Questions and Answers of Consumer Behaviour

The Rio Olympics 2016 once again proved that major sporting events would struggle to attract the necessary finance and backing if it were not for the brands that sponsor them. Brand owners know that
A recent sociometric study on obesity (similar to the one we read about regarding clusters of smokers) provides a striking example of how our social networks influence what we do. The researchers
How does the Principle of Least Interest relate to your success in a romantic relationship?
Define conformity and give an example of it. Name three reasons why people conform?
What is FOMO, and why might it be important?
How do you find a suitable opinion leader?
What is Klout, and how is it measured?
Could a marketer create a generalized opinion leader?
What is meant by homophily?
What is buzz building, and how does it work?
Visit www.customerrespect.com/ and learn about what they do about treating online customers. Is this service necessary?
Go to www.bananarepublic.com and www.oldnavy.com. Have your group compare these two websites as to online atmosphere. Next, if possible, go to a Banana Republic and Old Navy store to determine the
Go to www.starbucked.com. What is the overall purpose of this website? Based on the information given on this website, discuss how consumers can become so dissatisfied that they would create or
Faculty often gets free textbooks from publishers in order to review and possibly prescribe them for their courses. Book buyers come by faculty offices to get books (sometimes, instructor copies),
Think of a time when you had to get rid of something that had been significant to you. Analyze this situation in terms of divestment rituals?
Many consumers have become more interested in conserving than in “throwing away.” Have students think of ideas they have for creative recycling. Then, see if they can figure out ways to
Ask a student to visit competing discount houses, supermarkets, department stores, or specialty shops in your area and describe the image they have of each store. What factors account for the image
1. Evaluate the shopping experience at Jordan’s. Why is it so successful? Be sure to consider how they have incorporated concepts related to physical and social surroundings, as well as
A Nielsen survey in 2015 showed that 60 percent of consumers browsed online before they made a purchase in-store. However, 51 percent of consumers browsed in-store and then went home to make their
Go to www.casino.com. Become familiar with the concept of prospect theory. Spend some time as a group on this or other online gambling websites. What examples do you find of applying prospect theory?
Go to www.peapod.com. Online grocery is alive and well. Although most grocery purchases that we make fall into the category of habitual decision-making, somehow, this concept is working for some
It is often revealing when a student interviews a manager of a local retail store to determine how the store is attempting to meet the consumer’s need for information. After the interview, suggest
1. How does Tesla Motors’ marketing strategy connect with the changes going on in the consumer decision journey today? Do you believe that they can be successful over the long-term with this kind
Can you replicate Richard’s decision-making process as he chose a TV brand for other consumers or other products? Create a grid for a different product category that lists available brands and the
There is an increasing trend toward using crowd sourcing as a research and development tool. According to Gartner, by 2017 around 75 percent of all product development capabilities carried out by
Research supports the argument that the way we pay for a product changes the way we perceive it. More specifically,credit cards prime people to focus less on the costs of the item and more on the
It’s increasingly clear that many postings on blogs and product review Web sites are fake or are posted there to manipulate consumers’ opinions. How big a problem is this if consumers
Visit www.izod.com. Is a multi-attribute model a good one to apply to this product to explain how attitudes are formed? Why or why not? Suggest an alternative model?
Have students produce an example of some type of promotion used for each of the principles of reciprocity, scarcity, authority, consistency, liking, and consensus?
1. Describe Cream Silk’s promotion within the context of the multi attribute model: Which attribute(s) were central to the promotion and how does the model explain what they company was trying to
According to this chapter, “Just like novelists, poets, and artists, marketers are storytellers.” To what extent can this be taken seriously? There is certainly a case for it when you consider
The elaboration likelihood model (ELM) assumes that under conditions of high-involvement, we take the central route to persuasion. What does this mean, and how does it work?
UK-based Reverse Graffiti specialise in guerrilla marketing. They sell DIY Snow Graffiti packages for under $300. The package includes a stencil, a biodegradable spray maker, and a pair of latex
Research featured in the Journal of Consumer Psychology would seem to suggest that chewing gum or eating makes a consumer completely immune to the effects of advertising. Most advertising relies on
Watchdog groups have long decried product placements because they blur the line between content and advertising without adequately informing viewers. The networks themselves appear to be divided on
Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you include?
Discuss some conditions that would cause you to advise a marketer to use a comparative advertising strategy?
Should corporations use their activities in the field of CSR as marketing tools? Is the point of CSR to be a better corporate neighbor rather than a tool to market products and services?
What do you understand by sock puppeting? Is it ethical?
Jeff Chown and Mick Carter of Davie Brown Entertainment work with brands such as AT&T, Gillette, Nokia, and Pizza Hut. They try to match these major brands with the world’s most popular
Google updated its terms of service to allow shared endorsements though it’s likely most users don’t read these terms too carefully. Not everyone is thrilled about finding out his or her comments
Against the backdrop of Chinese consumers’ fear of buying contaminated food, a new industry emerged in 2013. Online suppliers promised products directly from the farm. This followed a food scare
Across the globe there is a growing demand for free mobile phone content, mainly in the form of apps. In turn, this is having a marked influence on mobile advertising. The biggest increase in mobile
Corporate sponsorship of universities in the U.S. and the U.K. is commonplace; the sponsored universities have attracted millions of dollars. Chinese universities are following suit. However, this
The Federal Trade Commission recently sponsored a conference on “Blurred Lines: Advertising or Content?” that reflects the agency’s concerns about the resemblance between native ads and
Describe the Elaboration Likelihood Model, and summarize how it relates to the relative importance of what is said versus how it’s said?
What is the difference between a lecture and a drama?
Visit both www.macaronigrill.com and www.dennys.com. Have your group analyze the approaches that both of these websites have taken to appeal to their target markets. What elements and cues in these
Go to www.burtsbees.com. How does this site use lifestyle marketing to its advantage? What lifestyle would be most associated with the products shown on this site? After reading the history of the
Assign groups of students to go to an airport (or other location where they will find lots of foot traffic) to people watch. Have them classify as many people as possible according to social class
Ask a student to bring in an ad in which the brand being marketed was at one time a status symbol, but fell out of fashion for a time (e.g., Cadillac, Parker Pen, Izod-Lacoste, etc.). Have the
This chapter mentions that psychographic analyses can be used by politicians to market themselves. What are some of the marketing strategies and techniques used by politicians in recent elections?
Ask students to list three products that seem to have personalities. Describe the personalities. What types of people buy these products? Is there a match between the consumer’s personality and
Have each student characterize three different people that they associate with (friends, coworkers, classmates, family members, etc.) based on traits (trait theory). Each of the three should be
Ask students to examine advertisements and determine which appear to be Freudian or Neo-Freudian in nature. How is this determined? What were the messages in the advertisements?
1. Based on your understanding of the personality attributes influencing consumer behavior, describe how consumers identify themselves with the brand personality of Red Bull? What goals and values
Products and services exist in a carefully created ecosystem of complementary products and services. Each one influences the demand, sales and price of the others. What are a gym’s complementary
Taking your own country as an example, how would you link values to consumer behaviour?
The Great Recession is over, so things are looking up for many consumers. Still, is frugality the “new normal” or will many of us revert to the free-spending days before the bubble burst in 2008?
Is there such a thing as personality? If so, how might you intergrate knowledge about consumer’s personality traits into a marketing strategy?
How can marketers stay on top of changes in lifesyle trends?
What is the basic philospophy behind a lifestyle marketing strategy?
How does Freud’s work on the the unconscious mind relate to marketing practice?
Go to www.victoriassecret.com. How does this famous website use enhancement of the self to attract consumers? Would you expect males to visit the site as well as females? How could the site make it
What is the Big Five?
Go to www.burningman.com.Become familiar with the purpose of this festival. As a group, discuss the extent to which it is possible to achieve the purposes set forth by this organization. Discuss the
Go to www.specialized.com. Specialized Bicycles is one of the leading manufacturers and marketers of all types of bikes. Browse their website. Give a brief description of their different product
Go to www.wholefoods.com. Take some time to become familiar with the website. Describe this company and the products that they offer. Select specific examples of products that seem to target the
Have each student extensively describe a consumption situation that reflects each of the following: need for affiliation, need for power, and need for uniqueness?
Have students think of examples of products or services that each of them has purchased that fit the three types of motivational conflicts found in Figure 4.1.Figure 4.1 TYPES OF REINFORCEMENT EVENT
1. Discuss the possible reasons to buy a watch today. Connect each motivation you identify with an appropriate motivational theory from the chapter.2. What does Apple really believe will motivate
Crowdfunding is a relatively new frontier for marketing and consumer behavior. The main feature of this type of business arrangement and its related marketing revolves around attracting a sufficient
Interview members of a celebrity fan club. Describe their level of involvement with the “product,” and devise some marketing strategies to reach this group?
A group of psychologists argued that we need to revise Maslow’s Hierarchy of Needs. They propose we should delete “self-actualization” from the pinnacle and replace it with “parenting.”
Crisis, fear and guilt are very common themes in marketing and advertising. Humanitarian disasters are the backdrops favored by charities to elicit donations. Fear of burglary or weather damage fuels
Does money buy happiness? Why or why not?
What are some strategies marketers can use to increase consumers’ involvement with their products?
What is consumer involvement? How does this concept relate to motivation?
What is mood congruency and how to advertisers use it?
What is the difference between a mood and an emotion?
What are some of the key problems with Maslow's Hierarchy of Needs?
Explain the difference between a need and a want?
Describe three types of motivational conflicts, citing an example of each from current marketing campaigns?
What is motivation and why is this idea so important to marketers?
Go to www.gogorillamedia.com Become familiar with the advertising product offerings from this company. What previously useless space is this company turning into valuable advertising space? What
Go to www.levis.com Levis Strauss is a brand that is 150 years old. However, the long dominant player in the jeans and apparel industry has struggled in recent years toregain market share that it has
Go to www.BEaREP.com. Tens of thousands of new products are introduced every year. Due to various barriers to entry, the vast majority of new products fail. One company has an approach that will help
Have students identify what they think are strategic efforts by marketers to cause the consumer to forget about competitor information by interfering with new information of their own?
Ask students to observe their friends, roommates, and co-workers for an extended period to identify an incidence of modeling as it relates to a celebrity. Have them note how the four conditions of
Ask students to visit a grocery store or a similar retail setting and discretely observe the behavior of individual shoppers and groups of shoppers for an extended period. Have them record any
1. How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?2. How might instrumental
Choose a well-established product sold in your country. Identify its key attributes. How could the brand be leveraged? Can you suggest any brand extensions that could be developed? What about
Using commercial music for advertising is nothing new, but advertisers need to be very careful with their choices, as sometimes things can g o wrong unexpectedly. In 2013, General Motors was forced
Sales of retro trainer brands, food brands, board games, and even vehicles (such as the relaunch of Vespa in India) are all examples of the growth of nostalgia marketing. Nostalgia marketing taps
According to Gianfranco Zaccai of Continuum, focus groups kill innovation. He claims that in the 40 years he has been involved in the marketing industry, working with some of the most brilliant
How does learning new information make it more likely that we’ll forget things we’ve already learned?
How do different types of reinforcement enhance learning? How does the strategy of frequency marketing relate to conditioning?
How would you explain the terms salience and recall?
What is a schema? Give an example.
Why are retro brands so popular? What is the key ingredient that makes them successful?

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