Questions and Answers of Consumer Behaviour

How does a discrepancy between the ideal state and the actual state affect consumer behavior?
What are the advantages and disadvantages of featuring celebrities in advertising messages?
In low-effort situations, what characteristics of the message influence consumers’ affective response?
Explain the dual-mediation hypothesis. What are the implications for affecting consumers’ brand attitude?
How doclassical conditioning and evaluative conditioning apply to consumers’ attitudes when processing effort is low?
What is the mere exposure effect, and why is it important to consumers’ affective reactions.
Discuss the mere exposure effect and provide examples of how marketers can enhance consumer liking for an object.
What role do source, message, context, and repetition play in influencing consumers’ cognitive attitude?
Explain the peripheral route to persuasion and discuss ways marketers can influence low-effort consumer attitudes.
How can unconscious influences affect consumer attitudes and behavior in low effort situations?
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 advertising
Contrast emotional and fear appeals. Why is each effective? Which do you consider most compelling for products in which you are interested?
What is emotional contagion, and why do marketers apply it?
What are the advantages and disadvantages of offering a two-sided message about a product?
What role does credibility play in affecting consumer attitudes based on cognitions?
How do expectancy-value models seek to explain attitude formation?
What are attitudes, and what three functions do they serve.
How can consumers’ ability to retrieve information in memory be enhanced?
Which three elements affect retrieval failures?
How can priming affect spreading of activation, and why is this important for marketing purposes?
How do high-level (abstract) and low-level (concrete) associations differ, and what does this mean for knowledge structure?
What does it mean to say that consumers organize knowledge according to goal-derived categories?
What is a category prototype, and what affects prototypicality?
What are taxonomic categories and how do consumers use them to structure knowledge in memory?
Why are some links in a semantic or associative network weak, whereas others are strong?
Describe how brand extensions can be a useful means of introducing a new product into the market as compared to building a new brand “from scratch.”
What is a schema and how can the associations in a schema be described?
Describe three dimensions marketers can utilize to understand consumer schema about their firm’s brands and explain the importance of this understanding to marketing strategy.
What techniques can enhance the storage of information in long-term memory?
How are sensory, working, and long-term memory linked?
Discuss the interrelationships between prior knowledge, categorization, and comprehension.
What are some ways that companies can use marketing-mix elements such as brand names and symbols to affect consumer inferences?
Discuss how source identification and message comprehension affect consumers’ comprehension of a stimulus.
Identify four principles of perceptual organization and describe why marketers need to know about them.
Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s Law.
What is perception, and what methods do we use to perceive stimuli?
In what ways do prominence and habituation affect consumer attention?
What part does just noticeable differences (jnd) play in consumers’ perceptions of a product?
What is attention, and what are three key characteristics.
What role does attention play in advertising strategy?
Identify some of the elements that contribute to consumer opportunity for processing information and making decisions, and suggest how marketers can make use of these for marketing purposes.
What five types of resources affectability to process information and make decisions?
What are six types of perceived risk, and how does perceived risk affectpersonal relevance?
Why do conflicting goals pose a challenge to information processing and emotion regulation?
What is self-control and how does it relate to conflicting goals?
According to appraisal theory, what do emotions have to do with goals?
What types of goals do consumers have?
What determines the ranking of needs in Maslow’s hierarchy?
Why are personal relevance, self-concept, and values important for motivation?
Discuss the three factors that determine the amount of effort and involvement consumers put into searching for information, making choices, and judging whether an experience is satisfactory.
What are some objects of involvement for consumers?
Explain how motivation influences consumer behavior.
How is motivation defined,and how does it affect-felt involvement?
How can consumer needs be classified? Define each term and provide an example of how a vehicle or a piece of jewelry, for example, might meet each type of need.
What are the three major sources of effort consumers invest in making acquisition, usage, and disposition decisions?
What kinds of marketing questions can companies use consumer behavior research to answer?
How can public policy decision makers, advocacy groups, and marketing managers use consumer research?
How is marketing defined?
What aspects of the consumer’s culture influence decisions and behavior?
What are some of the factors in the psychological core that affect consumer decisions and behavior?
What is an offering?
How is consumer behavior defined?
In this field project, have a student design a project to illustrate when customers use internal versus external sources of information and deliberate versus accidental sources of information during
According to the global property advisor CBRE, some 88 per cent of all European shoppers look for a good range of retailers and an inclusive shopping experience when they choose the location for
Spontaneous purchasing of desirable products is something all retailers want. The problem is that spontaneous purchasing also means spontaneous thefts. However, security can be expensive and, above
A tourism study based in Penang focused on why tourists buy products and services. What is the probable link between this and situational self-image?
Consumers who participate in the sharing economy seem willing to interact with total strangers. Despite safety and privacy concerns, what is the long-term outlook for this change in the way we think
What is the difference between recycling and lateral cycling?
How do business models in the sharing economy differ from traditional purchase processes?
List three factors that help to determine store image?
What are some important pros and cons of e-commerce?
A consumption situation has a buyer, seller and product. What else would you add?
Define discretionary income?
Read the brief review of the social classes in China, Japan, the Middle East, the United Kingdom, or India provided in the chapter. Suggest a new product or service suitable for the market?
Basil Bernstein (1924–2000) was the first to contrast restricted and elaborated code. How would you apply this to a key target market in your country?
Research suggest that social class influences how much compassion people show to others who need help. For example, one study reported that luxury car drivers were more likely to cut off other
This chapter observes that some marketers find “greener pastures” when they target low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources
Conspicuous consumption is a sign of class and position in some societies. Is this important in your own country? Which brands are particularly prized, and why is this the case?
1. Using the €œ4A€™s€ framework in Figure 12.1, analyze the considerations that went into the development of the Gillette Guard razor for the Indian market?Figure 12.1
How does this prestige fashion label use social class and status to sell its products? Comment on their approach. Does this approach make you want to buy such products? Explain.
How much would you pay for a belt for casual or business wear? How much does Max Lang charge? Is Max Lang selling belts or status? How can the Max Lang website overcome problems such as sizing and
How does HammacherSchlemmer use prestige and the desire to be different in its marketing effort? Give illustrations from the company’s website to support your conclusions. Is this a good strategy
Assign student groups to visit two local supermarkets to find out if either has segmented their market based on the subculture or ethnic background of their customers. How many subcultures does each
Have students contact their parents or grandparents. What is nostalgic to them? How have you seen this used in advertising? What products have a nostalgic appeal for them? Do they say that nostalgic
Send students to a retail store of their choice and have them comment on ethnic symbols that may or may not be used in marketing the store’s products. For example, are mannequins racially diverse?
Select a product category and, using the life-cycle stages this chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle?
Why might a marketer be interested in the second largest ethnic group in a market? Is this group difficult for marketers to reach?
Have a group prepare a sociometric analysis of online grocery shoppers. How is this group different and similar to in-store shoppers?
Clearly some products and services are necessarily gender-orientated. Many products are needlessly gender-specific. Many women would also point out that female versions of a product are often more
How would you distinguish between a consensual purchase decision and an accommodative one? Provide an example of each of them.
What is meant by the concept of the synoptic deal? Is it relevant in most cases?
Describe the role of “family financial officer.” How does this role change over time?
What is prime? How does it differ from a nudge?
1. Discuss the success of L’Oréal’s slogan “Because I’m worth it” over time and how it has managed to connect with women. What is the role of cosmetics in the way women of different ages
Many advertisers routinely purchase stock photography when they need an image of a certain kind of person to insert in an ad. Many photos of women reflect common stereotypes, ranging from the crisp
Interview victims of burglaries or people who have lost personal property in floods,hurricanes, or other natural disasters. How do they go about reconstructing their possessions, and what effect did
How might a marketer frame a marketing campaign aimed at contemporary young mainstream female achievers (CYMFA)? Are there any key differences or similarities to the broader female market that can be
According to the Web site Voucher Codes, “pester power” costs U.K. parents U.S. $750 per year. The children were clearly influenced by advertising, and parents often used diversionary tactics to
Go to www.strategicinsights.com. Your group should explore the VALS, VALS2, and iVALS methods discussed on the website. Describe each of the methods. Pick one of the methods for further research.
Have student groups devise a list of traditional male traits with respect to personal care and hygiene. Then, have them visit a cosmetics section of a major department store and interview salespeople

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