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consumer behaviour
Consumer Behavior 9th Edition Michael R Solomon - Solutions
Should marketers ever try to arouse fear in order to persuade consumers? L01
Do humorous ads work, and if so, under what conditions? L01
When is it best to present a two-sided message versus a one-sided message? L01
How does the two-factor theory explain the effects of message repetition on attitude change? L01
When should a marketer present a message visually versus verbally? L01
What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser? L01
What is a halo effect, and why does it happen? L01
What is the difference between buzz and hype? How does this difference relate to the corporate paradox? L01
What is source credibility, and what are two factors that influence whether we decide a source is credible? L01
What are blogs and how can marketers use them? L01
Describe the elements of the traditional communications model, and tell how the updated model differs. L01
List three psychological principles related to persuasion. L01
Describe the theory of reasoned action. Why might it not be equally valuable when we apply it to nonWestern cultures? L01
What are three obstacles to predicting behavior even if we know a persons attitudes? L01
What is a subjective norm, and how does it influence our attitudes? L01
Do as I say, not as I do. How does this statement relate to attitude models? L01
Describe a multiattribute attitude model and list its key components. L01
According to balance theory, how can we tell if a triad is balanced or unbalanced? How can consumers restore balance to an unbalanced triad? L01
What are latitudes of acceptance and rejection? How does a consumer s level of involvement with a product affect his latitude of acceptance? L01
What is the foot-in-the-door technique? How does selfperception theory relate to this effect? L01
We sometimes enhance our attitude toward a product after we buy it. How does the theory of cognitive dissonance explain this change? L01
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? L01
List the three hierarchies of attitudes, and describe the major differences among them. L01
Describe the ABC model of attitudes. L01
How can an attitude play an ego-defensive function? L01
How Do We Form Attitudes? L01
How do audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective? L01
How does the way a marketer structures his message determine how persuasive it will be? L01
Why do several factors influence a message source s effectiveness? L01
Why is the consumer who processes a message not necessarily the passive receiver of information marketers once believed him to be? L01
Why does the communications model identify several important components for marketers when they try to change consumers attitudes toward products and services? L01
Why do we use attitude models to identify specific components and combine them to predict a consumers overall attitude toward a product or brand? L01
Why does a need to maintain consistency among all of our attitudinal components motivate us to alter one or more of them? L01
Why do we form attitudes in several ways? L01
Why are attitudes more complex than they first appear? L01
Why is it so important for consumer researchers to understand the nature and power of attitudes? L01
How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products, exercise, and so on)? Given the health problems associated with obesity(heart disease, diabetes,
Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? L01
Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues? L01
Locate additional examples of self-esteem advertising.Evaluate the probable effectiveness of these appeals is it true that Flattery gets you everywhere? L01
Interview victims of burglaries, or people who have lost personal property in floods, hurricanes, or other natural disasters. How do they go about reconstructing their possessions, and what effect did the loss appear to have on them? Similarly, poll your class: If their house or apartment was on
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 persons personality just from the information provided by this catalog. L01
Watch a set of ads on TV that feature men and women.Try to imagine the characters with reversed roles (i.e., the male parts played by women and vice versa). Can you see any differences in assumptions about sextyped behavior? L01
Some activists object to Axes male-focused marketing;they claim that its commercials demean women. On the other hand, Doves 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
Does sex sell? Theres certainly enough of it around, whether in print ads, television commercials, or on Web sites. When Victorias Secret broadcast a provocative fashion show of skimpy lingerie live on the Web (after advertising the show on the Super Bowl), 1.5 million visitors checked out the site
Some consumer advocates have protested the use of super-thin models in advertising, claiming that these women encourage others to starve themselves in order to attain the waif look. Other critics respond that the medias power to shape behavior has been overestimated, and that it is insulting to
To date, the bulk of advertising targeted to gay consumers has been placed in exclusively gay media. If it were your decision to make, would you consider using mainstream media as well to reach gays, who constitute a significant proportion of the general population? Or, remembering that members of
Is it ethical for marketers to encourage infatuation with the self? L01
How might the creation of a self-conscious state be related to consumers who are trying on clothing in dressing rooms? Does the act of preening in front of a mirror change the dynamics by which people evaluate their product choices? Why? L01
Should fast-food restaurants be liable if customers sue them for contributing to their obesity? L01
Some authorities are so concerned about the practice of sexting that they are trying to prosecute young people who do this for distributing child pornography. How does sexting reflect on a consumer s self-concept?Should it be a matter for concern? L01
Some historians and social critics say our obsession with thinness is based less on science than on morality.They equate our society s stigmatizing obese people(treating them as sick, disabled, or weak) with the Salem witch trials or McCarthyism (the paranoid anticommunism movement of the 1950s).
How prevalent is theWestern ideal of beauty among your peers? How do you see this ideal evolving now (if at all)? L01
The term metrosexual is a big buzzword in marketing, but is it real or simply media hype? Do you see men in your age group changing their ideas about acceptable interests for males (e.g., home design, cooking, etc.)? L01
How did tattoos originate? L01
What is fattism? L01
Have ideals of beauty in the United States changed during the past 50 years? If so, how? L01
What is body cathexis? L01
Give two examples of sex-typed products. L01
Is masculinity/femininity a biological distinction? Why or why not? L01
What is the difference between agentic and communal goals? L01
Define the extended self and provide three examples. L01
How do feelings about the self influence the specific brands people buy? L01
What does the looking-glass self mean? L01
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. L01
List three dimensions that describe the self-concept. L01
How do Eastern and Western cultures differ in terms of how people think about the self? L01
The self-concept strongly influences consumer behavior? L01
Why does every culture dictate certain types of body decoration or mutilation that help to identify its members? L01
Why can our desire to live up to cultural expectations of appearance be harmful? L01
Why is the way we think about our bodies (and the way our culture tells us we should think) a key component of self-esteem? L01
Why is sex-role identity different from gender, and how do societys expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations? L01
Why do products often play a pivotal role in defining the self-concept? L01
Why does the self-concept strongly influence consumer behavior? L01
What terminal values relate to the Campaign for Real Beauty? Do they tie into the consumer s needs for this product? L01
Describe the level of consumer involvement with personal care products in general. How might the Dove brand be different? L01
Survey your class: Do your classmates worship a specific brand? What do these cult products have in common? How can other marketers try to turn their brands into cult products? L01
Interview members of a celebrity fan club. Describe their level of involvement with the product, and devise some marketing strategies to reach this group. L01
Describe how a mans level of involvement with his car would affect how different marketing stimuli influence him. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to reach a segment of men
When you pay to enter a club, you may find your hand stamped with an advertising message. Do companies have the right to use your body as a billboard? Is this an effective media platform? L01
Collect a sample of ads that appeals 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? L01
Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow s hierarchy of needs. L01
The chapter mentions new facial recognition technology that marketers will soon use to classify shoppers in terms of their appearance so they can serve up ads that appeal to people in certain demographic categories.This makes advertising more useful because it reduces the amount of irrelevant
Which of the needs in Maslow s hierarchy do you satisfy when you participate in social networks like Facebook and MySpace? How could these sites add new features to help you satisfy these needs? L01
Core values evolve over time. What do you think are the three to five core values that best describe Americans today? L01
How (if at all) do you think consumers have changed as a result of 9/11? Are these changes long-term or will we start to revert back to our pre-2001 mind-set? L01
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. This change is reflected in attitudes toward marriage and family. One
College students concerns about the environment and vegetarianism are simply a passing fad; a way to look cool. Do you agree? L01
What is materialism and why is it relevant to marketing? L01
Describe at least two alternative techniques marketing researchers have used to measure values. L01
What is LOHAS, and why are people who follow this lifestyle important? L01
What is the difference between enculturation and acculturation? L01
What are values, and why should marketers care? L01
What are some strategies marketers can use to increase consumers involvement with their products? L01
List three types of consumer involvement, giving an example of each type. L01
Why would marketers want their customers to enter into a flow state when shopping for their products? L01
What is consumer involvement? How does this concept relate to motivation? L01
Name the levels in Maslow s hierarchy of needs, and give an example of a marketing appeal that is focused at each level. L01
What is cognitive dissonance? L01
Explain the difference between a need and a want. L01
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