Consumer Behavior 5th Edition Wayne D. Hoyer, Deborah J. MacInnis - Solutions

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We learn by observing others' behavior.
There is a difference between classical and instrumental conditioning.
Learned associations can generalize to other things and why this is important to marketers.
Conditioning results in learning.
It's important for marketers to understand how consumers learn about products and services.
2 Using the same principles, what should the ads' creators consider to avoid the potential burnout of this medium?
1 Based on the principles of attention the chapter pre- sents, explain why riders receive these new ads so positively.
8 Find ads that use the techniques of contrast and novelty. Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers targeted by the ad.
7 Visit a set of Web sites for one type of product (e.g., per- sonal computers, perfumes, laundry detergents, or ath- letic shoes) and analyze the colors and other design principles employed. Which sites "work" and which don't? Why? Look through a current magazine and se- lect one ad that captures
6 Assume that you are a consultant for a marketer who wants to design a package for a new premium choco- late bar targeted to an affluent market. What recommen- dations would you provide in terms of such package elements as color, symbolism, and graphic design? Give the reasons for your
5 Interview three to five male and three to five female friends about their perceptions of both men's and women's fragrances. Construct a perceptual map for each set of products. Based on your map of perfumes, do you see any areas that are not adequately served by cur- rent offerings? What (if any)
4 The slogan for the movie Godzilla was "Size does mat- ter." Should this be the slogan for America as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains that the 32-ounce Big Gulp is so
3 Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be off limits?
2 Assuming that some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical? Explain your answer.
1 Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implica- tions of the absolute threshold for marketers attempt- ing to appeal to the elderly.
13 What is a positioning strategy? What are some ways marketers can position their products?
12 What do we mean by the concept of hyperreality? Give an example that is not discussed in the chapter.
11 List the three semiotic components of a marketing message, giving an example of each.
10 "The whole is greater than the sum of its parts." Explain this statement.
9 Define a "schema" and provide an example of how this concept is relevant to marketing.
8 Describe two factors that can lead to stimulus adaptation.
7 "Consumers practice a form of 'psychic economy."" What does this mean?
6 Does subliminal perception work? Why or why not?
5 What is the difference between an absolute threshold and a differential threshold?
4 Identify and describe the three stages of perception.
3 How does the sense of touch influence consumers' reactions to products?
2 Does the size of a package influence how much of the contents we eat? Provide an example.
1 Define hedonic consumption and provide an example.
The field of semiotics helps us to understand how marketers use symbols to create meaning.
We interpret the stimuli to which we do pay attention according to learned patterns and expectations.
Subliminal advertising is a controversial-but largely ineffective-way to talk to consumers.
The design of a product today is a key driver of its success or failure.
Products and commercial messages often appeal to our senses, but we won't be influenced by most of them.
Perception is a three-stage process that translates raw stimuli into meaning.
3 What aspects of consumer behavior does L'Oral need to understand to improve its chances of success with Mex- oryl? How can it go about obtaining that knowledge?
2 Considering the implications of a product like Mexoryl on human health, what obligations does L'Oral have to ed- ucate the public? To make it available in all its sunscreen products? To license it for use by other manufacturers? What obligations to consumers do companies like Neu- trogena and
1 What factors will likely have the greatest effect on any possible changes in consumer perception and accept- ance of UVA blocking sunscreens?
15 Many college students "share" music by downloading clips from the Internet. Interview at least five people who have downloaded at least one song or movie with- out paying for it. Do they feel they are stealing? What ex- planations do they offer for this behavior? Try to identify any common
14 While you're talking to car owners, probe to see what (if any) relationships they have with their vehicles. Do these feelings correspond to the types of consumer/product attachments we discussed in this chapter? How are these relationships acted on (hint: see if any of the respon- dents have
13 To what degree will consumers trade lower prices for less privacy? Car owners now can let insurance compa- nies monitor their driving using a new technology in exchange for lower rates. U.S. customers who sign up for Progressive's TripSense program get a device the size of a Tic Tac box to plug
12 A recent book bemoans the new wave of consumer- generated content, labeling it "the cult of the amateur." It compares the social networking phenomenon to the old story about the monkeys: If you put an infinite num- ber of monkeys in a room with an infinite number of typewriters, eventually they
11 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 attrac- tive babies because they believed this would maximize their chances of
10 Do marketers have the ability to control our desires or the power to create needs? Is this situation changing as the Internet creates new ways to interact with compa- nies? If so, how?
9 Critics of targeted marketing strategies argue that this practice is discriminatory and unfair, especially if such a strategy encourages a group of people to buy a product that may be injurious to them or that they cannot afford. For example, community leaders in largely minority U.S.
8 What aspects of consumer behavior would interest a financial planner? A university administrator? A graphic arts designer? A social worker in a government agency? A nursing instructor?
7 List the three stages in the consumption process. Describe the issues that you considered in each of these stages when you made a recent important purchase.
6 Although demographic information on large numbers of consumers is used in many marketing contexts, some peo- ple believe that the sale of data on customers' incomes, buying habits, and so on constitutes an invasion of priva- cy and should be stopped. Is Big Brother watching? Comment on this issue
5 Name some products or services that your social group uses a lot. State whether you agree or disagree with the notion that these products help to form group bonds, supporting your argument with examples from your list of products used by the group.
4 Some researchers believe that the field of consumer behavior should be a pure rather than an applied sci- ence. That is, research issues should be framed in terms of their scientific interest rather than their applicability to immediate marketing problems. Give your views on this issue.
3 This chapter discussed a computer game called JFK Re- loaded, which lets players reenact President Kennedy's assassination. Have the game's developers gone too far, or is any historical event "fair game" to be adapted into an entertainment vehicle?
2 An American company introduced a teddy bear for Valentine's Day called "Crazy for You." This toy aroused the ire of mental health advocates because a straitjacket restrains the cuddly bear's paws and the stuffed animal comes with institutional commitment papers. Support- ers of the company's
1 This chapter states that people play different roles and that their consumption behaviors may differ depend- ing on the particular role they are playing. State whether you agree or disagree with this perspective, giving examples from your personal life. Try to construct a "stage set" for a role
22 What are the major differences between the positivist and interpretivist paradigms in consumer research?
21 Name two different disciplines that study consumer be- havior. How would their approaches to the same issue differ?
20 Define anticonsumption, and provide two examples of it.
19 What is shrinkage, and why is it a problem?
18 What is an example of a consumed consumer?
17 Define consumer addiction and give two examples.
16 Define social marketing and give an example of this technique.
15 Provide two examples of important legislation that relate to American consumers.
14 The economics of information perspective argues that advertising is important. Why?
13 What is the difference between C2C and B2C e-commerce?
12 What is meant by the term "global consumer culture"?
11 Describe two types of relationships a consumer can have with a product.
10 This chapter states "people often buy products not for what they do but for what they mean." Explain the meaning of this statement and provide an example.
9 What is popular culture, and how does this concept relate to marketing and consumer behavior?
8 What is database marketing? Give an example of a company that uses this technique.
7 Why is it important for businesses to learn about their heavy users?
6 What do we mean by an exchange?
5 What is role theory, and how does it help us to under- stand consumer behavior?
4 Define market segmentation.
3 What is the difference between a culture and a subcul- ture?
2 What are demographics? Give three examples of demo- graphic characteristics.
I Provide a definition of consumer behavior.
There are two major perspectives that seek to understand and study consumer behavior.
Different types of specialists study consumer behavior.
Consumer activities can be harmful to individuals and to society.
Consumer behavior relates to other issues in our lives.
The Web is changing consumer behavior.
Marketers need to understand the wants and needs of different consumer segments.
Consumers use products to help them define their identities in different settings.
Consumer behavior is a process.
3. If you were on the marketing staff of Facebook, how would you address the concerns expressed by privacy advocates?
2. From a marketer’s perspective, what are the pros and cons of complying with a “do not track” list that would prevent you from collecting online behavioral data about the consumers who are listed?
1. What would you recommend that TJ Maxx do to reassure shoppers that their credit and debit card data will be safe in the future?
6. What can consumers do to resist marketing practices that they perceive as unwanted or unethical?
5. What infl uences environmentally conscious consumer behavior?
3. How does addictive behavior differ from compulsive behavior and impulsive behavior?
1. What is compulsive buying, and why is it a problem?
somehow rationalize their behavior.Various factors associated with the product, the environment, and the consumer can infl uence temptation and the ability to rationalize.
Consumers may engage in theft because they (1) feel the temptation to steal and (2) can
4. Describe what consumer behaviors related to environmental consciousness and conservation mean for marketers today.
3. Discuss some important ethical questions facing marketers and what companies are doing in response to these issues.
2. Explain why marketers need to understand the deviant behaviors of consumer theft, black markets, and underage drinking and smoking.
1. Contrast addictive, compulsive, and impulsive buying, and discuss their implications for marketers.
3. Under what circumstances might someone giving a gift of a used item bought on eBay be happy to tell the recipient about the price paid?
2. Is it likely to be the symbolic value, mood-altering properties, or utilitarian value that would cause a consumer to bid high to have his name in Disneyland’s Haunted Mansion?
1. Would a consumer who buys a Busch stadium seat tend to fi nd cultural meaning or emblematic meaning in it? Why?
Consumers who take on new roles often rely on products to help them feel more comfortable in their role status
2. Highlight how marketers can infl uence symbolic meaning.

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