New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
cb: consumer behaviour
Consumer Behavior 8th Edition Michael R. Solomon - Solutions
2 List the steps in the model of rational decision making.
1 Why do we say that "mindless" decision making can actually be more efficient?
We often fall back on well-learned "rules-of-thumb" to make decisions.
Consumers rely on different decision rules when evaluating competing options.
Decision making is not always rational.
Our access to online sources is changing the way we decide what to buy.
A decision is actually composed of a series of stages that results in the selection of one product over competing options.
Consumer decision making is a central part of consumer behavior, but the way we evaluate and choose products (and the amount of thought we put into these choices) varies widely, depending on such dimensions as the degree of novelty or risk in the decision.
2 Considering how we form attitudes, what are the potential positive and negative consequences of Beck- ham's endorsements for both his sponsors and his own brand image?
1 In the context of source effects, discuss why companies such as Adidas are so keen to sign David Beckham to endorse their products.
17 Conduct an "avatar hunt" by going to 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 domi- nant figures people are choosing? Are they realistic or fantasy characters? Male
16 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 en- dorse?
15 Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective? If you were marketing the products, would you feel more com- fortable with ads that use a more straightforward, "hard- sell" approach? Why or why not?
14 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 they show drama or argument. Describe the types of messages used (e.g.. two-sided arguments), and keep track of the types of spokespeople who appear
13 Observe the process of counterargumentation by ask- ing a friend to talk out loud while watching a commer- cial. Ask him or her 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?
12 Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product?
11 Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it?
10 A government agency wants to encourage people who have been drinking to use designated drivers. What ad- vice could you give the organization about constructing persuasive communications? Discuss some factors that might be important, including the structure of the com- munications, where they
9 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. This common practice is called "gifting the talent." The point is not only to get celebrities to wear Swiss Legend watches, which sell in the $150 to
8 Many, many companies rely on celebrity endorsers as communications sources to persuade. Especially when targeting 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
7 A marketer must decide whether to incorporate ration- al or emotional appeals in its communications strategy. Describe conditions that are more favorable to using one or the other.
professors, and others endorse specific products at the expense of other offerings?
6 The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health-care products Sunbeam manufactured (a decision it later reversed). Should trade or professional organizations, journalists,
5 Discuss some conditions where you would advise a marketer to use a comparative advertising strategy.
4 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?
3 A flog is a fake blog a company posts to build buzz. around its brand. Is this ethical?
2 Marketers who use deceptive advertising "poison the well" for others because they make it harder to convince skep- tical consumers that a message is credible. How big a prob- lem is this? What can ethical marketers do to prevent this?
1 What are the pros and cons of using rational versus emo- tional appeals, that is, trying to persuade consumers by focusing on what they know as opposed to what they feel? When should marketers use one type or the other?
16 Describe the elaboration likelihood model, and tell how it is related to the relative importance of what is said versus how it's said.
15 What is the difference between a lecture and a drama?
14 What is the difference between a metaphor and reso- nance?
13 Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.
12 Should marketers ever try to arouse fear in order to per- suade consumers?
11 Do humorous ads work, and if so, under what conditions?
10 When is it best to present a two-sided message versus a one-sided message?
9 How does the two-factor theory explain the effects of message repetition on attitude change?
8 When should a marketer present a message visually ver- sus verbally?
7 What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser?
6 What is a halo effect, and why does it happen?
5 What is the difference between buzz and hype? How does this difference relate to the corporate paradox?
4 What is source credibility, and what are two factors that influence whether we decide a source is credible?
3 What are blogs and how can marketers use them?
2 Describe the elements of the traditional communica- tions model, and tell how the updated model differs.
1 List three psychological principles related to persuasion.
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 message determines how persuasive it will be.
Several factors influence a message source's effectiveness.
The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.
The communications model identifies several important components for marketers when they try to change consumers' attitudes toward products and services.
2 Explain why a consumer's behavior might be inconsis- tent with her attitude toward Wal-Mart. How might a consumer try to resolve this inconsistency?
1 Use a multiattribute model to show how individuals may develop either a positive or a negative attitude toward Wal-Mart.
5 Construct a multiattribute model for a set of local restau- rants. Based on your findings, suggest how restaurant managers can improve an establishment's image via the strategies described in this chapter.
4 Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you include.
3 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
2 Contrast the hierarchies of effects the chapter outlines. How should marketers' strategic decisions related to the marketing mix change depending on which hierarchy its target consumers use? More than 500 universities have signed up commer- cial companies to run campus Web sites and e-mail
1 Students bask in reflected glory when they take credit for victories their teams earn over other colleges. Should students who simply watch the games rather than play them take credit for their team's performance?
17 What is the value of attitude tracking? What issues do researchers need to consider when doing this?
16 Describe the theory of reasoned action. Why might it not be equally valuable when we apply it to non-Western cultures?
15 What are three obstacles to predicting behavior even if we know a person's attitudes?
14 What is a subjective norm, and how does it influence our attitudes?
13 "Do as I say, not as I do." How does this statement relate to attitude models?
12 Describe a multiattribute attitude model, listing its key components.
11 What is basking in reflected glory, and how does it cre- ate marketing opportunities?
10 According to balance theory, how can we tell if a triad is balanced or unbalanced? How can consumers restore balance to an unbalanced triad?
9 What are latitudes of acceptance and rejection? How does a consumer's level of involvement with a product affect his latitude of acceptance?
8 What is the foot-in-the-door technique? How does self- perception theory relate to this effect?
7 We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive disso- nance explain this change?
6 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?
5 Other than the direct attitude we might have about a product, what is another type of attitude that might in- fluence the likelihood that we will buy it?
4 How do emotions (affect) and cognitions (beliefs) relate to attitude formation?
3 List the three hierarchies of attitudes, and describe the major differences among them.
2 Describe the ABC model of attitudes.
1 How can an attitude play an ego-defensive function?
We use attitude models to identify specific components and combine them to predict a consumer's overall attitude toward a product or brand.
A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.
We form attitudes in several ways.
Attitudes are more complex than they first appear.
It's important for consumer researchers to understand the nature and power of attitudes.
2 According to the information in this case, do iPod users seem to have a unique lifestyle? Describe it. Discuss the changes that iPod has had on music-listening lifestyle in general.
1 Describe the brand personality of the iPod. Compare this personality to other high-tech brands, such as Nokia cellphones.
10 Extreme sports. You Tube. Blogging. Veganism. Can you predict what will be "hot" in the near future? Iden- tify a lifestyle trend that is just surfacing in your uni- verse. Describe this trend in detail, and justify your prediction. What specific styles or products are part of this trend?
9 Using media that targets college students, construct a consumption constellation for this social role. What set of products, activities, and interests tend to appear in advertisements depicting "typical" college students? How realistic is this constellation?
8 Construct separate advertising executions for a cosmet- ics product that targets the Believer, Achiever, Experi- encer, and Maker VALS2TM types. How would the basic appeal differ for each group? New "types" (or more often, updated versions of old types) emerge from popular culture on a regular
7 Political campaigns may use psychographic analyses. Conduct research on the marketing strategies a candi- date used in a recent, major election. How did the cam- paign segment voters in terms of values? Can you find evidence that the campaign's communications strate- gies used this information?
6 Compile a set of recent ads that attempt to link con- sumption of a product with a specific lifestyle. How does a marketer usually accomplish this goal?
5 Construct a brand personality inventory for three dif- ferent brands within a product category. Ask a small number of consumers to rate each brand on about 10 different personality dimensions. What differences can you identify? Do these "personalities" relate to the ad- vertising and packaging
4 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?
3 Behavioral targeting techniques give marketers access to a wide range of information about a consumer by telling 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
2 Geodemographic techniques assume that people who live in the same neighborhood have other things in com- mon as well. Why do they make this assumption, and how accurate is it?
1 What consumption constellation might characterize you and your friends today?
12 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.
11 What is VALS2TM, and how do marketers use it?
10 What are three specific kinds of AIOs?
9 Define psychographics, and describe three ways mar- keters can use it.
8 What is the basic philosophy behind a lifestyle market- ing strategy?
7 How does lifestyle differ from income?
6 Define a brand personality and give two examples.
5 List three problems with applying trait theory to mar- keting contexts.
4 Contrast idiocentrics and allocentrics.
3 Describe three personality traits relevant to marketers.
Showing 2800 - 2900
of 5475
First
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
Last
Step by Step Answers
Get 50% OFF
Claim Now
