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consumer behaviour
Consumer Behavior 9th Edition Michael R Solomon - Solutions
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
Would you have done anything differently if your employees posted a disparaging or obscene video? L01
How might this incident affect brand loyalty for Dominos in the short-term? In the long-term? L01
Describe how the video would influence a consumer during the information search stage of this purchase decision. L01
Is the decision about what to eat for dinner and more specifically what type of pizza to order an example of extended, limited, or habitual problem solving? L01
Think of a product you recently shopped for online.Describe your search process. How did you become aware that you wanted or needed the product? How did you evaluate alternatives? Did you wind up buying online? Why or why not? What factors would make it more or less likely that you would buy
Give one of the scenarios described in the section on biases in decision making to 10 to 20 people. How do the results you obtain compare with those the chapter reported? L01
Ask a friend to talk through the process he or she used to choose one brand rather than others during a recent purchase. Based on this description, can you identify the decision rule that he most likely employed? L01
Perform a survey of country-of-origin stereotypes.Compile a list of five countries and ask people what products they associate with each. What are their evaluations of the products and likely attributes of these different products? The power of a country stereotype can also be demonstrated in
Locate a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources they consult prior to deciding what to buy. How would you characterize the types of sources he or she uses (i.e., internal versus external, media versus personal,
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decision making: rational, experiential, and behavioral influence. What are the major differences in emphasis among the three perspectives?Which is the most likely type of
Choose a friend or parent who grocery shops on a regular basis and keep a log of his or her purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any categories based on consistency of purchases? If so, talk to the person about these purchases. Try
Define the three levels of product categorization the chapter describes. Diagram these levels for a health club. L01
Pepsi invented freshness dating and managed to persuade consumers that this was an important product attribute. Devise a similar strategy for another product category by coming up with a brand new product attribute. How would you communicate this attribute to your customers? L01
Conduct a poll based on the list of market beliefs you ll find in Table 8.3. Do people agree with these beliefs, and how much do they influence their decisions? L01
In the last few years several products made in China including toothpaste and toys have been recalled because they are dangerous to use or even fatal. In one survey, about 30 percent of American respondents indicated that they have stopped purchasing some Chinese goods as a result of the recalls or
Find examples of electronic recommendation agents on theWeb. Evaluate these are they helpful?What characteristics of the sites you locate are likely to make you buy products you wouldnt have bought on your own? L01
It s increasingly clear that many postings on blogs and product reviews on Web sites are fake or are posted there to manipulate consumers opinions. How big a problem is this if consumers increasingly look to consumergenerated product reviews to guide their purchase decisions? What steps if any can
Technology has the potential to make our lives easier as it reduces the amount of clutter we need to work through in order to access the information on the Internet that really interests us. However, perhaps intelligent agents that make recommendations based only on what we and others like us have
Discuss two different noncompensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice? L01
Why is it difficult to place a product in a consumer s evoked set after the person has already rejected it? What strategies might a marketer use to accomplish this goal? L01
If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions? What techniques might marketers employ to understand experiential consumption and to translate this knowledge into marketing strategy? L01
Commercial Alert, a consumer group, is highly critical of neuromarketing. The groups executive director wrote, What would happen in this country if corporate marketers and political consultants could literally peer inside our brains and chart the neural activity that leads to our selections in the
How big a problem is greenwashing? What is the potential impact of this practice on consumer decision making? L01
This chapter argues that for many of today s consumers it s a bigger problem to have too many choices than to not have enough choices. Do you agree? Is it possible to have too much of a good thing? L01
What is the difference between a noncompensatory and a compensatory decision rule? Give one example of each. L01
Describe the difference between inertia and brand loyalty. L01
How does a brand name work as a heuristic? L01
List three product attributes that consumers use as product quality signals and provide an example of each. L01
What is an example of an exemplar product? L01
Describe the difference between a superordinate category, a basic level category, and a subordinate category. L01
Marketers need to be extra sure their product works as promised when they first introduce it. How does this statement relate to what we know about consumers evoked sets? L01
List three types of perceived risk, and give an example of each. L01
Describe the relationship between a consumer s level of expertise and how much he is likely to search for information about a product. L01
What is prospect theory? Does it support the argument that we are rational decision makers? L01
Give an example of the sunk-cost fallacy. L01
Name two ways a consumer problem arises. L01
What is the difference between the behavioral influence and experiential perspectives on decision making? Give an example of the type of purchase that each perspective would most likely explain. L01
What is purchase momentum, and how does it relate(or not) to the model of rational decision making? L01
List the steps in the model of rational decision making. L01
Why do we say that mindless decision making can actually be more efficient than when we devote a lot of thought to what we buy? L01
How Do We Rely on Product Signals? L01
How Do We Put Products into Categories? L01
How Do We Decide Among Alternatives? L01
Do We Always Search Rationally? L01
How we evaluate alternatives to arrive at a decision. L01
How we search for information about product choices; L01
How we recognize the problem, or need for a product; L01
Why do consumers rely on different decision rules when they evaluate competing options? L01
Why do we often fall back on well-learned rules-of-thumb to make decisions? L01
Why is our access to online sources changing the way we decide what to buy? L01
Why is decision making not always rational? L01
Why is a decision actually composed of a series of stages that results in the selection of one product over competing options? L01
Why is consumer decision making a central part of consumer behavior, but the way we evaluate and choose products (and the amount of thought we put into these choices) varies widely, depending on such dimensions as the degree of novelty or risk in the decision? L01
Using a multiattribute model for Kellogg s cereal, describe how consumers might develop a positive or negative attitude toward the Corn Flakes brand. How would Michael Phelps picture in the British paper influence the multiattribute model? L01
In the context of source effects, discuss why companies scrambled to sign endorsement deals with Michael Phelps immediately after the Olympics. How did these source effects change after the picture was published? L01
Conduct an avatar hunt on e-commerce Web sites, online video game sites, and online communities such as The Simsthat let people select what they want to look like in cyberspace. What seem to be the dominant figures people choose? Are they realistic or fantasy characters? Male or female? What types
Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse? L01
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective? If you were marketing the products, would you feel more comfortable with ads that use a more straightforward, hard-sell approach? Why or why not? L01
Make a log of all the commercials a network television channel shows during a 2-hour period. Assign each to a product category and decide whether each is a drama or an argument. Describe the types of messages the ads use (e.g., two-sided arguments), and keep track of the types of spokespeople who
Observe the process of counterargumentation by asking a friend to talk out loud while he watches a commercial.Ask him to respond to each point in the ad or to write down reactions to the claims the message makes. How much skepticism regarding the claims can you detect? L01
Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product? L01
Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it? L01
A government agency wants to encourage people who have been drinking to use designated drivers. What advice could you give the organization about constructing persuasive communications? Discuss some factors that might be important, including the structure of the communications, where they should
Locate foreign ads at sites like japander.com in which celebrities endorse products they dont pitch on their home turf. Ask friends or classmates to rate the attractiveness of each celebrity, then show them these ads and ask them to rate the celebrities again. Does the star s brand image change
Construct a multiattribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve an establishment s image via the strategies the chapter describes. L01
Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you include. L01
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
Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its products at awards shows. Publicists call this common practice gifting the talent companies provide stars with goody bags full of complimentary products.148 What do you think
Many, many companies rely on celebrity endorsers as communications sources to persuade. Especially when they target younger people, these spokespeople often are cool musicians, athletes, or movie stars. In your opinion, who would be the most effective celebrity endorser today, and why? Who would be
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to one or the other. L01
The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health-care products Sunbeam manufactured(a decision it later reversed). Should trade or professional organizations, journalists, professors, and others endorse specific products at the
Discuss some conditions where you would advise a marketer to use a comparative advertising strategy. L01
The sleeper effect implies that perhaps we shouldnt worry too much about how positively people evaluate a source. Similarly, theres a saying in public relations that any publicity is good publicity. Do you agree? L01
A flog is a fake blog a company posts to build buzz around its brand. Is this ethical? L01
A recent antismoking ad sponsored by The New York City Department of Health crossed the line for many viewers. The spot showed a young boy who cries hysterically as a crowd of adults walk by him. The voiceover says, This is how your child feels after losing you for a minute. Just imagine if they
Many universities contact with commercial companies to run campus Web sites and e-mail services.These agreements provide Web services to colleges at little or no cost. But these actions arouse controversy because major companies pay to place advertising on the sites. That gives marketers the
Contrast the hierarchies of effects the chapter outlines.How should marketers take these different situations into account when they choose their marketing mix? L01
Describe the elaboration likelihood model, and summarize how it relates to the relative importance of what is said versus how it s said. L01
What is the difference between a lecture and a drama? L01
Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique. L01
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