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Consumer Behavior Building Marketing Strategy 12th edition Delbert Hawkins, David Mothersbaugh - Solutions
What is meant by motivational conflict, and what relevance does it have for marketing managers?
What is a manifest motive? A latent motive? How is each measured?
How do you appeal to manifest motives? Latent motives?
Describe the following motivation research techniques (see Appendix A and Appendix Table A-1 for details): a) Association, b) Completion, c) Construction.
Define attitude and its role in consumer behavior
Summarize the three components of attitudes?
Discuss attitude change strategies associated with each attitude component?
Describe the elaboration likelihood model of persuasion?
Describe the role of message source, appeal, and structure on attitudes?
Visit www.adsam.com. Go to the “Take a Sample Survey” section, read the instructions, and take a survey that involves ratings using the AdSAM® approach. Evaluate AdSAM® compared with more cognitive approaches that utilize verbal scales.
Visit the Intergovernmental Panel on climate Change (IPCC) website (www.ipcc.ch/). What attitude change techniques does it use? Are they effective?
What is an attitude?
What is source credibility? What causes it?
Why are celebrity sources sometimes effective? What risks are associated with using a celebrity source?
Name five possible characteristics of an appeal that would influence or change attitudes. Describe each.
Are fear appeals always effective in changing attitudes? Why?
What characteristics should humorous ads have?
Are emotional appeals effective? Why?
Are comparative appeals effective? Why?
What is a value-expressive appeal? A utilitarian appeal? When should each be used?
What are the three characteristics of the message structure that influence its ability to change attitudes? Describe each.
What are the components of an attitude?
What is meant by positive message framing and negative message framing? How does the effectiveness of a positive versus negative frame vary depending on whether it’s a goal frame or attribute frame?
What are the nonverbal components of an ad? What impact do they have on attitudes?
When is a two-sided message likely to be more effective than a one-sided message?
What is a benefit segment?
Which version of the multiattribute attitude model and which attributes would you use to assess student attitudes toward the following? Justify your answer. a) Student health system b) Target store c) Hybrid automobile d) Cats as pets e) AMP
Respond to the questions in Consumer Insight 11-1. In Insight 11-1, what is an attitude?
Assume you wanted to improve or create favorable attitudes among college students toward the following. Would you focus primarily on the affective, cognitive, or behavioral component? Why? a) ASPCA b) BMW motorcycles c) Organic eggs d) Sky diving e) Not driving after drinking f) Using the bus for
Suppose you used the multiattribute attitude model and developed a fruit-based carbonated drink that was successful in the United States. Could you use the same model in the following countries? If not, how would it have to change? a) India b) Chile c) Qatar
Suppose you wanted to form highly negative attitudes toward smoking among college students. a) Which attitude component would you focus on? Why? b) Which message characteristic would you use? Why? c) What type of appeal would you use? Why?
Are the components of an attitude consistent? What factors reduce the apparent consistency among attitude components?
What communications characteristics would you use in an attempt to improve college students’ attitudes toward the following? a) Buick b) Levi’s c) Volunteering at a local shelter d) Gmail e) MADD f) White water rafting
Name two appropriate and two inappropriate celebrity spokespersons for each of the products or causes in Question 27. Justify your selection.
What strategies can be used to change the following components of an attitude?
What is meant by mere exposure?
What is the elaboration likelihood model (ELM)?
What strategies can consumers use to resist persuasion? Which consumers are most likely to do so?
Describe self-concept, how it is measured, and how it is used to position products?
Examine the DDB data in Tables 1B through 7B. What characterizes someone who feels that (a) brands, (b) cars, (c) clothing is part of his or her extended self?a) Brands (brands I buy are a reflection of who I am)b) Cars (the car I drive is a reflection of who I am)c) Clothing (clothes I wear
Define lifestyle and its relationship to the self concept and to psychographics?
Explain specific lifestyle typologies and summarize those for luxury sports cars and technology?
Explain general lifestyle typologies and summarize those for VALSTM and PRIZM®?
Discuss international lifestyles and one existing segmentation scheme?
Visit Nielsen’s Website (www.claritas.com/MyBestSegments/Default.jsp). Report on its PRIZM approach to lifestyle segmentation.
Visit the VALS Japan Website (www.strategicbusinessinsight.com/jvals.shtml). Report on its approach to segmenting Japanese consumers.
DDB measures ideal self-concept on various dimensions. Based on the information in Table 7A answer the following:a) Do any of these ideal self-concept characteristics seem to be associated with any of the heavier user behaviors (general, consumption, shopping)? Why do you think this is?b) Do any of
Based on the information in DDB Table 7B, identify which ideal self-concept characteristics are most versus least associated with following. Explain.a) Enjoy shopping for items influenced by other cultures.b) Religion is a big part of my life.c) Work at trying to maintain a youthful appearance.d) A
What is a self-concept? What are the four types of self-concept?
When is a product- or activity-specific psychographic instrument superior to a general one?
What are the dimensions on which VALS is based? Describe each.
Describe the VALS system and each segment in it.
What is geo-demographic analysis?
Describe the PRIZM system.
Describe the global lifestyle segments identified by Roper Starch Worldwide.
Respond to the questions in Consumer Insight 12-1. In insight 12-1, what is a self-concept? What are the four types of self-concept?
Is your self-concept predominantly independent or interdependent? Why?
What ethical concerns are associated with ads that portray a standardized ideal image of beauty?
Does VALS make sense to you? What do you like or dislike about it?
How would one use VALS to develop a marketing strategy?
Develop a marketing strategy based on VALS for: a) Starbucks b) Grand Canyon Kayak vacation c) Sirius satellite radio d) Kawasaki Jet Ski e) Triumph motorcycles f) NBA
Does PRIZM make sense to you? What do you like or dislike about it? Is it really a measure of lifestyle?
How would one use PRIZM to develop a marketing strategy?
Develop a marketing strategy for each of the Roper Starch global lifestyle segments for the products in Question 26. What challenges do you face in trying to market these products to global market segments?
The following quote is from Paul Casi, president of Glenmore distilleries: “Selling cordials is a lot different from selling liquor. Cordials are like the perfume of our industry. You’re really talking high fashion and you’re talking generally to a different audience—I don’t mean male
How is one likely to change one’s lifestyle at different stages of one’s household life cycle? Over one’s life, is one likely to assume more than one of the VALS lifestyle profiles described?
Generalizing from the global fashion lifestyles in the chapter opener, develop a marketing strategy for: a) A Spa b) Makeup c) Jewelry d) Shoes e) Clothes
How does an interdependent self-concept differ from an independent self-concept?
What is the extended self?
What ethical issues arise in using the self-concept in marketing?
What do we mean by lifestyle? What factors determine and influence that lifestyle?
What is psychographics?
Define situational influence?
Explain the four types of situations and their relevance to marketing strategy?
Summarize the five characteristics of situations and their influence on consumption?
Discuss ritual situations and their importance to consumers and marketers?
Describe the use of situational influence in developing marketing strategy?
Visit several online retailers. How would you characterize this shopping situation relative to shopping in a physical store?
What type of online environment does www.BarnesandNoble.com have?
Visit www.planalytics.com which was discussed in the chapter opener. View one or more of their client success videos and write a report on how, exactly, weather-based situational marketing is used by the company?
What is meant by the term situation? Why is it important for a marketing manager to understand situational influences on purchasing behavior?
Why do people give gifts?
How might the receipt of a gift affect the relationship between the giver and the receiver?
What are antecedent conditions (as a situational variable)? Give an example of how they can influence the consumption process?
What is a mood? How does it differ from an emotion? How do moods influence consumption behavior?
How do people manage their moods?
How do moods differ from momentary conditions?
What is meant by the statement, “Situational variables may interact with product or personal characteristics”?
What is a ritual situation? Why are they important?
Describe a process for developing a situation-based marketing strategy?
What are physical surroundings (as a situational variable)? Give an example of how they can influence the consumption process?
What product categories seem most susceptible to situational influences? Why?
Flowers are “appropriate” gifts for women for many situations but seem to be appropriate for men only when they are ill. Why is this so? How might 1-800-FLOWERS change this?
Speculate on what a matrix like the one shown in Table 13-2 would look like for the following a) Tablet computers b) Eyewear c) Ice cream d) Shoes e) Motor scooter f) Coffee.
Does Table 13-1 have implications for outlets other than restaurants? If yes, which ones and why?
Describe a situation in which a mood (good or bad) caused you to make an unusual purchase.
How does crowding affect shopping behavior?
Respond to the questions in Consumer Insight 13-1?
What are social surroundings (as a situational variable)? Give an example of how they can influence the consumption process?
What is temporal perspective (as a situational variable)? Give an example of how it can influence the consumption process?
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