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business
cb: consumer behaviour
Consumer Behavior 10th Global Edition Michael R. Solomon - Solutions
• Evaluate the role of brand extensions in strengthening or challenging brand loyalty, and design brand extension strategies that align with consumer preferences and reinforce loyalty to the core brand.
• Analyze the design and effectiveness of loyalty programs and incentives, and devise strategies to create and manage loyalty programs that foster and maintain brand loyalty among consumers.
• Develop a comprehensive understanding of the nature and dimensions of brand loyalty, enabling the ability to identify and evaluate its impact on consumer behavior and business success.
4. Organize a debate on the effectiveness of odd pricing (ending in 0.99) versus rounded pricing. Divide the class into teams advocating for each approach. Each team can present arguments supported by research and real-world examples, leading to a well-rounded discussion on the pros and cons of
3. Conduct an experiment where participants are exposed to the same product but presented with different price frames (e.g., $10/month vs. $120/year). Have them evaluate the perceived value, affordability, and willingness to purchase. Discuss how price framing influences consumer perceptions and
2. Divide into groups and assign each group a specific consumer segment (e.g., price-sensitive, quality-focused, luxury-oriented). Each group can brainstorm and present strategies to target their assigned segment effectively. This activity fosters discussions on how different consumer behaviors
1. Develop a pricing simulation activity where marketing executives play the role of decision-makers for a fictional company. They need to set prices for different products, considering consumer segments, competition, and market conditions. This simulation encourages participants to apply their
• Examine the irrational aspects of consumer spending behavior, and develop pricing strategies that account for and influence these irrationalities to drive consumer spending and maximize profitability.
• Analyze the impact of price endings and odd pricing on consumer decisionmaking, and implement pricing strategies that strategically use these techniques to enhance product value perception and sales.
• Evaluate the effectiveness of various discount and price promotion strategies, and design marketing campaigns that leverage these techniques to drive consumer engagement and purchasing decisions.
• Understand the psychological factors that influence consumers’ perception of prices, and apply this knowledge to create pricing strategies that align with consumer expectations and motivations.
4. Have participants engage in role-play scenarios where they act as both consumers and marketers. In pairs, one plays the consumer who is experiencing psychological reactance due to an advertisement’s persuasive intent. The other plays the marketer, aiming to respond in a way that respects the
3. Provide participants with hypothetical scenarios where they’ve made a purchase and encountered cognitive dissonance afterward. In groups, they can brainstorm strategies to address the dissonance and create post-purchase messaging that eases discomfort. This activity promotes problem-solving
2. Divide participants into pairs or small groups. Assign each group a persuasion principle (reciprocity, scarcity, social proof, authority) and ask them to create a short advertisement that effectively incorporates that principle. This hands-on activity encourages the creative application of
1. Provide real-world case studies of advertising campaigns that showcase various consumer behavior principles. In small groups, analyze the campaigns, identifying the persuasion tactics used, their effectiveness, and any potential reactance triggers. Each group can present their findings to the
• Develop strategies to address consumer counterarguments and resistance in advertising, facilitating attitude change and successful persuasion in marketing campaigns.
• Recognize opportunities to leverage cognitive dissonance theory to promote positive changes in consumer attitudes through advertising.
• Utilize key persuasion techniques and principles, such as reciprocity, scarcity, social proof, and authority, to create compelling and persuasive advertising messages.
• Effective message-framing strategies in advertising to influence consumer attitudes and behaviors, considering gain and loss framing approaches.
• Apply the Elaboration Likelihood Model (ELM) to assess and design persuasive advertising campaigns that consider central and peripheral routes to persuasion.
4. In your role as a marketing executive, how would you balance the desire to provide consumers with ample choices while also avoiding choice overload? What considerations would you take into account when curating and presenting options to consumers?
3. Explore the concept of decision regret and post-choice dissonance. How can marketers anticipate and address these psychological factors in their strategies to enhance consumer satisfaction and minimize potential negative feelings after a purchase?
2. Discuss the role of decision support tools, such as guided questionnaires and interactive comparison charts, in assisting consumers with complex decision-making. How do these tools help consumers make more informed choices while managing the cognitive load associated with evaluating multiple
1. How does the interplay of rationality and emotion influence complex consumer decision-making in the real world? Can you provide examples of how these two factors interact to shape consumer choices?
• Develop strategies to address choice overload and guide consumers in making informed and satisfying decisions within a complex marketplace, helping consumers navigate abundant options and facilitating decision-making.
• Evaluate and manage decision regret and anticipatory regret in consumer behavior, enhancing consumer satisfaction and loyalty, and applying strategies to address and mitigate these forms of regret.
• Recognize the impact of Prospect Theory and framing effects on consumer decision-making, enabling effective utilization of these insights in marketing strategies to optimize decision outcomes.
• Apply rational decision-making models to assess and predict consumer choices, equipping the ability to recognize and use these models to analyze and enhance consumer decision-making processes.
Our access to online sources changes the way we decide w hat to buy.
A purchase decision actually is com posed of a series of stages that results in the selection of one product over com peting options.
Which of the marketing applications of the multiattribute model discussed in this chapter could be suggested by the data?
Identify specific attributes, if any, that should be considered for reengineering.
Identify specific attributes that Healthy Clean should emphasize in promotions if it proceeds with the new product launch.
The video included vivid, disgusting images of the Domino's product. Was a "talking head" response by the CEO the most effective countermessage? What type of message structure and/or content might the company have used instead to push back against this depiction?
Which source—the rogue employees or the company's CEO—would be more credible?
Do you think customers who saw this video changed their attitude toward Domino's?
Conduct an "avatar hunt" on e-commerce Web sites, online video game sites, and online communities such as The Sims that let people select what they want to look like in cyberspace. What seem to be the dominant figures people choose? Are they realistic or fantasy characters? Male or female? What
Make a log of all the commercials a network television channel shows during a 2-hour period. Assign each to a product category and decide whether each is a drama or an argument. Describe the types of messages the ads use(e.g., two-sided arguments), and keep track of the types of spokespeople who
Observe the process of counterargumentation by asking a friend to talk out loud while he watches a commercial. Ask him to respond to each point in the ad or to write down reactions to the claims the message makes. How much skepticism regarding the claims can you detect?
Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its products at awards shows. Publicists call this common practice "gifting the talent": Companies provide stars with"goody bags" full of complimentary products.150 What do you
Many, many companies rely on celebrity endorsers as communications sources to persuade. Especially when they target 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
Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it?organizations, journalists, professors, and others endorse specific products at the expense of other offerings?
Locate foreign ads at sites like japander.com in which celebrities endorse products that they don't 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"
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 him or her 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
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health-care products that Sunbeam manufactured (a decision it later reversed). Should trade or professional
The sleeper effect implies that perhaps we shouldn't worry too much about how positively people evaluate a source.Similarly, there's a saying in public relations that “any publicity is good publicity." Do you agree?
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' Facebook
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 walk by him. The voiceover says, "This is how your child feels after losing you for a minute. Just imagine if they lost
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
Many universities use commercial companies to run campus Web sites and email services. These agreements provide Web services to colleges at little or no cost. But these actions arouse controversy because major companies pay to place advertising on the sites. That gives marketers the opportunity to
List three psychological principles related to persuasion.
What is the foot-in-the-door technique? How does selfperception theory relate to this effect?
How do levels of commitment to an attitude influence the likelihood that it will become part of the way we think about a product in the long term?
How can an attitude play an ego-defensive function?
Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
The way a marketer structures his or her message determines how persuasive it will be.
Several factors influence the effectiveness of a message source.
The consumer who processes a message is not necessarily the passive receiver of information marketers once believed him or her to be.
A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.
It is important for consumer researchers to understand the nature and power of attitudes.
How would you describe the psychographic profile of a person who chooses to wear Farfasha?
Compare the brand personality of Farfasha to Cartier or Tiffany & Co.
Construct separate advertising executions for a cosmetics product that targets the Believer, Achiever, Experiencer, and Maker VALS2™ types. How would the basic appeal differ for each group?
Political campaigns may use psychographic analyses. Conduct research on the marketing strategies a candidate used in a recent, major election. How cid the campaign segment voters in terms of values? Can you find evidence that the campaign's communications strategies used this information?
different personality dimensions. What differences can you identify?Do these "personalities" relate to the advertising and packaging strategies used to differentiate these products?
Construct a brand personality inventory for three different brands within a product category. Ask a small number of consumers to rate each brand on about
An entrepreneur made international news when he set up a Web site to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). The site was targeted to people who wanted to have very attractive babies because they believed this would maximize their offsprings' chances of
Should organizations or individuals be allowed to create Web sites that advocate potentially harmful practices?Should hate groups such as al-Qaeda be allowed to recruit members online? Why or why not?
Behavioral targeting techniques give marketers access to a wide range of information about a consumer when they tell them what Web sites he visits. Do you believe this "knowledge power" presents any ethical problems with regard to consumers' privacy? Should the government regulate access to such
Geodemographic techniques assume that people who live in the same neighborhood have other things in common as well.Why do they make this assumption, and how accurate is it?
The Chinese culture has a unique way of dealing with shoplifters: When a merchant catches one, he demands a stiff fee as a penalty. Some storekeepers post a traditional slogan:"Steal one, fine 10." Some Chinese shopkeepers have adopted this practice, though it's not clear that this deterrent would
Alcohol drinkers vary sharply in terms of the number of drinks they may consume, from those who occasionally have one at a cocktail party to regular imbibers. Explain how the 80/20 rule applies to this product category.
Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this?1. A consumer’s personality influences the way he responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.2.
Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and selfconsciousness. How can the plus-size industry leverage what we know about consumer behavior to address selfesteem issues?
Interview victims of burglaries, or people who have lost personal property in floods, hurricanes, or other natural disasters. How did they go about reconstructing their possessions, and what effect did the loss appear to have on them?Similarly, poll your class: If their house or apartment was on
Construct a "consumption biography" of a friend or family member. Make a list of or photograph his or her favorite possessions, and see if you or others can describe this person's personality just from the information provided by this catalog.
Watch a set of ads on TV that feature men and women. Try to imagine the characters with reversed roles (i.e., the male parts played by women and vice versa). Can you see any differences in assumptions about sex-typed behavior?
to 10. One of the site's creators remembers, "Basically, we were sitting around drinking beers in the middle of the afternoon when a comment Jim made about a woman he had seen at a party made us think, wouldn't it be cool if there was a Web site where you could tell if a girl was a perfect 10?" The
Millions of people have posted photos at Hot or Not, a popular Web site two engineers founded where visitors rate each picture on a scale from
Some activists object to Axe's male-focused marketing; they claim that its commercials demean women. In contrast, Dove's campaign has been applauded because it promotes a healthy body image for girls. Guess what? Both Axe and Dove are owned by Unilever. Is it hypocritical for a big company to
percent of its sales are to women. Some of them did not like this display of skin.One customer said she did not feel comfortable watching the Super Bowl ad with her boyfriend: "It's not that I'm offended by it; it just makes me feel inferior." Perhaps the appropriate question is not does sex sell,
Does sex sell? There's certainly enough of it around, whether in print ads, television commercials, or on Web sites. When Victoria’s Secret broadcast a provocative fashion show of skimpy lingerie live on the Web (after advertising the show on the Super Bowl), 1.5 million visitors checked out the
Some consumer advocates have protested the use of super-thin models in advertising, claiming that these women encourage others to starve themselves to attain the"waif” look. Other critics respond that the media's power to shape behavior has been overestimated, and that it is insulting to people
To date, the bulk of advertising targeted to gay consumers has been placed in exclusively gay media. If it were your decision to make, would you consider using mainstream media as well to reach gays, who constitute a significant proportion of the general population? Or, remembering that members of
How might the creation of a self-conscious state be related to consumers who are trying on clothing in dressing rooms? Does the act of preening in front of a mirror change the dynamics by which people evaluate their product choices? Why?
Some authorities are so concerned about the practice of sexting that they are trying to prosecute young people who do this for distributing child pornography. How does sexting reflect on a consumer's self-concept? Should it be a matter for concern?
Some historians and social critics say our obsession with thinness is based less on science than on morality. They equate our society's stigmatizing of obese people (treating them as "sick," disabled, or weak) with the Salem witch trials or McCarthyism (the paranoid anticommunism movement of the
No doubt one of the biggest marketing buzzwords over the past decade is metrosexual: a straight, urban male who is keenly interested in fashion, home design, gourmet cooking, and personal care. A gay writer named Mark Simpson actually coined the term way back in a 1994 article when he "outed"
percent of parents polled say that hair highlights, teeth whitening, even tattoos are among the items they will buy their kids to go back to school.193 What (if any) age is appropriate for kids to get these grownup additions?
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
years? If so, how?
Have ideals of beauty in the United States changed during the past
What does "the looking-glass self" mean?
Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.
Every culture dictates certain types of body decoration or mutilation.
The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
Society’s expectations of masculinity and femininity help to determine the products we buy to meet these expectations.
Products often play a key role in defining the self-concept.
Describe the purchase situation involvement level likely in this case. How could it be affecting consum er choices?
Develop recommendations concerning which in-store promotions should be emphasized.
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