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consumer behaviour
Consumer Behavior 7th edition Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters - Solutions
Provide an example of a means-end chain analysis and use this example to explain how such an analysis can benefit consumer behaviorists.
What is consumer materialism and what are some of the ways it influences consumer behavior in Western cultures?
What types of advertising appeals would be effective for consumers who display each of the personality traits discussed in the text, and why?
What four main value dimensions according to Hofstede’s theory explain how cultures can vary?
How can marketers use means-end chain analysis, the Rokeach Value Survey, and the List of Values?
What is the definition of personality?
Which personality traits interest marketers because these may affect consumer behavior?
How does a person’s locus of control influence his or her beliefs and evaluations?
How do expectations and performance contribute to disconfirmation?
What steps can a consumer take in response to dissatisfaction? What is likely to be the outcome of each choice?
Describe how consumers acquire information about goods and services by learning from experience with them.
Define and discuss the four primary post-decision processes.
How does post-decision dissonance differ from post-decision regret, and what effect do these have on consumers?
When is affect likely to be more of a factor in low-effort decision making?
How do price and value perceptions affect low-effort decision making?
What is brand loyalty, and what role does it play in low-effort decision-making?
Why is quality an important ingredient in cognitive-based decision making?
What operant conditioning concepts apply to consumer learning?
Using this as a framework, provide four statements that consumers might make in each of the cognitively and affectively based decision-making processes.
How is the high-effort hierarchy of effects similar to and different from the low-effort hierarchy?
Explain the hierarchy of effects model for both high- and low-effort consumer decision making.
How do base-rate information and the law of small numbers bias judgments made based on the availability heuristic?
In what ways do the characteristics of consumers, the decision, and the group context influence consumer decision making?
Under what circumstances do consumers use an alternative-based strategy or an attribute-based strategy for decision making?
How do appraisals and feeling, as well as affective forecasting, influence consumer decision-making?
Why do marketers need to know that attribute processing is easier for consumers than brand processing?
Explain how consumers use their goals, decision timing, and framing to decide which criteria are important to a particular choice.
How do consumers use compensatory and noncompensatory decision-making models?
Explain how consumers use anchoring and the adjustment process in decision-making.
What is the anchoring and adjustment process, and how does it affect consumer judgment?
What three variables affect the consumer’s ability to process information in an external search?
In what context are products that are not in a consumer’s consideration set likely to be chosen? Give examples.
How does consumer judgment differ from consumer decision-making?
When would a consumer be more likely to conduct an external search by brand rather than by attribute? Which search process would a marketer prefer consumers to use – and why?
How do involvement, perceived risk, perceived costs and benefits, and the consideration set affect a consumer’s motivation to conduct an external search?
What five broad groups of sources can consumers consult during external search?
How can marketers respond to problem recognition?
How does confirmation bias operate in internal and external searches for information?
What motivates a consumer to resolve a recognized problem?
What factors affect the inclusion of brands in the consideration set, and why would a company want its brand in the consideration set?
Ask the students to imagine that they are at the grocery store so they can buy food for dinner. What factors will influence their actual state situation?
How does a discrepancy between the ideal state and the actual state affect consumer behavior?
What are the advantages and disadvantages of featuring celebrities in advertising messages?
In low-effort situations, what characteristics of the message influence consumers’ affective response?
Explain the dual-mediation hypothesis. What are the implications for affecting consumers’ brand attitude?
How doclassical conditioning and evaluative conditioning apply to consumers’ attitudes when processing effort is low?
What is the mere exposure effect, and why is it important to consumers’ affective reactions.
Discuss the mere exposure effect and provide examples of how marketers can enhance consumer liking for an object.
What role do source, message, context, and repetition play in influencing consumers’ cognitive attitude?
Explain the peripheral route to persuasion and discuss ways marketers can influence low-effort consumer attitudes.
How can unconscious influences affect consumer attitudes and behavior in low effort situations?
What three factors may lead to a positive attitude toward the ad (Aad) when consumers devote a lot of effort to processing a message? How can marketers apply these factors when designing advertising messages?
Contrast emotional and fear appeals. Why is each effective? Which do you consider most compelling for products in which you are interested?
What is emotional contagion, and why do marketers apply it?
What are the advantages and disadvantages of offering a two-sided message about a product?
What role does credibility play in affecting consumer attitudes based on cognitions?
How do expectancy-value models seek to explain attitude formation?
What are attitudes, and what three functions do they serve.
How can consumers’ ability to retrieve information in memory be enhanced?
Which three elements affect retrieval failures?
How can priming affect spreading of activation, and why is this important for marketing purposes?
How do high-level (abstract) and low-level (concrete) associations differ, and what does this mean for knowledge structure?
What does it mean to say that consumers organize knowledge according to goal-derived categories?
What is a category prototype, and what affects prototypicality?
What are taxonomic categories and how do consumers use them to structure knowledge in memory?
Why are some links in a semantic or associative network weak, whereas others are strong?
Describe how brand extensions can be a useful means of introducing a new product into the market as compared to building a new brand “from scratch.”
What is a schema and how can the associations in a schema be described?
Describe three dimensions marketers can utilize to understand consumer schema about their firm’s brands and explain the importance of this understanding to marketing strategy.
What techniques can enhance the storage of information in long-term memory?
How are sensory, working, and long-term memory linked?
Discuss the interrelationships between prior knowledge, categorization, and comprehension.
What are some ways that companies can use marketing-mix elements such as brand names and symbols to affect consumer inferences?
Discuss how source identification and message comprehension affect consumers’ comprehension of a stimulus.
Identify four principles of perceptual organization and describe why marketers need to know about them.
Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s Law.
What is perception, and what methods do we use to perceive stimuli?
In what ways do prominence and habituation affect consumer attention?
What part does just noticeable differences (jnd) play in consumers’ perceptions of a product?
What is attention, and what are three key characteristics.
What role does attention play in advertising strategy?
Identify some of the elements that contribute to consumer opportunity for processing information and making decisions, and suggest how marketers can make use of these for marketing purposes.
What five types of resources affectability to process information and make decisions?
What are six types of perceived risk, and how does perceived risk affectpersonal relevance?
Why do conflicting goals pose a challenge to information processing and emotion regulation?
What is self-control and how does it relate to conflicting goals?
According to appraisal theory, what do emotions have to do with goals?
What types of goals do consumers have?
What determines the ranking of needs in Maslow’s hierarchy?
Why are personal relevance, self-concept, and values important for motivation?
Discuss the three factors that determine the amount of effort and involvement consumers put into searching for information, making choices, and judging whether an experience is satisfactory.
What are some objects of involvement for consumers?
Explain how motivation influences consumer behavior.
How is motivation defined,and how does it affect-felt involvement?
How can consumer needs be classified? Define each term and provide an example of how a vehicle or a piece of jewelry, for example, might meet each type of need.
What are the three major sources of effort consumers invest in making acquisition, usage, and disposition decisions?
What kinds of marketing questions can companies use consumer behavior research to answer?
How can public policy decision makers, advocacy groups, and marketing managers use consumer research?
How is marketing defined?
What aspects of the consumer’s culture influence decisions and behavior?
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