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consumer behaviour
Consumer Behavior 9th Edition Michael R Solomon - Solutions
The high-profile stunt to publicize Aqua Teen Hunger Force created a massive public disruption. When does a guerrilla marketing tactic go too far or is anything fair game in the heated competition to capture jaded consumers attention? L01
Are home shopping parties that put pressure on friends and neighbors to buy merchandise ethical? L01
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company.That often means convincing your friends to climb on the bandwagon, and sometimes you get a cut if they buy something.133 Some might argue that that means you re selling out your friends (or
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? L01
Do you agree that deindividuation encourages binge drinking on campus? What can or should a college do to discourage this behavior? L01
The Word-of-Mouth Marketing Association announced a set of rules and guidelines for word-of-mouth advertising. The trade group maintains that marketers must make sure that people talking up products or services disclose for whom they work. They also must use real consumers, not actors, who discuss
The average Internet user in the United States spends 3 hours a day online, with much of that time devoted to work and more than half of it to communications.Researchers report that the Internet has displaced television watching and a range of other activities. Internet users watch television for 1
Although social networking is red-hot, could its days be numbered? Many people have concerns about privacy issues. Others feel platforms like 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 cauldron of
What are sociometric techniques? Under what conditions does it make sense to use them? L01
How can marketers use opinion leaders to help them promote their products or services? L01
What is the difference between a market maven and a surrogate consumer? L01
What is the relationship between an opinion leader and an opinion seeker? L01
Is there such a thing as a generalized opinion leader?Why or why not? L01
What is an opinion leader? Give three reasons why they are powerful influences on consumers opinions. What are some characteristics of opinion leaders? L01
What is viral marketing? Guerrilla marketing? Give an example of each. L01
Describe some ways marketers use the Internet to encourage positive WOM.
Which is more powerful: positive or negative word of mouth? L01
What is word of mouth, and how can it be more powerful than advertising? L01
What is the difference between independence and anticonformity? L01
What is social comparison? To what type of person do we usually choose to compare ourselves? L01
How does the principle of least interest relate to your success in a romantic relationship? L01
Define conformity and give an example of it. Name three reasons why people conform. L01
What is the difference between normative and informational social influence? L01
What is the risky shift, and how does it relate to shopping with friends? L01
Define deindividuation and give an example of this effect. L01
Name one factor that makes it more likely a person will become part of a consumer s membership reference group. L01
Describe the difference between a membership and an aspirational reference group and give an example of each kind. L01
What is a brand community, and why is it of interest to marketers? L01
Which tend to influence our behavior more: large formal groups or small informal groups? Why? L01
List three types of social power, and give an example of each. L01
Name two dimensions that influence whether reference groups impact an individual s purchase decisions. L01
How Do We Find Opinion Leaders? L01
How Influential Is an Opinion Leader? L01
How is social networking changing the way companies and consumers interact? L01
How do online technologies accelerate the impact of word-of-mouth communication? L01
influential than the advertising we see? L01
Why are the things that other consumers tell us about products (good and bad) often more? L01
Why are certain people particularly likely to influence others product choices? L01
Why are we motivated to buy or use products in order to be consistent with what other people do? L01
Why do we seek out others who share our interests in products or services? L01
Why do others, especially those who possess some kind of social power, often influence us? L01
Should for-profit businesses like eBay get into the freecycling business? Should companies motivate more consumers to give things away that they might otherwise be able to sell or auction? Can they still make a profit while they help to eliminate waste? LOI
Freecycle created an alternative disposal option that is rapidly growing. Discuss ways that freecycling might affect the purchase habits of consumers. LOI
Why do you think Freecycle.org has achieved such high levels of growth in such a short period of time? LOI
Identify three people who own electric coffeemakers.Then, go to the gemba by observing them as they actually prepare coffee in the appliance at home. Based on these experiences, what recommendations might you make to the designer of a new coffeemaker model that would improve customers experiences
Interview people when they sell items at a flea market or garage sale. Ask them to identify some items to which they had a strong attachment. Then, see if you can prompt them to describe one or more divestment rituals they went through as they prepared to offer these items for sale. LOI
Interactive tools allow surfers on sites such as LandsEnd.com to view apparel product selections on virtual models in full, 360-degree rotational view. In some cases, the viewer can modify the bodies, face, skin coloring, and the hairstyles of these models. In others, the consumer can project his
What applications of queuing theory can you find that local services use? Interview consumers as they wait in line to determine how their experience affects their satisfaction with the service. LOI
Using Table 9.1 as a model, construct a person situation segmentation matrix for a brand of perfume. LOI
Select three competing clothing stores in your area and conduct a store image study for them. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same graph. Based on your findings, are there any areas of competitive advantage or disadvantage you could
Conduct naturalistic observation at a local mall. Sit in a central location and observe the activities of mall employees and patrons. Keep a log of the nonretailing activity you observe (e.g., special performances, exhibits, socializing, etc.). Does this activity enhance or detract from business
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 modernday 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 point-of-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. And we re increasingly
The mall of the future will most likely be less about purchasing products than about exploring them in a physical setting. This means that retail environments will have to become places to build brand images, rather than simply places to sell products. What are some strategies stores can use to
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
The movement away from a disposable consumer society toward one that emphasizes creative recycling creates many opportunities for marketers. Can you identify some? LOI
Compare and contrast different cultures conceptions of time. What are some implications for marketing strategy within each of these frameworks? LOI
Several mens clothing retailers nationwide now provide free booze to their male clientele to encourage them to hang out in their stores.122 Is it ethical to encourage customers to get wasted before they shop? LOI
Discuss the concept of timestyle. Based on your own experiences, how might we segment consumers in terms of their timestyles? LOI
Think about exceptionally good and bad salespeople you have encountered as a shopper. What qualities seem to differentiate them from others? LOI
What are some positive and negative aspects of a policy that requires employees who interact with customers to wear a uniform? LOI
Discuss some of the shopping motivations the chapter describes. How might a retailer adjust its strategy to accommodate these motivations? LOI
Are pop-up stores simply a fad or a retailing concept that s here to stay? LOI
Is the customer always right? Why or why not? LOI
What is the underground economy and why is it important to marketers? LOI
List three actions a consumer can take if he is dissatisfied with a purchase. LOI
How do a consumer s prior expectations about product quality influence his satisfaction with the product after he buys it? LOI
What is the difference between unplanned buying and impulse buying? LOI
List three factors that help to determine store image. LOI
What are some important pros and cons of e-commerce? LOI
List three separate motivations for shopping, and give an example of each. LOI
What are the two dimensions that determine whether we will react positively or negatively to a purchase environment? LOI
What is time poverty, and how can it influence our purchase decisions? LOI
Describe the difference between density and crowding.Why is this difference relevant in purchase environments? LOI
What do we mean by situational self-image? Give an example of this phenomenon. LOI
Why is getting rid of products when consumers no longer need or want them a major concern both to marketers and to public policy makers? LOI
Why do marketers need to be concerned about a consumers evaluations of a product after he buys it as well as before? LOI
Why is a salesperson often the crucial link between interest in a product and its actual purchase? LOI
Why does the information a store or Web site provides strongly influence a purchase decision in addition to what a shopper already knows or believes about a product? LOI
Why do many factors over and above the qualities of the product or service influence the outcome of a transaction? Why do factors at the time of purchase dramatically influence the consumer decision-making process? LOI
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
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