Consumer Behaviour 2nd Edition Rik Pieters; Wayne D. Hoyer; Deborah J. MacInnis; Eugene Chan; Gavin Northey - Solutions

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2 The prominence of African American characters in video games containing violent story lines is all the more strik- ing 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 video game characters surveyed, 288 were
1 Some industry experts feel that it's acceptable to appro- priate 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?
6 What is acculturation? How does it differ from enculturation?
5 Why are Hispanic American consumers attractive to marketers?
4 What is deethnicization? Give an example.
3 Why is it difficult to identify consumers in terms of their ethnic subculture membership?
2 What is the difference between a high-context and a low- context culture? What is an example of this difference?
I What is a subculture? How does it differ from a microculture?
Marketers increasingly use religious and spiritual themes when they talk to consumers.
African Americans, Hispanic Americans, and Asian Americans are the three most important ethnic/racial subcultures in the United States.
Many marketing messages appeal to ethnic and racial identity.
Additional influences come from our identification with microcultures that reflect a shared interest in some organization or activity.
Our memberships in ethnic, racial, and religious subcultures often play a big role in guiding our consumption behaviors.
3 How do watch companies promote their products to play on this status element?
2 What factors help to make a watch a status symbol?
1 Discuss the ways that social class affects the purchase of a watch.
=+ Or are supermarkets setting toohigh cosmetic standards and then claiming corporate social responsibility status for waste-reduction initiatives such as The Odd Bunch?
=+blame for the degree of waste due to cosmetic flaws in the first place?
=+ Are consumer expectations to
=+vegetables with imperfections as ‘ugly’ or as ‘seconds’in the first place, when that appearance is often what nature intended?
=+Why do consumers perceive fruit and
=+3 How would you, as a consumer, resist Woolworths’ marketing practice?
=+2 Can you identify a potential ‘dark side’ to The Odd Bunch campaign?
=+Woolworths looked to decrease this dilemma?
=+1 Does the marketing of The Odd Bunch raise any social dilemmas? If so, how has
=+7 What can consumers do to resist unwanted marketing practices?
=+6 How might marketers influence a consumer’s charitable behaviour?
=+3 How does addictive behaviour differ from compulsive behaviour?
=+2 What is deviant consumer behaviour and is it always unethical?
=+1 Why is balance needed in decisions that involve social dilemmas and temporal dilemmas?
=+influence (see Chapter 9). How do these sources of influence differ and how does each add value to the respective campaign?
=+Think about Comic Relief’s two campaigns – Red Nose Day and Sport Relief – and the marketing tools used to promote these campaigns. Each of these generates a different source of social
=+What problem behaviours do you envisage in the next decade, and how might companies and governments address them?
=+How does the Dove Self-Esteem Project have a positive influence on female consumers?
=+describe what consumers can do to resist unwanted marketing practices.
=+discuss some of the ways in which organisations use marketing to influence socially responsible behaviour
=+deviant acquisition, consumption and disposition behaviours
=+define marketing ethics and consumer ethics and identify some of the issues that arise from unethical or
=+distinguish between social and temporal dilemmas and explain the search for balance in decisions that involve such dilemmas
=+4 What sacred meaning(s) might a bicycle hold for a consumer? What are the implications for marketers?
=+bought by wealthy Chinese consumers? Explain your answer.
=+3 In what ways is the purchase of a replica BMC bike by Australians similar or different to those
=+2 How can a bicycle be part of a social status transition?
=+1 What emblematic functions can a bicycle serve? Be specific.
=+8 Identify the three stages of gift giving and explain how gift giving can affect relations between the giver and the recipient.
=+How might marketers go about redefining profane objects as sacred?
=+7 How do sacred objects or entities differ from profane ones?
=+possession, grooming and divestment rituals of equal importance, or do one (or two) stand out as more important?
=+6 For a brand manager, is knowledge of consumers’
=+5 What are the three main reasons why possessions take on special meaning?
=+to consider it when targeting bilingual, bicultural consumers?
=+4 What is frame switching and why do marketers have
=+3 What psychological effects might money have on a consumer and how might these influence purchase and consumption behaviour?
=+2 What is reflexive evaluation and how does it affect role acquisition?
=+For a recent graduate starting a new job as a marketing coordinator, what products might relate to the emblematic function and what products might relate to the role acquisition function?
=+Think of the last time you purchased a product with a symbolic meaning. Why did you buy it?
=+What type of functions do products from an expatriate’s home culture provide and how might a local brand manager use that information to promote a local brand?
=+How might vinyl LPs provide some form of emblematic function for the vinyl fan?
=+understand the process of gift giving and describe how marketers can use knowledge of this process to market more effectively.
=+distinguish between sacred and profane entities and show why this distinction is important for marketing strategy
=+understand the meaning of ‘money’ as both an economic tool and a symbol of wealth, and how this influences consumer attitudes to products and brands
=+meaning is conveyed from one consumer to another; and how marketers can influence or make use of this meaning
=+discuss how products, special possessions and consumption activities gain symbolic meaning; how this
=+5 Why is it important to collect marketing data across the different digital marketing channels?
=+4 What effect could the introduction of AI have on an organisation’s marketing department?
=+3 Is AI-enabled technology for everyone?
=+2 How important is it to identify all possible target markets?
=+1 What could be some additional unexpected benefits of using AI in digital marketing?113
=+8 How do consumer learning requirements and social relevance affect resistance, adoption and diffusion?
=+7 What is the product life cycle and how does it differ from product diffusion?
=+6 What is the difference between an S-shaped diffusion curve and an exponential diffusion curve?
=+risk in an effort to promote adoption of new innovations?
=+5 How can marketers minimise consumers’ perceived
=+4 Under what circumstances might a consumer follow the high-effort hierarchy of effects in adopting an innovation?
=+ How does the concept of resistance relate to adoption?
=+3 What is the difference between adoption and diffusion?
=+ In the next decade, what are some examples of discontinuous innovations that we might see enter the marketplace?
=+1 What is the difference between continuous and discontinuous innovations?
=+➜ What could Nestlé have done differently when introducing their product Lactogen into Latin American, African and Asian markets?
=+Over the next decade, what is likely to be the main factor promoting adoption of mobile wallets and what is likely to be the main factor that contributes to consumer resistance?
=+knowledge of these factors to market more effectively
=+outline the main factors that affect adoption, resistance and diffusion and show how marketers can use their
=+describe the different types of diffusion curves and the factors that influence the rate of diffusion
=+consumers adopt an innovation and why marketers must understand the timing of adoption decisions
=+explain what resistance to innovation is and the tactics marketers might use to overcome it, as well as how
=+describe how innovations can be classified in terms of their type, the benefits they offer and their breadth
=+4 Why would IKEA continue to print millions of catalogues every year, while other retailers are eliminating printed catalogues in favour of online and in-store shopping?
=+think such controversy has on the retailer’s image and appeal?
=+3 IKEA’s ads targeting gay couples have drawn criticism as well as acclaim. What effect do you
=+simplicity and/or compensatory consumption? Explain your answer.
=+2 Would you classify IKEA’s products as suitable for conspicuous consumption, voluntary
=+advantages and disadvantages of expanding it to other stores? Do you think IKEA should do more with this idea? Why or why not?
=+1 The Manland experiment lasted only one weekend in one store. What are the marketing
=+13 What are the three components of a consumer’s lifestyle?
=+12 How does the locus of control affect personality?
=+11 What are three personality traits that affect consumer behaviour?
=+10 What factors are seen as key determinants of an individual’s values?
=+9 Explain the differences among global values, terminal values, instrumental values and domain-specific values.
=+8 Why might a company develop different offerings for consumers in different social classes?
=+product in your country, how might current household structures influence its planning and operations?

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Consumer Behaviour 2nd Edition Rik Pieters; Wayne D. Hoyer; Deborah J. MacInnis; Eugene Chan; Gavin Northey - Solutions

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