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business
consumer behaviour
Consumer Behavior 1st Edition Frank Kardes, Maria Cronley, Thomas Cline - Solutions
Explain why it is important to understand consumer behavior.
Describe how the study of consumer behavior has evolved as a scientific field of study.
Discuss how consumer behavior is specifically examined and measured through marketing research.
Provide examples of various methods for collecting consumer research data.
Based on the definition of consumer behavior, identify some of the consumer behavior-related activities you have engaged in today.
What is/are the key difference(s) between customer perceived value and customer delight?
How do public policy makers use the results of consumer research?
How might an Interpretivist researcher attempt to examine why more men (versus women) have an emotional attachment to their automobiles? How would a behavioral science researcher approach the same question?
Define qualitative research and quantitative research and highlight the differences between them. Provide one example of each technique.
Discuss the advantages of conducting marketing research, rather than relying on intuition and common sense.
Give an example of a correlational relationship and a causal relationship that you have observed in daily life. Explain how each example illustrates the relationship.
Describe the major differences between secondary and primary data collection, as well as the advantages and disadvantages of each.
Discuss the advantages and disadvantages of using observational techniques of data collection.
Why is random assignment important in any experiment that seeks to determine causality?
Find an advertisement that attempts to influence consumers’ disposal activities and describe the disposal activity. Is the advertisement effective, in your opinion? Why or why not?
Design an experiment that tests the effect of using a celebrity endorser on consumers’brand attitudes. In addition, identify the independent and dependent variables and state the hypothesis.
Conduct a library search and find one article that describes either a basic or applied marketing research project. What were the goals of the project, the research method employed, and the major results of the project?
Using the Internet, conduct a secondary data collection to investigate aging trends in the United States.Hint: you may want to start at the U.S. Census Bureau website.
Compare the behaviors of men shopping alone for groceries with those of women shopping alone for groceries.
Compare the behaviors of preadolescent boys shopping with an adult with those of pre-adolescent girls shopping with an adult.
Compare the shopping behaviors of senior citizen couples with those of young couples.
Observe the behaviors of teenage boys and girls shopping without a parent.
Compare the purchase of a specific food or beverage item in a supermarket versus a restaurant/bar.
Observe the purchase of impulse items at the point of check-out.
Define segmentation, target markets, and positioning, and understand why this process is important to marketers.
Explain how society benefits from market segmentation.
Describe the factors that influence the determination of a segmentation strategy.
Discuss various bases of segmentation.
Provide examples of strategies marketers use to position brands after segmentation.
How does priming occur outside the laboratory? What is the role of television, advertising, and other types of marketing communication?
How do consumers get into a buying mindset?Can marketers trick consumers into buying more than should?
Please explain the priming effect and the different types of priming effects that you have studied.
Please describe the information processing paradigm and what this paradigm offers to the field of consumer behavior.
Clearly distinguish between the following terms, demographics, psychographic, lifestyle, and positioning.
What are the two underlying assumptions of market segmentation?
How do the majority fallacy and the potential for cannibalization influence market segmentation decisions?
According to the VALS technique, what type of consumer would probably buy a digital video camera?What type of consumer would take a fishing vacation trip? Justify your answer.
Describe how marketers of Tropicana orange juice could use usage situation to broaden the products segment.
Why might the pioneering advantage be even stronger for services than it is for physical products? Give one example.
How might a leading brand of personal music players, such as Apple’s iPod, best position itself? Give specific examples.
What steps might a follower brand of personal music players, such as Sony, do in terms of positioning to increase its chances of success? Give specific examples.
Describe when it is best to position using a core benefit proposition. Why?
Describe the three situations that gaps in perceptual maps represent.
Find print advertisements that reflect segmentation based on the following:a. Demographic based using ethnicity/cultureb. Attribute/benefit basedc. Behavioral based on usage occasion
Visit the PRIZM website and enter your own zip code to see your neighborhood profile. Do you feel it accurately reflects your household and neighborhood?Why or why not?
Visit the VALS website and complete the online questionnaire to find out the segment to which you belong. Take some time to read the segment descriptions.Do you feel your segment accurately portrays your lifestyle? Next, take the survey again, but answer the questions from the perspective of
Develop a questionnaire to measure some AIO’s of your fellow college students. Administer the questionnaire to 20 students and generate lifestyle segments based on your results.
Identify one example in the marketplace of a company that has repositioned either itself or a competitor.Was the campaign successful? Justify your opinion.
How would you define this market segment?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.The use of credit cards varies extensively. For some, a credit card is a convenient substitute for cash, while
How would this segment use (and/or potentially abuse) credit cards?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.The use of credit cards varies extensively. For some, a credit card is a convenient
What major benefits of owning a credit card should be stressed to this target segment?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.The use of credit cards varies extensively. For some, a credit
What do you think is the best way to get information about your credit cards to these consumers?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.The use of credit cards varies extensively. For some, a
What would be the primary message of your advertisements?According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.The use of credit cards varies extensively. For some, a credit card is a convenient substitute
JP Morgan Chase is also concerned about the ethics of marketing credit card products to consumers who might abuse them. U.S. consumers’filings for personal bankruptcy are at an all time high. Additionally, in every major city, many people are flocking to classes and consultations designed to help
Imagine you work for this company and are proposing a new research project to a prospective client, a political candidate. What are the advantages of segmenting potential voters? How will identifying and understanding potential segments help the candidate ultimately win?Lake, Snell, Perry, and
Consider your own school. Develop a research methodology to segment and profile the population of your school. What specific questions would you pose? How would you collect this data?Speculate on what some potential segments might look like. Name the segments and provide a descriptive profile of
Engage in a secondary research project and gather information on one of the segments discussed in the video case. If a political candidate were trying to appeal to this group, what specific marketing tactics/messages might the candidate use?Lake, Snell, Perry, and Mermin and Associates is a
Define perception, attention, cognitive capacity, and comprehension.
Describe how the perceptual process works.
Explain how sensory thresholds and physical influences affect perception.
Discuss how selective attention is both voluntary and involuntary.
Provide examples of how marketers appeal to the senses to obtain and maintain consumers’ attention.
Clearly distinguish among the following terms:perception, attention, cognitive capacity, and comprehension.
Why is sensation important in the perceptual process?
In what ways does selective attention differ for each person?
How does the absolute threshold influence the potential effectiveness of subliminal advertising?
What implications does the perceptual phenomenon of adaptation have for advertisers?
Do you think superstores that specialize in one type of product, such as office supplies, shoes, or electronics, run the risk of overloading consumers with too much information? Why or why not?
What is Miller’s Rule?
What is the primary difference between salient and vivid stimuli?
How does closure in an advertisement increase salience?
How can marketers increase vividness for their advertisements?
Ask five different friends to freely recall as many brands of hotel chains, pizza restaurants, and NFL teams as they can, and see if Miller’s Rule regarding short-term memory applies. Do the results vary by level of knowledge or interest?
Find print advertisements that include salient stimuli and justify your choices.
Find a print advertisement that includes stimuli that are vivid (for you) and justify your choice.
Describe how marketers of Levi’s Jeans could use sensory-based marketing messages to increase sales.Identify one technique for each of the five senses.
Read the Marketing In Action Box on the ways marketers use color and identify four brands that you feel effectively incorporate color into their marketing strategies. Explain why.
Design an experiment to test whether in-store doughnut sampling influences sales of the doughnuts and/or the overall store sales. What should the independent and dependent variables be?Imagine you work in the marketing department for a mid-sized regional bakery that sells doughnuts, cookies, and
Given what we have studied in this chapter about sensory marketing, what experimental outcomes do you predict will occur?Imagine you work in the marketing department for a mid-sized regional bakery that sells doughnuts, cookies, and snack cakes in retail grocery stores. Your company would like to
How might a participant in your experiment who is very hungry affect the results?Imagine you work in the marketing department for a mid-sized regional bakery that sells doughnuts, cookies, and snack cakes in retail grocery stores. Your company would like to increase sales of its doughnuts and is
Based on your answers above, is in-store food sampling a smart marketing technique for your company’s product? Why or why not?Imagine you work in the marketing department for a mid-sized regional bakery that sells doughnuts, cookies, and snack cakes in retail grocery stores. Your company would
Define search, experience, and credence attributes.
Define descriptive, informational, and inferential beliefs.
Calculate numerical values for attitudes using expectancy-value models.
Use dual-process models of persuasion to design more effective marketing communications.
Use multiple strategies to develop more effective marketing communications.
How do beliefs influence attitudes?
How do attitudes influence beliefs?
When are search attributes likely to be more important than experience attributes?
When are experience attributes likely to be more important than search attributes?
What is involvement? What variables influence involvement?How can you create an ad that increases involvement?
Think of questions you would ask to measure brand awareness using several semantic differential scales.
Think of questions you would ask to measure beliefs about advertising using several Likert scales.
When are factual arguments likely to be important?When are emotional appeals likely to be important?
In what ways are the elaboration likelihood model and the heuristic/systematic model similar?
In what ways are the elaboration likelihood model and the heuristic/systematic model different?
Design an ad for a car using the theory of reasoned action. What attributes should you use and how many should you describe? Remember, an adding model implies that more is better.
Design an ad for a digital camera using information integration theory. What attributes should you use and how many should you describe? Remember, an averaging model implies that less is more.
Design an ad for a new product using the elaboration likelihood model and the heuristic/systematic model.
Form groups of two and ask each other which food is disliked the most. Then, take turns trying to convince the other person that the food he or she dislikes is excellent. What persuasion principles did each of you use?
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