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business
cb: consumer behaviour
Consumer Behaviour 2nd Edition Rik Pieters; Wayne D. Hoyer; Deborah J. MacInnis; Eugene Chan; Gavin Northey - Solutions
7. What are the advantages and disadvantages of featuring celebrities in advertising messages?
6. In low-effort situations, what characteristics of the message infl uence consumers’ affective response?
4. How does classical conditioning apply to consumers’attitudes when processing effort is low?
3. What is the mere exposure effect, and why is it important to consumers’ affective reactions?
1. How can unconscious infl uences affect consumer attitudes and behavior in low-effort situations?
d A logical fi t exists between the conditioned and unconditioned stimuli, such as between golfer Tiger Woods and Nike, the sports brand he has endorsed for many years
d The consumer is aware of the link between the conditioned and unconditioned stimuli.
d The conditioned stimulus is paired consistently with the unconditioned stimulus.
d The conditioned stimulus precedes the unconditioned stimulus (forward conditioning).Conditioning is weaker when the unconditioned stimulus is presented fi rst (backward conditioning) or at the same time as the conditioned stimulus (concurrent conditioning).
d The conditioned stimuli–unconditioned stimuli link is relatively novel or unknown. This is the reason why marketers often use unique visuals, such as pictures of beautiful scenery, exciting situations, or pleasing objects, as unconditioned stimuli to create positive feelings.
The establishment of low-level beliefs based on peripheral cues is not the only way that consumers can form attitudes about brands with little effort. Attitudes can also be based on consumers’ affective or emotional reactions to these easily processed peripheral cues. These low-effort affective
3. Do you agree with GEICO’s decision not to show its brand on the MyGreatRides.com website? How do you think this decision is likely to affect the website’s visitors’ attitudes toward GEICO?
2. What role does source credibility play in GEICO’s marketing communications?
1. Does GEICO appear to be using marketing communications to change consumers’ beliefs, change their evaluations, add a new belief, encourage attitude formation based on imagined experience, or target normative beliefs? Explain your answer.
6. What three factors may lead to a positive attitude toward the ad (Aad) when consumers devote a lot of effort to processing a message? How can marketers apply these factors when designing advertising messages?
5. Contrast emotional and fear appeals. Why is each effective? Which do you consider most compelling for products in which you are interested?
4. What are the advantages and disadvantages of offering a two-sided message about a product?
3. What role does credibility play in affecting consumer attitudes based on cognitions?
2. How do expectancy-value models seek to explain attitude formation?
3. In terms of knowledge and understanding, how is the introduction of the upscale Genesis sedan likely to affect how consumers think about lower-priced Hyundai models?
2. How is Hyundai using the country of origin to infl uence consumers’ inferences about the Genesis?
1. Why would Hyundai have a voice-over stating,“We’re pretty sure that Mercedes, BMW, and Lexus aren’t going to like it very much” in a Genesis ad?
7. What are some examples of ways in which a company can use the marketing mix, in combination with consumers’ prior knowledge, to affect the inferences consumers make about a product?
6. In what way is objective comprehension different from subjective comprehension and miscomprehension?
5. How do culture and expertise affect a consumer’s knowledge base?
4. What does it mean to say that consumers organize knowledge according to goal-derived categories?
3. What is a category prototype, and what affects prototypicality?
2. How do brand extensions, licensing, and brand alliances relate to schemas, brand images, and brand personalities?
1. What is a schema, and how can the associations in a schema be described?
3. Highlight additional features and benefi ts. Nalgene develops schemas by promoting its reusable water bottles as lightweight, leakproof, trendy, and earth-friendly
2. Link the product to sponsorship of an appropriate sporting event. Doing this strengthens and develops the existing schema and brand personality.37
1. Use multiple brand extensions. Although Arm & Hammer was once associated only with baking soda, the extension of the brand to such categories as kitty litter, carpet deodorizer, and refrigerator deodorizer has reinforced its deodorizing image.
3. Distinguish between categorization and comprehension and describe how product features, price, and other marketing elements can induce consumers to make inferences about products
2. Discuss how and why concepts like schemas, associations, images, categories, and prototypes are relevant to marketers.
1. Describe the connection between consumer knowledge and consumer understanding, explain what affects these processes, and show why marketers must take both into account.
3. Do you think that Heinz will gain long-term benefi ts from holding a contest for students that focused on the visual appeal of designing single-serve ketchup packets? Explain your answer
2. In terms of exposure, attention, and perception, what are some of the potential disadvantages of Heinz’s Top This TV contests?
Using the concepts discussed in this chapter, explain how Heinz has been successful in generating exposure and capturing attention. What other ideas would you suggest Heinz try to foster exposure, attention, and perception?
6. Name four principles of perceptual organization and explain why marketers need to know about them.
5. Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s law.
4. What is perception, and what methods do we use to perceive stimuli?
3. In what ways do prominence and habituation affect consumer attention?
2. What is attention, and what are its three key characteristics?
1. How do zipping and zapping affect consumers’exposure to stimuli such as products and ads?
1. Discuss why marketers are concerned about consumers’exposure to marketing stimuli and what traditional and nontraditional tactics they use to enhance exposure.
3. What is Umpqua doing to enhance consumers’ opportunity to process information about fi nancial services?
2. Explain, in consumer behavior terms, how the Innovation Lab enhances customers’ ability to process information about banking products and services.
1. How does Umpqua enhance consumer motivation by making itself personally relevant to customers?
8. Identify some of the elements that contribute to consumer opportunity for processing information and making decisions.
7. In what ways can ability affect consumer behavior?
6. How does perceived risk affect personal relevance, and what are six types of perceived risk?
5. According to appraisal theory, what do emotions have to do with goals?
4. What types of goals do consumers have?
3. What determines the ranking of needs in Maslow’s hierarchy?
2. What are some objects of involvement for consumers?
1. How is motivation defi ned, and how does it affect felt involvement?
Are you involved with clothes?The more you agree with the items shown in regular print and the more you disagree with the items in italics, the more highly you are involved with clothes
15. I am not at all interested in clothes.
14. Buying clothes feels like giving myself a gift.
13. Relative to other products, clothing is the most important to me.
12. Clothing is not part of my self-image.
11. Clothing is a topic about which I am indifferent.
10. I buy clothes for the pleasure they give me, not others.
9. The kind of clothes I buy do not refl ect the kind of person I am.
8. It is true that clothing interests me a lot.
7. I attach great importance to the way people are dressed.
6. Clothes help me express who I am.
5. I rate my dress sense as being of high importance to me.
4. I enjoy buying clothes for myself.
3. Because of my personal values, I feel that clothing ought to be important to me.
2. I can think of instances in which a personal experience was affected by the way I was dressed.
1. It gives me pleasure to shop for clothes.
2. Identify the infl uences and outcomes of consumer motivation, ability, and opportunity to process information, make decisions, and engage in behaviors.
1. Explain why consumers’motivation, ability, and opportunity to process information, make decisions, or engage in behaviors are important to marketers.
3. Suppose Offi ceMax was considering the use of either purchase panels or diaries to gain a better understanding of its customers’ buying behavior.Which method, if either, would you recommend, and why?
2. What kind of research would help Offi ceMax gauge the attitudes and feelings of current customers and noncustomers toward its brand?
1. Identify the types of consumer research used by Offi ceMax and the research fi rm it hired. Why were these appropriate for the company and its situation?
5. What are some of the positive and negative aspects of consumer research?
4. How is primary data different from secondary data?
3. Why do researchers use observation and purchase panels to study consumer behavior?
2. How do experiments differ from fi eld experiments?
1. How do researchers use surveys, focus groups, interviews, storytelling, and neuroscience to learn about consumer behavior?
3. Discuss some of the ethical issues raised by consumer research.
2. Identify the kinds of organizations that conduct consumer research.
1. Outline some of the research methods used to understand consumer behavior.
d Get rid of it permanently. Throwing away an item gets rid of it permanently, although consumers may instead choose to trade it, give it away, or sell it.
d Get rid of it temporarily. Renting or lending an item is one way of getting rid of it temporarily.
d Find a new use for it. Using an old toothbrush to clean rust from tools or making shorts out of an old pair of jeans shows how consumers can continue using an item instead of disposing of it.
4. Explain how companies apply consumer behavior concepts when making marketing decisions.
=+4 How is Uber putting equity theory into practice?
=+3 Relate Uber’s feedback feature to the coping process.
=+2 How are Uber drivers encouraging positive disconfirmation?
=+1 How does Uber influence customer satisfaction expectations?
=+physical and emotional detachment aspects of consumer disposition?
=+7 Why is it important for marketers to consider both
=+6 In what eight ways can consumers dispose of something?
=+explain how they relate to dissatisfaction.
=+3 Define attribution theory and equity theory and
=+2 How can the expectation disconfirmation paradigm produce either satisfaction or dissatisfaction?
=+1 What are the three types of expectations regarding the performance of a consumer product or service?
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