Consumer Behavior In Action 1st Edition Geoffrey Paul Lantos - Solutions

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13. Describe the type of promotional message that would be most suitable for each of the following personality market segments, and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high
12. Research has found that the target market selected by the maker of a digital camera consists primarily of individuals who are other-directed and also have a high need for cognition.How can the camera’s marketer use this information in promoting its product?
11. Describe personality trait theory. Give five examples of how personality traits can be used in consumer research.
10. Contrast the major characteristics of the following personality theories: (a) Freudian theory, (b) neo-Freudian theory, and(c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior.
9. How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?
8.a. How do researchers identify and measure human motives?Give examples.b. Does motivational research differ from quantitative research? Discuss.c. What are the strengths and weaknesses of motivational research?
7. What are the advantages and disadvantages of using Maslow’s needs hierarchy in segmentation and positioning?
6. For each of the following products, select one level from Maslow’s hierarchy of human needs. Describe how you would use the need you selected in promoting the product to a market segment of your choice. The products are e-readers, expensive shoes, and vacation homes.
5. How can marketers use consumers’ failures at achieving goals in developing promotional appeals for specific products and services? Give examples.
4. Why are consumers’ needs and goals constantly changing?What factors influence the formation of new goals? Apply the concepts of needs and goals to the introduction of a new program by your college or university.
3. List the innate and acquired needs that would be useful in developing promotional strategies for the following products and explain how they would be useful: (a) global positioning devices, (b) sunglasses that can be customized online, and (c)smartphones.
2. Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs.
1. Discuss the statement, “Marketers don’t create needs; needs preexist marketers.” Can marketing efforts change consumers’needs? Why or why not? Can they arouse consumer needs? If yes, how?
8 To understand the impact of self-image on consumer behavior.
7 To understand brand personification.
6 To understand how personality traits shape consumer behavior
5 To understand personality development.
4 To understand why and how consumers use technology.
3 To understand the impact of hidden motives on consumer behavior.
2 To understand the systems of classifying needs.
1 To understand how motives, needs, and goals shape consumer behavior.
16. Find three print advertisements directed at three different clusters, each one belonging to one of the three frameworks:PRIZM, P$YCLE, and ConneXions. Explain your choices.
15. The owners of a local health-food restaurant have asked you to prepare a psychographic profile of families living in the community surrounding the restaurant’s location. Construct a 10-item psychographic questionnaire that measures a family’s dining out preferences.
14. Visit two websites with which you are familiar and write down every click that you make and the navigation patterns and times of your surfing. Then, describe how a marketer—of a product of your choice—who had tracked your Web visits to the sites could use the observation of your surfing in
13. Select a product and brand that you use frequently and list the benefits you receive from using it. Without disclosing your list, ask a fellow student who uses a different brand in this product category (preferably a friend of the opposite gender)to make a similar list for his or her brand.
10. Explain the differences between segmentation and real-time bidding.
9. Choose one of the VALS segments as a potential target market for each of the following offerings and explain your choices:a. SUVsb. financial retirement plansc. a new smartphone model
8. Regent Seven Seas Cruises and Royal Caribbean International are two companies in the vacation and travel industry.After looking at their websites, describe the kind of consumers that each company is seeking to attract. Also, describe how either company can use demographics and psychographics to
7. How can a marketer for a chain of health clubs use the VALS™ segmentation profiles to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned to each of the segments targeted?
6. Some marketers consider benefit segmentation to be the segmentation approach most consistent with the marketing concept.Do you agree or disagree with this view? Why?
5. Combine at least two segmentation bases for targeting each of the following products. Explain your choices.a. Men’s sneakersb. Women’s cocktail dressesc. hybrid carsd. e-readers
4. Does your lifestyle differ significantly from your parents’ lifestyle?If so, how are the two lifestyles different? What factors cause these differences?
3. Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together? Illustrate your answer with a specific example.
2. How are market segmentation, targeting, and positioning interrelated?
1. What is market segmentation? How is market segmentation related to the marketing concept?
Which factors make visitors click on specific ads?
What are the characteristics of visitors who are likely to return to a website and why?
Which websites’ features (and combinations of features) are likely to persuade people to register with a website?
When leaving a given page, which content and pages are visitors likely to look at next?
11. Locate two examples of technological innovations designed to enhance customer retention and discuss them.
10. Locate two examples (one advertisement and one article)depicting practices that are consistent with the societal marketing concept and two examples of business practices that contradict or ignore this concept. Explain your choices.
9. Locate two websites that you visit regularly and discuss how they can (and probably do) track your behavior and enable marketers to target you more effectively.
8. Discuss the role of the social and behavioral sciences in developing the consumer decision-making model.
7. How can marketers use technology to improve customer retention and enhance their bonds with customers?
6. Discuss the interrelationships among customer expectations and satisfaction, perceived value, and customer retention. Why is customer retention essential?
5. It is often said that consumers receive “free” content online.Is this true? Why or why not?
4. Describe how technology enhances the exchange between marketers and consumers.
3. Define the societal marketing concept and discuss the importance of integrating marketing ethics into a company’s philosophy and operations.
2. A company is introducing a new e-book reader. Suggest segmentation, targeting, and positioning strategies for the new product.
1. Describe the interrelationship between consumer behavior and the marketing concept.
8. Describe each of the five hierarchy of communications effects models, the type of route processing(high-effort central route vs. low-effort peripheral route) and attitude component perspective(decision-making, experiential, or cognitive) relevant to each hierarchy model, the types of products or
7. Explain the relationship between attribution theory and self-perception theory, as well as the nature and use of internal attributions and external attributions and how consumers “test” their hypotheses concerning their attributions toward self, others, and things.
6. What are the marketing implications of each of the conative behavioral influence perspective models: operant conditioning, cognitive dissonance theory, attribution theory, and passive learning?
5. Describe the kinds of products and situations for which the conative behavioral influence perspective is most relevant as well as each of the theories and models that apply for both high-effort central-route processing and low-effort peripheral-route processing.
4. What are the marketing implications of each of the low-effort peripheral-route behavioral influence perspective affective models: mere exposure effect, classical conditioning, attitude toward the ad, and mood?
3. Explain the types of advertisements that can positively affect attitude toward the ad (Aad), explain the processing route relevant to each, and relate each to the dual-mediation hypothesis.
2. Describe the kinds of products for which the affective experiential perspective is most relevant asv well as each of the affective experiential perspective theories and models that apply for high-effort central-route processing as well as low-effort peripheral route processing.
1. Explain how the affective experiential perspective and the conative behavioral influence perspective each differ from the cognitive decision-making perspective.
10. How can marketers employ the cognitive route to attitude change under low-effort peripheral route processing?
9. Explain balance theory and how marketers can apply it.
8. Discuss the four functions of attitudes according to the functional theory of attitude change and how marketers can tap into each function.
7. Explain each of the attitude-shaping strategies based on multiattribute attitude models.
6. Describe each of the following multiattribute attitude models: belief-importance (expectancyvalue)model (including unweighted and finite ideal point models), Rosenberg’s (instrumentalityvalue)model, Fishbein’s model, and Fishbein’s theory of reasoned action (Fishbein’s extended model of
5. Explain what determines a consumer’s attitude toward the ad (Aad) at the cognitive level.
4. Explain the nature of the different types of communication sources. Describe why it is important to have a credible source, and cite the characteristics of credible communication sources.
3. Discuss under what kind of marketplace conditions each of the following marketing communications strategies would be most effective: placing the strongest arguments early in the message (i.e., assuming a primacy effect), using a two-sided message, employing negative message framing, drawing an
2. Explain some of the ways marketers can encourage consumers to generate support arguments and to not produce counterarguments as well as try to enhance the credibility of their message.
1. Describe each of the four general models and theories for the decision-making perspective(DMP) on cognitive attitude shaping as well as some general marketing implications suggested by each.
10. To demonstrate the various ways the cognitive route can be used to mold attitudes, even under conditions of low-involvement peripheral-route processing, by working with simple beliefs.
9. To discover how balance theory can be applied to shape attitudes.
8. To experience seeing applications of the functional theory of attitude change and critiquing them.
7. To recognize and evaluate advertisements using the various attitude-shaping strategies based on multiattribute attitude models.
6. To become familiar with several different types of multiattribute attitude models by applying them to your own CB, and determining marketing strategy implications from the results.
5. To become familiar with the concept of attitude toward the ad (Aad).
4. To practice distinguishing between credible and incredible communication sources that are credible and those that are not.
3. To recognize effective and ineffective use of various message structure characteristics: argument quality, order of presentation (serial position effects), message sidedness (one-sided versus twosided messages), positive versus negative message framing, closed-ended versus open-ended(explicit)
2. To recognize and analyze the strategies used by marketers to encourage consumers to generate support arguments and to not produce counterarguments, as well as to improve message credibility.
1. To explain the various models and theories of cognitive attitude molding and to recognize their use in advertising and other marketing situations.
10. Describe the elaboration likelihood model of attitude molding. How does attitude molding differ during central-route versus peripheral-route processing?
9. Which attitude measurement methods are most appropriate for measuring each of the three attitude components?
8. Describe how each of the major types of rating scales can be used to measure consumer attitudes.What is a major problem in using rating scales?
7. Explain the significance of inter-attitude consistency and of intra-attitude consistency for attitude molding strategies.
6. Name and describe the three attitude components, and describe the type of beliefs each is comprised of.
5. Explain each of the following characteristics of attitudes: availability, accessibility, favorability(direction, valence), and strength (importance).
4. Clarify how attitudes differ from, yet are related to, each of the following concepts: opinions, preferences, beliefs, and values.
3. What types of AOs are marketers generally interested in influencing? Briefly explain each one.
2. Describe how marketing objectives can be based on attitudes.
1. Where does attitude molding fit into the buyer decision process?
4. To gain experience in recognizing and creating questions using the various types of attitude scales and other questioning techniques for learning about attitudes.
3. To recognize appeals to central- versus peripheral-route processing.
2. To understand the nature of each of the three dimensions in the tricomponent model—cognitive, affective, and conative—and to recognize, explain the use of, and critically evaluate appeals to each of these three attitude components in advertisements and how these appeals relate to advertising
1. To understand the nature of the two dimensions that determine appropriate models and strategies for attitude molding: the tricomponent model and the elaboration likelihood model.
9. Explain vicarious learning, its advantages for learners, and its marketing applications.
8. Describe analogical reasoning and explain its relationship to cognitive reasoning.
7. Outline the cognitive reasoning process.
6. What are the two multiple request techniques and how can they be used to affect buyer behavior?
5. What is shaping, which learning theory does it relate to, and how is it used to influence CB?
4. Explain the marketing applications of need association, attitudinal association, cognitive association, and cue association.
3. Describe and explain the marketing usages of attitudinal conditioning and cognitive associative learning.
2. Explain the influence of consumer involvement and use of intentional versus incidental learning on which learning theory is most likely to be operative in a given marketplace situation.

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Consumer Behavior In Action 1st Edition Geoffrey Paul Lantos - Solutions

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