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consumer behaviour
Consumer Behavior Buying, Having And Being 13th Edition Michael R. Solomon - Solutions
How do people you know feel about their cars? Interview some of them about the “relationship” they have. Do they decorate their cars? Do they have nicknames for them? And, check out a video on YouTube called “I Love My Car” to really see how deep these relationships can go.
Go to www.bebe.com. Analyze the product offerings for this company based on the id and the superego. Do people who buy this brand do so based on one or the other? Explain how the ego may create balance.
1. Discuss how Beyoncé fans – the Beyhive -- connect with your understanding of the role of consumer identity and lifestyle marketing. Are there particular personality or lifestyle characteristics that members of the Beyhive share?2. Describe Beyoncé’s brand personality. How does it compare
Go to www.dropzone.com. Apply the ABC model of attitudes to the activity of skydiving. Which of the three hierarchies is most applicable? What modifications could be made to this website?
1. Choose four of the moments of truth. What specific strategies could P&G employ in each one to increase the probability of a sale and repeat business?2. For a consumer purchasing a new car, which would be the first, second and third most important moments in the process? Explain your
As an in-class activity, discuss with the class the concept of risk. Distribute a list of several different consumer products or have a student do this. Then ask students what types of risk they would associate with each of the products. How could the risk be reduced?
This project will require student groups to conduct consumer interviews. They should contact people (acquaintances, friends, etc.) and ask them questions about a recent purchase or consideration of a purchase. Specifically, they should ask the consumer what factors led them to problem recognition.
Have a student identify countries-of-origin of popular U.S. cars. Find out how many cars that we identify as “American” are made in other countries and how many cars we identify as “foreign” are assembled in the United States. A variation on this would be to do the same with heavy equipment
What sources of information are most valuable to you when making a decision on purchasing (a) A computer, (b) An expensive piece of jewelry, (c) Selecting a place to worship, and (d) Something online? Explain.
Ask students to contact the gay and lesbian student club on campus. Select a sample from both genders and ask them about how they view products marketed to their segment. Do they see a difference between what is targeted at them vs. what is targeted at the “straight” segments? Is stereotyping
Ask groups to interview other students on campus and determine the type of behaviors and activities they are engaged in to appeal to others they meet both on and off campus. Do they change their appearance depending on the person or persons they are meeting with? If they do, how and why? If they do
As a group, visit several social networking sites. How are members at various sites expressing themselves? What kinds of information are they providing? What does that tell the reader about them? Are there differences between the various sites’ members and their expressions?
Ask a student to bring to class two brands within the same product category that project different images to the consumer. Have the student discuss the projected images by comparing and contrasting the two different brands. What techniques did the marketer use to project these images? Is the
Go to www.tattoo.com. Need a tattoo? Ever thought about getting one? Well, this website might just get you started in that direction. After reviewing the site, what are your impressions about tattooing? How is a self-concept involved in this process? What might cause you to get a tattoo if you do
Ask students to interview the managers of two retail-clothing stores. See if they can discover the degree to which the managers believe that consumer personalities and self-images are important to the marketing and promotional activities of their store. Ask the students if they are in agreement
What is fattism?
Have male students and female students (separately) interview three women and three men whom they think are just about the right weight for their height and bone structure (instruct students to tell respondents that their responses are completely confidential). The students should ask the
Have each group design a role-playing scenario that deals with one of the following situations: (a) A 40-year-old male suddenly announces to his wife that he plans to get a tattoo. (b) A couple, both 40 years old, discusses with their teenage son or daughter whether tattooing or body
What does “the looking-glass self” mean? How do feelings about the self influence what we buy?
Have students find media examples of men exhibiting agentic as well as communal goals. Have them do the same for women. How much did they find that each gender tended to adhere to the societal expectation?
Ask your students to compile a list of ten household chores. Then have each student interview two married couples (one newlywed and the other seasoned) to determine who usually performs that chore—the husband or the wife. If possible, have the students ask the subject when their spouse is not
Assign students to collect advertisements that would tell a stranger something about their self-concept (and image). Have them put these ads on a poster board and bring them to class. Display the poster boards in class and see if the class can match the boards to the correct students.
As wearable computing takes off, so too will the possibility of “chipping” people so that they can directly interact with their devices without having to go through an interface like a smartphone. What ethical problems might this practice pose? Do the potential benefits
Assign students to collect five ads that show male or female models exhibiting tattoos or body piercing (they may want to consult tattoo-related magazines or they may print ads from the Internet). Comment on the reason for the display. Did the model match the product to be sold? Do people that do
Are you what you post online?
Within a 10-mile radius of the campus where the students are taking this class, have students put together a list of the tattoo parlors. Have them call each and find out how long they have been in business. Have them visit a few of the parlors that have been around the longest and interview the
Students should visit a website for cosmetic surgeons. Have them find testimonials from actual patients that describe the reasons why they obtained the augmentations that they did.
Breastaurants” represent a popular category of dining establishments. Is it ethical to hire women as waitresses because they have certain physical characteristics? Is it ethical to exclude others (including men) from these jobs if they don’t?
One consequence of the continual evolution of sex roles is that men are concerned as never before with their appearance. Men spend $7.7 billion on grooming products globally each year. A wave of male cleansers, moisturizers, sunscreens, depilatories, and body sprays washes up on U.S. shores,
The mainstream media have sent a clear message for the last several years: It’s cool to be slutty. Role models like Paris Hilton, Lindsay Lohan, Britney Spears, and even Bratz dolls convey standards about how far preteens and teens should go when they broadcast their sexuality. Now, as these
Many people feel that a preoccupation with physical appearance diverts consumers from discovering true happiness, i.e. “you can’t judge a book by its cover.” On the other hand, recent research finds that a heightened interest in appearance can actually improve the mental health of elderly
The chapter discusses the “empty self” explanation for the popularity of selfies among young people. Do you agree?
Have students develop print or video advertisements that apply Freudian and Trait theory principles for products or services that target college students. Have them explain if their advertisements will work effectively. Ask them to test the advertisements with other students that are not in the
Have students collect print advertisements that portray some of the aspects of Freudian principles in action. Do they seem effective? Is the message lost in the execution?
First, print out the VALS types along with their descriptions. Hand them to the students and have them select the type they think they are. After noting their choices, have them visit http://www.strategicbusinessinsights.com/vals/presurvey.shtml and take the survey to determine who they really are.
Core values evolve over time. What do you think are the three to five core calues that best descrive U.S. Americans today?
Using AIO segmentation, have groups of students design a new advertising campaign for a chain of restaurants targeting young professional college graduates. Have them explain the process they went through.
Have each student develop a description of his or her own pleasure principle as it relates to consumption. In other words, how is their pleasure maximized and pain minimized when they buy certain types of products? What are the things that marketers do to appeal to this?
Have students select an ad or series of ads from a well-known campaign. Based on the ad, how have archetypes been formed among consumers?
Have students select a product category. Then, have them develop a simple survey asking respondents how much they would be willing to pay for: 1) a generic version of the product, 2) a minor brand in the market, and 3) the market leading brand. Have them distribute this to ten individuals. Have
Is it accuracte to claim that sustainability is now a core value for U.S. Americans? Why or why not?
The chapter discusses how Facebook data has been illegally used to develop consumer profiles that can help organizations to tailor messages that will appeal to them. Do improper uses of data as well as data breaches that make us vulnerable to hackers merit additional regulation of social media by
Interview a set of consumers about their favorite brands; things they “can’t live without.” Based upon the discussion of brand resonance in the chapter, see if you can identify the type of attachment that’s operating for each consumer-brand connection.
Have a student interview one or more salespeople from one of the following product categories: new or used cars, stereo equipment, clothing, insurance, or real estate. Ask the student to determine the social classes or status of their customers. Does the student recommend that the sales approach
Collect a sample of ads that appeal 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?
Identify three distinct “taste cultures” within your school. Can you generate a “consumption constellation” for each (clothing, music, leisure activities, etc.)?
Have students explain the consistency, balance, and Fishbein theories to a friend, and then ask the friend to analyze two of his/her recent experiences that seem to confirm or disconfirm one or more of these theories. Report the findings to the class.
Give the class a list of eight or ten common generic products (e.g., cars, peanut butter, detergent, toothpaste, gasoline, toilet paper, microwave dinners, a professional football team, an airline, and a soft drink) and ask them to list their favorite brand(s) of the product. See if those who are
Go to www.levistrauss.com. Levi Strauss used to dominate the jeans market. It was a mainstay product for youth in the ’50s, ’60s, and ’70s. Something happened in the ’80s and ’90s, however, that caused the youth to begin shifting their attention to other brands and different ways of
Divide the class into teams and have each team come up with a set of about ten descriptive words that could be used to positively or negatively describe a specific consumer good (e.g., a stereo, car, expensive clothing, etc.). Send students out to interview a friend who owns this product. Determine
Ask a group of students to think about restaurants they like and do not like to patronize. Have them design a multi-attribute model for three of these restaurants, making sure both spectrums are included. Have students make suggestions of how the managers could improve the restaurants’ images by
Visit http://www.levistrauss.com/sustainability/. Read their statements and policies regarding environment, community, diversity, etc. What is the students’ attitude toward the policies of Levi Strauss? Can they apply the ABC model and explain? What is their level of commitment to their attitude
Bring in a number of print or television ads that use celebrity endorsers (or have students do it). Have students get into groups to discuss how effective they think the ads are. By evaluating the spokesperson as either “good” or “poor,” determine whether the class likes the celebrity. Do
Have student groups collect ads that demonstrate the literary devices of allegory, metaphor, simile, and resonance. Have them discuss the effectiveness of such with the class.
Go to https://www.ge.com/products. Pick a product from the huge portfolio of General Electric. This product should be one that you do not use or do not have a negative attitude. Design a brief advertising campaign that would persuade you to use the product. Explain the process that you went through
Have students conduct a simple content analysis by examining either print or broadcast ads. They may find such ads in real sources such as magazines, newspapers, or by watching television. They may also find such ads online at websites that maintain archives of advertisements. Students should view
The chapter states that the large majority of Americans no longer trust the accuracy of what they see in mainstream media. Do you agree? What are the ramifications of this distrust for marketers, and how might they improve the situation?
Go to www.conagrafoods.com. One of the mega-conglomerates of the modern age, ConAgra Foods boasts dozens of brands in numerous different product categories. As a group, create a categorization chart with at least three levels of abstraction to show how the brands of ConAgra fit under one umbrella
List the steps in the model of cognitive decision-making.
Have individual students evaluate a recent purchase of a large-scale item (e.g., expensive clothing, car, stereo system, appliance, furniture, etc.) based on the stages in the Consumer Decision Making Process. Ask them if they think they gathered enough information before making their decision. See
Student groups should consider the product category of gas/electric hybrid vehicles. Based on the consumer decision-making process, they should design a strategy for a company selling this product. They should cover each stage of the decision-making model used in the chapter.
In groups, students should discuss popular stereotypes that discriminate against a company, person, country, or product. Having selected one of these, they should design a strategy that would help to reduce the stereotype’s negative effects.
Have students choose a specific type of product. Then, have them find product-rating reports from Consumer Reports or a similar organization that tests products. The students should evaluate the rating system the organization used. What other information would have been useful?
Have student groups devise taxonomy of categories for a product category. Then, have them reposition certain brands at the subordinate level by modifying that taxonomy. How could the companies carry out such a repositioning?
Ask a student to compile a description of three products that include both features and country of origin. Then have the student ask a few people to rate the quality of the products and whether they would probably buy them. See if he or she can find out why the respondents feel this way.
Compile a list of four or five foreign countries or have a student do it. Ask the class to identify products or classes of products that they usually associate with that country. After they have selected their product categories, have the class evaluate the quality of the products that typically
Give an example of the sunk-cost fallacy.
Have students keep a diary listing their highest and lowest involvement product purchases or service transactions for each day for a week. Have them identify the decision process they went through and how satisfied they were with their decision. Then have them write a short paper describing the
Ask a student to bring to class an advertisement that is designed to activate the problem-recognition process. Does the student think that the ad works on the consumer’s actual state or ideal state? See if the student can improve the problem recognition features of the advertisement.
What is prime? How does it differ from a nudge?
Excessive food consumption may link to emotional issues such as feelings of inferiority or low self-esteem. In some situations people consume products (especially food) as a reaction to prior life experiences such as loss of a loved one or perhaps abuse as a child. A British man whom the U.K. news
The chapter discusses ways that organizations can use “nudges” to change consumer behavior. Critics refer to them as benevolent paternalism because they argue they force people to “eat their vegetables” by restricting the freedom to choose. For example, several cities including New York and
Country of origin can discourage sales in some situations, and in some cases this is due to deeply held moral views. For example, some Jews refuse to buy cars made by Mercedes-Benz and other German automakers due to their use of slave labor to make vehicles during World War II. Should a company
Hershey’s stresses the determinant attribute of product authenticity when the chocolate company states: “Hershey, PA is where it all started more than 100 years ago, and it’s still where the famous Hershey’s Kisses are made. Find examples of other companies that appeal to their heritage.
Think of a product you recently shopped for online. Describe your search process. How did you become aware that you wanted or needed that 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
Extraneous characteristics of the choice situation can influence our selections, even though they wouldn’t if we were totally rational decision makers. Create two versions of this scenario (alternate the text you see in parentheses as directed) and ask a separate group of people to respond to
If people are not always rational decision makers, is it worth the effort to study how they make purchasing decisions?
Several products made in China (including toothpaste and toys) have been recalled because they are dangerous or even fatal to use. Some American consumers have stopped buying them as a result. Essentially these consumers use country of origin as a heuristic to avoid Chinese products. If the Chinese
Have students identify an example of both positive reinforcement and negative reinforcement in a marketing context. As students present their findings in class, have the class discuss how effective each example is at establishing the desired or intended behavior.
Why do U.S. phone numbers have seven digits?
List three problems with measures of memory for advertising.
Even food can facilitate recall: One study looked at how favorite recipes stimulate memories of the past. When the researchers asked informants to list three of their favorite recipes and to talk about these choices, they found that people tended to link them with memories of past events, such as
The chapter discusses the possibility that our increasing reliance on apps to search for information is diminishing our natural abilities to think for ourselves. Do you agree?
The Snapchat app provides a way for social media users to share content that disappears after a brief time with their friends. In Europe, Google is fighting an intense legal battle over what some call the “right to be forgotten”; users want the option to dictate to Google whether it will be
Ask students if they have provided opinions regarding products or brands on any website. If yes, have them share it with the class. If not, let them visit a site to provide opinions about their most recent significant purchase. They can also go to www.epinions.com and provide their input.
Assign groups of students to observe a table of people eating in either a restaurant or cafeteria setting. See if they can identify any of the major motives at work. Have them report on their conclusions.
Go to www.burton.com. Burton Snowboards are very popular with Gen Y. How does this website attempt to motivate consumers to try the sport and the Burton products? Be specific with the description of strategies that Burton uses. Do you think the Burton approach is effective? Explain. This project
Explain the difference between a need and a want.
1. Choose two of your favorite brands and devise an idea for an Alexa “skill” that consumers could find useful. How would these skills help sell more of the brands’ products and/or increase customer loyalty?2. How can brands remain relevant in the Age of Alexa? What strategies should brand
Ask students about their involvement with social media sites and/or blogs. Ask them to explain why they are using them. What benefits do they derive from them? Who are the target audiences for their information? Have them explain their concerns about privacy, if any.
Have groups select a product of interest (e.g., a car, mp3 player, vacation spot, movie, sporting event, etc.). Have each person in the group make a list of what they consider to be the product’s main attributes (both physical and psychological). Compare and contrast the attributes listed by the
Go to www.rockstargames.com. Click on the link for “games.” Select three different video games marketed by this company. Discuss both sides of an ethical debate for each.
This assignment can really be fun for the class and the presenter. Have a student wear or bring to class a recent clothes purchase. Have them explain how his or her purchase decision was influenced by different economic, social, cultural, and/or psychological variables.
Go to www.aarp.org. The American Association of Retired Persons is one of the largest lobbying and citizen action groups going today. Projections indicate that, as our nation ages, this organization will only get larger and more influential. After visiting this website, list five ways the
Assign students to teams to identify at least three instances where consumer social media has had an impact on the organization and/or popular culture. Examples may include such things as consumer tweets to a perceived unpopular decision by a business (for example photoshopping of models to make
What do we mean by an exchange?
Ask students to consider their own consumption practices over the past decade. Have them list the ways that online consumption activities have replaced or modified their real- world consumption activities.
What do we mean by the term global consumer culture?
As robot companions become increasingly common, what are the ramifications for human relationship?
A few years ago a publicity campaign for a late-night cartoon show backfired when it aroused fears of a terrorist attack and temporarily shut down the city of Boston. The effort consisted of one-foot-tall blinking electronic signs with hanging wires and batteries that marketers used to promote the
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