the
3. In which stage of the product life cycle would you place single-serve coffeemakers? Why should competitors in this industry pay attention to the life cycle? Brands such as Nespresso, Keurig, and
2. Is the decision to adopt single-serve coffeemakers likely to follow the high-effort or low-effort hierarchy of effects? Explain your answers. Brands such as Nespresso, Keurig, and Senseo are
1. Do you think single-serve coffeemakers are discontinuous, dynamically continuous, or continuous?What are the implications for adoption and resistance of this innovation? Brands such as Nespresso,
8. What characteristics of the social system affect an innovation’s acceptance within a market? Innovations are products, services, ideas, or attributes that consumers in a market segment perceive
7. How do consumer learning requirements and social relevance affect resistance, adoption, and diffusion? Innovations are products, services, ideas, or attributes that consumers in a market segment
6. What is the product life cycle, and how does it differ from product diffusion? Innovations are products, services, ideas, or attributes that consumers in a market segment perceive to be new.
5. How can consumers be categorized in terms of their timing of adoption relative to that of other consumers? Innovations are products, services, ideas, or attributes that consumers in a market
4. Under what circumstances might a consumer follow the high-effort hierarchy of effects in adopting an innovation? Innovations are products, services, ideas, or attributes that consumers in a market
3. What is the difference between adoption and diffusion?How does the concept of resistance relate to adoption? Innovations are products, services, ideas, or attributes that consumers in a market
2. What is cocreation and what are its potential benefits? Innovations are products, services, ideas, or attributes that consumers in a market segment perceive to be new. Innovations can be
1. 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? Innovations are products, services,
4. Outline the main factors that affect adoption, resistance, and diffusion, and show how marketers can use their knowledge of these factors to market more effectively.
3. Define diffusion and discuss how diffusion curves relate to the product life cycle.
2. Explain how consumers adopt an innovation, why they might resist adoption, and why marketers must understand the timing of adoption decisions.
1. Describe how innovations can be classified in terms of their type, the benefits they offer, and their breadth.
4. How might personality characteristics such as dogmatism and frugality apply to consumers’ interest in and use of in-store medical clinics? Thousands of retailers across America will soon feature
3. Develop a means-end chain for an in-store medical clinic. What attributes are associated with the values you have identified? Thousands of retailers across America will soon feature walk-in
2. What consumer values are represented by the growth in demand for in-store medical clinics during recent years? Thousands of retailers across America will soon feature walk-in clinics to
1. How are retailers using in-store clinics in their marketing to consumers on the basis of lifestyle? Thousands of retailers across America will soon feature walk-in clinics to accommodate people
7. Define psychographics, and discuss its use and potential limitations. Consumers learn values—enduring beliefs about things that are important—through the processes of socialization and
6. What are the three components of a consumer’s lifestyle? Consumers learn values—enduring beliefs about things that are important—through the processes of socialization and acculturation.Our
5. How does the locus of control affect personality? Consumers learn values—enduring beliefs about things that are important—through the processes of socialization and acculturation.Our values
4. What are three personality traits which affect consumer behavior? Consumers learn values—enduring beliefs about things that are important—through the processes of socialization and
3. How do marketers use means-end chain analysis, the Rokeach Value Survey, and the List of Values? Consumers learn values—enduring beliefs about things that are important—through the processes
2. What are the four main value dimensions along which national cultures can vary? Consumers learn values—enduring beliefs about things that are important—through the processes of socialization
1. Explain the differences among global values, terminal values, instrumental values, and domain-specific values. Consumers learn values—enduring beliefs about things that are important—through
5. Describe how psychographic applications in marketing combine values, personality, and lifestyle variables.
4. Explain how lifestyles are represented by activities, interests, and opinions.
3. Discuss the personality characteristics most closely related to consumer behavior, and show why these are important from a marketing perspective.
2. Identify some values that characterize Western cultures, outline the main factors that influence values, and describe how values can be measured.
1. Define values and the value system and show how they can be described.
4. Why would IKEA continue to print millions of catalogs every year, while other retailers are eliminating printed catalogs in favor of online and in-store shopping? No matter where you live, no
3. IKEA’s ads targeting gay couples have drawn criticism as well as acclaim. What effect do you think such controversy has on the retailer’s image and appeal? No matter where you live, no matter
2. Would you classify IKEA’s products as suitable for conspicuous consumption, voluntary simplicity, and/or compensatory consumption? Explain your answer. No matter where you live, no matter what
1. The Manland experiment lasted only one weekend in one store. What are the marketing advantages and disadvantages of expanding it to other stores?Do you think IKEA should do more with this idea?Why
10. Why might a company develop different offerings for consumers in different social classes? Households, which include families and unrelated people living together as well as singles, exert
9. Under what circumstances does compensatory consumption occur? Households, which include families and unrelated people living together as well as singles, exert considerable influence on
8. How does parody display differ from status symbols? Households, which include families and unrelated people living together as well as singles, exert considerable influence on acquisition and
7. Why would a consumer engage in conspicuous consumption, conspicuous waste, or voluntary simplicity? Households, which include families and unrelated people living together as well as singles,
6. Why is social class fragmentation taking place? Households, which include families and unrelated people living together as well as singles, exert considerable influence on acquisition and
5. What are the determinants of social class? Households, which include families and unrelated people living together as well as singles, exert considerable influence on acquisition and consumption
4. What is the social class hierarchy? Households, which include families and unrelated people living together as well as singles, exert considerable influence on acquisition and consumption
3. What five roles might a household member perform in acquiring and consuming something? Households, which include families and unrelated people living together as well as singles, exert
2. What five key factors have altered the basic structure and characteristics of households? Households, which include families and unrelated people living together as well as singles, exert
1. Define the terms nuclear family, extended family, and household. Households, which include families and unrelated people living together as well as singles, exert considerable influence on
5. Outline three key forces that are, over time, changing social class structure in many countries.
4. Explain how social class influences consumer behavior and why these influences are considerations when marketers plan strategy and tactics.
3. Define the social class hierarchy and identify the major determinants of social class standing.
2. Discuss the roles that household members play in acquisition and consumption decisions, and how companies can build on these roles to market more effectively.
1. Describe the various types of households and families, and explain how the family life cycle and other forces affect household structure.
3. From a consumer behavior perspective, why would these two companies emphasize new music and emerging performers in their ads, rather than wellknown songs and groups? Knowing that teenagers in many
2. What are the marketing advantages and disadvantages of associating a soft drink brand such as Coca-Cola or PepsiCo with musical groups that are just beginning their careers? Do you agree with this
1. What long-term results do you think Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world? Knowing that teenagers in many nations have similar attitudes
9. Identify some of the ways in which religion can influence consumer behavior. Six major aspects of consumer diversity have important effects on consumer behavior: age, gender, sexual orientation,
8. Why do marketers have to consider regional influences when targeting consumers within the United States or in another country? Six major aspects of consumer diversity have important effects on
7. Why would a company adopt multicultural marketing rather than target a single subculture? Six major aspects of consumer diversity have important effects on consumer behavior: age, gender, sexual
6. Define the accommodation theory, and explain its importance for marketers who target Hispanic Americans. Six major aspects of consumer diversity have important effects on consumer behavior: age,
5. How do acculturation and intensity of ethnic identification affect consumer behavior? Six major aspects of consumer diversity have important effects on consumer behavior: age, gender, sexual
4. What are the three main subcultures within the U.S.population? Six major aspects of consumer diversity have important effects on consumer behavior: age, gender, sexual orientation, regional
3. What is clustering, and why do marketers use it? Six major aspects of consumer diversity have important effects on consumer behavior: age, gender, sexual orientation, regional differences, ethnic
2. What is the difference between gender and sexual orientation, and why is this distinction important for marketers? Six major aspects of consumer diversity have important effects on consumer
1. What type of U.S. consumers are in the Generation X, the millennial generation, and the baby boomer segments? Six major aspects of consumer diversity have important effects on consumer behavior:
3. Discuss how regional, ethnic, and religious influences can affect consumer behavior and why marketers must consider such influences when targeting specific groups.
2. Describe how gender and sexual orientation each affects consumer behavior and how companies can create more effective marketing by understanding these two influences.
1. Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities.
4. What kind of shopping experiences and emotions do consumers feel when shopping together? Black Friday has long been a U.S. shopping tradition.It’s named for the day after Thanksgiving (fourth
3. How is the valence of information about Black Friday and Cyber Monday likely to influence consumers’decisions about where and when to shop on those days? Black Friday has long been a U.S.
2. What kinds of opinion leaders would you recommend that retailers target to influence consumers’decisions about where and when to shop on Black Friday and Cyber Monday? Black Friday has long been
1. What role do you think normative influence and consumer socialization have played in the ongoing popularity of Black Friday and Cyber Monday? Black Friday has long been a U.S. shopping

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