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 What is motivational research? Give an example of a mar- keting study that used this approach.
1 Describe the id, ego, and superego and tell how they work together according to Freudian theory.
Identifying patterns of consumption can be superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy.
Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.
Consumers' lifestyles are key to many marketing strategies.
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.
3 How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our soci- ety continues to place on thinness (as evidenced by the billions we spend on diet products, exercise, and so on)?
2 Discuss the real-world changes that appear to be occur- ring with respect to media images of women. What are the reasons for this?
1 Explain the success that Lane Bryant is currently expe- riencing in relation to self-concept, self esteem, and self consciousness. How can the plus-size industry leverage what we know about consumer behavior to address the self-esteem problem?
13 Locate additional examples of self-esteem advertising. Evaluate the probable effectiveness of these appeals-is it true that "Flattery gets you everywhere?"
12 Interview victims of burglaries, or people who have lost personal property in floods, hurricanes, or other natu- ral disasters. How do they go about reconstructing their possessions, and what effect did the loss appear to have on them?
catalog.
11 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 infor- mation provided by this
10 Watch a set of ads on TV featuring 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 be- havior?
9 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
8 Some consumer advocates have protested the use of su- perthin models in advertising, claiming that these women encourage others to starve themselves in order 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
7 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
6 Is it ethical for marketers to encourage infatuation with the self?
5 How might the creation of a self-conscious state be re- lated to consumers who are trying on clothing in dress- ing rooms? Does the act of preening in front of a mirror change the dynamics by which people evaluate their product choices? Why?
4 Should fast-food restaurants be liable if customers sue them for contributing to their obesity?
3 Some historians and social critics say our obsession with thinness is based less on science than on morality. They equate our society's stigmatizing obese people (treating them as "sick," disabled, or weak) with the Salem witch trials or McCarthyism (the paranoid anticommunism movement of the
2 How prevalent is the Western ideal of beauty among your peers? How do you see this ideal evolving now (if at all)?
1 The "metrosexual" is a big buzzword in marketing, but is it real or simply media hype? Do you see men in your age group changing their ideas about acceptable inter- ests for males (e.g., home design, cooking, etc.)?
13 How did tattoos originate?
12 What is fattism?
11 Have ideals of beauty in the United States changed dur- ing the past 50 years? If so, how?
10 What is body cathexis?
9 Give two examples of sex-typed products.
8 Is masculinity/femininity a biological distinction? Why or why not?
7 What is the difference between agentic and communal goals?
6 Define the extended self and provide three examples.
5 How do feelings about the self influence the specific brands people buy?
4 What does "the looking-glass self" mean?
3 Compare and contrast the real versus the ideal self. List three products for which each type of self is like- ly to be used as a reference point when a purchase is considered.
2 List three dimensions that describe the self-concept.
1 How do Eastern and Western cultures differ in terms of how people think about the self?
Every culture dictates certain types of body decoration or mutilation that help to identify its members.
Our desire to live up to cultural expectations of appearance can be harmful.
The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
Sex-role identity is different from gender, and society's expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations.
Products often play a pivotal role in defining the self-concept.
The self-concept strongly influences consumer behavior.
2 Are some needs more powerful than others? Illustrate this by discussing the needs that customers might be sacrificing in order to satisfy other needs.
1 What consumer needs are driving the success of prod- ucts like Campbell's Soup at Hand? Consider both bio- logical and learned needs.
8 Interview members of a celebrity fan club. Describe their level of involvement with the "product" and devise some marketing strategies to reach this group.
7 Describe how a man's level of involvement with his car would affect how different marketing stimuli influence him. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to reach a segment of
6 Collect a sample of ads that appeals to consumers' val- ues. What value is being communicated in each ad, and how is this done? Is this an effective approach to de- signing a marketing communication?
5 Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow's hierarchy of needs.
4 Core values evolve over time. What do you think are the three to five core values that best describe Americans today?
3 How (if at all) do you think consumers have changed as a result of 9/11? Are these changes long-term or will we start to revert back to our pre-2001 mind-set?
2 Some market analysts see a shift in values among young people. They claim that this generation has not had a lot of stability in their lives. They are fed up with superficial relationships and are yearning for a return to tradition. This change is reflected in attitudes toward marriage and
1 "College students' concerns about the environment and vegetarianism are simply a passing fad; a way to look 'cool."" Do you agree?
14 What is materialism and why is it relevant to marketing?
13 Describe at least two alternative techniques marketing researchers have used to measure values.
12 What is LOHAS, and why are people who follow this lifestyle important?
11 What is the difference between enculturation and acculturation?
10 What are values, and why should marketers care?
9 What are some strategies marketers can use to increase consumers' involvement with their products?
8 List three types of consumer involvement, giving an ex- ample of each type.
7 Why would marketers want their customers to enter into a flow state when shopping for their products?
6 What is consumer involvement? How does this concept relate to motivation?
5 Name the levels in Maslow's hierarchy of needs, and give an example of a marketing appeal that is focused at each level.
3 Explain the difference between a need and a want. 4 What is cognitive dissonance?
2 Describe three types of motivational conflicts, citing an example of each from current marketing campaigns.
1 What is motivation, and how is this idea relevant to consumer behavior?
Our deeply held cultural values dictate the types of products and services we seek out or avoid. Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors.
The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, and/or the purchase situation.
It's important for marketers to recognize that products can satisfy a range of consumer needs.
3 How might Hershey's use a nostalgia campaign to pro- mote Kisses and/or Kissables?
2 What are the benefits and dangers that Hershey's faces in extending a blue chip brand such as Kisses?
1 Discuss how consumers come to know the various attributes of brands such as Hershey's Kisses and M&Ms according to activation models of memory.
5 Collect some pictures of "classic" products that have high nostalgia value. Show these pictures to consumers, and allow them to free associate. Analyze the types of memories that they evoke, and think about how a mar- keter might employ these associations in a product's promotional strategy.
4 Identify some important characteristics of a product with a well-known brand name. Based on these attrib- utes, generate a list of possible brand extension or licensing opportunities, as well as some others that would most likely not be accepted by consumers.
3 Devise a "product jingle memory test." Compile a list of brands that are or have been associated with memorable jingles, such as Chiquita Banana or Alka-Seltzer. Read this list to friends, and see how many jingles they remember. You may be surprised at the level of recall.
2 Some die-hard fans were not pleased when The Rolling Stones sold the tune "Start Me Up" for about $4 million to Microsoft, which wanted the classic song to promote its Windows 95 launch. The Beach Boys sold "Good Vibrations" to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered his
1 In his 2005 book, Blink: The Power of Thinking without Thinking, author Malcolm Gladwell argues that hal- lowed marketing research techniques such as focus groups aren't effective because we usually react to prod- ucts quickly and without much conscious thought, so it's better simply to solicit
20 List three problems with measures of memory for advertising.
19 Name the two basic measures of memory and describe how they differ from one another.
18 Define nostalgia, and tell why it's such a widely used advertising strategy.
17 How does learning new information make it more likely that we'll forget things we've already learned?
16 If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?
15 Why does a pioneering brand have a memory advan- tage over follower brands?
14 How does the likelihood that a person will be willing to use an ATM machine relate to a schema?
13 How is associative memory like a spider web?
12 List the three types of memory, and tell how they work together.
11 Why do phone numbers have seven digits?
10 Give an example of an episodic memory.
9 What is external memory and why is it important to marketers?
8 Name the three stages of information processing
7 What is the major difference between behavioral and cognitive theories of learning?
6 How do different types of reinforcement enhance learn- ing? How does the strategy of frequency marketing relate to conditioning?
5 What is the difference between classical conditioning and instrumental conditioning?
4 Why is it not necessarily a good idea to advertise a prod uct in a commercial where a really popular song is play- ing in the background?
3 How can marketers use repetition to increase the likeli hood that consumers will learn about their brand?
2 Give an example of a halo effect in marketing.
1 What is the difference between an unconditioned stim- ulus and a conditioned stimulus?
Marketers measure our memories about products and ads.
Products help us to retrieve memories from our past.
The other products we associate with an individual product influence how we will remember it.
Memory systems work.
Showing 2900 - 3000
of 5475
First
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
Last
Step by Step Answers
Get 50% OFF
Claim Now
