Consumer Behavior 11th Edition Leon G. Schiffman, Joseph Wisenblit - Solutions

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1. Do you believe that consumers consider a brand’s supply chain ethics when they purchase apparel? Do consumers bear any responsibility for the ways in which laborers in the apparel industry are treated?2. Since Patagonia is a higher priced apparel offering, should the company simply move
Have students explain what it means to be a green consumer. They could report on what they have done to be “green” and how their behaviors have changed. Have they tried to influence anybody else to go “green” and how?
Each group should locate an example of a company that is heavily involved in social or green marketing. Make a report on the activities of the company. Compare this company to a direct competitor that is not so extensively involved in such activities. What are the advantages/disadvantages that the
State two important criticisms of marketing and provide the pros and cons for each.
Define social marketing, and give an example of this technique.
What is the primary difference between transformative consumer research and other kinds of consumer research?
What is greenwashing, and why is it a problem for marketers?
Internet addiction has been a big headache in South Korea for several years, where 90 percent of homes connect to cheap, high-speed broadband. Many young Koreans’ social lives revolve around the “PC bang,” dimly lit internet parlors that sit on practically every street corner. A government
Should scientists who study consumer behavior remain impartial, or is it appropriate for them to become involved in the topics they research like those who adhere to the transformative consumer research perspective?
Today many consumers pursue a ‘decluttering lifestyle.’ Should marketers encourage this trend toward simplicity even though it stresses buying less stuff that marketers sell? What marketing opportunities do you foresee if this trend spreads?
Because of higher competition and market saturation, marketers in industrialized countries try to develop third-world markets. Asian consumers alone spend $90 billion a year on cigarettes, and U.S. tobacco manufacturers push relentlessly into these markets. We find cigarette advertising, which
The chapter discusses the practice of serial wardrobing, where people return an outfit after they wear it for a special occasion such as a formal. What do you think of this practice? Is it okay to use an expensive product once and then get your money back?
From time to time advertisers use dark humor to get their messages across, as when a lonely calorie, repairman, or robot considers suicide. Or, an ad may imply that a shoppers are “mentally ill” if they pay retail prices. Are these appeals a legitimate way to communicate a message, and if so
A hot button topic right now involves efforts to curb child obesity by encouraging advertisers to limit the messages they send to kids about foods that are high in sodium, saturated fat, and added sugars. Under new federal rules, even the scoreboards in high school gyms will have to advertise only
Companies in the United States spend billions of dollars to acquire and manage data on consumers such as credit and transaction histories. Well-off consumers obviously hold great attraction to marketers because they have greater buying potential. Today companies have the ability if they choose to
Visit www.globalgreen.org. What are some of the sensory cues they are utilizing in order to attract your attention to various subjects/topics and ads?
Develop a print and/or video ad for a product/brand that includes as many of the sensory stimuli as possible in order to convey the environmental message.
Go to www.tvguide.com. On the opening webpage, how many ads (including pop-ups) do you notice? Compare and contrast the approach of each ad to exposure, attention, and interpretation. Comment on how the consumer goes through these steps when being exposed to each ad. Provide an illustration of your
Ask students to find three ads that contain symbolism. Examine the symbols and discuss the meaning the symbols convey. Encourage the student to identify the different types of signs used in the ads and the product qualities being communicated by each. Additionally, find a symbol that might not or
Collect a variety of packages of children’s and adults’ breakfast cereals. How different are the j.n.d strategies for each market? Catalog various j.n.d strategies utilized and state whether they are likely to be effective for any other products. If your group were marketing the cereal, what
Go to www.toyota.com/prius. Prius has focused its promotional efforts on the internet and other non-traditional media. Is this website a good way to promote a car? In terms of concepts of perception, why or why not?
Have student groups find three examples of brands or companies that have made changes to their products (i.e., retail chain re-designing their stores, a new logo, etc.). Have them discuss how the concept of “just noticeable difference” might affect consumer perceptions of these changes. Are the
Go to www.leapfrog.com or www.pbskids.org. These sites are designed to facilitate learning amongst children. Compare and contrast these sites for sensory stimulation, attention value, and ability to promote a sale of the product. How are semiotics used on these sites?
Here is a field project that students always like. Have students (you might have only one or a few students do this as a special or alternative assignment) print a collection of brand/product symbols (an alternative would be to have students create a PowerPoint presentation with images inserted to
Here is a tough assignment for an undergraduate. Ask students to spend an afternoon watching a favorite television show. Ask them to be particularly observant of the various products and services that are used as props during the show. Do these products or services have any symbolic value? How
Have students visit a grocery store and pick out five products. They should identify how each appeal to the five senses. How are they the same? How are they different? To what extent do any of them appear to be strategically designed to appeal to the five senses?
List the three semiotic components of a marketing message, giving an example of each.
While viewing one hour of television, what types of companies focus the most on factors that might affect “perceptual vigilance” in their advertisements? Have students write about examples of instances when they have used or experienced “perceptual vigilance” and “perceptual defense.”
Examples of hyperreality are becoming increasingly common in our society. Have each student locate (either through their own observations or through reviewing articles in the popular and trade press) an example of hyperreality. Is the example chosen one in which the marketer strategically
Define a schema and provide an example of how this concept is relevant to marketing.
Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such package elements as color, symbolism, and graphic design? Give reasons for your suggestions.
The chapter discussed the “talking window,” which a German ad agency is placing in subway cars. When the agency posted a YouTube video to promote the platform, one person commented, “At what point does it stop being advertising and start being harassment?” How would you answer this question?
1. Choose a favorite brand that does not currently use nostalgia in their marketing. How could they incorporate this technique into either their product strategy or their advertising?2. How has social media enabled nostalgia marketing?3. Does nostalgia marketing only work with consumers who have
Have students recall their first act of “green” consumption. Ask them to list the product involved and the sequence of actions they took. Ask them why they remembered it and how significant that was to their subsequent behaviors.
Ask students to narrate the sequence of events that led to their first access and registration at a social networking site (www.facebook.com, www.myspace.com, www.orkut.com or others). Have them list some of the positive and negative reinforcements they have encountered at the site since they
Match the brand name to the slogan in class. Provide a list of 10 or 20 brand names along with as many slogans and have groups match them. As a homework assignment, they can then be asked to assume the role of an advertising agency and try to develop better (or humorous) slogans for these products.
Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background?
Have students devise their own classical conditioning experiments involving a “green” product such as organic milk or similar products. Let them utilize UCS, CS, and CR.
Ask students to write their favorite brand name. They should then draw an associative network around the brand that includes three attributes/features, three benefits, three competitors, attributes, and benefits for the competing brands, etc. They can be allowed to add personal opinions and
Have students create their schema for “made in the U.S.,” “made in Japan,” and “made in Germany” cars. What features and attributes would they include in each of the schemas?
What is external memory and why is it important to marketers?
Assign students to locate a print advertisement that is a clear example of a marketer employing the concepts of stimulus generalization or stimulus discrimination. Have students present the ads to the class.
To hasten kids’ introduction to social media, a team of Finnish designers invented a block-sorting toy that also works like Twitter. It allows preverbal kids to grab colorful blocks with icons for sleeping, eating, or brushing their teeth; the kids then fit them into slots to indicate what
New passive monitoring systems allow us to pay tolls automatically or simply show our phones equipped with systems like Apple Pay. Convenient, for sure. But these systems also eliminate the transparency of the connection between the stimulus and the response. As a result we don’t think as much
Visit a motivation website such as www.GetMotivation.com or www.Motivation123.com. Many of these sites target personal motivation but are there techniques that marketers can learn in order to motivate consumers to buy a product/service or buy into a type of lifestyle? Write a report and present.
Have groups of students come up with three examples of a truly mass-customized product. For each, have them give extensive reasons as to why consumers might choose the mass-customized version of a product over the “off-the-rack” version.
Go to http://www.vans.com. Find the link for creating your own custom pair of Vans shoes. Go through the process and print an example of your shoes to take in to class and share. Describe the experience. Did the experience contribute to the level of involvement in shopping for such a product?
Have the class keep a diary of their consumer decisions for a two-day period. (Make sure they include both actual purchases and conscious decisions not to buy.) At the end of the period, have them review their diaries and classify their apparent motives. (Maslow’s scheme may be useful here.)
Ask students to come up with a list of products or services that people primarily buy because they want to “belong.” Have them explain why they listed the particular items. Then, have them explain how individuals in solitude might also consume each of the items that they listed. Are there
Have the class go to a shopping center or mall and observe others’ behavior. What conclusions can they make about motives, involvement, and values after having made the observation?
In a project related to #4, have groups of students visit a shopping mall or a superstore. Have them evaluate the retail environment for ways that both the retailer and product manufacturers try to increase consumer involvement (refer to text if necessary for strategies to increase
Have students find advertisements that attempt to persuade consumers to think of products as objects that satisfy one of the motives described in this chapter. Have them identify and classify that motive.
Ask students to find a print ad that appeals to each level of Maslow’s hierarchy. In class, have different students show their ads and explain why their ads appeal to each level. Ask why they think the firm selected this particular appeal. Is there overlap between levels? Is this good or bad?
Have individual students construct an example of the means-end chain model for a specific product or brand. Explain the thought process used.
Have each student list what he or she perceives to be the five most important values themselves. To their parents. How do these values transfer to purchase decisions? How would marketers find out about their values?
The text notes that marketers continue to push the envelope to create spectacles that will increase consumer involvement with their messages:• A British show broadcast a group of skydivers who performed a dangerous jump to create a human formation in the air that spelled out the letters H, O, N,
What happens when advertising is embarrassing? A laxative product recently sponsored an Overnight Relief Sweepstakes with a slogan to suggest how the brand is supposed to work: “Enter today. Win tomorrow.” It’s become fairly commonplace in the United States to encounter ads for
Our emotional reactions to marketing cues are so powerful that some high-tech companies study mood in small doses (in 1/30 of a second increments) as they analyze people’s facial reactions when they see ads or new products. They measure happiness as they look for differences between, for example,
Find a student who is not too shy to do this one. Ask the student to search for unconscious motives by asking six people if they are wearing perfume or cologne. Make sure they keep asking until at least three people say, “Yes.” Then have them ask the respondents, “Why do you wear cologne?”
What are the privacy implications of the increasingly widespread monitoring of online consumers by companies?
Some say that targeting any group of consumers who are willing and able to purchase a product is simply good marketing. For example, advertising very sweet and fatty foods to young children is perfectly ok because children like sweets and, when parents buy these products at their children’s
Describe how Sony can use the “five product features that affect adoption” in order to speed up the diffusion of its new TV model.
Find two good and two bad examples of advertising directed toward elderly consumers. To what degree are these ads stereotypical? Do they depict the concept of perceived age? How could these ads be improved by applying some of the chapter’s guidelines for advertising to elderly consumers?
Asian Americans are a small proportion of the total U.S. population. Why are they an important market segment? How can a marketer of tablet computers effectively target Asian Americans?
Why do marketing researchers use objective, rather than subjective, measures of social class?
As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Whom, within the family, would you interview? What kind of questions would you ask? How would you assess the relative power of each family member in making
Describe two situations in which you served as an opinion leader and two situations in which you sought consumption-related advice or information from an opinion leader. Indicate your relationship to the persons with whom you interacted. Are the circumstances during which you engaged in
Find ads that encourage consumers to engage in word-of-mouth communications and present them in class.
Locate two websites that you visit regularly and discuss how they track your behavior and enable marketers to target you more effectively.
Why has advertising on network TV and in magazines been steadily declining?
Take pictures of two illustrations of out-of-home media, present them in class, and describe why they are effective or not.
Join one of the apps in Figure 8.4 and categorize the permission you have been asked for according to the four permissions categories discussed in this chapter.
What are reference groups? List and discuss at least four groups that influence your purchases. For each group, indicate whether its major influence is comparative or normative and explain your answers.
What is the difference between membership groups and symbolic groups? List one membership group and one symbolic group that influence your purchases. Explain which group influences you more and why this is so.
How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
Compare the advantages and disadvantages of the four methods of measuring opinion leadership.
How can marketers use social networks, brand communities, and weblogs to locate new customers and target them?
Amazon has introduced a new electronic reader that is more expensive than previous models but has many more features. How can the company use the adopter categories in marketing this product?
Consider the Rolex watch, which has a retail price range starting at about $4,500 for a stainless steel model to tens of thousands of dollars for a solid-gold model. How might the Rolex company use geo-demographic clustering in its marketing efforts?
Why are companies increasingly introducing green products and engaging in ecologically friendly practices?
How did consumers react to green products?
Find five ads promoting green products or activities and explain whether you believe each one is effective or not.
Many of your perceptions regarding price versus value are likely to be different than those of your parents or grandparents. Researchers attribute such differences to cohort effects, which are based on the premise that consumption patterns are determined early in life. Therefore, individuals who
In terms of consumer behavior, are the world’s countries and their cultures becoming more similar or more different? Discuss.
Give three examples of product problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
An American company is considering introducing yogurt in Japan. What cultural aspects should the company study before deciding whether or not to do so?
As shown earlier, Hong Kong’s Chinese spend more on clothing than any other nation. Research Hong Kong’s culture and geographic location and explain why they do so.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume heavily. Research the country’s culture and geographic location and describe why they do so.
What kinds of marketing and sociocultural inputs would influence the purchase of:(a) A TV with a built-in VCR;(b) A concentrated liquid laundry detergent; and(c) Fat-free ice cream?Explain your answers.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume very lightly. Research the country’s culture and geographic location and describe why they do so.
Describe a situation in which you acquired an attitude toward a new product through exposure to an advertisement for that product. Describe a situation where you formed an attitude toward a product or brand on the basis of personal influence.
List and describe two advantages and two disadvantages of mobile advertising.
Compare the advantages and disadvantages of the following measurement techniques: Google Analytics, media exposure effects, and Nielsen’s cross-platform measures.
List and describe four advantages of social media over traditional media.
Describe Google’s role in advertising online.
Strategically speaking, why is impression-based targeting better than segment-based targeting?
Find print ads using each of the following advertising appeals: fear, sex and humor. Discuss their effectiveness and persuasive value in class.
A marketer of a new car model launched with commercials during the Super Bowl intends to use attitudinal measures, as well as day-after recall tests, to estimate the commercials’ effectiveness. How should the company do so?
How is communications feedback related to measurement of persuasion and sales effects?
Do sexual appeals work better than other appeals? Explain your answer and illustrate with examples.

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Consumer Behavior 11th Edition Leon G. Schiffman, Joseph Wisenblit - Solutions

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