Consumer Behavior Buying Having Being 14th Edition Michael R. Solomon, Cristel Antonia Russell - Solutions

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I s there such a thing as a generalised opinion leader? What is likely to determine if an opinion leader will be influential with regard to a specific product category? How can marketers use opinion leaders to help them promote their products or services?
The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should secondary school and university coaches be paid to determine what brand of athletic equipment their players will wear?
The power of unspoken social norms often becomes obvious only when these norms are violated. To witness this result first hand, try one of the following: stand facing the back wall in a lift;serve dessert before the main course; offer to pay cash for dinner at a friend’s home; wear pyjamas to
I dentify fashion opinion leaders at your university or business school. Do they fit the profile discussed in the chapter?
A lthough social networking is red-hot, could its days be numbered? Many people have concerns about privacy issues. Others feel that platforms like Facebook are too overwhelming. What are your views? Will people start to tune out all of these networks?187
W hat are sociometric techniques? Conduct a sociometric analysis within your hall of residence or neighbourhood. For a product category such as music or cars, ask each individual to identify other individuals with whom they share information.Systematically trace all of these avenues of
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 small percentage return (or other reward) if they end up buying something. 188 Some might argue
Mobile social networking is the next frontier in technology, as companies race to adapt platforms like facebook to our mobile phones.Marketers are not far behind, especially because there are 3.3 billion mobile phone subscribers worldwide; that number is far greater than the number of internet
Trace a referral pattern for a service provider such as a hair stylist by tracking how clients came to choose them. See if you can identify opinion leaders who are responsible for referring several clients to the businessperson. how might the service provider take advantage of this process to grow
Review a number of popular media which are published in countries in southern europe as well as media targeted for northern european countries. how do the ads’ depictions of family seem to differ by region? in what sorts of consumption situations do they seem highly similar? Why?
For each of the following five product categories– groceries, cars, holidays, furniture and appliances – describe the ways in which you believe a married couple’s choices would be affected if they had children.
arrange to interview two married couples, one younger and one older. Prepare a response form listing five product categories – groceries, furniture, appliances, holidays and cars – and ask each spouse to indicate, without consulting the other, whether purchases in each category are made by
Collect ads for three different product categories in which the family is targeted. Find another set of ads for different brands of the same items in which the family is not featured.Prepare a report on the effectiveness of the approaches.
Observe the interactions between parents and children in the cereal section of a local supermarket. Prepare a report on the number of children who expressed preferences, how they expressed their preferences and how parents responded, including the number who purchased the child’s choice.
Select a product category and, using the lifecycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Consider three important changes in modern european family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications, retailing innovations, or other aspects of the marketing mix. if possible, also try to find examples
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?
how has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?
Review a number of popular media which are published in countries in southern europe as well as media targeted for northern european countries. how do the ads’ depictions of family seem to differ by region? in what sorts of consumption situations do they seem highly similar? Why?
For each of the following five product categories– groceries, cars, holidays, furniture and appliances – describe the ways in which you believe a married couple’s choices would be affected if they had children.
arrange to interview two married couples, one younger and one older. Prepare a response form listing five product categories – groceries, furniture, appliances, holidays and cars – and ask each spouse to indicate, without consulting the other, whether purchases in each category are made by
Collect ads for three different product categories in which the family is targeted. Find another set of ads for different brands of the same items in which the family is not featured.Prepare a report on the effectiveness of the approaches.
Observe the interactions between parents and children in the cereal section of a local supermarket. Prepare a report on the number of children who expressed preferences, how they expressed their preferences and how parents responded, including the number who purchased the child’s choice.
Select a product category and, using the lifecycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Consider three important changes in modern european family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications, retailing innovations, or other aspects of the marketing mix. if possible, also try to find examples
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?
how has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?
is it practical to assume that people aged 55 and older constitute one large consumer market?What are some approaches to further segmenting this age subculture?
What are some important variables to keep in mind when tailoring marketing strategies to the elderly?
Find good and bad examples of advertising targeted at elderly consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
how important is social class in your society? Can you think of societies where social class matters more? Or less?
What are some of the obstacles to measuring social class in European societies? Discuss some ways to get around these obstacles.
What consumption differences, if any, might you expect to observe between a family characterized as underprivileged vs one whose income is average for its social class?
When is social class likely to be a better predictor of consumer behaviour than mere knowledge of a person’s income?
Thorstein veblen argued that women were often used as a vehicle to display their husbands’wealth. Is this argument still valid today?
What are some contemporary examples of potlatch and waste? Can you identify either in your everyday consumption?
Some people argue that status symbols are dead.Do you agree?
What role do counterfeit brands play in contemporary conspicuous consumption?
The chapter observes that some marketers are finding ‘greener pastures’ by targeting lowincome people. how ethical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? under what circumstances should this segmentation strategy be encouraged
What are some important variables to keep in mind when tailoring marketing strategies to the elderly?
Find good and bad examples of advertising targeted at elderly consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
What is conspicuous consumption? Give a current example.
Research finds that the social elite tend to be omnivorous: They embrace and seek variety in all forms of consumption, from music to food. But being omnivorous is not just happening amongst the elite. A sociological study compared American consumers’ openness to different musical genres between
Some have referred to our modern world as “status obsessed” because we are constantly bombarded with images and posts of peers and strangers alike on social media, such as Facebook, LinkedIn, and Twitter. Do you agree?
This chapter discusses the perils of cultural appropriation, where a company borrows symbolism from a specific culture for its own purposes. While many critics abhor this practice, others point to the role that fashion plays in exposing people to other cultures. What’s your take—is cultural
Many colleges boast unique rituals in which students engage in some scripted group activity, though in recent years, some institutions have abolished these because of safety concerns or because the rituals encourage underage drinking. Casualties include spring couch burning at the University of
Death also involves rites of passage. Funeral ceremonies help the living organize their relationships with the deceased. Action is tightly scripted, down to the costumes (e.g., the ritual black attire, black ribbons for mourners, the body laid out in its best clothes) and specific behaviors (e.g.,
The Gartner hype cycle describes five stages in the cycle. Identify three current tech innovations (e.g., virtual reality, drones, etc.), and pinpoint where you believe each new product fits in the cycle.
An important debate has existed for years about whether gender stereotypes in advertising influence and perpetuate existing values and norms around stereotyping at large, or whether advertising depictions simply reflect the values of society, without having much direct influence on them. Which way
There is a tendency to become preoccupied with documenting the moment – the more pictures people take, the less they say they enjoy the actual experience. What’s your take? Are we overly concerned with posting what we do as opposed to just experiencing things in the moment?
A study that found when a larger body is labeled as “normal” size, people who see it become less concerned about overeating. What do you think? Will our culture’s new focus on body positivity ironically come back to bite us, as more people decide it’s OK to overeat?
Young girls in our society are under tremendous pressure to express their sexualized identity – to wear tight clothing, post sexy images, or engage in inappropriate behaviors like watching porn or sexting. This emphasis can trigger a range of negative emotions, and it can even lead to anxiety,
Locate one or more consumers (perhaps family members) who have emigrated from another country. Interview them about how they adapted to their host culture. What changes did they make in their consumption practices over time?
Social media influencers and opinion leaders are sometimes called power users. They have a strong communications network that gives them the ability to affect purchase decisions for a number of other consumers, directly and indirectly. Much like their offline counterparts, power users are active
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?
How would you describe the Lush brand community? What are the key characteristics of the online community? How do you think Lush’s decision to discontinue and criticize the same social media outlets that connects the brand with its followers will impact how customers view the brand?
How can a marketer determine what kinds of appeals will be the most persuasive in making the case for a product or cause? Design a simple experiment using the cause you chose for question CS 6.1 above.
As many as 70 percent of people who shop online abandon their carts before they get to the checkout page. What are the major “pain points” you’ve encountered when you purchase online, and how might you reduce them or eliminate them altogether?
Create a customer journey map by recording in precise detail each step you personally took when you interacted with a physical store or an e-commerce website. What are the potential “pain points” in this journey that might interface with a successful transaction?
What is wokerwashing, and how does this practice relate to brands that take a stand on social justice issues?
The comedian Groucho Marx famously commented, “I’d never join a club that would have me as a member.” Some venues—such as exclusive websites, nightclubs, etc.—carefully monitor participants to screen out people who don’t “belong.” What do you think of this practice?
The chapter discussed the evolutionary perspective. It is important to note that this viewpoint attracts a lot of debate, sometimes heated and biting, among consumer researchers. The advocates argue that deep-seated evolutionary motives influence much modern behavior, in particular protection
Using the “4A’s” framework in Figure 13.3, analyze the considerations that went into the decision for Dollar General opening 1,000+ new stores in the United States over the past few years.
Select one city in one of the states or areas mentioned in the case and do an online search of dollar stores within a 5-mile radius. Does your research confirm or deny the assertion that dollar stores are closely congregated in blue-collar lower income areas? How does this concentration of dollar
Are companies targeting the bottom of the pyramid taking advantage of vulnerable consumers with limited resources?
Over the years, the McDonald’s fast-food chain has tried to modify its menu to appeal to people in different cultures. In India, the company doesn’t sell any of its famous beef hamburgers. Instead, it offers customized entrées such as a Pizza McPuff, McAloo Tikki (a spiced-potato burger), and
People in Thailand are preoccupied with supernatural forces. One common sight is a “spirit house,” a miniature dwelling intended for protective ghosts. Some include electric wiring and indoor lighting: you will even find them in 7-Eleven convenience stores throughout the country. Thais spend
__________ are sets of multiple, symbolic behaviors that occur in a fixed sequence and are repeated periodically.a. Ritualsb. Stylesc. Systemsd. Consumer fairy talese. Myths
One study discovered that people who performed the Oreo cookie ritual of twist, lick, and dunk enjoyed their food more and __________.a. ate more cookiesb. were willing to pay more for the productc. were susceptible to advertising manipulationd. were more willing to try new productse. were prone to
Since Oreo cookies are the featured product in the twist, lick, and dunk ritual, the Oreo cookie could be considered a __________.a. gift-giving productb. normcorec. fortress brandd. fade. fashion
Which of these cultural shifts threatened the Oreo cookie ritual?a. A change in U.S. demographicsb. An aging populationc. A change in consumption preferencesd. Concern over childhood obesitye. A decline in dental insurance coverage
Which of these cultural factors also impacted the sales of Oreo cookies?a. Smartphone adoptionb. Graying populationc. Increasing diversityd. Increased competitione. Decline in rituals
Go to www.menscience.com. Everyone has grooming rituals. Examine this website and the implications that it has for male grooming. Describe how the design of the website seeks to enhance male grooming rituals that would then require the use of products that they sell.
Restaurant chains that attract diners with buxom servers in short shorts have become so popular the industry has a name for this category: breastaurants. The largest eatery of this kind is Hooters, which boasts more than $1 billion in sales annually. Other category members include Twin Peaks, Mugs
Explain the success that Torrid and similar brands have experienced 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? Be sure to address the unique challenges facing plus-size
Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? Find two recent articles or examples that illustrate these changes.
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,
Visit the website of Torrid or one of its competitors and discuss how the brand positions itself to support its customers' positive self-image. What is the brand's strategy to support a customer’s body image?
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
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?
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?
How would you describe the consumer identity of the Beyhive – the Beyonce fans? Are there particular personality or lifestyle characteristics that members of the Beyhive share?
How would you describe Beyoncé’s brand personality? How has it changed or evolved over the expanse of her solo career? How does it compare with other celebrity brand personalities with which you’re familiar?
If you were hired as Beyonce’s brand manager, what types of products and services would you suggest she consider endorsing? How would these products appeal to the members of the Beyhive community? Develop a list of specific marketing and promotional tactics that might be used to reach the Beyhive
What are some of the potential downsides of aligning yourself with a brand personality like Beyonce? Is there any harm in being a member of the Beyhive? Explain.
What are some business categories that stand to benefit most from the increasing affluence and vitality of the senior market?
Adidas provoked outrage when the company posted a photo of a new design, the JS Roundhouse Mids, on its Facebook page. The shoes come with bright orange shackles and the tagline “Got a sneaker game so hot you lock your kicks to your ankles?” Many users complained that this image is highly
Who is the target market for the OKAY Hyundai ad campaign? Include specific demographic variables and other characteristics of identity that you think Hyundai wants to appeal to with the ad campaign.
How might the early adopters of electronic vehicles respond to the Hyundai ad campaign specifically targeted to Black customers?
How do economics, the environment and even one’s political beliefs affect the type of automobile a consumer decides to purchase?
Imagine that you are in the market for a new vehicle and income is not your primary issue (have enough money to purchase whatever you like), what type of vehicle would you consider purchasing? What characteristics of your identity inform your choice of vehicle to purchase?
Go to the following: www.bet.com, www.ebony.com, and www.vibe.com. What do these African American interest websites have in common? How do they use desire for ethnicity to their advantage? Would members of other races be attracted to these sites? If so, why? State your general impressions of these
Go to www.catholic.org, www.lds.org, and www.scientology.org. Each of these sites expresses thoughts about religion and religious freedom. What techniques do the sites use to stimulate their audiences to follow their messages and commit to participation? How can marketers use religious websites to
What is viral marketing? Give an example of this strategy.
Walmart contended with a widespread text-messaging hoax that warned women to stay away from its stores or risk death. The digital rumor apparently originated in an urban myth (an unsubstantiated “fact” that many people accept as true) that circulated via email several years ago. As a reflection
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. Some might argue that that means you’re selling out your friends (or
Identify a set of dissociativegroups for your peers. Can you identify any consumption decisions that you and your friends make with these groups in mind?
What is the rationale behind Lush’s decision to discontinue and then reintroduce a curated assortment of social media channels? Do you think followers and customers understood Lush’s choice? Why or why not?
As Lush implemented the change, how could it measure the effects of leaving, then returning to social media, on the achievement of its marketing goals?
What is another health, political, or philanthropic cause that could benefit from an advertising campaign? Create two taglines that could be used: one for people who are prevention-focused and another for those who are promotion-focused.

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Consumer Behavior Buying Having Being 14th Edition Michael R. Solomon, Cristel Antonia Russell - Solutions

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