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consumer behaviour
Consumer Behavior 10th Edition Michael R Solomon - Solutions
Compute attitudes for both consumers. Which consumer likes the product more and why?Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer attitudes using the Fishbein expectancy-value model, A = Σbe.In your preliminary
For the knowledgeable consumer, which attribute(s) need improvement?Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer attitudes using the Fishbein expectancy-value model, A = Σbe.In your preliminary research for a
For the consumer who knows little about the product, which attribute(s) need improvement?Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer attitudes using the Fishbein expectancy-value model, A = Σbe.In your preliminary
Explain how to influence b and how to influence e for consumer A and for consumer B.Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer attitudes using the Fishbein expectancy-value model, A = Σbe.In your preliminary
Define motivation and emotion.
Explain approach and avoidance.
Match advertising approaches to attitude functions.
Explain the role of consistency in motivation and persuasion.
Explain how emotions evoked by one stimulus influence emotional responses to other stimuli.
How does motivation focus attention?
How does motivation energize behavior?
List the hierarchy of needs from the most basic level to the most advanced level.
What factors increase self-determination and intrinsic motivation?
Use balance theory to analyze how a specific consumer segment should be linked with a specific celebrity and a specific brand.
Discuss some ways people can be tricked into behaving in ways that are not consistent with their attitudes.
Think of an ad that, in your opinion, is particularly good at making you feel a strong emotion. How did the advertiser accomplish this?
Think of a product so new and different that it made you feel negative emotions at first. How do you feel about this product now?
In what ways are motivations and emotions similar?
In what ways are motivations and emotions different?
Managers are constantly trying to develop ways to motivate their employees to work harder without paying them more. Think of some ways you might be able to accomplish this.
Think of some ways you could use advertising to motivate consumers to find out more about your product.
Think of some ways excitation transfer theory can be used to make your product more exciting.
Form a small group and take turns pretending one person is an actor and the others are the audience.The actor should think of a past emotional event and make a face consistent with the emotion. The actor should use only facial expressions and no verbal communications.The actor should pretend to
Perform a functional analysis and design appropriate ads for each of the following clients:1. General Motors 2. Carnival Cruises 3. A local hospital 4. A candidate for U.S. Senator from your state 5. Your university
Explain how classical conditioning works in advertising.
Explain how operant conditioning works in sales promotion.
Identify misleading ads that encourage consumers to form incorrect inferences.
Define the seven sins of memory.
What are the differences between classical conditioning and operant conditioning?
How does learning influence memory?
How does memory influence learning?
Discuss three different ways forgetting occurs.
Discuss three different ways memory distortion occurs.
Discuss some ways that forgetting influences consumer behavior.
Discuss some ways that memory distortion influences consumer behavior.
What are the three types of memory misattributions?
When and how does previously viewed advertising influence current beliefs?
When and how does advertising viewed today influence memory for past product experiences?
Think of some ways you could use classical conditioning in advertising.
Think of some ways you could design an advertisement that would improve memory for the advertised brand and for claims about the advertised brand.
Think of some ways you could design an advertisement that would block memory for competing brands and for claims about competing brands.
Form a small group and create a memory test for other small groups. Each group should pick a product category, write down a list of ten brands, and purposely omit one leading brand. Read the list quickly to the memory test takers and ask them to count backwards from 100 by threes for about 20
Explain your results. Which of the seven sins of memory is at work here and how is it operating?Imagine that you work for the Consumers Union, the consumer protection organization that publishes Consumer Reports. Your supervisor asked you to test the effectiveness of several subliminal self-help
Placebo effects are common in medical research. Which of the seven sins of memory is responsible for placebo effects? How do medical researchers design experiments to test for placebo effects?Imagine that you work for the Consumers Union, the consumer protection organization that publishes Consumer
How are marketing expectation effects and medical placebo effects similar?Imagine that you work for the Consumers Union, the consumer protection organization that publishes Consumer Reports. Your supervisor asked you to test the effectiveness of several subliminal self-help CDs that are currently
How would you protect consumers from subliminal self-help CDs that don’t work?Imagine that you work for the Consumers Union, the consumer protection organization that publishes Consumer Reports. Your supervisor asked you to test the effectiveness of several subliminal self-help CDs that are
Define automatic information processing.
Explain the benefits of unconscious thought.
Explain thin slice theory.
Identify many different types of priming effects.
Describe subliminal priming and persuasion.
What is automatic information processing?
Give some examples of automatic information processing.
When are attitudes likely to come to mind automatically?
How does a mental process become automatic?
What are the benefits of automatic information processing?
Why do people trust their intuition more than they should?
Give some examples of thin-slice inferences.
Give some examples of the priming effect.
What is the IAT?
Subliminal sexual images are sometimes used in ads for alcohol. Do people have a strong association in memory between sex and alcohol? Why are people afraid of subliminal advertising? Should they be afraid?
Discuss ads for Cialis, Viagra, and other drugs for erectile dysfunction. What automatic information processing principles would be most useful for selling these types of products?
Describe the ways the priming effect could influence you after watching TV, reading the newspaper, and reading a novel.
Visit the Web site for the IAT (www.implicit.harvard.edu) and take the test. What have you learned from this test?
Keeping all of these thin-slice inferences and priming effects in mind, generate three good brand names for each of the following products, and explain why each brand name could be effective:1. Personal computer 2. PDA (personal digital assistant)3. 3-D TV 4. Hawaiian vacation package
Define self-concept, extended self, and love objects.
Describe the three components of impression management.
Explain how self-monitoring is related to consumer behavior.
Describe multiple-trait theory and how it is linked to brand personality.
Discuss cognitive factors relating to single-trait theory of personality.
What is the difference between the actual self-concept and the actual public-concept? How do the ideal self-concept and ideal public-concept differ?
When consumers try to recall brand information, are they more likely to reference their actual or ideal selves? When they evaluate brands, which self-concept is activated? Explain.
How do loved objects help consumers resolve internal(personality) conflicts?
How does self-monitoring help explain how consumers use their malleable self?
Review the three tactics of impression management.When students conjure up excuses for late assignments, what are the best tactics?
Review the Five-Factor Model of personality. Explain how it might be used to account for consumer complaining, compulsive shopping, and binge drinking.
As the marketplace becomes more crowded with brands, do you think brand personality will be more or less important to consumers? Explain.
Select one of your favorite brands and describe it’s brand personality based on the model provided in Figure 8.5.Be sure to include descriptions of the brand’s typical users, typical use situations, product associations, celebrity endorser’s personality traits, and brand characterizations.
Explain how brand characters such as Tony the Tiger, Captain Morgan, and the Budweiser Clydesdales can be useful in global marketing.
Review the cognitive variables, NFC, NFH, and NFCC. How can they be used to help marketers identify suitable target markets?
On 15 numbered lines, write down 15 different things about yourself. Write the answers in the order that they occur to you. Do this prior to reading the next sentence. Now label each of the 15 descriptions about yourself as either:A. Role Identities—personal relationships, ethnic/religious
Consider the Ethics Box describing Unilever’s “Real Beauty” campaign for Dove. From the viewpoint of a marketer, develop a list describing positive and negative aspects of such a campaign. Make the same list from the viewpoint of the consumer. Compare and contrast your responses.
Conduct a mini-experiment with 15 friends. First, ask each of them to indicate, on a seven-point scale, the importance of the brand name versus the warranty for a laptop. Then, administer the self- monitoring scale to each. Evaluate whether low or high selfmonitors found brand name to be more
Conduct a mini-experiment regarding brand personality. Ask 20 friends to write down the first several words that come to mind when they hear the brand names Nike, Adidas, and Reebok.Imagine you work in the marketing department of a major athletic shoe firm. Your supervisor wants to understand how
From these descriptions, summarize each of the three brands’ personalities.Imagine you work in the marketing department of a major athletic shoe firm. Your supervisor wants to understand how consumers view the top competitors in terms of brand personality. Use the five dimensions of brand
Describe the possible differences in target markets based on your research.Imagine you work in the marketing department of a major athletic shoe firm. Your supervisor wants to understand how consumers view the top competitors in terms of brand personality. Use the five dimensions of brand
Select one particular brand and design a magazine ad that reflects what you learned from your research.Imagine you work in the marketing department of a major athletic shoe firm. Your supervisor wants to understand how consumers view the top competitors in terms of brand personality. Use the five
Explain which magazine would be an appropriate media vehicle for your ad.Imagine you work in the marketing department of a major athletic shoe firm. Your supervisor wants to understand how consumers view the top competitors in terms of brand personality. Use the five dimensions of brand personality
What is the Harley-Davidson “experience” in terms of customers’ motivations, attitudes, and emotions? How does Harley-Davison foster this “experience” through its marketing strategies?Harley-Davidson has been in the motorcycle business since 1903. According to the company’s website, its
What might a Harley-Davidson customer’s associative network look like for the brand? What unique characteristics and values are present in an associative network for Harley-Davidson that would lead a consumer to pick a Harley-Davidson over a competing brand?Harley-Davidson has been in the
How important are the firm’s use of H.O.G activities and functions to attract new customers(not just engage current customers)? Develop a new face-to-face activity to specifically appeal to potential new female customers.Harley-Davidson has been in the motorcycle business since 1903. According to
Identify brands that have become a part of your “extended self ” in five of the following ten categories:1. body2. personal space3. consumable goods4. durable goods5. home and property6. significant others7. children8. friends9. mementos10. pets.For example, Boflex or Lean Cuisine may help
Compile a set of recent ads that attempt to link consumption of a product with a specific lifestyle. How does a marketer usually accomplish this goal?
An entrepreneur made international news when he set up a Web site to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). The site was targeted to people who wanted to have very attractive babies because they believed this would maximize their offsprings’chances
The Chinese culture has a unique way of dealing with shoplifters:When a merchant catches one, he demands a stiff fee as a penalty. Some storekeepers post a traditional slogan:“Steal one, fine 10.” Some Chinese shopkeepers have adopted this practice, though it’s not clear that this deterrent
Define anticonsumption, and provide two examples of it.
What is shrinkage, and why is it a problem?
What is an example of a consumed consumer?
Define consumer addiction and give two examples of it.
What is VALS2™, and how do marketers use it?
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