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consumer behaviour
Questions and Answers of
Consumer Behaviour
Using a multiattribute model for Kellogg s cereal, describe how consumers might develop a positive or negative attitude toward the Corn Flakes brand. How would Michael Phelps picture in the British
In the context of source effects, discuss why companies scrambled to sign endorsement deals with Michael Phelps immediately after the Olympics. How did these source effects change after the picture
Conduct an avatar hunt on e-commerce Web sites, online video game sites, and online communities such as The Simsthat let people select what they want to look like in cyberspace. What seem to be the
Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse? L01
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective? If you were marketing the products, would you feel more comfortable with ads that use a
Make a log of all the commercials a network television channel shows during a 2-hour period. Assign each to a product category and decide whether each is a drama or an argument. Describe the types of
Observe the process of counterargumentation by asking a friend to talk out loud while he watches a commercial.Ask him to respond to each point in the ad or to write down reactions to the claims the
Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product? L01
Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it? L01
A government agency wants to encourage people who have been drinking to use designated drivers. What advice could you give the organization about constructing persuasive communications? Discuss some
Locate foreign ads at sites like japander.com in which celebrities endorse products they dont pitch on their home turf. Ask friends or classmates to rate the attractiveness of each celebrity, then
Construct a multiattribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve an establishment s image via the strategies the chapter describes.
Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you include. L01
Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status).
Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its products at awards shows. Publicists call this common practice gifting the
Many, many companies rely on celebrity endorsers as communications sources to persuade. Especially when they target younger people, these spokespeople often are cool musicians, athletes, or movie
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to one or the other. L01
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health-care products Sunbeam manufactured(a decision it later reversed). Should trade or
Discuss some conditions where you would advise a marketer to use a comparative advertising strategy. L01
The sleeper effect implies that perhaps we shouldnt worry too much about how positively people evaluate a source. Similarly, theres a saying in public relations that any publicity is good publicity.
A flog is a fake blog a company posts to build buzz around its brand. Is this ethical? L01
A recent antismoking ad sponsored by The New York City Department of Health crossed the line for many viewers. The spot showed a young boy who cries hysterically as a crowd of adults walk by him. The
Many universities contact with commercial companies to run campus Web sites and e-mail services.These agreements provide Web services to colleges at little or no cost. But these actions arouse
Contrast the hierarchies of effects the chapter outlines.How should marketers take these different situations into account when they choose their marketing mix? L01
Describe the elaboration likelihood model, and summarize how it relates to the relative importance of what is said versus how it s said. L01
What is the difference between a lecture and a drama? L01
Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique. L01
Should marketers ever try to arouse fear in order to persuade consumers? L01
Do humorous ads work, and if so, under what conditions? L01
When is it best to present a two-sided message versus a one-sided message? L01
How does the two-factor theory explain the effects of message repetition on attitude change? L01
When should a marketer present a message visually versus verbally? L01
What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser? L01
What is a halo effect, and why does it happen? L01
What is the difference between buzz and hype? How does this difference relate to the corporate paradox? L01
What is source credibility, and what are two factors that influence whether we decide a source is credible? L01
What are blogs and how can marketers use them? L01
Describe the elements of the traditional communications model, and tell how the updated model differs. L01
List three psychological principles related to persuasion. L01
Describe the theory of reasoned action. Why might it not be equally valuable when we apply it to nonWestern cultures? L01
What are three obstacles to predicting behavior even if we know a persons attitudes? L01
What is a subjective norm, and how does it influence our attitudes? L01
Do as I say, not as I do. How does this statement relate to attitude models? L01
Describe a multiattribute attitude model and list its key components. L01
According to balance theory, how can we tell if a triad is balanced or unbalanced? How can consumers restore balance to an unbalanced triad? L01
What are latitudes of acceptance and rejection? How does a consumer s level of involvement with a product affect his latitude of acceptance? L01
What is the foot-in-the-door technique? How does selfperception theory relate to this effect? L01
We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change? L01
How do levels of commitment to an attitude influence the likelihood that it will become part of the way we think about a product in the long term? L01
List the three hierarchies of attitudes, and describe the major differences among them. L01
Describe the ABC model of attitudes. L01
How can an attitude play an ego-defensive function? L01
How Do We Form Attitudes? L01
How do audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective? L01
How does the way a marketer structures his message determine how persuasive it will be? L01
Why do several factors influence a message source s effectiveness? L01
Why is the consumer who processes a message not necessarily the passive receiver of information marketers once believed him to be? L01
Why does the communications model identify several important components for marketers when they try to change consumers attitudes toward products and services? L01
Why do we use attitude models to identify specific components and combine them to predict a consumers overall attitude toward a product or brand? L01
Why does a need to maintain consistency among all of our attitudinal components motivate us to alter one or more of them? L01
Why do we form attitudes in several ways? L01
Why are attitudes more complex than they first appear? L01
Why is it so important for consumer researchers to understand the nature and power of attitudes? L01
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,
Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? L01
Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer
Locate additional examples of self-esteem advertising.Evaluate the probable effectiveness of these appeals is it true that Flattery gets you everywhere? L01
Interview victims of burglaries, or people who have lost personal property in floods, hurricanes, or other natural disasters. How do they go about reconstructing their possessions, and what effect
Construct a consumption biography of a friend or family member. Make a list of or photograph his or her favorite possessions, and see if you or others can describe this persons personality just from
Watch a set of ads on TV that feature men and women.Try to imagine the characters with reversed roles (i.e., the male parts played by women and vice versa). Can you see any differences in assumptions
Some activists object to Axes male-focused marketing;they claim that its commercials demean women. On the other hand, Doves campaign has been applauded because it promotes a healthy body image for
Does sex sell? Theres certainly enough of it around, whether in print ads, television commercials, or on Web sites. When Victorias Secret broadcast a provocative fashion show of skimpy lingerie live
Some consumer advocates have protested the use of super-thin models in advertising, claiming that these women encourage others to starve themselves in order to attain the waif look. Other critics
To date, the bulk of advertising targeted to gay consumers has been placed in exclusively gay media. If it were your decision to make, would you consider using mainstream media as well to reach gays,
Is it ethical for marketers to encourage infatuation with the self? L01
How might the creation of a self-conscious state be related to consumers who are trying on clothing in dressing rooms? Does the act of preening in front of a mirror change the dynamics by which
Should fast-food restaurants be liable if customers sue them for contributing to their obesity? L01
Some authorities are so concerned about the practice of sexting that they are trying to prosecute young people who do this for distributing child pornography. How does sexting reflect on a consumer s
Some historians and social critics say our obsession with thinness is based less on science than on morality.They equate our society s stigmatizing obese people(treating them as sick, disabled, or
How prevalent is theWestern ideal of beauty among your peers? How do you see this ideal evolving now (if at all)? L01
The term metrosexual is a big buzzword in marketing, but is it real or simply media hype? Do you see men in your age group changing their ideas about acceptable interests for males (e.g., home
How did tattoos originate? L01
What is fattism? L01
Have ideals of beauty in the United States changed during the past 50 years? If so, how? L01
What is body cathexis? L01
Give two examples of sex-typed products. L01
Is masculinity/femininity a biological distinction? Why or why not? L01
What is the difference between agentic and communal goals? L01
Define the extended self and provide three examples. L01
How do feelings about the self influence the specific brands people buy? L01
What does the looking-glass self mean? L01
Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase. L01
List three dimensions that describe the self-concept. L01
How do Eastern and Western cultures differ in terms of how people think about the self? L01
The self-concept strongly influences consumer behavior? L01
Why does every culture dictate certain types of body decoration or mutilation that help to identify its members? L01
Why can our desire to live up to cultural expectations of appearance be harmful? L01
Why is the way we think about our bodies (and the way our culture tells us we should think) a key component of self-esteem? L01
Why is sex-role identity different from gender, and how do societys expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations? L01
Why do products often play a pivotal role in defining the self-concept? L01
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