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business
cb: consumer behaviour
Consumers Behavior 12th Edition Joseph WisenblitJoseph Wisenblit, Joseph Wisenblit - Solutions
8. What are the advantages and disadvantages of using humor in advertising?
7. For what kinds of audiences would you consider using comparative advertising? Why?
6. Should marketers use more verbal copy than artwork in print ads? Explain your answer.
5. How can marketers construct and transmit addressable ads? Illustrate with a promotion of a product or service of your choice.
4. Compare broadcasting and narrowcasting and explain why marketers are moving away from using broadcasting and into narrowcasting and addressable marketing.
3. Discuss the strategic differences between traditional media channels and new media.
2. List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise?
1. Explain the differences between feedback from interpersonal communications and feedback from impersonal communications.How can the marketer obtain and use each kind of feedback?
I often make written notes to myself. (W)
I like to picture how I could fix up my apartment or a room if I could buy anything I wanted. (P)
I enjoy learning new words. (W)
I think I often use words in the wrong way. (P)
When I’m trying to learn something new, I’d rather watch a demonstration than read how to do it. (P)
I do a lot of reading. (W)
I can never seem to find the right word when I need it. (P)
There are some special times in my life that I like to relive by mentally “picturing” just how everything looked. (P)
I enjoying doing work that requires the use of words. (W)
5 To understand how to measure the effectiveness of advertising messages.
4 To understand the effectiveness and limitations of prominent advertising appeals.
3 To understand the elements of message structure.
2 To understand the distinctions between broadcasted and addressable messages.
1 To understand the components of communications, source credibility, and barriers to effective transmissions.
13. Think back to the time when you were selecting a college.Did you experience dissonance after you had made a decision?Why or why not? If you did experience dissonance, how did you resolve it?
12. Find advertisements that illustrate each of the four motivational functions of attitudes. Describe how each ad either reinforces an existing attitude or is aimed at changing an attitude.
11. Describe a situation in which you acquired an attitude toward a new product through exposure to an advertisement.Describe a situation in which you formed an attitude toward a product or brand on the basis of personal influence.
10. What sources influenced your attitude about this course before it started? Has your initial attitude changed since the course started? If so, how?
9. Find two print ads, one illustrating the affective component and the other illustrating the cognitive component. Discuss each ad in the context of the tri-component model. Why has each marketer taken the approach it did?
8. A college student has just purchased a new Apple iPad. What factors might cause the student to experience post-purchase dissonance? How might the student try to overcome it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer
7. Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions?Explain your answer.
6. The Department of Transportation of a large city is launching an advertising campaign that encourages people to switch from private cars to mass transit. How can the department use the following strategies to change commuters’ attitudes: (a)changing the basic motivational function, (b)
5. Explain how the product manager of a breakfast cereal change consumer attitudes toward the company’s brand by (a) changing beliefs about the brand, (b) changing beliefs about competing brands, (c) changing the relative evaluation of attributes, and (d) adding an attribute.
4. How can the marketer of a “nicotine patch” (a device that assists individuals to quit smoking) use the theory of trying to consume? Using this theory, identify two segments of smokers that the marketer should target and explain how to do so.
3. Explain a person’s attitude toward visiting Disney World in terms of the tri-component attitude model.
2. Because attitudes are learned predispositions to respond in particular ways, why don’t marketers measure only purchase behavior and ignore attitudes?
1. Explain how situational factors influence the degree of consistency between attitudes and behavior.
To what extent complying with the preferences of the relevant others plays a role in her decision? In other words, is she sufficiently motivated to defer to the relevant others or not?
What are her beliefs about how each relevant other would respond to her tattoo (e.g.,“Mom would consider the tattoo an object often associated with gangs, but my boyfriend would love it”)?
Who are her relevant others (e.g., parents and boyfriend)?
7 To understand how people assign causality to events.
6 To understand cognitive dissonance and resolving cognitive conflicts.
5 To understand cognitive elaboration and the two routes to persuasion.
4 To understand how to alter consumers’ attitudes by making particular needs prominent.
3 To understand how to apply multiattribute models to change consumers’attitudes.
2 To understand the tri-component attitude model.
1 To understand how consumers’ attitudes influence their decision-making.
13. Find two ads: one targeting the left side of the brain and another targeting the right side. Explain your choices.
12. Visit a supermarket. Can you identify any packages where you think the marketer’s knowledge of stimulus generalization or stimulus discrimination was incorporated into the package design? Note these examples and present them in class.
11. Imagine that you are the instructor of this course and that you are trying to increase student participation in class discussions.How would you use reinforcement to achieve your objective?
10. How can marketers use measures of recognition and recall to study the extent of consumer learning?
9. What is the relationship between brand loyalty and brand equity? What role do both concepts play in the development of marketing strategies?
8. Why are both attitudinal and behavioral measures important in measuring brand loyalty?
7. Discuss the differences between low- and high-involvement media. How would you apply the knowledge of hemispheric lateralization to the design of TV commercials and print advertisements?
6. How does information overload affect the consumer’s ability to comprehend an ad and store it in her or his memory?
5. Define the following memory structures: Sensory store, shortterm store (working memory), and long-term store. Discuss how each of these concepts can be used in the development of an advertising strategy.
4. Which form of learning—classical conditioning, instrumental conditioning, observational learning, or cognitive learning—best explains the following consumption behaviors: (a) buying a six-pack of Gatorade, (b) preferring to purchase jeans at a Diesel Store, (c) buying a smartwatch for the
3. Neutrogena, a company known for its “dermatologist recommended”skin care products, introduced a line of shaving products for men. How can the company use stimulus generalization to market these products? Is instrumental conditioning applicable to this marketing situation? If so, how?
2. Describe in learning terms the conditions under which family branding is a good policy and those under which it is not.
1. How can the principles of (a) classical conditioning and(b) instrumental conditioning be applied to the development of marketing strategies?
8 To understand how to measure the outcomes of consumer learning.
7 To understand the impact of involvement and passive learning on purchase decisions.
6 To understand cognitive learning as a form of consumer decision-making.
5 To understand how consumers process information.
4 To understand observational learning.
3 To understand instrumental conditioning and the objectives and methods of reinforcement.
2 To understand behavioral learning, classical conditioning, and the roles of stimulus generalization and discrimination in marketing.
1 To understand the elements of learning.
17. Apply the concepts that address consumers’ perceptions of service quality to evaluate this course at this point.
16. Select a company that produces several versions of the same product under the same brand name. (Do not use one of the examples discussed in this chapter.) Visit the firm’s website and prepare a list of the product items and the benefits that each item offers to consumers. Are all these
15. Define selective perception, and relate one or two elements of this concept to your own attention patterns in viewing print advertisements and online commercials.
14. Find three print examples of the kind of promotional methods that constitute ambush or experiential marketing. Evaluate each example in terms of the effectiveness of the sensory input provided.
13. What are perceptual maps, and how are they used in positioning brands within the same product category?Illustrate your answer with the chapter’s discussion of eye drops and toothpaste.
12. Why do marketers have to reposition their brands? Illustrate with examples.
11. How is the understanding of consumers’ perceptions of a product’s attributes used to position a brand within that product cate gory?
10. Describe the stages of the positioning process and apply them to positioning a product of your choice.
9. Discuss the roles of extrinsic and intrinsic cues in the perceived quality of (a) wines, (b) restaurants, (c) smartphones, and(d) graduate education.
8. Why is it more difficult for consumers to evaluate the effective quality of services than the quality of products?
7. Why do marketers sometimes reposition their products or services? Illustrate your answer with examples.
6. What are the implications of figure–ground relationships for print ads and for online ads? How can the figure–ground construct help or interfere with the communication of advertising messages?
5. How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the ad and the medium in which it appears help or hinder the effectiveness of the ad? Why or why not?
4. Does subliminal advertising work? Support your view.
3. For each of these products—chocolate bars and cereals—describe how marketers can apply their knowledge of the differential threshold to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition.
2. Discuss the differences between the absolute threshold and the differential threshold. Which one is more important to marketers? Explain your answer.
1. How does sensory adaptation affect advertising effectiveness?How can marketers overcome sensory adaptation?
8 To understand the process of positioning and repositioning.
7 To understand consumers’ perceived risks and how to lower them.
6 To understand the elements of consumer imagery.
5 To understand how consumers use integral and external factors to evaluate products.
4 To understand how people organize stimuli.
3 To understand why consumers notice some stimuli but not others.
2 To understand the distinction between the sensory absolute and differential thresholds.
1 To understand how perception shapes sensory input and subsequent consumer behavior .
21. Discuss how you curate your own social media self-image.What are your rules for posting or viewing on social media?
20. Find three print advertisements that illustrate concepts from Freudian personality theory and discuss how they do so.
19. Interview three friends about their favorite leisure-time activities. Do your leisure-time preferences differ from those of your friends? Which personality traits might explain why your preferences are different from or the same as those of your friends, and how so?
18. Find two examples of ads that are designed to arouse consumer needs and discuss their effectiveness.
17. Find three advertisements that illustrate the needs for order, achievement, and affection and discuss their effectiveness.(Each advertisement should depict one of these needs.)
1) and discuss their effectiveness.
16. Find two advertisements that depict two different defense mechanisms (Table
15. A marketer of health foods would like to segment its market on the basis of self-image. Describe how the marketer can use actual self-image and ideal self-image to do so.
14. Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer U.S.-made products? How can marketers use the consumer ethnocentrism scale to segment consumers?
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