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consumer behaviour
Consumer Behavior 9th Edition Michael R Solomon - Solutions
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? P-45
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. One of the authors observes, It may look as though kids are wasting a lot of time
This chapter describes members of Gen Y as much more traditional and team oriented than their older brothers and sisters. Do you agree? P-45
What are some possible marketing opportunities at reunions? What effects might attending such an event have on consumers self-esteem, body image, and so on? P-45
What are some effective ways to segment the senior market? P-45
What are some industries that stand to benefit most from the increasing affluence and vitality of the senior market? P-45
What are some of the most efficient ways for marketers to connect with college students? P-45
How do tribal gatherings represent a marketing opportunity? P-45
What are tweens, and why are so many marketers interested in them? P-45
How are Gen Yers different from their older brothers and sisters? P-45
List three basic conflicts that teens face, and give an example of each. P-45
What is an age cohort, and why is it of interest to marketers? P-45
Why will seniors increase in importance as a market segment? P-45
Why do Baby boomers continue to be the most powerful age segment economically? P-45
Why are teens an important age segment for marketers? P-45
Why do people have many things in common with others because they are about the same age? P-45
Do consumers build associative networks from their avatar s experience? Do you think this network is part of the consumer s overall associative network for that brand or is it a separate network? LO1
How might a consumer who purchases a new outfit for his avatar on a virtual world be influenced by instrumental conditioning? LO1
How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web sites avatar who resembles Albert Einstein? LO1
Collect some pictures of classic products that have high nostalgia value. Show these pictures to others, and allow them to free associate. Analyze the types of memories that they evoke, and think about how a marketer might employ these associations in a product s promotional strategy. LO1
Identify some important characteristics of a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that consumers would not be likely to accept. LO1
A physician borrowed a page from product marketers when she asked for their advice to help persuade people in the developing world to wash their hands habitually with soap. Diseases and disorders caused by dirty hands like diarrhea kill a child somewhere in the world about every 15 seconds, and
Devise a product jingle memory test. Compile a list of brands that are or have been associated with memorable jingles, such as Chiquita Banana or AlkaSeltzer. Read this list to friends, and see how many jingles they remember. You may be surprised at their level of recall. LO1
Some die-hard fans were not pleased when The Rolling Stones sold the tune Start Me Up for about $4 million to Microsoft, which wanted the classic song to promote its Windows 95 launch. The Beach Boys sold Good Vibrations to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered his Born
In his book, Blink: The Power of Thinking Without Thinking, author Malcolm Gladwell argues that hallowed marketing research techniques such as focus groups arent effective because we usually react to products quickly and without much conscious thought, so it s better simply to solicit consumers
List three problems with measures of memory for advertising. L01
Name the two basic measures of memory and describe how they differ from one another. L01
Define nostalgia, and tell why it s such a widely used advertising strategy. L01
How does learning new information make it more likely that we ll forget things we ve already learned? L01
If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall.Why? L01
Why does a pioneering brand have a memory advantage over follower brands? L01
How does the likelihood that a person wants to use an ATM machine relate to a schema? L01
How is associative memory like a spider web? L01
List the three types of memory, and tell how they work together. L01
Why do phone numbers have seven digits? L01
Give an example of an episodic memory. L01
What is external memory and why is it important to marketers? L01
Name the three stages of information processing. L01
What is the major difference between behavioral and cognitive theories of learning? L01
How do different types of reinforcement enhance learning? How does the strategy of frequency marketing relate to conditioning? L01
What is the difference between classical conditioning and instrumental conditioning? L01
Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background? L01
How can marketers use repetition to increase the likelihood that consumers will learn about their brand? L01
Give an example of a halo effect in marketing. L01
What is the difference between an unconditioned stimulus and a conditioned stimulus? L01
It s important for marketers to understand how consumers learn about products and services. L01
What Makes Us Forget? L01
How do marketers measure our memories about products and ads? L01
How do products help us to retrieve memories from our past? L01
Why do the other products we associate with an individual product influence how we will remember it? L01
How do memory systems work? L01
How do we learn by observing others behavior? L01
What is the difference between classical and instrumental conditioning? L01
Why do learned associations with brands generalize to other products, and why is this important to marketers? L01
Why does conditioning result in learning? L01
Why is it important for marketers to appreciate how consumers learn about products and services? L01
How might cell phones influence cultural rituals or introduce new ones? Can phone marketers boost phone usage (including video, texting, etc.) if they encourage the development of these rituals? How? LO1
Consumer choice for cell phones appears to be different in Russia. What do you think that this says about the culture in that country? LO1
Why do you think that Saudi Arabia and other Middle Eastern countries have taken a stronger stance on regulating the use of camera phones? Discuss this question in the context of sacred and profane consumption. LO1
Ask friends to describe an incident where they received a gift they thought was inappropriate. Why did they feel this way, and how did this event influence the relationship between them and the gift giver? LO1
Interview people you know who collect some kind of object. How do they organize and describe their collections? Do you see any evidence of sacred versus profane distinctions? LO1
Identify modern-day myths that corporations create.How do they communicate these stories to consumers? LO1
Interview people you know about any magic items they own (e.g., How many of your friends have a lucky charm or hang a St. Christopher s medal or some other object from their rearview mirrors?). Get them to describe their feelings about these objects and tell how they acquired their magical
When you go out on a first date, identify the crescive norms that you follow. Write a report (preferably when the date is over) describing specific behaviors each person performed that made it clear you were on a first date.What products and services do those norms affect? LO1
The chapter describes a new wave of commercials that give voice to products and practices people didnt use to discuss in polite conversation. Are any products out-ofbounds to advertising? Can these messages boomerang if they turn off consumers? LO1
Rituals provide us with a sense of order and security. In a study of the drinking rituals of college students, the researchers found that drinking imposed order in students daily lives from the completion of assignments to what and when to eat. In addition, ritualizing an activity such as drinking
Bridal registries specify very clearly the gifts that the couple wants. How do you feel about this practice should people actually specify what you should buy for them, or should a gift be a more personal expression from you? LO1
Christmas has become simply another opportunity to exchange gifts and stimulate the economy. Do you agree? Why or why not? LO1
Identify the ritualized aspects of football that advertising uses. LO1
Fraternity hazing is simply a natural rite of passage that universities should not try to regulate. Do you agree? LO1
Have you ever given yourself a gift? If so, why did you do it and how did you decide what to get? LO1
Describe the three stages of the rite of passage associated with graduating from college. LO1
For many, Disney is a sacred place. Do you agree? Why or why not? LO1
This chapter argues that not all gift-giving is positive. In what ways can this ritual be unpleasant or negative? LO1
A culture is a society s personality. If your culture were a person, how would you describe its personality traits? LO1
How is a collection sacred? What is the difference between collecting and hoarding? LO1
What is the difference between sacred and profane consumption? Provide one example of each. LO1
List the three stages of a ritual. LO1
What is a ritual? Describe three kinds of rituals and provide an example of each. LO1
Give an example of a marketer that uses the principle of binary opposition. LO1
A myth is a special kind of story. What makes it special?What is an example of a modern myth? LO1
What is culture? List three dimensions social scientists use to describe a culture and give an example of each. LO1
Why do we describe products as either sacred or profane, and why do some products move back and forth between the two categories? LO1
Why are many of our consumption activities including holiday observances, grooming, and gift-giving rituals? LO1
How are myths stories that express a culture s values, and how in modern times do marketing messages convey these values? LO1
What is a Newtonian fluid? Is water a Newtonian fluid?
According to the information in this case, do iPod users seem to have a unique lifestyle? Describe it. Discuss the changes that iPod has had on the music-listening lifestyle in general. L01
Describe the brand personality of the iPod. Compare this personality to other high-tech brands, such as Nokia cell phones. L01
Extreme sports. You Tube. Blogging. 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 are part of this trend? L01
Using media that targets 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? L01
New types (or more often, updated versions of old types) emerge from popular culture on a regular basis, whether they are shredders, tuners, or geeks. In recent years, for example, some analysts identify the resurrection of the hipster. One source describes a person who follows this lifestyle as
Construct separate advertising executions for a cosmetics product that targets the Believer, Achiever, Experiencer, and Maker VALS2 types. How would the basic appeal differ for each group? L01
Political campaigns may use psychographic analyses.Conduct research on the marketing strategies a candidate used in a recent, major election. How did the campaign segment voters in terms of values? Can you find evidence that the campaigns communications strategies used this information? L01
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? L01
Construct a brand personality inventory for three different brands within a product category. Ask a small number of consumers to rate each brand on about 10 different personality dimensions. What differences can you identify? Do these personalities relate to the advertising and packaging strategies
The chapter notes the growing trend of marketers that commission recording artists to create original songs for their commercials. Do you see this as just another way to encourage new music when other funding dries up, or is there something ominous about companies that influence the creativity of
Should organizations or individuals be allowed to create Web sites that advocate potentially harmful practices? Should hate groups such as al-Qaeda be allowed to recruit members online? Why or why not? L01
Behavioral targeting techniques give marketers access to a wide range of information about a consumer when they tell them what Web sites he visits. Do you believe this knowledge power presents any ethical problems with regard to consumers privacy? Should the government regulate access to such
The chapter lists the most stylish brands in 2008; all denote luxurious consumption. As concern about the economy and the environment continues to mount, do you predict that our definition of style will shift? Can we expect to see eco-conscious brands like Patagonia on future lists of stylish
We live in a time where many people live frugally; they cut back on visits to restaurants, buy fewer high-end clothes and other luxury goods and hold on to their cars much longer. Are we witnessing a long-term shift in consumer behavior, or do you believe this is just a temporary situation? L01
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