Questions and Answers of Consumer Behaviour

What is conspicuous consumption? Give a current example.
Research finds that the social elite tend to be omnivorous: They embrace and seek variety in all forms of consumption, from music to food. But being omnivorous is not just happening amongst the
Some have referred to our modern world as “status obsessed” because we are constantly bombarded with images and posts of peers and strangers alike on social media, such as Facebook, LinkedIn, and
This chapter discusses the perils of cultural appropriation, where a company borrows symbolism from a specific culture for its own purposes. While many critics abhor this practice, others point to
Many colleges boast unique rituals in which students engage in some scripted group activity, though in recent years, some institutions have abolished these because of safety concerns or because the
Death also involves rites of passage. Funeral ceremonies help the living organize their relationships with the deceased. Action is tightly scripted, down to the costumes (e.g., the ritual black
The Gartner hype cycle describes five stages in the cycle. Identify three current tech innovations (e.g., virtual reality, drones, etc.), and pinpoint where you believe each new product fits in the
An important debate has existed for years about whether gender stereotypes in advertising influence and perpetuate existing values and norms around stereotyping at large, or whether advertising
There is a tendency to become preoccupied with documenting the moment – the more pictures people take, the less they say they enjoy the actual experience. What’s your take? Are we overly
A study that found when a larger body is labeled as “normal” size, people who see it become less concerned about overeating. What do you think? Will our culture’s new focus on body positivity
Young girls in our society are under tremendous pressure to express their sexualized identity – to wear tight clothing, post sexy images, or engage in inappropriate behaviors like watching porn or
Locate one or more consumers (perhaps family members) who have emigrated from another country. Interview them about how they adapted to their host culture. What changes did they make in their
Social media influencers and opinion leaders are sometimes called power users. They have a strong communications network that gives them the ability to affect purchase decisions for a number of other
The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should high school and college coaches be paid to determine what brand of
How would you describe the Lush brand community? What are the key characteristics of the online community? How do you think Lush’s decision to discontinue and criticize the same social media
How can a marketer determine what kinds of appeals will be the most persuasive in making the case for a product or cause? Design a simple experiment using the cause you chose for question CS 6.1
As many as 70 percent of people who shop online abandon their carts before they get to the checkout page. What are the major “pain points” you’ve encountered when you purchase online, and how
Create a customer journey map by recording in precise detail each step you personally took when you interacted with a physical store or an e-commerce website. What are the potential “pain points”
What is wokerwashing, and how does this practice relate to brands that take a stand on social justice issues?
The comedian Groucho Marx famously commented, “I’d never join a club that would have me as a member.” Some venues—such as exclusive websites, nightclubs, etc.—carefully monitor participants
The chapter discussed the evolutionary perspective. It is important to note that this viewpoint attracts a lot of debate, sometimes heated and biting, among consumer researchers. The advocates argue
Using the “4A’s” framework in Figure 13.3, analyze the considerations that went into the decision for Dollar General opening 1,000+ new stores in the United States over the past few years.
Select one city in one of the states or areas mentioned in the case and do an online search of dollar stores within a 5-mile radius. Does your research confirm or deny the assertion that dollar
Are companies targeting the bottom of the pyramid taking advantage of vulnerable consumers with limited resources?
Over the years, the McDonald’s fast-food chain has tried to modify its menu to appeal to people in different cultures. In India, the company doesn’t sell any of its famous beef hamburgers.
People in Thailand are preoccupied with supernatural forces. One common sight is a “spirit house,” a miniature dwelling intended for protective ghosts. Some include electric wiring and indoor
__________ are sets of multiple, symbolic behaviors that occur in a fixed sequence and are repeated periodically.a. Ritualsb. Stylesc. Systemsd. Consumer fairy talese. Myths
One study discovered that people who performed the Oreo cookie ritual of twist, lick, and dunk enjoyed their food more and __________.a. ate more cookiesb. were willing to pay more for the productc.
Since Oreo cookies are the featured product in the twist, lick, and dunk ritual, the Oreo cookie could be considered a __________.a. gift-giving productb. normcorec. fortress brandd. fade. fashion
Which of these cultural shifts threatened the Oreo cookie ritual?a. A change in U.S. demographicsb. An aging populationc. A change in consumption preferencesd. Concern over childhood obesitye. A
Which of these cultural factors also impacted the sales of Oreo cookies?a. Smartphone adoptionb. Graying populationc. Increasing diversityd. Increased competitione. Decline in rituals
Go to www.menscience.com. Everyone has grooming rituals. Examine this website and the implications that it has for male grooming. Describe how the design of the website seeks to enhance male grooming
Restaurant chains that attract diners with buxom servers in short shorts have become so popular the industry has a name for this category: breastaurants. The largest eatery of this kind is Hooters,
Explain the success that Torrid and similar brands have experienced in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about
Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? Find two recent articles or examples that illustrate these changes.
How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products,
Visit the website of Torrid or one of its competitors and discuss how the brand positions itself to support its customers' positive self-image. What is the brand's strategy to support a customer’s
One way to clearly see the impact of shifting cultural values on consumption is to look at the increasing emphasis on the importance of health and wellness. In recent years, top-performing new
Identify some of your favorite brands. If each “came to life” as a person, what kind of person would he or she be? Describe the brand personality of each – on what basis do you infer these
Extreme sports. YouTube. Pinterest. Veganism. Can you predict what will be “hot” in the near future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in
How would you describe the consumer identity of the Beyhive – the Beyonce fans? Are there particular personality or lifestyle characteristics that members of the Beyhive share?
How would you describe Beyoncé’s brand personality? How has it changed or evolved over the expanse of her solo career? How does it compare with other celebrity brand personalities with which
If you were hired as Beyonce’s brand manager, what types of products and services would you suggest she consider endorsing? How would these products appeal to the members of the Beyhive community?
What are some of the potential downsides of aligning yourself with a brand personality like Beyonce? Is there any harm in being a member of the Beyhive? Explain.
What are some business categories that stand to benefit most from the increasing affluence and vitality of the senior market?
Adidas provoked outrage when the company posted a photo of a new design, the JS Roundhouse Mids, on its Facebook page. The shoes come with bright orange shackles and the tagline “Got a sneaker game
Who is the target market for the OKAY Hyundai ad campaign? Include specific demographic variables and other characteristics of identity that you think Hyundai wants to appeal to with the ad campaign.
How might the early adopters of electronic vehicles respond to the Hyundai ad campaign specifically targeted to Black customers?
How do economics, the environment and even one’s political beliefs affect the type of automobile a consumer decides to purchase?
Imagine that you are in the market for a new vehicle and income is not your primary issue (have enough money to purchase whatever you like), what type of vehicle would you consider purchasing? What
Go to the following: www.bet.com, www.ebony.com, and www.vibe.com. What do these African American interest websites have in common? How do they use desire for ethnicity to their advantage? Would
Go to www.catholic.org, www.lds.org, and www.scientology.org. Each of these sites expresses thoughts about religion and religious freedom. What techniques do the sites use to stimulate their
What is viral marketing? Give an example of this strategy.
Walmart contended with a widespread text-messaging hoax that warned women to stay away from its stores or risk death. The digital rumor apparently originated in an urban myth (an unsubstantiated
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company. That often means convincing your friends to climb on the bandwagon, and sometimes you get
Identify a set of dissociativegroups for your peers. Can you identify any consumption decisions that you and your friends make with these groups in mind?
What is the rationale behind Lush’s decision to discontinue and then reintroduce a curated assortment of social media channels? Do you think followers and customers understood Lush’s choice? Why
As Lush implemented the change, how could it measure the effects of leaving, then returning to social media, on the achievement of its marketing goals?
What is another health, political, or philanthropic cause that could benefit from an advertising campaign? Create two taglines that could be used: one for people who are prevention-focused and
Health warnings have appeared on cigarette packages for almost 50 years. Discuss how habituation, or a decline in responsiveness due to repeated exposure (see Chapter 4), may be a factor affecting
The Centers for Disease Control advertisements on smoking cessation or smoking prevention use __________ appeals.a. fearb. intellectualc. truthd. informationale. shock
A __________ smoking cessation ad focuses on aspirations and achievements and the positives associated with quitting tobacco use.a. prevention-focusedb. promotion-focusedc. fear basedd. truth
Anti-smoking campaigns and smoking cessation programs have been __________ in the United States and the number of smokers is __________.a. very effective; near zerob. unproductive; unchangedc. quite
The two statements “Smoking causes cancer” and “I smoke cigarettes” create a feeling of __________ that may cause someone to quit smoking.a. cognitive dissonanceb. cognitive resonancec.
Which of these psychological principles should be the most effective in causing people to change their attitude with regard to smoking?a. Scarcityb. Authorityc. Reciprocityd. Consistencye. Liking
Bring in a number of print or television ads that rely on the use of metaphors or resonance (or have your students do it). Have the students discuss the ads in groups. What are their initial
For the same reasons that anthropomorphized digital assistants are influential, they are also worrisome. Recent research reveals that consumers are increasingly concerned artificial intelligence
Focus upon each of the “moments of truth” in turn.What specific strategies could P&G employ in each one to increase the probability of a sale and repeat business?
For a consumer purchasing a new car, which would be the first, second, and third most important moments in the process? Explain your prioritization.
Do frameworks like the MOTs help marketers, or is this just “consultant-speak?” If you believe the approach helps, explain how.
P&G calls the step in the sales process when the customer provides feedback to the firm about their purchase __________.a. the third moment of truthb. closing the loopc. the feedback periodd. the
P&G dubbed the internet research that consumers do prior to purchasing a product __________.a. FMOTb. ZMOTc. SMOTd. TMOTe. AMOT
The Moments of Truth framework helped P&G understand the path from stimulus to purchase to brand loyalty is __________.a. constructive processingb. difficult to navigate for marketersc. a journey
P&G would like consumers to engage in __________ for its consumer products.a. counteractive construalb. evaluative criteriac. prevention motivationd. habitual decision makinge. social scoring
The Moments of Truth model shows that consumer adoption is __________.a. a complex processb. one point in timec. easy to manipulated. easy to modele. focused on the initial sale
What are the pros and cons of using an online service for habitual decision-making decisions?
Marketers use “tricks” to minimize psychological waiting time. These techniques range from altering customers’ perceptions of a line’s length to providing distractions that divert attention
The chapter emphasizes the importance of design thinking to create products that are Easy and fun for people to use. Find an example of a product you own that is not user friendly. How might you
Even subtle labelling and packaging cues can make us more or less likely to throw away a partially consumed product. Recent research shows that changing the visual features of product’s packaging
In this chapter, you learned about some retailers that convert their whole store into a “being space.” How does this concept apply to the RH strategy and how might it affect its sales?
In this chapter, you learned that context effects and more specifically, atmospherics can affect consumers’ behavior in a store. Look over some of RH’s lavish galleries at rh.com/galleries. How
What elements of RH’s approach could be appropriate for retailers that are at price levels below the high/end prestige level of a retailer such as RH?
RH’s retail strategy is designed to __________.a. get people into physical storesb. increase online salesc. increase the number of brick-and-mortar storesd. focus on high-turnover low-margin
RH understands that a consumption decision can be influenced by the way a product looks but also by how customers might use the product. This perspective is known as __________.a. touchpoint
Retailers like RH create shopping themes that resemble a commercial living room where people can go to hang out and relax. This type of strategy converts the physical store into a __________.a.
RH consciously designs its retail spaces to evoke certain effects that will impact the potential buyers. This practice is called __________.a. atmosphericsb. showroomingc. themingd. an interactive
RH’s products would be classified as __________.a. recycled goodsb. beaconsc. luxury goodsd. discount goodse. situational self-image products
Have students think of some product or service they have purchased recently. Then have them respond to the elements of consumer involvement in Figure 5-4. Is their involvement with this product best
What are some obstacles to predicting behavior even if we know a person’s attitudes?
Describe the theory of reasoned action. How does it improve our ability to predict behavior from attitudes?
What is narrative transportation and how does this apply to persuasion?
The Pandora music site attracts about 70 million listeners, who tune in to playlists Pandora creates based on their initial preferences for certain artists. The site uses a music intelligence
Some consumer advocates worry that the above forms of weaving brands and products in the content of entertainment amounts to covert advertising, a form of advertising that works under the guise of
A recent study’s findings sum up the impact of sex appeals: Yes, they get noticed and remembered—but many viewers don’t recall what the ad was plugging! And, males do like provocative messages
A metaphor places two dissimilar objects into a close relationship such that “A is B,” whereas a simile compares two objects such that “A is like B.” A and B, however dissimilar, share some
A brand that wants customers to see it as a “friend” by depicting a model using it is more effective when the product image appears horizontally and near the model. On the other hand, if a brand
What is the difference between an absolute threshold and a differential threshold?
What do we mean by the concept of augmented reality? Give an example that is not discussed in the chapter. How does this concept differ from virtual reality?
“Brand meanings live in the minds of consumers.” Explain this statement.
What marketing opportunities could exist for global marketing in the metaverse? What potential obstacles would have to be overcome to make global marketing successful?

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