Questions and Answers of Principles Of Behavior

8. Why is word of mouth so important for marketers? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the mass media and those that are
7. Differentiate between information valence and modality. Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the mass media and those that
6. What three techniques can marketers use to encourage consumer compliance? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the mass media
5. How might consumers respond to normative influence? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the mass media and those that are
4. What are the three types of reference groups, and how can these groups be described? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the
3. Why do companies sometimes target opinion leaders for marketing attention? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the mass
2. How are social media affecting social influence? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the mass media and those that are
1. How do sources of influence differ in terms of marketer domination and delivery? Consumers are influenced by many sources—marketing and nonmarketing, and those that are delivered through the
4. Distinguish between normative and informational influence, and explain how marketers can use their knowledge of these types of influence for more effective marketing.
3. Highlight the types and characteristics of reference groups and show how each can affect consumer behavior.
2. Discuss why marketers must pay particular attention to the influence of opinion leaders, both online and offline, and to the effects of social media.
1. Explain how social influence can come from marketing or nonmarketing sources and can be mass media or personally delivered.
4. Once consumers have sold their used phones to a company like ReCellular, how is learning likely to affect their beliefs about this disposition option? Every year, millions of consumers answer the
3. Why would Amazon.com, which has no physical retailing presence, be as interested in encouraging cell phone trade-ins, same as RadioShack and Target? Every year, millions of consumers answer the
2. How do the concepts of physical and emotional detachment apply to the way consumers decide to dispose of their used cell phones? Every year, millions of consumers answer the call to upgrade their
1. The quote from a U.N. foundation manager talks about donating a cell phone as a “powerful opportunity. . . to engage and connect with someone else.” Does this quote refer to motivation,
9. Why is it important for marketers to consider both physical and emotional detachment aspects of consumer disposition? Consumers sometimes develop post-decision dissonance—a feeling of anxiety or
8. In what eight ways can consumers dispose of something? Consumers sometimes develop post-decision dissonance—a feeling of anxiety or uncertainty regarding a purchasing decision after it has been
7. What influence can experienced emotions and mispredictions about emotions have on consumer satisfaction or dissatisfaction? Consumers sometimes develop post-decision dissonance—a feeling of
6. Why is complaining important to marketers, and how should complaints be handled? Consumers sometimes develop post-decision dissonance—a feeling of anxiety or uncertainty regarding a purchasing
5. What is the role of feelings in influencing satisfaction and dissatisfaction? Consumers sometimes develop post-decision dissonance—a feeling of anxiety or uncertainty regarding a purchasing
4. Define attribution theory and equity theory, and explain how they relate to dissatisfaction. Consumers sometimes develop post-decision dissonance—a feeling of anxiety or uncertainty regarding a
3. How do expectations and performance contribute to disconfirmation? Consumers sometimes develop post-decision dissonance—a feeling of anxiety or uncertainty regarding a purchasing decision after
2. Describe how consumers acquire information about goods and services by learning from their experiences with the commodities. Consumers sometimes develop post-decision dissonance—a feeling of
1. How does post-decision dissonance differ from post-decision regret, and what effect do these have on consumers? Consumers sometimes develop post-decision dissonance—a feeling of anxiety or
4. Describe how consumers may dispose of something, why this process is more complex for meaningful objects, and what influences consumer recycling behavior.
3. Discuss how consumers judge satisfaction or dissatisfaction with their decisions about acquisition, consumption, or disposition.
2. Explain how consumers can learn from experience and why marketers need to understand this postdecision process.
1. Distinguish between the dissonance and the regret that consumers may experience after acquisition, consumption, or disposition.
4. What role do you think variety seeking plays in a consumer’s decision to use deal-a-day sites? Every day a big new deal—that’s the appeal of bargaina-day websites like Living Social, Google
3. Is it reasonable for a marketer to expect that a consumer who is loyal to a different brand would switch to its brand after trying a deeply discounted offer on a deal site? Explain your answer.
2. In what way might deal sites affect the zone of acceptance for a product or category? What are the implications for marketers? Every day a big new deal—that’s the appeal of bargaina-day
1. Once a consumer has used a deal-a-day site, how are learning choice tactics likely to affect their subsequent decisions? Every day a big new deal—that’s the appeal of bargaina-day websites
9. If habit is a simplifying strategy, why do consumers sometimes seek variety? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and
8. When is affect likely to be more of a factor in low-effort decision making? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and
7. How do price and value perceptions affect low-effort decision making? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and opportunity—and
6. What is brand loyalty, and what role does it play in low-effort decision making? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and
5. Why is quality an important ingredient in cognitive-based decision making? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and opportunity—and
4. What operant conditioning concepts apply to consumer learning? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and opportunity—and
3. How do unconscious factors influence consumer behavior? This chapter examines the nature of consumer judgment and decision making when motivation, ability, and opportunity—and consequently
2. How is the high-effort hierarchy of effects similar to and different from the low-effort hierarchy? This chapter examines the nature of consumer judgment and decision making when motivation,
1. How do base-rate information and the law of small numbers bias judgments made on the basis of the availability heuristic? This chapter examines the nature of consumer judgment and decision making
5. Describe how consumers make affect-based low-effort decisions using feelings as a simplifying strategy, brand familiarity, variety seeking, and impulse purchasing.
4. Discuss how consumers make thought-based low-effort decisions using performance-related tactics, habit, brand loyalty, price-related tactics, and normative influences.
3. Show how the hierarchy of effects and operant conditioning explain consumers’ low-effort decision making.
2. Explain why marketers need to understand both unconscious and conscious decision-making processes in low-effort situations.
1. Identify the types of heuristics that consumers can use to make simple judgments.
5. How might consumers use thought-based decision models when considering a motorcycle purchase in India? What are the implications for Harley-Davidson? Can Milwaukee-based Harley-Davidson roar into
4. Using the consumer behavior concepts in this chapter, explain the marketing thinking behind allowing buyers to test-drive any of the Harley-Davidson bikes. Do you agree with this marketing
3. In terms of the anchoring and adjustment process, what challenges and opportunities does Harley-Davidson face in marketing to Indian consumers? Can Milwaukee-based Harley-Davidson roar into
2. What role are consumer characteristics likely to play in a consumer’s decision to buy a Harley-Davidson in India? Can Milwaukee-based Harley-Davidson roar into India—the world’s
1. How is Harley-Davidson using marketing to influence emotional aspects of the motorcycle buying process? Can Milwaukee-based Harley-Davidson roar into India—the world’s second-largest market
7. What three contextual elements affect consumer decision making? Judgments involve forming evaluations or estimates—not always objective—of the likelihood of the occurrence of events, whereas
6. How do appraisals and feelings as well as affective forecasting influence consumer decision making? Judgments involve forming evaluations or estimates—not always objective—of the likelihood of
5. Why do marketers need to know that attribute processing is easier for consumers than brand processing? Judgments involve forming evaluations or estimates—not always objective—of the likelihood
4. Explain how consumers use their goals, decision timing, and framing to decide which criteria are important for a particular choice. Judgments involve forming evaluations or estimates—not always
3. How do consumers use compensatory and noncompensatory decision-making models? Judgments involve forming evaluations or estimates—not always objective—of the likelihood of the occurrence of
2. What is the anchoring and adjustment process, and how does it affect consumer judgment? Judgments involve forming evaluations or estimates—not always objective—of the likelihood of the
1. How does consumer judgment differ from consumer decision making? Judgments involve forming evaluations or estimates—not always objective—of the likelihood of the occurrence of events, whereas
4. Outline the ways that consumer characteristics, decision characteristics, and other people can influence high-effort decisions.
3. Identify the types of decisions faced by consumers in higheffort situations and discuss how marketers can try to influence these decisions.
2. Explain how cognitive decision-making models differ from affective decision-making models and why marketers are interested in both types of models.
1. Distinguish between judgment and decision making, and indicate why both processes are important to marketers.
4. Given the role of prototypicality in recall of search engine brands, what do you think niche search sites should do to get into the consideration set? There’s a big marketing battle brewing
3. Are consumers likely to search by brand or search by attribute when comparing search sites? Which process is likely to favor the specialized search sites? There’s a big marketing battle brewing
2. What are the search sites doing to increase consumers’motivation, ability, and opportunity to process external information? There’s a big marketing battle brewing among the search engines of
1. Why is achieving a significant level of brand familiarity especially important for Google’s competitors? There’s a big marketing battle brewing among the search engines of the world. Google is
6. When would a consumer be more likely to conduct an external search by brand rather than by attribute? Which search process would a marketer prefer consumers to use—and why? This chapter examined
5. How do involvement, perceived risk, perceived costs and benefits, and the consideration set affect a consumer’s motivation to conduct an external search? This chapter examined the three initial
4. What five broad groups of sources can consumers consult during external search? This chapter examined the three initial stages of the consumer judgment and decision-making process. Problem
3. How does confirmation bias operate in internal and external searches for information? This chapter examined the three initial stages of the consumer judgment and decision-making process. Problem
2. What factors affect the inclusion of brands in the consideration set, and why would a company want its brand in the consideration set? This chapter examined the three initial stages of the
1. How does a discrepancy between the ideal state and the actual state affect consumer behavior? This chapter examined the three initial stages of the consumer judgment and decision-making process.
4. Identify opportunities and the challenges that marketers face in trying to influence external searches.
3. Explain why and how consumers conduct an external search to solve a consumption problem.
2. Discuss what happens when consumers conduct an internal search to solve a consumption problem and identify some of the ways in which marketers can affect internal searches.
1. Describe how consumers recognize a consumption problem and show why marketers must understand this part of the decision-making process.
4. Do you think consumers will maintain a positive attitude toward Old Spice if the Old Spice Man campaign suspends messages for more than one or two months? Explain your answer. When Isaiah Mustafa
3. What aspects of the communication source are involved in influencing affective attitudes toward Old Spice? When Isaiah Mustafa appeared in a 2010 Super Bowl commercial with a towel wrapped around
2. What role does the dual-mediation hypothesis play in the Old Spice Man’s marketing success? When Isaiah Mustafa appeared in a 2010 Super Bowl commercial with a towel wrapped around his waist and
1. How is Old Spice using evaluative conditioning to influence consumers’ affective attitudes? Identify the conditioned stimulus, unconditioned stimulus, unconditioned response, and conditioned
7. What are the advantages and disadvantages of featuring celebrities in advertising messages? Marketers can use a variety of techniques to change consumers’attitudes when motivation, ability, and
6. In low-effort situations, what characteristics of the message influence consumers’ affective response? Marketers can use a variety of techniques to change consumers’attitudes when motivation,
5. Explain the dual-mediation hypothesis. What are the implications for affecting consumers’ brand attitudes? Marketers can use a variety of techniques to change consumers’attitudes when
4. How do classical conditioning and evaluative conditioning apply to consumers’ attitudes when processing effort is low? Marketers can use a variety of techniques to change consumers’attitudes
3. What is the mere exposure effect, and why is it important to consumers’ affective reactions? Marketers can use a variety of techniques to change consumers’attitudes when motivation, ability,
2. What role do source, message, context, and repetition play in influencing consumers’ cognitive attitudes in low-effort situations? Marketers can use a variety of techniques to change
1. How can unconscious influences affect consumer attitudes and behavior in low-effort situations? Marketers can use a variety of techniques to change consumers’attitudes when motivation, ability,
5. Highlight how marketers can use the communication source, message, and context to influence consumers’ feelings and attitudes when processing effort is low.
4. Describe how consumers form attitudes through affective reactions when cognitive effort is low.
3. Discuss how consumers form beliefs based on lowprocessing effort and explain how marketers can influence those beliefs.
2. Explain the role of unconscious influences on attitudes and behavior in low-effort situations.
1. Outline some issues marketers face in trying to change consumers’ attitudes when processing effort is low.
4. Describe how Volkswagen employs the utilitarian dimension, the hedonic dimension, and the arousal of curiosity to influence consumers’ attitudes toward its ads. Which do you think is most
3. How is Volkswagen applying the principle of emotional contagion in its marketing communications? Volkswagen Group, Europe’s largest automaker, is accelerating toward its goal of passing Toyota
2. What message characteristics are particularly important to Volkswagen’s ability to try to influence consumers’ affective attitudes toward its cars? Volkswagen Group, Europe’s largest
1. What is Volkswagen doing to change consumers’beliefs and evaluations of its cars or encourage them to add new beliefs about its cars? Explain your answer. Volkswagen Group, Europe’s largest
6. What three factors may lead to a positive attitude toward the ad (Aad) when consumers devote a lot of effort to processing a message? How can marketers apply these factors when designing
5. Contrast emotional and fear appeals. Why is each effective?Which do you consider most compelling for products in which you are interested? When consumers’ MAO to engage in a behavior or to
4. What are the advantages and disadvantages of offering a two-sided message about a product? When consumers’ MAO to engage in a behavior or to process a message is high, consumers tend to devote

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