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Consumer Behavior Buying Having And Being 13th Global Edition Michael R. Solomon - Solutions
Define psychographics, and describe three ways marketers can use it.
Define a brand personality and give two examples.
List three problems that arise when we apply trait theory to marketing contexts.
Describe three personality traits relevant to marketers.
What is motivational research? Give an example of a marketing study that used this approach.
Locate additional examples of self-esteem advertising.Evaluate the probable effectiveness of these appeals. Is it true that “Flattery gets you everywhere?
Millions of people have posted photos at Hot or Not , a popular Web site two engineers founded where visitors rate each picture on a scale from 1 to 10. One of the site’s creators remembers, “Basically, we were sitting around drinking beers in the middle of the afternoon when a comment Jim made
Some activists object to Axe’s male-focused marketing; they claim that its commercials demean women. In contrast, Dove’s campaign has been applauded because it promotes a healthy body image for girls. Guess what? Both Axe and Dove are owned by Unilever. Is it hypocritical for a big company to
Some consumer advocates have protested the use of super-thin models in advertising, claiming that these women encourage others to starve themselves to attain the“waif” look. Other critics respond that the media’s power to shape behavior has been overestimated, and that it is insulting to
Should fast-food restaurants be liable if customers sue them for contributing to the customers’ obesity?
Some historians and social critics say our obsession with thinness is based less on science than on morality. They equate our society’s stigmatizing of obese people (treating them as “sick,” disabled, or weak) with the Salem witch trials or McCarthyism (the paranoid anticommunism movement of
How prevalent is the Western ideal of beauty among your peers? How do you see this ideal evolving now (if at all)?
No doubt one of the biggest marketing buzzwords over the past decade is metrosexual : a straight, urban male who is keenly interested in fashion, home design, gourmet cooking, and personal care. A gay writer named Mark Simpson actually coined the term way back in a 1994 article when he “outed”
Should potential employers have the right to look at your personal Facebook page before they extend a job offer?
Shopping for back-to-school “basics” used to mean T-shirts, jeans, socks, and some notebooks. Now, many parents have a new item to add to the list: tattoos. About 45 percent of parents polled say that hair highlights, teeth whitening, even tattoos are among the items they will buy their kids to
Have ideals of beauty in the United States changed during the past 50 years? If so, how?
What is body cathexis?
Give two examples of sex-typed products.
Is masculinity/femininity a biological distinction? Why or why not?
What is the difference between agentic and communal goals?
Define the extended self and provide three examples.
How do feelings about the self influence the specific brands people buy?
What does “the looking-glass self” mean?
Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.
List three dimensions that describe the self-concept.
A group of psychologists recently argued that we need to revise Maslow’s Hierarchy. They claim we should delete“self-actualization” from the pinnacle and replace it with“parenting.” Right below this peak, they added “mate retention”and “mate acquisition. They claim that too many
Which of the needs in Maslow’s Hierarchy do you satisfy when you participate in social networks like Facebook and Foursquare? How could these sites add new features to help you satisfy these needs?
Core values evolve over time. What do you think are the three to five core values that best describe Americans today?
Some market analysts see a shift in values among young people.They claim that this generation has not had a lot of stability in their lives. They are fed up with superficial relationships and yearn for a return to tradition. What’s your take on this?Are young people indeed returning to the values
“College students’ concerns about the environment and vegetarianism are simply a passing fad; a way to look‘cool.’” Do you agree?
Define creolization and provide an example.
What country provides an example of a transitional economy?
Why is the United States a net exporter of popular culture?
What is the difference between an emic and an etic perspective on globalization?
What is materialism, and why is it relevant to marketing?
Describe at least two alternative techniques marketing researchers have used to measure values.
What is the difference between enculturation and acculturation?
What are values, and why should marketers care?
List three types of consumer involvement, giving an example of each type.
Name the levels in Maslow’s hierarchy of needs, and give an example of a marketing appeal that is focused at each level.
What is motivation, and how is this idea relevant to consumer behavior?
How have women contributed to the overall rise in income in our society?AppendixLO1
What is a subculture?AppendixLO1
What is the difference between a high-context and a low-context culture? What is an example of this difference?AppendixLO1
How are products and services marketed to ethnic subcultures?AppendixLO1
What is deethnicization? Give an example.AppendixLO1
Why are Hispanic American consumers attractive to marketers?AppendixLO1
What is acculturation? How does it differ from enculturation?AppendixLO1
Who are acculturation agents? Give two examples.AppendixLO1
Describe the processes involved when a person assimilates into a new host culture.AppendixLO1
Why might a marketer be interested in the second largest ethnic group in a market? Do you think this group is difficult for marketers to reach?AppendixLO1
In what ways do you think religious, cultural, or traditional events impact consumption?AppendixLO1
What is a nuclear family, and how is it different from an extended family?AppendixLO1
What are boomerang kids?AppendixLO1
What is the FLC, and why is it important to marketers?AppendixLO1
Comment on why children are considered consumers-in-waiting.AppendixLO1
How important is the global youth market? Suggest products and services they would want to use.AppendixLO1
What are some of the conflicts faced by young consumers?AppendixLO1
What is geodemography? Do you think it is straightforward to apply it to any market or country?AppendixLO1
The United Kingdom is among one of the many countries that do not overtly ban advertising that is likely to cause offense to certain religious groups.Extreme cases would not be authorized for broadcast or print and could well be subject to criminal proceedings. In fact, the United Kingdom’s
Should members of a religious group adapt marketing techniques that manufacturers customarily use to increase market share for their secular products?Why or why not?AppendixLO1
Discuss the pros and cons of the voluntarily childless movement.AppendixLO1
The Cornetto ice cream brand in Malaysia was losing market share to local brands. Internationally, Cornetto’s advertising message revolved around love, but in Malaysia they merged love with a four-part story centering on the ghost characters, Po and Lang, to attract the high-consumption teen
Born-again Christian groups have been instrumental in organizing boycotts of products advertised on shows they find objectionable, especially those that they feel undermine family values. Church leaders can encourage consumption but, more importantly, they can also discourage it—sometimes with
Humans have been on the move for countless generations.The process of acculturation describes the process of adapting to or adopting traits from another culture. Population even shift from one continent to another. Discuss how this process of acculturation is more difficult for these people
The chapter describes efforts by some mainstream marketers to appeal to Muslim consumers by making halal products. Given the political attitudes some Americans hold regarding Muslims, is this a dangerous strategy or a courageous one? What are the potential pitfalls of this approach, and how would
The chapter discussed the dramatic changes in family structure today. The reality is that many other types of families continue to grow rapidly as well. Indeed, some experts argue that as traditional family living arrangements wane, we place even greater emphasis on siblings, close friends, and
This chapter describes members of Gen Y as much more traditional and team oriented than their older brothers and sisters. Do you agree?AppendixLO1
Many parents worry about the time their kids spend online, but this activity may actually be good for them. A study by the MacArthur Foundation claims that surfers gain valuable skills to prepare them for the future. The study also finds that concerns about online predators are overblown; most kids
What are some of the positives and negatives of targeting college students? Identify some specific marketing strategies you feel have either been successful or unsuccessful. What characteristics distinguish the successes from the failures?AppendixLO1
According to the website Voucher Codes, parents in the United Kingdom spend almost £108 per month because of children nagging for goods that they don’t need. This, commonly referred to as “Pester Power,”is a result of children being influenced by advertising.While parents often use
Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals?AppendixLO1
To understand the power of ethnic stereotypes, conduct your own poll. For a set of ethnic groups, ask people to anonymously provide attributes (including personality traits and products) most likely to characterize each group, using the technique of free association where they simply say what comes
Observe the interactions between parents and children in the cereal section of a local grocery store(remember to take earplugs with you). Prepare a report on the number of children who expressed preferences, how they expressed their preferences, and how parents responded, including the number who
Select a product category and, using the life-cycle stages this chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle.AppendixLO1
Consider three important changes in the modern family structure. For each, find an example of a marketer who seems to be conscious of this change in its product communications, retailing innovations, or other aspects of the marketing mix. If possible,also try to find examples of marketers who have
One study asked young people in the United States and the Netherlands to write essays about what is“cool” and “uncool” and to create visual collages that represent what it means to be cool.118 The researchers found that cool has multiple meanings to kids in these two cultures. Some of the
Authenticity and evolution are the two key words when a brand is tackling the notoriously fickle teen market. A teen chooses to eat, sleep, and breathe a particular lifestyle for a brief period of time, and brands need to connect with this in an authentic way. A teen can always spot a fake brand
Locate one or more consumers (perhaps family members) who have emigrated from another country.Interview them about how they adapted to their host culture. In particular, what changes did they make in their consumption practices over time?AppendixLO1
Interview some retired people. How are they reconstructing their identities? What opportunities do their desires present for marketers?AppendixLO1
As you have learned in this chapter, the growing diversity of a country’s population is a major driver of change and is an important consideration for marketing strategists. Our membership in ethnic subcultures as well as the constitution of our households often guide our consumption choices, and
Some industry experts feel that it’s acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about these meanings. What do you think?AppendixLO1
What advice would you give to a marketer who wants to appeal to Gen Y? What are major do’s and don’ts?Can you provide some examples of specific marketing attempts that work or don’t work?AppendixLO1
What is culture? List three dimensions that social scientists use to describe a culture and give an example of each.AppendixLO1
A myth is a special kind of story. What makes it special?What is an example of a modern myth?AppendixLO1
How might consumers behave if they exhibited signs of conditioned superstition?AppendixLO1
What is a ritual? Describe three kinds of rituals and provide an example of each.AppendixLO1
List the three stages of a rite of passage ritual.AppendixLO1
What is the difference between sacred and profane consumption? Provide one example of each.AppendixLO1
How is a collection sacred? What is the difference between collecting and hoarding?AppendixLO1
Describe a culture production system and list its three components.AppendixLO1
Define a cultural gatekeeper, and give three examples.AppendixLO1
Describe the difference between arts and crafts.AppendixLO1
What is a cultural formula? Give an example.AppendixLO1
Who are innovators? Early adopters? Laggards?AppendixLO1
What are the two factors that underpin the Technology Acceptance Model?AppendixLO1
Summarize some of the major approaches we can use to understand fashion from the perspectives of psychologists, economists, and sociologists.AppendixLO1
What is an example of a meme?AppendixLO1
What is the trickle-down effect? List some reasons why this theory is no longer as valid as it used to be.AppendixLO1
What is the difference between a fad, a fashion, and a classic fashion life cycle?AppendixLO1
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