Questions and Answers of Consumer Behaviour

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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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 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
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
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.
Why and how must marketers use fear appeals in advertising cautiously?
Should marketers use more body copy than artwork in print ads? Explain your answer.
How can marketers construct and transmit addressable ads? Illustrate with a promotion of a product or service of your choice.
Compare broadcasting and narrowcasting and explain why marketers are moving away from using broadcasting into narrowcasting and addressable marketing.
Discuss the strategic differences between traditional media channels and new media.
Think back to the time when you were selecting a college. Did you experience dissonance immediately after you made a decision? Why or why not? If you did experience dissonance, how did you resolve it?
Find two print ads, one illustrating the use of the affective component and the other illustrating the cognitive component. Discuss each ad in the context of the tri-component model. In your view,
Find two ads: one targeting the left side of the brain and another targeting the right side. Explain your choices.
Find two examples of ads that are designed to arouse consumer needs and discuss their effectiveness.
Find three advertisements that illustrate the needs for power, affiliation and achievement and discuss their effectiveness. (Each advertisement should depict one of the three needs.)
Find two advertisements that depict two different defense mechanisms (Table 3.2) and discuss their effectiveness.
Research has found that the target market selected by the maker of a digital camera consists primarily of individuals who are other-directed and also have a high need for cognition. How can the
For each of the following products, select one level from Maslow’s hierarchy of human needs. Describe how you would use the need you selected in promoting the product to a market segment of your
Visit two web sites that you are familiar with and write down every click that you make, and the patterns and time periods corresponding to your surfing. Then, describe how a marketer—of a product
Describe the relationship between behavioral targeting and predictive analytics.
What are perceptual maps and how are they used in positioning brands within the same product category? Illustrate your answer with the chapter’s discussion of eye drops and toothpaste.
Why do marketers have to reposition their brands? Illustrate with examples.
What is the relationship between benefit segmentation and positioning?
How is the understanding of consumers’ perceptions of a product’s attributes used to position a brand within that product category?
Describe the stages in the positioning process and apply them to positioning a product of your choice.
How would you segment the market of consumers who would like to order Oakley sunglasses online? Explain your answer.
How can marketers use technology to improve customer retention and enhance their bonds with customers?
It is often said that consumers receive “free” content online. Is this the case? Why or why not?
Describe how technology enhances the exchange between marketers and consumers.
Define the societal marketing concept and discuss the importance of integrating marketing ethics into the company’s philosophy and operations.
A company is introducing a new e-Reader. Suggest segmentation, targeting, and positioning strategies for the new product.
How do sources of influence differ in terms of marketer domination and delivery?
If habit is a simplifying strategy, why do consumers sometimes seek variety?
How do unconscious factors influence consumer behavior?
What strategies have marketers developed for increasing the likelihood that consumers will be exposed to their marketing stimuli?
What are the determinants of social class?
What are green-washing and ethical sourcing, and what do they mean for consumers and marketers?
What influences conservation behavior and charitable behavior?
What is social comparison theory, and how does it apply to advertising?
How do temptation and rationalization affect consumer theft?
How does addictive behavior differ from compulsive behavior?
What is deviant consumer behavior, and is it always unethical?
Why is balance needed in decisions that involve social dilemmas and temporal dilemmas?
Identify the three stages of gift giving, and explain how gift giving can affect relations between the giver and the recipient.
What are sacred entities, and how are they profaned?
Why do consumers engage in possession, grooming, and divestment rituals?

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