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Consumer Behavior Buying, Having and Being 11th edition Michael R. Solomon - Solutions
Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve an establishment’s images via the strategies described in this chapter.
Locate foreign ads at sites like japander.com in which celebrities endorse products they do not pitch on their home turf. Ask friends or classmates to rate the attractiveness of each celebrity, then show them these ads and ask them to rate the celebrities again. Does the star’s “brand image”
Why would a marketer consider saying negative things about his or her product? When is this strategy feasible? Can you find examples of it?
Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product?
Observe the process of counter-argumentation by asking a friend to talk aloud while watching a commercial. Ask him to respond to each point in the ad or to write down reactions to the claims made. How much skepticism regarding the claims can you detect?
Make a log of all the commercials shown on a network channel shows during a 2 hour period. Assign each to a product category and decide whether each is as drama or argument. Describe the types of messages the ads use (e.g., two sided arguments) and keep track of the types of spokespeople who appear
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective? If you were working with the products, would you feel more comfortable with ads that use a more straightforward, “hard sell” approach? Why or why not?
Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse?
We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change?
Conduct an “avatar hunt” by going to e-commerce websites, online video game sites, and online communities like the Sims that let people select what they want to look like in cyberspace. What seem to be the dominant figure people are choosing? Are they realistic or fantasy characters? Male or
What is the foot-in-the-door technique? How does self-perception theory relate to this effect?
According to balance theory, how can we tell if a triad is balanced or unbalanced? How can consumers restore balance to an unbalanced triad?
Describe a multi-attribute attitude model, listing its key components.
1. Describe Cream Silk’s promotion within the context of the multi-attribute model. 2. Will the people who left with the positive attitude purchase the product? What other factors might influence their behavior in addition to this promotion? The case tells the story of an advertising campaign for
What is a brand community, and why is it of interest to marketers?
Describe the difference between a membership and an aspirational reference group and give an example of each kind.
Define de-individuation and give an example of this effect.
What is the difference between normative and informational social influence?
What is social comparison? To what type of person do we usually choose to compare ourselves?
What are some factors that influence how an organizational buyer evaluates a purchase decision?
What is a prediction market?
Summarize the buyclass model of purchasing. How do decisions differ within each class?
List at least three roles people play in the organizational decision-making process.
What is a nuclear family, and how is it different from an extended family?
What is the FLC, and why is it important to marketers?
What is the difference between an autonomic and a syncretic decision?
What are some differences between “traditional” and “modern” couples in terms of how they allocate household responsibilities?
What is a kin-network system?
List three separate motivations for shopping, giving an example of each.
Describe a heuristic a couple might use when making a decision, and provide an example of it.
Are pop-up stores just a fad or a retailing concept that is here to stay?
What are some positive and negative aspects of a policy that requires employees who interact with customers to wear some kind of uniform?
Think about exceptionally good and bad salespeople you have encountered as a shopper. What qualities seem to differentiate them from others?
Discuss the concept of “time-style.” Based on your own experiences, how might consumers we segment consumers in terms of their time-styles?
Several men’s clothing retailers nationwide now provide free booze to their male clientele to encourage them to hang out in their stores. Is it ethical to encourage customers to become intoxicated before they shop?
Some retailers work hard to cultivate a certain look or image, and they may even choose employees who fit this look. Abercrombie & Fitch, for example, seems to link itself to a clean-cut, all-American image. At one point, a lawsuit claimed that Abercrombie & Fitch systematically “refuses to hire
The store environment is heating up as more and more companies put their promotional dollars into point of purchase efforts. Some stores confront shoppers with videos at the checkout counter, computer monitors attached to their shopping carts, and ads stenciled on the floors. We are also
Courts often prohibit special-interest groups from distributing literature in shopping malls. Mall managements claim that these centers are private property. However, these groups argue that the mall is the modern day version of the town square and as such is a public forum. Find some recent court
As more people enter virtual worlds, family decision making research may have to include our virtual partners (and children?) as well. Do you agree? How do you think consumer researchers could use a virtual world to help them understand decision-making in RL?
Marketers use “tricks” to minimize psychological waiting time. These techniques range from altering customers’ perceptions of a line’s length to providing distractions that divert attention from waiting:
Is the family unit dead?
Discuss the pros and cons of the voluntarily childless movement. Are followers of this philosophy selfish?
For each of the following five product categories—groceries, automobiles, vacations, furniture, and appliances—describe the ways in which you believe having children or not affects a married couple’s choices.
In identifying and targeting newly divorced couples, do you think marketers are exploiting these couples’ situations? Are there instances where you think marketers may actually be helpful to them? Support your answer with examples.
Industrial purchase decisions are very rational. Aesthetic or subjective factors do not—and should not—play a role in this process. Do you agree?
We can think of college students living away from home as having a substitute “family.” Whether you live with your parents, with a spouse, or with other students, how are decisions made in your college residence “family”? Do some people take on the roles of mother, father, or children? Give
The promotional products industry thrives on corporate clients that order $19 billion per year of T-shirts, mugs, pens, and other branded items in order to keep their organizations at the forefront of their customers’ minds. This has caused a lot of backlash, especially in the
Conduct naturalistic observation at a local mall. Sit in a central location and observe the activities of mall employees and patrons. Keep a log of the non-retailing activity you observe (e.g., special performances, exhibits, socializing, etc.). Does this activity enhance or detract from business
Select three competing clothing stores in your area and conduct a store image study for them. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same graph. Based on your findings, are there any areas of competitive advantage or disadvantage you could
Using Table 9.1 as a model, construct a person/situation segmentation matrix for a brand of perfume.
Many retailers believe that when they pile a lot of stuff around their store, this cluttered look encourages shoppers to hunt for items and eventually buy more. Dollar General recently raised the height of its shelves to more than six feet; J. C. Penney transformed empty walls into jewelry and
Identify three people who own an electric coffeemaker. Then, “go to the gemba” by observing them as they actually prepare coffee in the appliance at home. Based on these experiences, what recommendations might you make to the designer of a new coffeemaker model that would improve customers’
Do you agree that de-individuation encourages binge drinking on campus? What can or should a college do to discourage this behavior?
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company. That often means convincing your friends to climb on the bandwagon, and sometimes you get a cut if they wind up buying something. Some might argue that means you are selling out your
Are home shopping parties that put pressure on friends and neighbors to buy merchandise ethical?
Identify a set of avoidance groups for your peers. Can you identify any consumption decisions that are made with these groups in mind?
What is the difference between unplanned buying and impulse buying?
Observe the interactions between parents and children in the cereal section of a local grocery store. Prepare a report on the number of children who expressed preferences, how they expressed their preferences, and how parents responded, including the number who purchased the child’s choice.
Consider three important changes in modern family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications, retailing innovations, or other aspects of the marketing mix. If possible, also try to find examples of
Name two dimensions that influence whether reference groups have an impact on an individual’s purchase decisions.
List three types of social power, giving an example of each.
Which tend to influence our behavior more: large formal groups or small informal groups? Why?
1. Evaluate the shopping experience at Jordan’s. Why is it so successful?2. If Jordan’s were building a new location near colleges, what might they include in their stores to draw young customers? This case features Jordan’s Furniture store which has a store strategy of
What is a subculture?
How can we compare consumers’ allegiance to some products as a form of religious observance?
How do religious subcultures affect consumption decisions?
What is an age cohort, and why is it of interest to marketers?
List three basic conflicts teens face and give an example of each.
How are Gen Yers different from their older brothers and sisters?
What are tweens, and why are so many marketers interested in them?
What are some of the most efficient ways for marketers to connect with college students?
Some activists object to Axe’s male-focused marketing; they claim that its commercials demean women. On the other hand, Dove’s campaign has been applauded because it promotes a healthy body image for girls. Guess what? Unilever owns both Axe and Dove. Is it hypocritical for a big company to
What is the difference between a high-context and a low-context culture? What is an example of this difference?
Some industry experts feel that it is acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about these meanings. What do you think?
The prominence of African American characters in video games containing violent story lines is all the more striking because of the narrow range of video games in which African Americans have been present over the years. One study found that of 1,500 videogame characters surveyed, 288 were African
Should members of a religious group adapt marketing techniques that manufacturers customarily use to increase market share for their products? Why or why not?
Several years ago R. J. Reynolds announced plans to test market a menthol cigarette called Uptown specifically to black consumers. According to the company, about 70 percent of black smokers prefer menthol, more than twice the average rate. After market research showed that blacks tend to open
Rushmore Drive.com was touted as the first black search engine, but it shut down only a year after its launch. The idea of a site that would look specifically for black-oriented content and data had been the subject of debate in the blogosphere. Some critics felt the site was racist and separatist.
Describe the progressive learning model and discuss why this phenomenon is important when marketing to subcultures.
Born-again Christian groups have been instrumental in organizing boycotts of products advertised on shows they find objectionable, especially those that they feel undermine family values. Do religious groups have a right or a responsibility to dictate the advertising a network should carry?
Religious symbolism increasingly is being used in advertising, even though some people object to this practice. For example, a French Volkswagen ad for the relaunch of the Golf model showed a modern version of the Last Supper with the tag line, “Let us rejoice, my friends, for a new Golf has been
Why is it difficult to identify consumers in terms of their ethnic subculture membership?
The chapter describes efforts by some mainstream marketers to appeal to Muslim consumers by making halal products. Given the political attitudes some Americans hold regarding Muslims, is this a dangerous strategy or a courageous one? What are the potential pitfalls of this approach and how would
This chapter describes members of Gen Y as much more traditional and team oriented than their older brothers and sisters. Do you agree?
What are some of the positives and negatives of targeting college students? Identify some specific marketing strategies that you feel have been either successful or unsuccessful at appealing to this segment. What characteristics distinguish the successes from the failures?
Is it practical to assume that people age 55 and older constitute one large consumer market? How can marketers segment this age subculture? What are some important variables to keep in mind when we tailor marketing strategies to older adults?
Locate current examples of marketing stimuli that depend on an ethnic or religious stereotypes to communicate a message. How effective are these appeals?
One study asked young people in the United States and the Netherlands to write essays about what is “cool” and “uncool” and to create visual collages that represent what it means to be cool. The researchers found that cool has multiple meanings to kids in these two cultures. Some of the
Find good and bad examples of advertising targeted to older consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
Why are Hispanic American consumers attractive to marketers?
Who are acculturation agents? Give two examples.
Describe the processes involved when a person assimilates into a new host culture.
Why are Asian Americans an attractive market segment? Why can they be difficult for marketers to reach?
1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues?2. Discuss the real-world changes that appear to be
How have women contributed to the overall rise in income in our society?
How does the worldview of blue-collar and white-collar consumers tend to differ?
Describe the difference between a restricted and an elaborated code. Give an example of each.
What is cultural capital, and why is enrolling in an etiquette class a way to accumulate it?
What is a current example of parody display?
How does lifestyle differ from income?
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