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Consumer Behavior Buying, Having and Being 11th edition Michael R. Solomon - Solutions
“Fraternity hazing is just a natural rite of passage that should not be prohibited by universities.” Do you agree?
Identify the ritualized aspects of football that advertising uses.
Give an example of a marketer who uses binary opposition.
“Christmas has become just another opportunity to exchange gifts and stimulate the economy.” Do you agree? Why or why not?
Bridal registries specify very clearly the gifts that the couple wants. How do you feel about this practice? Should people actually specify what you should buy for them, or should a gift be a more personal expression from you?
Rituals can provide us with a sense of order and security. In a study of the drinking rituals of college students, the researchers found that drinking imposed order in students’ daily lives—from the completion of assignments to what and when to eat. In addition, ritualizing an activity such as
Watchdog groups have long decried product placements for blurring the line between content and advertising without adequately informing viewers. The networks themselves appear to be divided on how far they want to open the gate. According to one study, the effectiveness of product placement varies
Is advertising an art or a craft? Which should it be?
Movie companies routinely conduct market research when they produce high-budget films. If necessary, they will reshoot part of the movie when viewers say they do not like it. Some people oppose this practice: they claim that movies, or books, songs, plays, or other artistic endeavors should not
Comment on the growing practice of reality engineering. Do marketers “own” our culture and should they?
One of the most controversial intersections between marketing and society occurs when companies provide “educational materials” to schools. Many firms, including Nike, Hershey, Crayola, Nintendo, and Foot Locker, provide free book covers swathed in ads. Standard art supplies, blocks, trucks,
When you go out on a first date, identify the set of crescive norms that are operating. Write a report (preferably when the date is over) describing specific behaviors each person performed that made it clear you were on a first date. What products and services do these norms affect?
A firm called Global Rainmakers Inc. (GRI) announced a partnership with Leon, a large city in Mexico, to deploy iris scanning technology it developed to make Leon “the most secure city in the world." The city is creating a database of irises. It will automatically scan criminals’ eyes when they
Will consumers trade lower prices for less privacy? Car owners now can let insurance companies monitor their driving using a new technology in exchange for lower rates. Customers who sign up for Progressive’s TripSense program get a device the size of a Tic Tac box to plug into their cars. The
Many college students “share” music by downloading clips from the Internet. Interview at least five people who have downloaded at least one song or movie without paying for it. Do they feel they are stealing? What explanations do they offer for this behavior? Try to identify any common themes
Provide two examples of important legislation that relate to American consumers.
“College students’ concerns about the environment and vegetarianism are just a passing fad: a way to look ‘cool.’ ” Do you agree?
Marketers continue to push the envelope as they challenge society’s norms regarding what topics are appropriate to discuss in public. Products that people only used to whisper about now pop up in ads and billboards; these include feminine hygiene products, condoms, lubricants, grooming aids, and
A company introduced a teddy bear for Valentine’s Day called “Crazy for you.” This toy aroused the ire of mental health advocates because a straitjacket restrains the cuddly bear’s paws and the stuffed animal comes with institutional commitment papers. Supporters of the company’s decision
Nonprofit organizations routinely rely on generous corporate donations, and it is common to name facilities after benefactors. The Nationwide Children’s Hospital in Ohio is no exception; its name recognizes the insurance company’s $50 million donation. Now the hospital is adding the Abercrombie
1. Do you think UNICEF’s campaigns will be effective? Why or why not? 2. Guerrilla marketing tactics deliberately intend to “ambush” consumers in public places. Is this an effective marketing technique, or is it a violation of our right to go about our business undisturbed? Do these tactics
Define hedonic consumption and provide an example.
What do we mean by the idea of hyper-reality? Give an example that is not discussed in the chapter. How does this concept differ from augmented reality?
What is a positioning strategy? What are some ways marketers can position their products?
Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers attempting to appeal to the elderly.
If some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical? Explain your answer.
The slogan for the movie Godzilla was “Size does matter.” Should this be the slogan for America as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains that the 32-ounce Big Gulp is so
Playmobil toys recreate real-life settings such as a policestation or hospital. A new offering the company calls Security Check Point features armed airport security officers, a metal detector, and an X-ray screening machine. Some parents protested; one wrote this comment on Amazon.com: “I
Augmented reality applications may reach the level of sophistication where we observe almost everything through the screen of our smart-phones in order to receive an “enhanced” experience. Do you view this as a positive development or a problem?
The chapter notes that marketers may elect to shrink the amount of product it sells and maintain the same price rather than raise the price. Is this ethical?
Interview three to five male and three to five female friends regarding their perceptions of both men’s and women’s fragrances. Construct a perceptual map for each set of products. Based on your map of perfumes, do you see any areas that are not adequately served by current offerings? What (if
Does the size of a package influence how much of the contents we eat? Provide an example.
Using magazines archived in the library, track the packaging of a specific brand over time. Find an example of gradual changes in package design that may have been below the j.n.d.
Visit a set of websites for one type of product (e.g., personal computers, perfumes, laundry detergents, or athletic shoes) and analyze the colors and other design principles employed. Which sites “work” and which don’t? Why? Look through a current magazine and select one ad that captures
Find ads that utilize the techniques of contrast and novelty. Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers targeted by the ad.
How does the sense of touch influence consumers’ reactions to products?
Does subliminal perception work? Why or why not?
Describe two factors that can lead to stimulus adaptation.
1. Based on the principles of attention presented in this chapter, explain why this new wave of subway ads is expected to be so effective. 2. Using the same principles, what should the ads’ creators consider to avoid the potential burnout of this medium? Various agencies around the world have
List three dimensions by which we can describe the self-concept.
Find examples of self-esteem advertising. Evaluate the probable effectiveness of these appeals—is it true that “flattery gets you everywhere”?
Compare and contrast the real versus the ideal self. List three products for which each type of self is likely to be used as a reference point when a purchase is considered.
Have ideals of beauty in the United States changed over the last 50 years? If so, how?
How did tattoos originate?
Shopping for back-to-school "basics" used to mean T-shirts, jeans, socks and some notebooks. Now, many parents have a new item to add to the list: tattoos. About 45% of parents polled say that hair highlights, teeth whitening, even tattoos are among the items they will buy their kids to go back to
The chapter notes that clothing chain H&M only features computer-generated models on its Website. The company drew criticism for presenting only picture-perfect people. A company spokesman defended the move by explaining that these unreal bodies would ensure that the garments remain the focus of
Construct a “consumption biography” of a friend or family member. Make a list and/or photograph his or her most favorite possessions and see if you or others can describe this person’s personality just from the information provided by this catalog.
1. Describe the level of consumer involvement with personal care products in general. How might the Dove brand be different? 2. Describe what terminal values are involved in the Campaign for Real Beauty? Do they tie into the consumer’s needs for this product? The case describes Dove’s Campaign
What is the difference between an unconditioned stimulus and a conditioned stimulus?
List the three types of memory, and tell how they work together.
How is associative memory like a spider web?
Why does a pioneering brand have a memory advantage over follower brands?
Why does a pioneering brand have a memory advantage over follower brands? Discuss.
If a consumer is familiar with a product, advertising for it can work both ways by either enhancing or diminishing recall. Why?
Define nostalgia, and tell why it is such a widely used advertising strategy.
Name the two basic measures of memory and describe how they differ from one another.
In his book Blink: The Power of Thinking without Thinking, author Malcolm Gladwell argues that hallowed marketing research techniques like focus groups aren’t effective because we usually react to products quickly and without much conscious thought so it’s better just to solicit consumers’
Give an example of a halo effect in marketing.
Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft that wanted the classic song to promote its Windows 95 launch. The Beach Boys sold “Good Vibrations” to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered
Devise a “product jingle memory test.” Compile a list of brands that are or have been associated with memorable jingles, such as Chiquita Banana or Alka-Seltzer. Read this list to friends, and see how many jingles are remembered. You may be surprised at the level of recall.
A physician borrowed a page from product marketers when she asked their advice to help persuade people in the developing world to wash their hands habitually with soap. Diseases and disorders caused by dirty hands—like diarrhea—kill a child somewhere in the world about every 15 seconds, and
Identify some important characteristics for a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that would most likely not be accepted by consumers.
Collect some pictures of “classic” products that have high nostalgia value. Show these pictures to consumers and allow them to free associate. Analyze the types of memories that are evoked, and think about how these associations might be employed in a product’s promotional strategy.
How can marketers use repetition to increase the likelihood that consumers will learn about their brand?
What is the difference between classical conditioning and instrumental conditioning?
What is the major difference between behavioral and cognitive theories of learning?
Give an example of an episodic memory.
1. Compare the brand personality of Zipcar to that of Avis or Hertz. 2. How would you describe the psychographic profile of a typical Zipster? Zipcar rents cars by the hour. The company has established a brand culture that emphasizes its commitment to easy transportation options for urban life.
How can an attitude play an ego-defensive function?
“Do as I say, not as I do.” How does this statement relate to attitude models?
What is a subjective norm, and how does it influence our attitudes?
What are three obstacles to predicting behavior even if we know a person’s attitudes?
Describe the theory of reasoned action. Why might it not be equally valuable when it is applied to non-Western cultures?
Describe the elements of the traditional communications model, and tell how the updated model differs.
What are blogs and how can marketers use them?
What is the difference between buzz and hype? How does this difference relate to the corporate paradox? Corporate paradox is not in this chapter any more. Buzz and hype appear in the summary but not in the chapter.
What is a halo effect, and why does it happen?
Describe the ABC model of attitudes.
What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser?
When should a marketer present a message visually versus verbally?
How does the two-factor theory explain the effects of message repetition on attitude change?
When is it best to present a two-sided message versus a one-sided message?
Do humorous ads work and if so under what conditions?
Should marketers ever try to arouse fear in order to persuade consumers?
Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.
Contrast the hierarchies of effects the chapter outlines. How should marketers’ strategic decisions related to the marketing mix change depending on which hierarchy its target consumers use?
Many universities contract with commercial companies to run campus websites and e-mail services. These agreements provide Web services to colleges at little or no cost. However, these actions have aroused controversy, because major companies pay to place advertising on the sites. That gives
List the three hierarchies of attitudes, and describe the major differences among them.
As more of us rely on our smartphones, advertisers are following us onto this platform. The first iAds now appear on iPhones and iPods, and the early evidence is that they work well. In one study (funded by Apple), people who were exposed to an iAd for Campbell’s were more than twice as likely to
An antismoking ad sponsored by The New York City Department of Health crossed the line for many viewers. The spot showed a young boy who cries hysterically as a crowd of adults walks by him. The voice over says, “This is how your child feels after losing you for a minute. Just imagine if they
The Coca-Cola Company pulled a UK Internet promotion campaign after parents accused it of targeting children by using references to a notorious pornographic movie. As part of its efforts to reach young social media users for its Dr. Pepper brand, the company took over consenting users’ Face book
A flog is a fake blog a company posts to build buzz around its brand. Is this ethical?
The sleeper effect implies that perhaps we should not worry too much, about how positively people evaluate a source. Similarly, there is a saying in public relations that “any publicity is good publicity.” Do you agree?
Discuss some conditions where it would be advisable to use a comparative advertising strategy.
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health care products manufactured by Sunbeam (a decision it later reversed). Should trade or professional organizations, journalists, professors, and others endorse specific products at the
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to using one or the other.
Many, many companies rely on celebrity endorsers as communications sources to persuade. Especially when targeting younger people, these spokespeople often are “cool” musicians, athletes, or movie stars. In your opinion, who would be the most effective celebrity endorser today and why? Who would
Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its product at awards shows. Publicists call this common practice “gifting the talent”: Companies provide stars with “goody bags” full of complimentary products. What do you
Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make them stand out or attain status). Ask the person to elaborate on why he or she does the behavior, and try to identify the way the person has
Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you incorporate.
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