Questions and Answers of Consumer Behaviour

The visual and auditory capabilities in the metaverse enable creativity but could also lead to sensory overload. How can companies avoid this negative phenomenon, particularly in a virtual
Most brands in the metaverse will probably also exist IRL (In Real Life). How can brands use metaverse initiatives to increase sales of IRL products? What steps should marketers take to ensure that
In its current manifestation, the metaverse isa. a single connected/interoperable universeb. several separate digital entities, each with its own rules for access & membershipc. only conceptual and
In metaverse jargon, IRL stands fora. Internal Roblox Layerb. International Reality Leaguec. In Real Lifed. Insignificant Risk of Liabilitye. Instant Realization of Liability
The primary function of Nonfungible Tokens (NFTs) is toa. provide game “pieces” for virtual gamesb. make change for financial transactions conducted in the metaverse (like digital coins)c.
Consulting firm McKinsey & Company predicts that global spending in the metaverse could reach what amount by 2030?a. $5 trillionb. $5 billionc. $5 milliond. $30 trillione. 10,000 Bitcoin
Regarding consumer behavior in the metaverse, which is true?a. Evaluating product quality is much easier in the metaverse than in the real world.b. Consumers will always prefer the real world to the
Why do U.S. phone numbers have seven digits? (not including the area code)?
Mindfulness training often claims to help people change how they eat, how they work out, and how they study. Do you agree?
Research shows that taking photos of experiences with the intention to share them reduces one’s enjoyment of the experience. This happens because the goal of sharing involves the possibility of
The “Google effect” describes our tendency to place our trust in a search engine without bothering to think for ourselves. Do you agree that this is a problem? If so, what do you think might be
Discuss some of the ways that the limited decision-making and self-control capabilities of young children could lead them to make inaccurate assessments of advertising messages. Use examples to
If you were designing an ad campaign directed at 6-10-year-old kids, what principles could you use to ensure that you are communicating to them in an appropriate and responsible manner, while still
What are the risks to the children serving as kidfluencers who are allowed by parents (and encouraged by marketers and fans) to take on this role? What limitations regarding kidfluencers, if any,
Advertising targets the brain’s limbic system, which is in charge of a person’sa. sensing of stimuli like the senses of smell and touch.b. emotional responses.c. interpretation of color.d.
An important part of brain physiology is the prefrontal cortex which is responsible fora. interpretation of color.b. interpretation of sounds.c. emotional responses.d. cognitive behavior like
The prefrontal cortex is not fully developed until about agea. 25.b. 50.c. 4.d. 18.e. The prefrontal cortex continues to develop throughout one’s life.
A key reason that influencers are so effective in marketing is thata. consumers consider influencers as more trustworthy and relatable than traditional “celebrities” because they are “everyday
In response to concerns about advertising’s impact on children, advertisers and/or social media companiesa. have taken little or no action.b. have stopped advertising to people under the age of
What is cognitive dissonance?
Name the levels in Maslow’s hierarchy and give an example of a marketing appeal that is focused at each level.
The chapter discusses the quest by many consumers to quantify their personal actions –exercise, bodily functions, finances, and perhaps even the number of dates they went on this month. As we
Our online behaviors also can satisfy needs at different levels of Maslow’s hierarchy of needs, especially when we participate in social networks such as Facebook. Web-based companies can build
The text notes that marketers continue to push the envelope to create spectacles that will increase consumer involvement with their messages:
Choose a product without an apparent gamification strategy, and design a campaign that uses games to engage with users. Test your creativity by designing something more involved than simply winning
What makes a “good” game? Create a list of dos and don’ts for effective marketing gamification.
Does gamification work with all demographics (age, income, gender, education)? What game design elements should be considered when marketing to different demographic segments?
Gamification is particularly useful with which generations?a. Baby Boomers and Childrenb. Children and Gen Zc. Millennials and Gen Zd. Gen X and Baby Boomerse. Children and Millennials
The psychology of gamification includes all but which one of the following?a. Consumers can choose to play rather than being “forced” to watch an ad.b. Games give users control.c. We have a
One study cited in the case found that what percent of study respondents would be more likely to make a purchase from a brand if they had enjoyed playing a game offered by the company?a. 60%b. 99%c.
The gamification market is projected to grow to what size by 2026?a. $30 millionb. $38 billionc. $1 trilliond. $2 billione. $10 million
A major goal of marketing gamification isa. varietyb. engagementc. awarenessd. fune. stimulation
As consumers increasingly interact with one another in digital form, what are the ramifications for real-world human relationships?
Talk to car owners and probe to see what (if any) relationships they have with their vehicles. How are these relationships acted on? To give you some additional insight, check out a YouTube video
Amazon’s Echo is an example of a consumer product that relies on .a. artificial intelligenceb. roboticsc. digital algorithmsd. big datae. the Internet of Things
As more people adopt AI technologies such as Amazon’s Echo, we will likely see _____.a. an increase in the volume of big data collected about individual preferencesb. a decrease in the volume of
Which of these groups is most likely to utilize a technology such as Alexa?a. Baby Boomersb. Digital nativesc. Hispanicsd. Older consumerse. Men
Technologies such as Alexa and Siri rely on software to interact with consumers known asa. the Internet of Thingsb. voice recognitionc. visuald. lifelog softwaree. robot companion
In the age of AI, promotion will likely be directed more toa. “pull” activitiesb. image-oriented advertisingc. influencer advertisingd. “push” activitiese. personal selling
What is eco-wakening, and what are the likely consequences for consumer behavior?
In today’s wired world, consumers can run, but we can’t hide: If someone wants to know where we are or where we’ve been, the data are there for the asking. As with web tracking, there is value
A case involving Wendy’s fast-food chain made national headlines when a woman claimed she had found a finger in her bowl of chili. The restaurants became the butt of jokes (some said they served
The chapter discusses the positive and negative potential effects of corporate sociopolitical activism (CSA). What’s your feeling—should a company link itself to a social cause, or should it
Fifty-four million dollars for a pair of missing pants? A judge in Washington, D.C., made headlines when he filed a $$54$ million lawsuit against his neighborhood dry cleaner because it lost a pair
A woman in New Zealand apparently died from drinking too much Coca-Cola. Her family said she drank about 2.2 gallons of the beverage every day for years. Prior to her death, she had several rotten
If you’re not happy with a product or service, is it worthwhile to complain? In one study, business majors wrote complaint letters to companies. When the firm sent a free sample in response, this
Compare the use of facial recognition in marketing with other tools of one-to-one marketing, like online cookies or databases that contain detailed personal information gleaned from a variety of
Some retailers use facial recognition to alert staff to the arrival of known shoplifters. What are the pros and cons of this application of the technology?
What steps could companies take to use facial recognition technology ethically? In your answer, consider options for informed consent in various contexts: retail stores, outdoor billboards, and
Concerns about the use of facial analysis have been primarily about its use in what context?a. law enforcementb. roboticsc. higher educationd. entertainmente. the Internet of Things
Early versions of facial recognition were significantly less accurate when identifying the faces of women and people of color. This inaccuracy has been attributed toa. racismb. sexismc.
Walgreens’ use of facial recognition evaluates shoppers looking at coolers, seeking to determine all the following consumer characteristics excepta. ageb. genderc. products being looked atd.
As compared to traditional focus group evaluations of advertising, facial recognition is morea. invasiveb. unbiasedc. entertainingd. time-consuminge. ethical
Concerning the regulation of companies’ use of facial recognition in the U.S.a. The federal government strictly regulates the way facial recognition can be used.b. Three states have passed bills
Describe the issues that you considered in each of these facets when you made a recent important purchase.
What is LOHAS and why are people who follow this lifestyle important?
Compile a set of recent ads that attempt to link consumption of a product with a specific lifestyle. How is this goal usually accomplished?
What are three specific kinds of AIOs?
1. What types of questions would you ask the OLG if you were interviewing for an internship? Would it make a difference to you if the internship were in casino operations or in responsible gaming?
Describe some recent trends in consumer behavior that marketers need to be aware of.
Although demographic information on large numbers of consumers is used in many marketing contexts, some people believe that the sale of data on customers' incomes, buying habits, and so on,
Do marketers have the ability to control our desires or the power to create needs? Is this situation changing as the Internet creates new ways to interact with companies? If so, how?
An entrepreneur made international news when he set up a website to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). He wrote, “Just watch television and you
Bud Light Bull announced it will be adding a line of blended beer with juice flavors like grapefruit. What research methods could you use to test consumer reactions to this new brand extension?
Conduct your own observational research. Choose a service provider or retail store (think Starbucks) and observe customers’ natural behaviours. What insights can you draw from observing customers
Describe the different types of observational approaches used by consumer behavior researchers.
When would you want to use experimental research methods? When you want to make cause-and-effect claims.
1. Why did General Mills elect to make changes to its original packaging? How did those changes target consumers’ perceptions or consumers’ sensations?2. Thinking back to Chapter 1, how did
Do you agree that online retailers are at a disadvantage with respect to sensory marketing? How can online businesses meet the sensory needs of the consumer?
Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be restricted?
How is guerilla marketing used as a tactic to attract attention?
What marketing opportunities are presented with the changes in technology that affect consumers lives?
1. Historically, why has nostalgia as a tactic been so successful for A&W? What benefit does nostalgia provide for the consumer?2. What should A&W do now given the early evidence of the
Identify some new brand name extensions. What memory associations are likely to occur in the minds of consumers?
Discuss cognitive theories of learning and how they impact consumers.
Explain why retro brands are a unique advertising strategy.
Some consumers dislike ads that show starving children in Africa, because it makes them feel negative emotions such as sadness and guilt. What are your feelings on this type of promotional strategy?
“High involvement is just a fancy term for expensive.” Do you agree? Why or why not?
Social marketing campaigns have encouraged the normalization of condom purchase in an effort to reduce the infection rate of sexually transmitted disease. As part of this strategy they have tried to
Devise separate promotional strategies for an article of clothing, each of which stresses on the levels of Maslow’s hierarchy of needs.
Describe how a man’s level of involvement with his car would affect how he is influenced by different marketing stimuli. How might you design a strategy for a line of car batteries for a segment of
Why would marketers want their customers to enter into a flow state when shopping for their products?
How can emotion be used as information when making a purchase?
Name two discrete emotions and explain how they have relevance in a consumption context.
How prevalent is the Western ideal among your peers? How do you see this ideal evolving now (if at all)?
1. How does the parent Kersh brand tap into the self-views of the consumers?2. Why does the fashion industry play such an important role in actual and ideal selves? Is this a positive aspect of the
Should fast food restaurants be liable if customers sue them for contributing to their obesity?
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
Does sex sell? There’s certainly enough of it around, whether in print ads, television commercials, or on websites. Perhaps the appropriate question is not does sex sell, but should sex sell? What
Describe the id, ego, and superego and tell how they work together according to Freudian theory.
Should organizations or individuals be allowed to create websites that advocate potentially harmful practices? Why or why not?
Behavioural targeting techniques give marketers access to a wide range of information about a consumer by relaying websites he or she visits. Do you believe this “knowledge power” presents any
Construct a brand personality inventory for three different brands within a product category. Ask a small number of consumers to rate each brand on ten different personality dimensions. What
How are injunctive and descriptive norms similar? How are they different?
1. What is the process consumers utilize when deciding on their vacation plans? How would this process be altered when repeating a vacation experience?2. What do you feel is the central issue driving
1. How have disposal behaviours changed in Canada? Do you think there are differences in behaviour across provinces and in rural versus urban centers? What do you anticipate for the future?2. Should
Discuss some of the motivations for shopping as described. How might a retailer adjust his or her strategy to accommodate these motivations.
Why do marketers try to make retail environments entertaining spaces? What advantages and disadvantages does this approach have?
The mall of the future will most likely be less about purchasing products than about playing or retail experiences. What are some strategies stores can use to enhance the emotional/sensory
How do a consumer’s prior expectations about product quality influence their satisfaction with the product after they buys it?

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