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business
consumer behaviour
Consumer Behavior Buying Having And Being 12th Global Edition Michael R. Solomon - Solutions
CS 6-1 Discuss the success of L’Oréal’s slogan “Because I am worth it” over time, and how it has managed to connect with women. What is role of cosmetics in the way women of different ages look at themselves and define their self-concept and self-esteem?
CS 6-2 Comment on the role of female celebrities in delivering L’Oréal’s brand message. How do you think the message of self-worth would be received by women if L’Oréal did not use celebrities in its marketing?
CS 6-3 Discuss the appeal of the Age Perfect advertising campaign for the older women. Actress Helen Mirren insisted that her facial features, including wrinkles and age spots, were not to be air brushed or retouched. Do you think this strategy will work better than glossy and airbrushed campaigns?
7-1 A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.
7-2 Brands have personalities.
7-3 A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity.
7-4 It can be more useful to identify patterns of consumption than knowing about individual purchases when organizations craft a lifestyle marketing strategy.
7-5 Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.
7-6 Underlying values often drive consumer motivations.
7-1 How does Freud’s work on the unconscious mind relate to marketing practice?
7-2 Enculturation helps us learn the beliefs and behaviors of our own society. Could an external marketer learn the same things through acculturation?
7-3 What is the basic philosophy behind a lifestyle marketing strategy?
7-4 How can marketers stay on top of changes in lifestyle trends?
7-5 The state church in Iceland is the Evangelical Lutheran Church. Just over 92 percent of the population class themselves as being Lutherans, but not all are practicing members of the church.95 Another 3 percent belong to other Lutheran groups. Less than 1 percent of the population are Catholic.
7-6 Is there such a thing as personality? If so, how might you integrate knowledge about consumers’ personality traits into a marketing strategy?
7-8 Taking your own country as an example, how would you link values to consumer behavior?
7-10 Starbucks is solidly established as a go-to location for coffee, tea, and pastries but to grow the company needs to expand its offerings so that customers spend more of their time (and money) there. The chain is experimenting with a new concept, Starbuck Evenings, where after 4:00 each
7-11 Using media that target college students, construct a consumption constellation for this social role. What set of products, activities, and interests tend to appear in advertisements depicting “typical” college students?How realistic is this constellation?
7-14 Identify three distinct “taste cultures” within your school. Can you generate a“consumption constellation” for each (clothing, music, leisure activities, etc.)?
CS 7-1 Based on your understanding of the personality attributes influencing consumer behavior, describe how consumers identify themselves with the brand personality of Red Bull. What goal and values are the consumers of Red Bull trying to achieve?
CS 7-2 Discuss how Red Bull can be considered a lifestyle brand. Looking at the diverse activities that Red Bull associates itself with, is there a single way to define the Red Bull lifestyle?
CS 7-3 Discuss the product complementarity of Red Bull’s energy drink and media house. Do you think that Red Bull as a lifestyle brand is strong enough to venture into publishing extreme content? What does this mean for its original product and the rising competition it is facing in different
8-1 It is important for consumer researchers to understand the nature and power of attitudes.
8-2 Attitudes are more complex than they first appear.
8-3 We form attitudes in several ways.
8-4 A need to maintain consistency among all of our attitudinal components often motivates us to alter one or more of them.
8-5 Attitude models identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.
8-6 The communications model identifies several important components for marketers when they try to change consumers’attitudes toward products and services.
8-7 The consumer who processes a message is not the passive receiver of information marketers once believed him or her to be.
8-8 Several factors influence the effectiveness of a message source.
8-9 The way a marketer structures his or her message determines how persuasive it will be.
8-10 Many modern marketers are reality engineers.
8-11 Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.
8-1 How can an attitude play an ego-defensive function?
8-2 Describe the ABC model of attitudes.
8-3 List the three hierarchies of attitudes, and describe the major differences among them.
8-6 What is the foot-in-the-door technique? How does selfperception theory relate to this effect?
8-9 Describe a multiattribute attitude model and list its key components.
8-10 “Do as I say, not as I do.” How does this statement relate to attitude models?
8-11 What is a subjective norm, and how does it influence our attitudes?
8-12 What are three obstacles to predicting behavior even if we know a person’s attitudes?
8-13 Describe the Theory of Reasoned Action. Why might it not be equally valuable when we apply it to non-Western cultures?
8-14 List three psychological principles related to persuasion.
8-15 Describe the elements of the traditional communications model, and tell how the updated model differs.
8-16 What is source credibility, and what are two factors that influence our decision as to whether a source is credible?
8-17 What is the difference between buzz and hype?
8-18 What is a halo effect, and why does it happen?
8-19 What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser?
8-20 Marketers must decide whether to incorporate rational or emotional appeals in a communications strategy.Describe conditions that are more favorable to one or the other.
8-21 When should a marketer present a message visually versus verbally?
8-22 How does the Two-Factor Theory explain the effects of message repetition on attitude change?(a) When is it best to present a two-sided message versus a one-sided message?
8-23 Do humorous ads work? If so, under what conditions?(a) Should marketers ever try to arouse fear to persuade consumers?
8-24 Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.
8-25 What is the difference between a lecture and a drama?
8-26 Describe the Elaboration Likelihood Model, and summarize how it relates to the relative importance of what is said versus how it’s said.
8-28 Corporate sponsorship of universities in the United States and the United Kingdom is commonplace; the sponsored universities have attracted millions of dollars.Chinese universities are following suit. However, this process was strongly criticized following the sponsorship of a building at
8-33 What do you understand by sock puppeting? Is it ethical?
8-35 Discuss some conditions that would cause you to advise a marketer to use a comparative advertising strategy.
8-37 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 stars. In your opinion, who would be the most effective celebrity endorser today, and why?
8-38 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 talent”: Companies provide stars with “goody bags” full of complimentary products.164
8-41 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). Ask the person to elaborate on why he or she does the behavior, and try to identify the way the
8-42 Devise an attitude survey for a set of competing automobiles.Identify areas of competitive advantage or disadvantage for each model you include.
8-44 Locate foreign ads at sites like japander.com in which celebrities endorse products that they don’t pitch on their home turf. Ask friends or classmates to rate the attractiveness of each celebrity, then show them these ads and ask them to rate the celebrities again. Does the star’s
8-45 Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it?
8-46 Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product?
8-47 UK-based Reverse Graffiti specializes 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 gloves, and a full set of instructions. Is guerrilla marketing just vandalism under an assumed title?
8-49 In Europe, comparative advertising is a dangerous area to get involved in. There are many legal pitfalls, and many consumers do not respond well to advertisements that depict competitors in a poor light. Some consumers get the impression that if a brand needs to mention another brand in their
8-51 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?
CS 8-1 Describe Cream Silk’s promotion within the context of the multiattribute model: Which attribute(s) were central to the promotion and how does the model explain what the company was trying to accomplish with the“Human Hair Quartet?” What limitations might this model have for predicting
CS 8-2 In contrast to the Cream Silk promotion, Old Spice used its characteristically quirky approach to persuade men to try its hair care products. The integrated campaign, “That’s the Power of Hair,” incorporated a popular Huey Lewis tune, an interactive Web site, and funny ads featuring
9-1 The three categories of consumer decision making are cognitive, habitual, and affective.
9-2 A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options
9-3 The way information about a product choice is framed can prime a decision even when the consumer is unaware of this influence.
9-4 We often rely on rules-of-thumb to make routine decisions.
9-5 Marketers often need to understand consumers’ behavior rather than a consumer’s behavior.
9-6 The decision-making process differs when people choose what to buy on behalf of an organization rather than for personal use.
9-7 Members of a family unit play different roles and have different amounts of influence when the family makes purchase decisions.
9-1 Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy?
9-2 List the steps in the model of cognitive decision making.
9-3 What is purchase momentum, and how does it relate (or not relate) to the model of rational decision making?
9-4 Explain how a consumer can display signs of purchase momentum.
9-5 Name two ways in which a consumer problem arises.
9-6 Give an example of the sunk-cost fallacy.
9-7 What is prospect theory? Does it support the argument that we are rational decision makers?
9-9 Describe the difference between a superordinate category, a basic level category, and a subordinate category.
9-10 What is an example of an exemplar product?
9-11 List three product attributes that consumers use as product quality signals and provide an example of each.
9-12 How does a brand name work as a heuristic?
9-13 Describe the difference between inertia and brand loyalty.
9-14 What is the difference between a noncompensatory and a compensatory decision rule? Give one example of each.
9-15 What is a prime? How does it differ from a nudge?
9-16 What are some factors that influence how an organizational buyer evaluates a purchase decision?
9-17 What is a prediction market?
9-18 Distinguish between straight rebuy and modified rebuy.
9-19 How can a marketer manipulate the social and physical surroundings in a retail store to influence purchasing decisions? How does it work?
9-20 In terms of temporal factors, what does slow or fast mean?
9-21 Helicopter moms may be an American phenomenon, but is there anything similar to this in your own country?
9-22 Describe the role of family financial officer. How does this role change over time?
9-23 What is meant by the concept of the synoptic deal? Is it relevant in most cases?
9-24 How would you distinguish between a consensual purchase decision and an accommodative one? Provide an example of each of them.
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