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consumer behaviour
Consumer Behavior 1st Edition Frank Kardes, Maria Cronley, Thomas Cline - Solutions
Most consumers do not realize that information that initially seems really important may seem less important later. Think of some ways that marketers can influence the perceived importance of different types of information.
Think of some ways marketers can use preference reversals to their advantage.
Selective thinking occurs frequently. Think of some ways marketers can use selective thinking to their advantage.
Design an ad that gets consumers to think of the positive features of products while ignoring the negative features.
If you were a brand manager at P&G, what strategies would you pursue to encourage consumers to focus less heavily on price?The most recent recession is encouraging consumers to focus more on price in their decision making.One major consequence of this price focus is an increase in the market share
If you were a brand manager at P&G, what strategies would you use to protect product categories that are usually resistant to private labels?The most recent recession is encouraging consumers to focus more on price in their decision making.One major consequence of this price focus is an increase in
If you were a manager at The Kroger Co., what strategies would you pursue to encourage consumers to focus more heavily on price?The most recent recession is encouraging consumers to focus more on price in their decision making.One major consequence of this price focus is an increase in the market
If you were a manager at The Kroger Co., what strategies would you use to encourage consumers to buy private labels in more product categories? In what product categories do you see opportunities for private labels?The most recent recession is encouraging consumers to focus more on price in their
Consumers are typically reluctant to buy furniture. What are the purchase obstacles (practical and psychological) to purchasing furniture? How has Jordan’s Furniture tried to overcome these obstacles? Could they do more, and if so, what?Jordan’s Furniture is a family-run, regional, furniture
Using the consumer decision process model, describe the typical process of purchasing a piece of furniture. What type of consumer decision is this? How does understanding the decision process model influence Jordan’s marketing strategy?Jordan’s Furniture is a family-run, regional, furniture
Jordan’s Furniture’s shopping-as-entertainment strategy has worked to make the company’s business more successful. Would this strategy work for other product categories? Develop a campaign for another product category, employing some shopping-as-entertainment-style tactics.Jordan’s
How did you get interested in social influence?
You once told me that the timing of the various elements of a request is crucial. Can you elaborate on this point?
What role does social influence have in consumer behavior and marketing?
There are some publications in the marketing literature suggesting that high self-monitors are more effective salespersons relative to low self-monitors. Does this finding apply to the application of the weapons of influence, or can anyone learn to apply these tools? Do some types of individuals
This leads into the next question. What are some of the key implications of the sociological and anthropological perspectives for managers?
Does your work have implications for helping consumers to adopt healthier lifestyles?
How did you get interested in the topic of consumer compulsiveness, and what insights does your research provide on this important topic?
Could you comment on the role of the many different paradigms or “camps” in the field of consumer behavior and on your position with respect to these camps?
Locate Aesop’s fables (you can find them on the Internet). Select your favorite one and explain the cultural value being communicated.
Cultural values comprise a collective set of beliefs about what is important, useful, and desirable, i.e., the personality of a society. Select a culture or subculture to which you belong and explain this group’s cultural values.
Identify the three stations in McCracken’s theory regarding the mobility of cultural meaning. Explain how marketing activities and the fashion system transfer cultural meaning to consumer goods and how consumers adopt for themselves that meaning via rituals.
Think about the last time you sold or gave away an important possession (e.g., car, clothing, collection, etc.). Identify the divestment rituals that you conducted before giving it up.
Acculturation is a challenge for nations with diverse populations. Explain why the United States has so much at stake regarding acculturation of its immigrants.
Why is body language so important for a highcontext culture?
Identify a brand jingle that got “stuck in your head.” Why was this jingle successful at creating a“cognitive itch”?
Select your favorite brand logo. Describe its elements in detail and explain whether the symbols are likely to translate successfully into foreign cultures.
Identify one of your family customs and describe it in one phrase. Next, explain the various rituals involved with this custom in one paragraph.
Construct a means-end chain for the brand Ipod. Identify tangible and intangible attributes, functional and psychosocial benefits, and instrumental and terminal values that derive from this product.
If you have traveled to a foreign nation, describe specific characteristics of the culture that created for you the greatest “culture shock.” Identify specific differences in cultural values, verbal language, body language and symbols, and norms. If you have not traveled abroad, interview
Select one specific value from your culturally constituted world (e.g., individuality, freedom, ambition, responsibility) and trace its movement from society to consumer goods, all the way to consumers. Draw on McCracken’s framework for the mobility of cultural meaning. Identify marketing
Conduct an in-depth interview with a consumer from your parent’s generation. Ask questions about the kinds of gifts they gave their children for their birthdays. Try to identify indirectly the cultural meaning that resides in their exchange rituals.
Research the business practice of using “bribes” in Middle Eastern cultures. Explain how this Western concept (bribe) does not take on a pejorative meaning among Arabs.
Select a popular slogan from an American product and translate it into a foreign language of your choice. Identify at least three points of confusion regarding the translation. Focus not only on semantics and phonology, but also on cultural translation issues.
Use the Norm Potential Model as a framework to illustrate the values of (a) politeness,(b) cheerfulness, and (c) conscientiousness in your most important college subculture(e.g., marketing club, drama club, fraternity, sports team, religious group).Imagine you work in the marketing research
Interview several members of this subculture regarding the desirability of these three values.Imagine you work in the marketing research department for a major television network. The network is considering developing a new show targeted at various college subcultures. The network is interested in
Using Figure 12.6 as a framework, draw curves for all three values.Imagine you work in the marketing research department for a major television network. The network is considering developing a new show targeted at various college subcultures. The network is interested in uncovering core values for
Are the functions for politeness, cheerfulness, and conscientiousness simply linear(i.e., is more always better) or do diminishing returns exist?Imagine you work in the marketing research department for a major television network. The network is considering developing a new show targeted at various
With respect to these three values, how would you advise the network to proceed in designing the show?Imagine you work in the marketing research department for a major television network. The network is considering developing a new show targeted at various college subcultures. The network is
Define behavioral compliance?
Explain the automaticity principle?
Explain the commitment and consistency principle?
Explain the reciprocity principle?
Explain the scarcity principle?
Explain the social validation principle?
Explain the liking principle?
Explain the authority principle?
Do you think the “because heuristic” would be more effective when people are busy or in a rush? Explain.
Both the door-in-the-face and that’s-not-all techniques apply the principle of reciprocity. In fact, they both begin with deals that are eventually improved.Explain the difference between the two techniques.
Do you think businesses that give out free samples are mostly applying the reciprocity principle or the foot-in-the door technique? Does it depend on the nature of the sample? Explain.
Why do you think Cialdini found the low-ball technique to be more effective than the foot-in-the-door technique? Can you think of circumstances where the foot-in-the-door technique might be superior?
The door-in-the-face technique has two important limitations:a. The same person must make both requests.b. The two requests must be close in time.How does the principle of reciprocity explain these limitations?
Why do you think Cialdini found the that’s-not-all technique to be more effective than the door-inthe-face technique? Are there situations where the reverse might be true?
What does the scarcity principle suggest about the legalization of marijuana?
Aren’t fads just a special case of the social validation principle? Why do fads lose their appeal?
How does the mere exposure effect work?
Drawing on your knowledge of descriptive and injunctive norms, how well do you think abstinence programs that emphasize the high rate of teenage pregnancy will work?
Conduct your own mini-experiment using the“because heuristic.” Test it in the cafeteria or workout room. Compare your findings to those of Langer and colleagues.
Make a trip to your nearest Barnes & Noble Bookstore. Observe the behavior at the bargain counter. See if the number of people at the bargain counter increases when two or three stop and browse.How would you explain this behavior?
Conduct a mini-experiment comparing the low-ball technique against the door-in-the face technique.Make the target requests identical for both techniques.In the low-ball condition, ask a group of students for a small favor and then change it to the target request after people initially say
Watch 60 minutes of network television, uninterrupted.Keep a log of the commercials, tallying the number using each of the seven principles of influence.Report the findings in a graph or table.
Survey 30 adults to find out how often they question their family doctors about a medical prescription.Survey 30 fellow students. Ask them if they have ever contested a traffic ticket. Do your results support the authority principle?
Evaluate each of the five influence techniques attempted by the salesperson. Which technique do you think was most effective? Which technique was most important in generating revenue for Sears?Re-read the opening vignette in this chapter. The Sears salesperson attempted to apply five different
Assume that Sears’ total variable cost for the lawn tractor is $1,278. Also assume that the salesperson makes a 5 percent commission on both the selling price and the warranty. How much unit contribution (selling price–variable cost–commission) did the salesperson generate for Sears on this
What could Sears do to reduce the customer’s cognitive dissonance relating to the purchase?Re-read the opening vignette in this chapter. The Sears salesperson attempted to apply five different behavioral compliance techniques discussed in the chapter. Imagine that you are the manager of that
How could customers like the one at Sears avoid being persuaded by behavioral compliance techniques?Re-read the opening vignette in this chapter. The Sears salesperson attempted to apply five different behavioral compliance techniques discussed in the chapter. Imagine that you are the manager of
Define word-of-mouth communication and understand why it is so powerful.
Discuss the ways marketers create and promote word-of-mouth through buzz marketing.
Explain how consumer generated advertising has become a unique way to push the “buzz button.”
Discuss how celebrity and athlete endorsers bring unique value to brands and understand how important it is for a marketer to pick the right endorser for a brand.
Explain why product placement is an essential tool for marketers today.
Describe the various types of product placement.
Why is word-of-mouth so powerful?
Why is buzz marketing also referred to as “viral”marketing?
What is the distinction between buzz marketing and stealth marketing?
What are some of the potential ethical implications of doing a stealth marketing campaign?
What are some of the differences between traditional advertising and consumer generated advertising?
What are some of the benefits of a consumer generated advertising campaign? What are the risks?
Review the Forbes Magazine list of best-paid athletes presented in the text. Do you think they are worth the money they are paid for endorsements? Explain.
In what type of media is product placement found?
How do product placements add realism to the media in which they are placed?
Describe the differences between brand interaction product placement and brand integration product placement. Which is better? Why?
Think back to your own experiences with word-ofmouth.Discuss one example of a time when you were influenced by word-of-mouth and one example of when you influenced someone else through word-of-mouth.
In buzz marketing, identifying and leveraging opinion leaders is very important. Choose a group that might be influenced by an opinion leader and put together a photo collage displaying at least five opinion leaders for that group. The collage should identify who the people are, why they are
Think about one brand for which you would like to create a consumer generated advertisement. What would your ad say about the brand?
Watch one hour of television. Try to identify one example of each type of product placement in the program(s) you watch. Justify your example.
Imagine that you have been hired by a company to“promote” their product via stealth marketing. You will most likely do this by pretending to be a “regular customer”yourself and by trying to influence other customers to show interest in or purchase the product.Team up with a partner. Go to a
Explain the differences between online marketing and bricks-and-mortar marketing.
Improve the design of a website.
Define search goods, experience goods, and credence goods.
Explain the implications of reduced search costs for consumer behavior.
Explain the consumer advocacy paradigm.
How will interactivity change the way consumers acquire, remember, and use product information?
What are the key differences between online and offline shopping environments?
What are the key features of a well-designed website?
What types of products are particularly easy to shop for on the web? What types of products have you shopped for on the web?
How do search costs influence amount of search?
What are the consequences of low search costs for price-related information?
What are the consequences of low search costs for quality-related information?
From a retailer’s perspective, what are the advantages of having unlimited electronic shelf space?
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