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cb: consumer behaviour
Consumer Behavior 5th Edition Wayne D. Hoyer, Deborah J. MacInnis - Solutions
3. How have the characteristics of the innovation and consumer learning requirements affected consumers’resistance to and adoption of CFLs?
2. Does the decision to adopt CFLs follow the higheffort or low-effort hierarchy of effects? What are the implications for marketers who make or retail CFLs?
1. Would you characterize the CFL as discontinuous, dynamically continuous, or continuous? How does this level of innovation help to explain why CFLs have diffused relatively slowly through the market?
4. How can consumers be categorized in terms of their timing of adoption relative to that of other consumers?
3. What role is informational infl uence likely to play in a consumer’s decision to switch carriers after his or her friends have switched?
2. How does normative infl uence affect carrier choice?What are the marketing implications for Sprint and other carriers?
1. What characteristics of the reference group are likely to be involved when consumers switch to the cell phone service carrier used by most of their close friends?
4. Distinguish between normative and informational infl uence, and discuss how marketers can use their knowledge of these types of infl uence for more effective marketing.
3. Outline the types and characteristics of reference groups and show how each can affect consumer behavior.
2. Discuss why marketers must pay particular attention to the infl uence of opinion leaders.
1. Explain how sources of infl uence differ in four key ways depending on whether they are delivered via mass media or personally, and whether they are delivered by marketers or others.
3. What aspects of personality do you think McDonald’s marketers should pay particular attention to as they plan future menu and restaurant changes?
2. What values seem to be refl ected in the changes that McDonald’s has made?
1. How do the changes that McDonald’s has made to move upscale address changing consumer lifestyles?
6. Defi ne psychographics, and discuss its use and potential limitations.
5. What are the three components of a consumer’s lifestyle?
4. How does the locus of control affect personality?
3. How do marketers use means-end chain analysis, the Rokeach Value Survey, and the List of Values?
2. What are the four main value dimensions along which national cultures can vary?
1. Explain the differences among global values, terminal values, instrumental values, and domainspecifi c values.
4. Explain how lifestyles are represented by activities, interests, and opinions, and
3. Discuss the personality characteristics most closely related to consumer behavior patterns and show why these are important from a marketing perspective.
4. What are moms’ roles in the family decision-making process? How might other family members play a role?
3. Do you think Vocalpoint moms should be asked to respond to surveys about some P&G products and also be invited to promote certain P&G products through word of mouth? Why, or why not?
2. J&J’s Camp Baby was for moms only—no babies allowed. Would the company learn more about household infl uences by allowing children to accompany mom bloggers next time? Explain your answer.
1. From a marketing standpoint, what are the advantages and disadvantages of sponsoring a branded area on a networking site, such as the Playskool Preschool Playgroup, to engage a target audience?
10. What are the fi ve roles that a household member may perform in acquiring and consuming something?
5. How does parody display differ from status symbols?
4. Why would a consumer engage in conspicuous consumption and conspicuous waste?
3. Why is social class fragmentation taking place?
2. What are the determinants of social class?
1. What is the social class hierarchy?
3. Discuss three key forces that are, over time, changing social class structure in many countries.
2. Explain how social class infl uences consumer behavior and why marketers must consider these infl uences when planning strategy and tactics.
1. Defi ne the social class hierarchy and identify the major determinants of social class standing.
4. Now that Campbell is using text messages to advertise the Swanson brand in China, should it use the same promotional technique in Russia?
3. For Campbell, what are the likely marketing implications of gender, age, and regional infl uences on the way that consumers buy and use soup in China?
2. Do you agree with Campbell’s two-stage distribution plan for marketing its new soups in China? Explain your answer.
1. What is the difference between consumer behavior with regard to soup in China and in your own country?
7. Why would a company adopt multicultural marketing rather than target a single subculture?
3. What is clustering, and why do marketers use it?
1. What type of U.S. consumers are in the Generation X, Generation Y, and baby boomer segments?
d Mobility Blues. These downscale consumers live in smaller cities, are under the age of 35, and have a high school education.
d Kid Country, USA. This segment consists of lower-middle-income families living in towns, headed by adults under the age of 45 who have a high school education.
d Urban Achievers. These are lower-middle-income, city-dwelling single consumers who are under 35 years old and have a high school or college education.
d Upper Crust. This segment consists of wealthy couples who are 45 years old or older, live in suburban areas, and have at least a college education.
4. Could JetBlue have done anything differently to make customers happier?
3. Were JetBlue customers affected by the storm likely to feel dissonance or regret? Why?
2. How was the speedy implementation of a Customer Bill of Rights likely to affect the post-decision feelings of customers holding JetBlue tickets for future fl ights?
1. Use the disconfi rmation paradigm to explain why you think that JetBlue should or should not be raising customer expectations by promoting its service as competitively superior.
7. In what eight ways can consumers dispose of something?
2. Describe how consumers acquire information about goods and services by learning from their experiences with the commodities.
4. Describe how consumers may dispose of something, why this process is more complex for meaningful objects, and what infl uences consumer recycling behavior. 271
4. What role might normative infl uences play in the product decisions made by students who receive samples during spring break?
3. Why would Kimberly-Clark arrange to distribute coupons in supermarkets at the same time that it had Viva towel samples stitched into magazines?
2. In terms of choice tactics, explain the risk that Starbucks takes if consumers who sample Pike Place coffee do not like it.
1. Why is sampling a good marketing tool to infl uence low-effort decisions?
Sometimes consumers need variety in their choices. That is why companies like OPI provide them with a number of choices.
4. Are there any emotional aspects related to the Winnebago decision process? If so, how does Winnebago infl uence these emotions?
3. Explain, in terms of thought-based decisions, why Winnebago should promote the improved gas mileage of its fuel-effi cient models.
2. Why would Winnebago offer a slide show and video of its factory tour?
1. In what ways does Winnebago help consumers imagine themselves inside one of its motor homes or RVs and enjoying the lifestyle that comes with such a product?
7. What three contextual elements affect consumer decision making?
5. Why do marketers need to know that attribute processing is easier for consumers than brand processing?
3. How do consumers use compensatory and noncompensatory decision-making models?
2. What is the anchoring and adjustment process, and how does it affect consumer judgment?
1. How does consumer judgment differ from consumer decision making ?
3. Who is more likely to use a service like Cellfi re, and why? Your answer should consider the consumer’s motivation, ability, and opportunity (MAO) to process information.
2. Knowing that consumers may skip a shopping trip if the item they want is not available at the local mall, why would a mall retailer agree to open its inventory to NearbyNow users?
1. Why might information overload be a concern for consumers who use Frucall to research a particular purchase? What would you recommend that Frucall do to avoid creating this problem?
6. When would a consumer be more likely to conduct an external search by brand rather than by attribute?Which search process would a marketer prefer consumers to use—and why?
5. How do involvement, perceived risk, perceived costs and benefi ts, and the consideration set affect a consumer’s motivation to conduct an external search?
4. What six broad groups of sources can consumers consult during external search? Where does the Internet fi t in these groups?
3. How does confirmation bias operate in internal and external searches for information?
2. What factors affect the inclusion of brands in the consideration set, and why would a company want its brand in the consideration set?
1. How does a discrepancy between the ideal state and the actual state affect consumer behavior?
d Experiential search. Using product samples or product/service trials (such as a test-drive) or experiencing the product online.
d Independent search. Contact with independent sources of information, such as books, non-brand-sponsored websites like Shopping.com, government pamphlets, or magazines.
d Interpersonal search. Advice from friends, relatives, neighbors, coworkers, and/or other consumers, whether sought in person, by phone, online, or in another way.
d Media search. Information from advertising, online ads, manufacturersponsored websites, and other types of marketer-produced communications.
d Retailer search. Visits or calls to stores or dealers, including the examination of package information or pamphlets about brands; in particular, consumers believe they save time by going to stores that are clustered together.59
4. Identify opportunities and the challenges that marketers face in trying to infl uence such searches.
. Explain why and how consumers conduct an external search to solve a consumption problem.
3. Why would Apple change to new advertising right after the introduction of the iPhone? Explain, using your knowledge of memory and retrieval.
2. How has the iPod’s prototypicality affected the Apple brand?
What does Apple do to strengthen trace strength, and why is doing this important for the company‘s long-term success?
1. Use the concepts of trace strength and spreading of activation to explain why the Apple brand is memorable.
7. How do mood and expertise affect retrieval of memories?
6. What is implicit memory, and how can it affect a consumer’s ability to retrieve a brand name?
5. How does recognition differ from recall?
4. How can retrieval failures and errors affect consumer memory?
3. Why are some links in a semantic or associative network weak, whereas others are strong?
2. What techniques can enhance the storage of information in long-term memory?
1. How are sensory, short-term, and long-term memory linked?
3. Explain what retrieval is, how it works, and how marketers try to affect it.
2. Understand how the processes that enhance memory can help marketers plan more effective strategies.
1. Distinguish among sensory memory, short-term memory, and long-term memory, and discuss why marketers must be aware of these types of memory.
3. How is Wal-Mart seeking to infl uence consumers’cognitive and affective attitudes with its new ads and new slogan “Save Money. Live Better”?
2. By withholding the sponsor’s name until the end of its commercials, J.C. Penney adds a sense of mystery to its ads. Do you think this is a good approach for a retailer to take? Explain your answer by using consumer behavior concepts from this chapter.
1. How is J.C. Penney using mood to infl uence consumers’affective attitudes?
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