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consumer behaviour
Consumer Behavior 8th Edition Wayne Hoyer - Solutions
10. How can consumers’ ability to retrieve information in memory be enhanced?
▸▸ 5-1 Understand what attitudes are and why they are important.
▸▸ 5-2 Discuss the various cognitive models underlying consumers’ attitudes based on high-effort thought processes.
▸▸ 5-3 Describe some of the methods for using the communication source and the message to favorably influence consumers’ attitudes in high-effort situations.
▸▸ 5-4 Identify the emotional foundations of attitudes when consumers’ processing effort is high.
▸▸ 5-5 Explain how and why a company might try to change consumers’ attitudes by influencing their feelings.
▸▸ 5-6 Outline the three main factors that lead to a positive overall consumer attitude toward an advertisement.
▸▸ 5-7 Discuss the various elements that can affect whether a consumer’s attitudes will influence their behavior.
1. What are attitudes, and what three functions do they serve?
▸▸ 6-1 Outline some issues marketers face in trying to change consumers’ attitudes when processing effort is low.
▸▸ 6-2 Explain the role of unconscious influences on attitudes and behavior in low-effort situations.
▸▸ 6-3 Discuss how consumers form beliefs based on low-processing cognitive effort.
▸▸ 6-4 Explain how marketers can influence cognitive attitudes through various methods.
▸▸ 6-5 Describe how consumers form attitudes through affective reactions when cognitive effort is low.
▸▸ 6-6 Describe how marketers can influence consumers’ feelings and attitudes when processing effort is low.
2. What role do source, message, context, and repetition play in influencing consumers’ cognitive attitudes in low-effort situations?
5. Explain the dual-mediation hypothesis. What are the implications for affecting consumers’ brand attitudes?
▸▸ 7-1 Describe how marketers can influence the process of consumers recognizing a consumption problem.
▸▸ 7-2 Identify the ways in which marketers can affect consumers’ internal search.
▸▸ 7-3 Explain how marketing strategy is influenced by a consumer’s external search.
5. How do involvement and perceived risk, perceived costs and benefits, and the consideration set affect a consumer’s motivation to conduct an external search?
▸▸ 8-1 Distinguish between judgment and decision-making.
▸▸ 8-2 Describe the types of decisions consumers face in situations where motivation, ability, and opportunity to process are high.
▸▸ 8-3 Understand the two types of cognitivedecision models that consumers use in a purchase situation.
▸▸ 8-4 Discuss the role of appraisals and feelings, affective forecasting, and imagery in high-effort decisions.
▸▸ 8-5 Discuss the high-effort situations of delaying a decision or making a decision when the alternatives cannot be compared.
▸▸ 8-6 Outline the ways that consumer characteristics, decision characteristics, and other people can influence higheffort decisions.
4. Explain how consumers use their goals, decision timing, and framing to decide which criteria are important for a particular choice.
6. How do appraisals and feelings as well as affective forecasting influence consumer decision-making?
7. Under what circumstances do consumers use an alternative-based strategy or an attribute-based strategy for decision-making?
▸▸ 9-1 Identify the types of heuristics that consumers can use to make low-effort judgments.
▸▸ 9-2 Explain why marketers need to understand both unconscious and conscious decision-making processes in low-effort situations.
▸▸ 9-3 Understand how consumers learn to apply choice tactics through operant conditioning.
▸▸ 9-4 Discuss how consumers make thoughtbased low-effort decisions using performance-related tactics, habit, brand loyalty, price-related tactics, and normative influences.
▸▸ 9-5 Describe how consumers make affectbased low-effort decisions using feelings as a simplifying strategy, brand familiarity, variety seeking, and impulse purchasing.
1. How do base-rate information and the law of small numbers bias judgments made on the basis of the availability heuristic?
3. How do unconscious factors influence consumer behavior?
▸▸ 10-1 Explain how consumers can learn from consumption experience.
▸▸ 10-2 Describe how disconfirmation of expectations influences consumers’satisfaction and dissatisfaction.
▸▸ 10-3 Outline the actions that consumers may take after feeling dissatisfaction.
▸▸ 10-4 Discuss how customer satisfaction relates to loyalty.
▸▸ 10-5 Describe the consumer disposition process.
1. Describe how consumers learn from their experiences with brands, products, and services. Provide a detailed example of such “learning from consumption” that you are aware of.
2. Explain how expectations and performance contribute to disconfirmation.
3. Describe attribution theory and equity theory and explain how they relate to satisfaction and dissatisfaction.
4. Explain the role of post-decision emotions in influencing consumers’ action tendencies and actions.
5. Describe when consumers experience delight and when they experience anger after a consumption event.
6. Explain when and why the positive consumption emotion of pride may have a negative effect on consumer loyalty.
9. In which ways can consumers dispose of their possessions or their residues in personally, socially, and societally positive ways?
10. Propose one or more ways to build new or expand existing businesses from the various ways that consumers can dispose of their possessions.
▸▸ 11-1 Describe the various sources of influence on consumers and why each is important to marketers.
▸▸ 11-2 Identify the various tools of influence available to marketers.
▸▸ 11-3 Describe the various types of social influence that can impact consumers.
▸▸ 11-4 Identify factors that affect the extent(or impact) of reference group influences.
1. What are the types of sources that influence consumers?
4. How might consumers respond to normative influence?
6. Differentiate between information valence and modality.
7. Why is word of mouth so important for marketers?
8. When is social influence likely to be particularly powerful?
▸▸ 12-1 Describe how birth cohorts influence consumer behavior.
▸▸ 12-2 Describe how gender and sexual orientation affect consumer behavior.
▸▸ 12-3 Discuss how regional influences affect consumer behavior.
▸▸ 12-4 Discuss how ethnic and religious characteristics influence consumer behavior.
1. Describe how the six generations (i.e., Silent Generation, Baby Boomers, Generation X, Generation Y or Millennials, Generation Z or Zoomers, and Generation Alpha) differ and clarify how marketers could better cater to their needs and wants.
2. What is the difference between gender, gender identity, and sexual orientation, and why is this distinction important for marketers?
3. What is clustering, and why would marketers use it?
6. Why would a company adopt multicultural marketing rather than target a single subculture?
7. Why do marketers have to consider regional influences when targeting consumers in a country?
▸▸ 13-1 Explain how the family life cycle and other forces affect the various types of households and families.
▸▸ 13-2 Discuss the roles that household members play in the family decision process, and how companies can build on these roles to market more effectively.
▸▸ 13-3 Explain the social class hierarchy, major determinants of social class standing, and how social class changes over time.
▸▸ 13-4 Explain how social class influences consumer behavior and why these influences are considerations when marketers plan strategy and tactics.
▸▸ 13-5 Describe consumption patterns of specific social classes and the implications for marketers.
1. Define the terms household, family, nuclear family, and extended family.
3. What eight tasks or roles might a household member have in household decision-making?
4. What is the social class hierarchy?
5. What are the determinants of social class?
6. Why is social class fragmentation taking place?
8. How does parody display differ from status symbols?
10. Why might a company develop different offerings for consumers in different social classes?
▸▸ 14-1 Describe seven core values that influence consumer behavior, and identify some of the domain-specific values that characterize a global consumer culture.
▸▸ 14-2 Describe how personality can influence consumer behavior.
▸▸ 14-3 Explain how lifestyles are represented by activities, interests, and opinions.
▸▸ 14-4 Describe how psychographic applications in marketing combine values, personality, and lifestyle variables.
1. What are the differences between terminal values, instrumental values, and domain-specific values?
2. What are the seven personal values in the core value circumplex, and how can these influence consumer behavior?
3. What is consumer materialism, and what are some of the ways it influences consumer behavior?
5. What is the definition of personality?
6. What are the Big-Five personality traits, and how can these influence consumer behavior?
7. Which other personality traits are interesting to marketers because they may influence consumer behavior?
8. What is a consumer’s political orientation, and how is it associated with the consumer’s personal values, personality traits, and consumption behavior?
9. What are the three components of a consumer’s lifestyle, and how do these relate to personal values and personality traits of consumers?
10. What are psychographic characteristics of consumers, and how can marketers research them?
▸▸ 15-1 Describe how innovations can be classified in terms of their novelty and the benefits they offer.
▸▸ 15-2 Discuss the implications of consumers’resistance and adoption to innovations to marketers.
▸▸ 15-3 Discuss how diffusion curves relate to the product life cycle.
▸▸ 15-4 Discuss the factors that enhance adoption of, resistance to, and diffusion of a new product.
2. What is cocreation and what are its potential benefits?
5. How can consumers be categorized in terms of their timing of adoption relative to that of other consumers?
▸▸ 16-1 Describe the four functions of symbolic meanings.
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