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consumer behaviour
Consumer Behavior Buying Having And Being 13th Global Edition Michael R. Solomon - Solutions
Marketers use “tricks” to minimize psychological waiting time. These techniques range from altering customers’ perceptions of a line’s length to providing distractions that divert attention from waiting:100 One hotel chain received excessive complaints about the wait for elevators, so it
Courts often prohibit special-interest groups from distributing literature in shopping malls. Mall managements claim that these centers are private property.However, these groups argue that the mall is the modern-day version of the town square and as such is a public forum. Find some recent court
The store environment is heating up as more and more companies put their promotional dollars into pointof-purchase efforts. Some stores confront shoppers with videos at the checkout counter, computer monitors attached to their shopping carts, and ads stenciled on the floors. We’re also
Some retailers work hard to cultivate a certain look or image, and they may even choose employees who fit this look. Abercrombie & Fitch, for example, seems to link itself to a clean-cut, all-American image. At one point a lawsuit claimed that Abercrombie & Fitch systematically “refuses to hire
According to the global property advisor CBRE, some 88 per cent of all European shoppers look for a good range of retailers and an inclusive shopping experience when they choose the location for their shopping trips. The consumers also cite price, cleanliness, and convenience as being important.
Consumers who participate in the sharing economy seem willing to interact with total strangers. Despite safety and privacy concerns, what is the long-term outlook for this change in the way we think about interacting with people whom we don’t know? How can businesses help to diminish worries some
A tourism study based in Penang, a northwestern state of Malaysia, focused on why tourists buy products and services. What is the probable link between this and situational self-image?AppendixLO1
Think about exceptionally good and bad salespeople you have encountered as a shopper. What qualities seem to differentiate them from others?AppendixLO1
Are pop-up stores simply a fad, or a retailing concept that’s here to stay?AppendixLO1
What is the difference between recycling and lateral cycling?AppendixLO1
Identify a set of avoidance groups for your peers. Can you identify any consumption decisions that you and your friends make with these groups in mind?AppendixLO1
How do business models in the sharing economy differ from traditional purchase processes?AppendixLO1
What is the difference between unplanned buying and impulse buying?AppendixLO1
List three factors that help to determine store image.AppendixLO1
What are some important pros and cons of e-commerce?AppendixLO1
List three separate motivations for shopping, and give an example of each.AppendixLO1
A consumption situation has a buyer, seller, and product. What else would you add?AppendixLO1
Several colleges have sponsored “social media detox” events. Students at Saint Mary’s College of California were challenged to “Disconnect, Power Off and Unplug” in order to rediscover “The Lost Art of Solitude;” no internet for a month! The library at Wake Forest University created a
What is time poverty, and how can it influence our purchase decisions?AppendixLO1
Stokers has come a long way since its inception in a market town in West Lancashire, England, back in 1895, when Alfred Stoker started a business selling fabric and millinery.155 The furniture retail firm grew to a total of ten stores, and in 2001, it initiated its online presence with a website.
Although social networking is red hot, could its days be numbered? Many people have concerns about privacy issues. Others feel that platforms such as Facebook are too overwhelming. As one media executive comments, “Nobody has 5,000 real friends. At the end of the day it just becomes one big
The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should high school and college coaches be paid to determine what brand of athletic equipment their players wear?AppendixLO1
What is motivation and why is this idea so important to marketers?AppendixLO1
Describe three types of motivational conflicts. Cite an example of each from a current marketing campaign.AppendixLO1
Explain the difference between a need and a want.AppendixLO1
What is cognitive dissonance?AppendixLO1
What are some of the key problems with Maslow’s Hierarchy of Needs?AppendixLO1
List three types of perceived risk, and give an example of each.AppendixLO1
What is the difference between a mood and an emotion?AppendixLO1
What is mood congruency and how do advertisers use it?AppendixLO1
What is it about a cult product that allows a higher price point?AppendixLO1
What are some strategies marketers can use to increase consumers’ involvement with their products?AppendixLO1
Does money buy happiness? Why or why not?AppendixLO1
Many consumers today seem to be obsessed with monitoring their emotions. They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media. Should happiness be quantified?AppendixLO1
Crisis, fear, and guilt are very common themes in marketing and advertising. Humanitarian disasters are the backdrops favored by charities to elicit donations.Fear of burglary or weather damage fuels home and contents insurance marketing. Gyms rely on our guilt about putting on a few pounds over
The text discusses a study that says our moods actually get worse when we spend a lot of time on Facebook because we feel like we’re wasting our time. Even Facebook acknowledges that “Simply broadcasting status updates wasn’t enough; people had to interact one-on-one with others in their
Our online behaviors also can satisfy needs at different levels of Maslow’s Hierarchy of Needs, especially when we participate in social networks such as Facebook. Web-based companies can build loyalty if they keep these needs in mind when they design their offerings:• We satisfy physiological
Interview members of a celebrity fan club. Describe their level of involvement with the “product,” and devise some marketing strategies to reach this group.AppendixLO1
Crowdfunding is a relatively new frontier for marketing and consumer behavior. The main feature of this type of business arrangement and its related marketing revolves around customer involvement and a sufficient number of interested backers to fund the project. The reward for involvement is the
The basic lesson of Maslow’s Hierarchy of Needs is that we must first satisfy basic needs before we progress up the ladder(a starving man is not interested in status symbols, friendship, or self-fulfillment).This implies that consumers value different product attributes depending on what is
Across the globe, there is a growing demand for free mobile phone content, mainly in the form of apps. In turn, this is having a marked influence on mobile advertising.The biggest increase in mobile advertising is taking place in the Asia-Pacific region. According to the analyst firm Gartner, the
Corporate sponsorship of universities in the United States and the United Kingdom is commonplace—the sponsored universities attract millions of dollars.Chinese universities are following suit. However, this process was strongly criticized following the sponsorship of a building at Tsinghua
The chapter states that the large majority of Americans no longer trust the accuracy of what they see in mainstream media. Do you agree? What are the ramifications of this distrust for marketers, and how might they improve the situation?AppendixLO1
Describe the Elaboration Likelihood Model, and summarize how it relates to the relative importance of what is said versus how it’s said.AppendixLO1
What is the difference between a lecture and a drama?AppendixLO1
Reverse Graffiti, a U.K.-based company that specializes in guerrilla marketing, sells DIY Snow Graffiti packages for under £300. The package includes a stencil, a biodegradable spray maker, a pair of latex gloves, and a full set of instructions. Is guerrilla marketing really vandalism under an
Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique.AppendixLO1
Do humorous ads work? If so, under what conditions?AppendixLO1
How does the Two-Factor Theory explain the effects of message repetition on attitude change?AppendixLO1
When should a marketer present a message visually versus verbally?AppendixLO1
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.AppendixLO1
What is a halo effect, and why does it happen?AppendixLO1
What do you understand by sock puppeting? Do you think it is ethical?AppendixLO1
What is source credibility, and what are two factors that influence our decision as to whether a source is credible?AppendixLO1
Do you think corporations should use their activities in the field of corporate social responsibility (CSR)as marketing tools? Do you think the point of CSR is to be a better corporate neighbor or to market products and services?AppendixLO1
Describe the elements of the traditional communications model, and tell how the updated model differs.AppendixLO1
List three psychological principles related to persuasion.AppendixLO1
Describe the Theory of Reasoned Action. Why might it not be equally valuable when we apply it to non-Western cultures?AppendixLO1
What are three obstacles to predicting behavior even if we know a person’s attitudes?AppendixLO1
What is a subjective norm, and how does it influence our attitudes?AppendixLO1
“Do as I say, not as I do.” How does this statement relate to attitude models?AppendixLO1
Jeff Chown and Mick Carter of Davie Brown Entertainment, a strategic marketing consultant firm based in Los Angeles, work with brands such as AT&T, Gillette, Nokia, and Pizza Hut. They try to match these major brands with the world’s most popular celebrities and sports stars. They use a celebrity
Describe a multiattribute attitude model and list its key components.AppendixLO1
According to balance theory, how can we tell if a triad is balanced or unbalanced? How can consumers restore balance to an unbalanced triad?AppendixLO1
What is the foot-in-the-door technique? How does self-perception theory relate to this effect?AppendixLO1
We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change?AppendixLO1
How do levels of commitment to an attitude influence the likelihood that it will become part of the way we think about a product in the long term?AppendixLO1
List the three hierarchies of attitudes, and describe the major differences among them.AppendixLO1
Describe the ABC model of attitudes.AppendixLO1
How can an attitude play an ego-defensive function?AppendixLO1
Identify three distinct “taste cultures” within your school. Can you generate a “consumption constellation”for each (clothing, music, leisure activities, etc.)?AppendixLO1
Collect a sample of ads that appeal to consumers’values. What value is being communicated in each ad, and how is this done? Is this an effective approach to designing a marketing communication?AppendixLO1
Extreme sports. YouTube. Pinterest. Veganism. Can you predict what will be “hot” in the near future?Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles or products relate to this trend?AppendixLO1
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?AppendixLO1
Interview a set of consumers about their favorite brands; things they “can’t live without.” Based upon the discussion of brand resonance in the chapter, see if you can identify the type of attachment that’s operating for each consumer-brand connection.AppendixLO1
Identify some of your favorite brands. If each “came to life” as a person, what kind of person would he or she be? Describe the brand personality of each—on what basis do you infer these traits?AppendixLO1
Every industry exists in a carefully created ecosystem of complementary products and services. Each category of product is influenced by the demand, sales, and price of its ancillary products. What are a gym’s complementary products and services?AppendixLO1
Taking your country as an example, how would you link values to consumer behavior?AppendixLO1
The Great Recession is over, so things are looking up for many consumers. Still, is frugality the “new normal”or have many of us reverted to the free-spending days like before the bubble burst in 2008?AppendixLO1
According to a research article published in the Journal of Consumer Psychology oral activities like chewing gum and eating popcorn may impair a consumer’s ability to remember advertisements or public messages.146 Most ads rely on the mere exposure phenomenon—repeating a powerful and memorable
Is there such a thing as personality? If so, how might you integrate knowledge about consumers’personality traits into a marketing strategy?AppendixLO1
One way to clearly see the impact of shifting cultural values on consumption is to look at the increasing emphasis on the importance of health and wellness.In recent years, top-performing new food/beverage products featured items with natural or organic ingredients, such as Chobani yogurt and
What is the Big Five?AppendixLO1
How can marketers stay on top of changes in lifestyle trends?AppendixLO1
What is the basic philosophy behind a lifestyle marketing strategy?AppendixLO1
Enculturation helps us learn the beliefs and behaviors of our own society. Do you think external marketers can learn the same things through acculturation?AppendixLO1
How does Freud’s work on the unconscious mind relate to marketing practice?AppendixLO1
Technological advances are creating “superabled”athletes who compete with enhanced bodies such as carbon fiber limbs. Sports organizations such as Major League Baseball and the National Football League already screen carefully for use of steroids and other performance enhancing drugs. Should
The chapter discusses the “empty self” explanation for the popularity of selfies among young people. Do you agree?AppendixLO1
Many advertisers routinely purchase stock photography when they need an image of a certain kind of person to insert in an ad. Many photos of women reflect common stereotypes, ranging from the crisp businesswoman who wears a suit and glasses and holds a briefcase to the smiling mother who pours milk
How do people you know feel about their cars? Interview some of them about the “relationships” they have. Do they decorate their cars? Do they have nicknames for them? And, check out a video on YouTube called “I Love My Car” to really see how deep these relationships can go.AppendixLO1
Clearly some products and services are necessarily gender-orientated. However, many products are needlessly gender-specific. Many women would also point out that female versions of a product are often more expensive too. Identify some such products. Also, discuss if these products are indeed
Some people sacrifice their health to attain what they consider to be a desirable body image. Do you think this a problem in your country? Find out by interviewing at least 10 people (men and women) and asking them how much they are willing to sacrifice to attain their ideal physique.AppendixLO1
Construct a “consumption biography” of a friend or family member. Make a list of or photograph his or her favorite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalog.AppendixLO1
If our possessions do indeed come to be a part of us, how do we bring ourselves to part with these precious items? Researchers find that people often take steps to distance themselves from a favored object before they get rid of it. Strategies they identified include taking pictures and videos of
Many people feel that a preoccupation with physical appearance diverts consumers from discovering true happiness, i.e. “you can’t judge a book by its cover.” On the other hand, recent research finds that a heightened interest in appearance can actually improve the mental health of elderly
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 person
The clothing chain H&M features computer-generated models on its website. The company drew criticism for presenting only picture-perfect people; for example, the Norwegian Broadcasting Corporation accused the chain of “creating unrealistic physical ideals.” A company spokesman defended the move
Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. Guess what? The same company—Unilever—owns both Axe and Dove. Is it hypocritical
One consequence of the continual evolution of sex roles is that men are concerned as never before with their appearance. Men spend $7.7 billion on grooming products globally each year. A wave of male cleansers, moisturizers, sunscreens, depilatories, and body sprays has washed up on U.S. shores,
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