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business
cb: consumer behaviour
Consumer Behavior 8th Edition Michael R. Solomon - Solutions
9 What is the difference between normative and informa- tional social influence?
8 What is the risky shift, and how does it relate to going shopping with friends?
7 Define deindividuation and give an example of this effect.
6 Name one factor that makes it more likely a person will become part of a consumer's membership reference group.
5 Tell the difference between a membership and an aspi- rational reference group and give an example of each kind.
4 What is a brand community, and why is it of interest to marketers?
3 Which tend to be more powerful influences on behavior: large formal groups or small informal groups? Why?
2 List three types of social power, and give an example of each.
1 Name two dimensions that influence whether reference groups impact an individual's purchase decisions.
Certain people are particularly likely to influence others' product choices.
Social networking is changing the way companies and consumers interact.
Online technologies are accelerating the impact of word-of-mouth communication.
The things that other consumers tell us about products (good and bad) are often more influential than the advertising we see.
We are motivated to buy or use products in order to be consistent with what other people do.
We seek out others who share our interests in products or services.
Others, especially those who possess some kind of social power, often influence us.
3 Can, or should, for-profit businesses like eBay get into the freecycling business? Should companies motivate more consumers to give things away that they might otherwise be able to sell or auction? Can they still make a profit while helping to eliminate waste?
2 Freecycle created an alternative disposal option that is rapidly growing. Discuss ways that freecycling might affect the purchase habits of consumers.
1 Why do you think Freecycle.org has achieved such high levels of growth in such a short period of time?
19 Identify three people who own electric coffeemakers. 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'
18 Interview people who are selling items at a flea market or garage sale. Ask them to identify some items to which they had a strong attachment. Then, see if you can prompt them to describe one or more divestment ritu- als they went through as they prepared to offer these items for sale.
17 Interactive tools allow surfers on sites such as landsend.com to view apparel product selections on virtual models in full, 360-degree rotational view. In some cases, the viewer can modify the bodies, face, skin coloring, and the hairstyles of these models. In others, the consumer can project
16 What applications of queuing theory can you find that local services use? Interview consumers who are wait- ing in lines to determine how their experience affects their satisfaction with the service.
15 Using Table 10.1 as a model, construct a person- situation segmentation matrix for a brand of perfume.
14 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
13 Conduct naturalistic observation at a local mall. Sit in a central location and observe the activities of mall em- ployees and patrons. Keep a log of the nonretailing ac- tivity you observe (e.g., special performances, exhibits, Ansocializing, etc.). Does this activity enhance or detract from
12 Courts often prohibit special interest groups from dis- tributing literature in shopping malls. Mall manage- ments 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
11 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 at- tached to their shopping carts, and ads stenciled on the floors. And we're
10 The mall of the future will most likely be less about pur- chasing products than about exploring them in a phys- ical setting. This means that retail environments will have to become places to build brand images, rather than simply places to sell products. What are some strategies stores can use
9 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 it- self to a clean-cut, all-American image. A U.S. federal lawsuit filed in 2003 claimed that Abercrombie & Fitch systematically
8 The movement away from a "disposable consumer society" toward one that emphasizes creative recycling creates many opportunities for marketers. Can you iden- tify some?
7 Compare and contrast different cultures' conceptions of time. What are some implications for marketing strat- egy within each of these frameworks?
6 Discuss the concept of "timestyle." Based on your own experiences, how might we segment consumers in terms of their timestyles?
5 Think about exceptionally good and bad salespeople you have encountered in the past. What qualities seem to differentiate them?
4 What are some positive and negative aspects of requir- ing employees who interact with customers to wear some kind of uniform or of mandating a dress code in the office?
3 Discuss some of the shopping motivations the chapter describes. How might a retailer adjust its strategy to accommodate these motivations?
2 Are pop-up stores simply a fad or a retailing concept that's here to stay?
1 Is the customer always right? Why or why not?
12 What is the underground economy?
11 List three actions a consumer can take if he is dissatis- fied with a purchase.
10 How do a consumer's prior expectations about product quality influence his satisfaction with the product after he buys it?
9 Describe what we mean by a commercial friendship, and provide an example.
8 What is the difference between unplanned buying and impulse buying?
7 List three factors that help to determine store image.
6 What are some important pros and cons of e-commerce?
5 List three separate motivations for shopping, and give an example of each.
4 What are the two dimensions that determine whether we will react positively or negatively to a purchase environment?
3 What is time poverty, and how can it influence our purchase decisions?
2 Describe the difference between density and crowding. Why is this difference relevant in purchase environ- ments?
1 What do we mean by situational self-image? Give an example of this phenomenon.
5 Time is a feast: These women are analytical planners who have a present tem- poral orientation. They view time as something to be consumed in the pursuit of sensory pleasure and gratification, and for this reason hedonic and variety- seeking desires motivate their consumption behavior.
4 Time is a river: Women whose timestyles this metaphor describes are usually spontaneous in their planning orientation and have a present focus. They go on unplanned, short, and frequent shopping trips they undertake on impulse.
3 Time is a mirror: Women in this group are also analytic planners and have a polychronic orientation. However, they have a past temporal orientation. Because of their risk averseness in time use, these women are usually loyal to products and services they know and trust. They prefer
2 Time is a map: Women who exemplify this metaphor are usually analytical planners and have a future temporal orientation and a polychronic timestyle. They often engage in extensive information search and in comparison shopping.
1 Time is a pressure cooker: Women who personify this metaphor are usually analytical in their planning, other-oriented, and monochronic in their timestyles.They treat shopping in a methodical manner and they often feel under pressure and in conflict.
Getting rid of products when consumers no longer need or want them is a major concern both to marketers and to public policy makers.
Marketers need to be concerned about a consumer's evaluations of a product after he buys it as well as before.
A salesperson can be the crucial link between interest in a product and its actual purchase.
In addition to what a shopper already knows or believes about a product, information a store or Web site provides can strongly influence a purchase decision.
Factors at the time of purchase dramatically influence the consumer decision-making process.
Many factors over and above the qualities of the product or service influence the outcome of a transaction.
3 Based on the problem situations you listed in question 1, trace the path through the stages of the consumer decision-making process for each situation.
2 Generate a list of potential "problem" situations that would motivate computer customers to consider buying a tablet PC.
1 What is the most likely problem-solving process that a potential tablet user will undergo as she decides between a tablet and a traditional notebook computer?What are the primary obstacles a tablet maker needs to address during this process?
22 Think of a product you recently shopped for online. De- scribe your search process. How did you become aware that you wanted or needed the product? How did you evaluate alternatives? Did you wind up buying online? Why or why not? What factors would make it more or less likely that you would buy
21 Give one of the scenarios described in the section on bi- ases in decision making to 10 to 20 people. How do the results you obtain compare with those reported in this chapter?
20 Ask a friend to "talk through" the process he or she used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that was most likely employed?
19 Perform a survey of country-of-origin stereotypes. Compile a list of five countries and ask people what products they associate with each. What are their eval- uations of the products and likely attributes of these different products? The power of a country stereotype can also be demonstrated in
18 Locate a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources they consult prior to making a decision. How would you characterize the types of sources he or she uses (i.e., internal versus external, media versus personal,
17 Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decision making: rational, experiential, and behavioral influence. What are the major differences in emphasis among the three perspectives? Which is the most likely type of
16 Choose a friend or parent who grocery shops on a reg- ular basis and keep a log of his or her purchases of com- mon consumer products during the term. Can you detect any evidence of brand loyalty in any categories based on consistency of purchases? If so, talk to the per- son about these
15 Define the three levels of product categorization described in this chapter. Diagram these levels for a health club.
14 Pepsi invented freshness dating and managed to per- suade consumers that this was an important product attribute. Devise a similar strategy for another product category by coming up with a brand new product attrib- ute. Using the steps in procedural learning that this chapter describes, how
13 Conduct a poll based on the list of market beliefs you'll find in Table 9.3. Do people agree with these beliefs, and how much do they influence their decisions?
12 Find examples of electronic recommendation agents on the Web. Evaluate these-are they helpful? What characteristics of the sites you locate are likely to make you buy products you wouldn't have bought on your own?
11 This chapter discusses the expensive failure of the Cot- tonelle Fresh Rollwipes. If the company hired you as a consultant to revamp this effort, what recommendations would you make to persuade consumers to try such a sensitive product?
10 It's increasingly clear that many postings on blogs and product reviews on Web sites are fake or are posted there to manipulate consumers' opinions. For example a miniscandal erupted in 2007 when the press learned that the CEO of Whole Foods had regularly been blasting competitor Wild Oats on
9 Technology has the potential to make our lives easier by reducing the amount of clutter we need to work through in order to access the information on the Internet that really interests us. However, perhaps intelligent agents that make recommendations based only on what we and others like us have
8 Discuss two different noncompensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice?
7 Why is it difficult to place a product in a consumer's evoked set after it has already been rejected? What strategies might a marketer use to accomplish this goal?
6 If people are not always rational decision makers, is it worth the effort to study how they make purchasing de- cisions? What techniques might marketers employ to understand experiential consumption and to translate this knowledge into marketing strategy?
5 Commercial Alert, a consumer group, is highly critical of neuromarketing. The group's executive director wrote, "What would happen in this country if corporate mar keters and political consultants could literally peer inside our brains and chart the neural activity that leads to our selections in
4 How can retailers compete if people believe they can get the same items everywhere?
3 The U.S. government's foreign policy affects what consumers around the world think of major American companies. Should these organizations have a say in our foreign policy?
2 Silent commerce has the potential to automate many of our decisions. Is there a downside to this trend?
1 This chapter argues that in our society having too many choices is a bigger problem than not having enough choices. Do you agree? Is it possible to have too much of a good thing?
16 What is the difference between a noncompensatory and a compensatory decision rule? Give one example of each.
15 Describe the difference between inertia and brand loyalty.
14 How does a brand function as a heuristic?
13 List three product attributes that consumers use as product quality signals and provide an example of each.
12 What is an example of an exemplar product?
11 Describe the difference between a superordinate cate- gory, a basic level category, and a subordinate category.
10 "Marketers need to be extra sure their product works as promised when they first introduce it." How does this statement relate to what we know about consumers' evoked sets?
9 List three types of perceived risk, and give an example of each.
8 Describe the relationship between a consumer's level of expertise and how much he is likely to search for infor- mation about a product.
7 What is prospect theory? Does it support the argument that we are rational decision makers?
6 Give an example of the sunk-cost fallacy.
5 Name two ways a consumer problem arises.
4 What is the difference between the behavioral influence and experiential perspectives on decision making? Give an example of the type of purchase that each perspective would most likely explain.
3 What is purchase momentum, and how does it relate (or not) to the model of rational decision making?
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