Questions and Answers of Consumer Behaviour

The chapter discusses how Facebook data has been illegally used to develop consumer profiles that can help organizations to tailor messages that will appeal to them. Do improper uses of data as well
Interview a set of consumers about their favorite brands; things they “can’t live without.” Based upon the discussion of brand resonance in the chapter, see if you can identify the type of
Have a student interview one or more salespeople from one of the following product categories: new or used cars, stereo equipment, clothing, insurance, or real estate. Ask the student to determine
Collect a sample of ads that appeal to consumers’ values. What value is being communicated in each ad, and how is this done? Is this an effective approach to designing a marketing communication?
Identify three distinct “taste cultures” within your school. Can you generate a “consumption constellation” for each (clothing, music, leisure activities, etc.)?
Have students explain the consistency, balance, and Fishbein theories to a friend, and then ask the friend to analyze two of his/her recent experiences that seem to confirm or disconfirm one or more
Give the class a list of eight or ten common generic products (e.g., cars, peanut butter, detergent, toothpaste, gasoline, toilet paper, microwave dinners, a professional football team, an airline,
Go to www.levistrauss.com. Levi Strauss used to dominate the jeans market. It was a mainstay product for youth in the ’50s, ’60s, and ’70s. Something happened in the ’80s and ’90s, however,
Divide the class into teams and have each team come up with a set of about ten descriptive words that could be used to positively or negatively describe a specific consumer good (e.g., a stereo, car,
Ask a group of students to think about restaurants they like and do not like to patronize. Have them design a multi-attribute model for three of these restaurants, making sure both spectrums are
Visit http://www.levistrauss.com/sustainability/. Read their statements and policies regarding environment, community, diversity, etc. What is the students’ attitude toward the policies of Levi
Bring in a number of print or television ads that use celebrity endorsers (or have students do it). Have students get into groups to discuss how effective they think the ads are. By evaluating the
Have student groups collect ads that demonstrate the literary devices of allegory, metaphor, simile, and resonance. Have them discuss the effectiveness of such with the class.
Go to https://www.ge.com/products. Pick a product from the huge portfolio of General Electric. This product should be one that you do not use or do not have a negative attitude. Design a brief
Have students conduct a simple content analysis by examining either print or broadcast ads. They may find such ads in real sources such as magazines, newspapers, or by watching television. They may
The chapter states that the large majority of Americans no longer trust the accuracy of what they see in mainstream media. Do you agree? What are the ramifications of this distrust for marketers, and
Go to www.conagrafoods.com. One of the mega-conglomerates of the modern age, ConAgra Foods boasts dozens of brands in numerous different product categories. As a group, create a categorization chart
List the steps in the model of cognitive decision-making.
Have individual students evaluate a recent purchase of a large-scale item (e.g., expensive clothing, car, stereo system, appliance, furniture, etc.) based on the stages in the Consumer Decision
Student groups should consider the product category of gas/electric hybrid vehicles. Based on the consumer decision-making process, they should design a strategy for a company selling this product.
In groups, students should discuss popular stereotypes that discriminate against a company, person, country, or product. Having selected one of these, they should design a strategy that would help to
Have students choose a specific type of product. Then, have them find product-rating reports from Consumer Reports or a similar organization that tests products. The students should evaluate the
Have student groups devise taxonomy of categories for a product category. Then, have them reposition certain brands at the subordinate level by modifying that taxonomy. How could the companies carry
Ask a student to compile a description of three products that include both features and country of origin. Then have the student ask a few people to rate the quality of the products and whether they
Compile a list of four or five foreign countries or have a student do it. Ask the class to identify products or classes of products that they usually associate with that country. After they have
Give an example of the sunk-cost fallacy.
Have students keep a diary listing their highest and lowest involvement product purchases or service transactions for each day for a week. Have them identify the decision process they went through
Ask a student to bring to class an advertisement that is designed to activate the problem-recognition process. Does the student think that the ad works on the consumer’s actual state or ideal
What is prime? How does it differ from a nudge?
Excessive food consumption may link to emotional issues such as feelings of inferiority or low self-esteem. In some situations people consume products (especially food) as a reaction to prior life
The chapter discusses ways that organizations can use “nudges” to change consumer behavior. Critics refer to them as benevolent paternalism because they argue they force people to “eat their
Country of origin can discourage sales in some situations, and in some cases this is due to deeply held moral views. For example, some Jews refuse to buy cars made by Mercedes-Benz and other German
Hershey’s stresses the determinant attribute of product authenticity when the chocolate company states: “Hershey, PA is where it all started more than 100 years ago, and it’s still where the
Think of a product you recently shopped for online. Describe your search process. How did you become aware that you wanted or needed that product? How did you evaluate alternatives? Did you wind up
Extraneous characteristics of the choice situation can influence our selections, even though they wouldn’t if we were totally rational decision makers. Create two versions of this scenario
If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions?
Several products made in China (including toothpaste and toys) have been recalled because they are dangerous or even fatal to use. Some American consumers have stopped buying them as a result.
Have students identify an example of both positive reinforcement and negative reinforcement in a marketing context. As students present their findings in class, have the class discuss how effective
Why do U.S. phone numbers have seven digits?
List three problems with measures of memory for advertising.
Even food can facilitate recall: One study looked at how favorite recipes stimulate memories of the past. When the researchers asked informants to list three of their favorite recipes and to talk
The chapter discusses the possibility that our increasing reliance on apps to search for information is diminishing our natural abilities to think for ourselves. Do you agree?
The Snapchat app provides a way for social media users to share content that disappears after a brief time with their friends. In Europe, Google is fighting an intense legal battle over what some
Ask students if they have provided opinions regarding products or brands on any website. If yes, have them share it with the class. If not, let them visit a site to provide opinions about their most
Assign groups of students to observe a table of people eating in either a restaurant or cafeteria setting. See if they can identify any of the major motives at work. Have them report on their
Go to www.burton.com. Burton Snowboards are very popular with Gen Y. How does this website attempt to motivate consumers to try the sport and the Burton products? Be specific with the description of
Explain the difference between a need and a want.
1. Choose two of your favorite brands and devise an idea for an Alexa “skill” that consumers could find useful. How would these skills help sell more of the brands’ products and/or increase
Ask students about their involvement with social media sites and/or blogs. Ask them to explain why they are using them. What benefits do they derive from them? Who are the target audiences for their
Have groups select a product of interest (e.g., a car, mp3 player, vacation spot, movie, sporting event, etc.). Have each person in the group make a list of what they consider to be the product’s
Go to www.rockstargames.com. Click on the link for “games.” Select three different video games marketed by this company. Discuss both sides of an ethical debate for each.
This assignment can really be fun for the class and the presenter. Have a student wear or bring to class a recent clothes purchase. Have them explain how his or her purchase decision was influenced
Go to www.aarp.org. The American Association of Retired Persons is one of the largest lobbying and citizen action groups going today. Projections indicate that, as our nation ages, this organization
Assign students to teams to identify at least three instances where consumer social media has had an impact on the organization and/or popular culture. Examples may include such things as consumer
What do we mean by an exchange?
Ask students to consider their own consumption practices over the past decade. Have them list the ways that online consumption activities have replaced or modified their real- world consumption
What do we mean by the term global consumer culture?
As robot companions become increasingly common, what are the ramifications for human relationship?
A few years ago a publicity campaign for a late-night cartoon show backfired when it aroused fears of a terrorist attack and temporarily shut down the city of Boston. The effort consisted of
1. Do you believe that consumers consider a brand’s supply chain ethics when they purchase apparel? Do consumers bear any responsibility for the ways in which laborers in the apparel industry are
Have students explain what it means to be a green consumer. They could report on what they have done to be “green” and how their behaviors have changed. Have they tried to influence anybody else
Each group should locate an example of a company that is heavily involved in social or green marketing. Make a report on the activities of the company. Compare this company to a direct competitor
State two important criticisms of marketing and provide the pros and cons for each.
Define social marketing, and give an example of this technique.
What is the primary difference between transformative consumer research and other kinds of consumer research?
What is greenwashing, and why is it a problem for marketers?
Internet addiction has been a big headache in South Korea for several years, where 90 percent of homes connect to cheap, high-speed broadband. Many young Koreans’ social lives revolve around the
Should scientists who study consumer behavior remain impartial, or is it appropriate for them to become involved in the topics they research like those who adhere to the transformative consumer
Today many consumers pursue a ‘decluttering lifestyle.’ Should marketers encourage this trend toward simplicity even though it stresses buying less stuff that marketers sell? What marketing
Because of higher competition and market saturation, marketers in industrialized countries try to develop third-world markets. Asian consumers alone spend $90 billion a year on cigarettes, and U.S.
The chapter discusses the practice of serial wardrobing, where people return an outfit after they wear it for a special occasion such as a formal. What do you think of this practice? Is it okay to
From time to time advertisers use dark humor to get their messages across, as when a lonely calorie, repairman, or robot considers suicide. Or, an ad may imply that a shoppers are “mentally ill”
A hot button topic right now involves efforts to curb child obesity by encouraging advertisers to limit the messages they send to kids about foods that are high in sodium, saturated fat, and added
Companies in the United States spend billions of dollars to acquire and manage data on consumers such as credit and transaction histories. Well-off consumers obviously hold great attraction to
Visit www.globalgreen.org. What are some of the sensory cues they are utilizing in order to attract your attention to various subjects/topics and ads?
Develop a print and/or video ad for a product/brand that includes as many of the sensory stimuli as possible in order to convey the environmental message.
Go to www.tvguide.com. On the opening webpage, how many ads (including pop-ups) do you notice? Compare and contrast the approach of each ad to exposure, attention, and interpretation. Comment on how
Ask students to find three ads that contain symbolism. Examine the symbols and discuss the meaning the symbols convey. Encourage the student to identify the different types of signs used in the ads
Collect a variety of packages of children’s and adults’ breakfast cereals. How different are the j.n.d strategies for each market? Catalog various j.n.d strategies utilized and state whether they
Go to www.toyota.com/prius. Prius has focused its promotional efforts on the internet and other non-traditional media. Is this website a good way to promote a car? In terms of concepts of perception,
Have student groups find three examples of brands or companies that have made changes to their products (i.e., retail chain re-designing their stores, a new logo, etc.). Have them discuss how the
Go to www.leapfrog.com or www.pbskids.org. These sites are designed to facilitate learning amongst children. Compare and contrast these sites for sensory stimulation, attention value, and
Here is a field project that students always like. Have students (you might have only one or a few students do this as a special or alternative assignment) print a collection of brand/product symbols
Here is a tough assignment for an undergraduate. Ask students to spend an afternoon watching a favorite television show. Ask them to be particularly observant of the various products and services
Have students visit a grocery store and pick out five products. They should identify how each appeal to the five senses. How are they the same? How are they different? To what extent do any of them
List the three semiotic components of a marketing message, giving an example of each.
While viewing one hour of television, what types of companies focus the most on factors that might affect “perceptual vigilance” in their advertisements? Have students write about examples of
Examples of hyperreality are becoming increasingly common in our society. Have each student locate (either through their own observations or through reviewing articles in the popular and trade press)
Define a schema and provide an example of how this concept is relevant to marketing.
Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such
The chapter discussed the “talking window,” which a German ad agency is placing in subway cars. When the agency posted a YouTube video to promote the platform, one person commented, “At what
1. Choose a favorite brand that does not currently use nostalgia in their marketing. How could they incorporate this technique into either their product strategy or their advertising?2. How has
Have students recall their first act of “green” consumption. Ask them to list the product involved and the sequence of actions they took. Ask them why they remembered it and how significant that
Ask students to narrate the sequence of events that led to their first access and registration at a social networking site (www.facebook.com, www.myspace.com, www.orkut.com or others). Have them list
Match the brand name to the slogan in class. Provide a list of 10 or 20 brand names along with as many slogans and have groups match them. As a homework assignment, they can then be asked to assume
Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background?
Have students devise their own classical conditioning experiments involving a “green” product such as organic milk or similar products. Let them utilize UCS, CS, and CR.
Ask students to write their favorite brand name. They should then draw an associative network around the brand that includes three attributes/features, three benefits, three competitors, attributes,
Have students create their schema for “made in the U.S.,” “made in Japan,” and “made in Germany” cars. What features and attributes would they include in each of the schemas?
What is external memory and why is it important to marketers?

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