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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
=+What is a product or purchase you have regretted, and why?
=+Do you tend to experience more regret compared with your friends from other cultures?
=+3 Controllability. Is the event under the customer’s or marketer’s control?
=+2 Focus. Is the problem consumer or marketer related?
=+1 Stability. Is the cause of the event temporary or permanent?
=+and what influences consumer recycling behaviour.
=+describe how consumers may dispose of something, why this process is more complex for meaningful objects,
=+distinguish between dissonance and the regret that consumers may experience after acquisition, consumption or disposition
=+discuss the importance of effectively managing relationships with customers
=+understand how consumers respond to dissatisfaction
=+explain how consumers make satisfaction evaluations
=+describe consumer satisfaction and dissatisfaction, and explain the importance of managing consumers’ expectations
=+ What are the implications for Harley-Davidson?
=+5 How might consumers use thought-based decision models when considering a motorcycle purchase in India?
=+thinking behind allowing buyers to test-drive any of the Harley-Davidson bikes. Do you agree with this marketing decision? Why or why not?
=+4 Using the consumer behaviour concepts described in this chapter, explain the marketing
=+Harley-Davidson face in marketing to Indian consumers?
=+3 In terms of the anchoring and adjustment process, what challenges and opportunities does
=+2 What role are consumer characteristics likely to play in a consumer’s decision to buy a HarleyDavidson in India?
=+How is Harley-Davidson using marketing to influence emotional aspects of the motorcycle buying process?
=+9 What three contextual elements affect consumer decision making?
=+consumers employ when they are low on motivation, ability and opportunity?
=+8 What are the judgement and decision tactics that
=+7 What are the two basic models that explain how consumers learn?
=+4 What is Prospect Theory, and what is the role of gains and losses in judgements?
=+how does it affect consumer judgement?
=+2 What is the anchoring and adjustment process and
=+1 How does consumer judgement differ from consumer decision making?
=+outline the ways in which consumer characteristics, decision characteristics and other people influence consumers’ judgements and decisions.
=+discuss the major judgement and decision-making processes when consumers are low on motivation, ability and opportunity
=+explain how consumers learn from their previous purchases and how they learn about new information that is available to them
=+explain the difference between thought- and feeling-based decisions
=+identify the most common factors and biases that influence judgement and decision processes
=+distinguish judgements from decisions and understand why and how both processes are important to marketers
=+search sites should do to get into the consideration set?
=+4 Given the role of prototypicality in the recall of search engine brands, what do you think niche
=+Which process is likely to favour the specialised search sites?
=+3 Are consumers likely to search by brand or by attribute when comparing search sites?
=+2 What are the search sites doing to increase consumers’ motivation, ability and opportunity to process external information?
=+Why is achieving a significant level of brand familiarity especially important for Google’s competitors?
=+5 What kinds of information are acquired during an external search?
=+an external search by brand rather than by attribute?Which search process would a marketer prefer consumers to use, and why?
=+4 When would a consumer be more likely to conduct
=+consideration set and why would a company want its brand in the consideration set?
=+3 What factors affect the inclusion of brands in the
=+2 How do routine, emergency, planning and evolving problems differ from each other?
=+1 How does a discrepancy between the ideal state and the actual state affect consumer behaviour?
=+Do you think consumers from other cultures would be so open to having their image uploaded to the Internet?
=+➜ How do marketers use other technology media, such as social media, to provide consumers with information about their products and brands?
=+can influence this process.
=+identify the factors that determine how much consumers engage in information search and how marketers
=+opportunities and the challenges that marketers face in trying to influence external searches
=+explain why and how consumers conduct an external search to solve a consumption problem, and identify
=+identify some of the ways in which marketers can affect internal searches
=+discuss what happens when consumers conduct an internal search to solve a consumption problem and
=+describe how consumers recognise a consumption problem and distinguish between an actual and an ideal state
=+Do you think this is why the plain packaging laws may not be as effective as predicted?
=+cigarettes among young people. But does this have the consequence of reducing the effectiveness of the emotional appeal to reduce smoking?
=+3 The purpose of the plain packaging laws in Australia was to reduce the appeal of
=+pictures and warnings on cigarette packaging. What are the necessary conditions for such emotional appeals to reduce the lure of cigarettes among young people?
=+2 Use fear appeals to explain why governments worldwide have decided to use graphic
=+1 Using the ABC model of attitudes, which aspect or aspects of attitudes do you think these graphic warnings regarding smoking are changing?
=+6 What are the main differences between high- and low-effort routes to attitude change and persuasion?
=+5 How do different elements of the marketing mix affect the affective or cognitive components of attitudes?
=+Are there some products that you think a humour or a fear appeal is better suited to?
=+4 Contrast humour and fear appeals. Why is each effective?
=+3 What role does source credibility play in affecting consumer attitudes based on cognitions?
=+1 What are attitudes and what four functions do they serve?
=+How likely are you to buy a product whose ad you see on your phone compared with seeing it on a television?
=+Culture does not have to refer only to ethnic groups. It can also refer to different age cohorts. Think of an ad that you consider ‘sexy’. Do you think your mum or dad would also consider it ‘sexy’?
=+outline some issues marketers face in trying to predict consumers’ attitudes.
=+explain how marketers can change consumers’ attitudes and the relevance of motivation, ability and opportunity in attitude change
=+discuss how marketers can apply various cognitive models to understand and influence consumers’ attitudes
=+describe how marketers can use affective or emotional models to change consumers’ attitudes and behaviours
=+explain the key functions and characteristics of attitudes
=+associations about Virgin Blue? How might these existing associations have interfered with the knowledge structure that Borghetti wanted customers to have about the new Virgin Australia?
=+4 What were some other ways in which Borghetti could remove customers’ previous
=+when to fly on Virgin Australia, Qantas or another airline?
=+3 Do you think Borghetti was also able to change the scripts that customers had about
=+2 Explain how chunking, rehearsal, recirculation and elaboration might have played a part in the rebranding of Virgin Australia.
=+you think this might positively or negatively influence the long-term success of Virgin Australia?
=+1 Borghetti was able to change the explicit memories that customers had about Virgin Blue. Do you think he was able to change customers’ implicit memories as well? How do
=+8 Which three elements affect retrieval failures?
=+7 How does consumers’ knowledge affect knowledge structures in memory?
=+3 What is a brand schema and how is it related to branding and brand personalities?
=+1 How are working memory and long-term memory linked?
=+Imagine that Coles, one of Australia’s two primary supermarket chains, opened up an airline – ColeAir. How likely would it be that you’d fly with them? Did your cultural background influence your answer?
=+and how marketers try to affect memory.
=+discuss the various aspects of memory, including encoding and retrieval, how they work and how they can fail,
=+how and why the content and structure of knowledge are relevant to marketers
=+describe how associative networks, schemata and scripts affect consumers’ knowledge content, and explain
=+distinguish between the different types of memory and explain why marketers must be aware of the differences
=+3 Why would Under Armour want to be sure that consumers can clearly see different models as well as its mission and guarantee on the brand’s website?
=+market its products by sponsoring up-and-coming athletes?
=+2 What roles do objective and subjective comprehension play in Under Armour’s ability to
=+1 What is Under Armour doing to make its brand personally relevant, surprising and easy to process?
=+marketing-mix elements such as packaging and price to affect consumer inferences?
=+8 What are some ways in which companies can use
=+comprehension and how do MAO and culture affect comprehension?
=+7 What are the two components of message
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