3MB3 Assignment 3 Fall 2020 [Compatibility Mode] Q Search in Document Home Insert Design Layout References Mailings Review View 2+ Share Times New Ro... 12 A- A- A. E = AU T AaBbCcDdE AaBb CcDd AaBbCcDdEe AaBbCcDc AaBbCD AaBbCcDdE AaBbCcDdEe AaBbCcDc Emphasis Heading 1 Paste B I Uabe X x2 Normal Strong Subtitle Title Note Level 2 List Paragraph Styles Pane Assignment 3 When Doug started his new job at the bank after his 2014 MBA graduation, his beloved but practically ancient and high-mileage 2000 Toyota Camry needed repairs yet again, and he wanted a car that would express his new status. Coincidentally, his landlady, who lived in the townhouse next door, was planning to sell her mint-condition 2006 Hyundai Sonata. She only wanted $5000, told him he could take 6 months to pay for it, and asked him for a decision within a week. This was a great deal but Doug wasn't sure he wanted the Sonata. Truthfully, he admired the sportier Acuras that his colleagues drove. One of them had an Acura ILX that Doug really liked. Amazingly, the next morning's paper advertised a lease special of $300 per month on a 3- year lease for 2015 Acura ILXs! He would have to return the car at the end of the lease term but loved the idea of driving an Acura. 1) Describe how approach-avoidance motivational conflict has affected Doug's thinking about buying his landlady's Sonata. Which of the two kinds of motives (approach or avoidance) were strongest? Use evidence from the reading to support your answer. (11 marks) 2) In what way did Doug's Camry relate to his self-concept before he started thinking about a new car? Briefly justify your response on the basis of the evidence in the reading. (6 marks) 3) Do you think that geo-demographic profiling would do a good job of predicting the kinds of car purchases made by people in Doug's neighborhood? Briefly justify your answer on the basis of the information found in the reading. (7 marks) 4) Which Fishbein theory would better predict Doug's choice of the Mazda 3 - Attitude Toward the Object or Theory of Reasoned Action? Justify your answer on the basis of these two attitude theories and the evidence in the reading. (8 marks) After work, he ran into his neighbor Jay who was polishing his 1969 Corvette, a classic sports car. When Doug asked his opinion of the Sonata, Jay told him, It's decent enough but really, it's a family car. Don't you want something sporty? Hang on a minute and I'll get my latest Car & Driver, there are some great sporty cars for under $30,000." After checking out the magazine, Doug decided to call his Uncle Tim to help sort out his thinking. His uncle had helped Doug put a new clutch in his car and Doug trusted his opinion. Uncle Tim said the Sonata sounded great. 5) First, briefly identify the type of involvement hierarchy, the ABC order, and the route to persuasion that likely would apply when people are buying vehicles. Next, would you recommend that advertisers avoid media like TV, YouTube and radio or do you think that they should use them? Justify your response on the basis of what you know about involvement hierarchies. (10 marks) 6) Would you say that Doug used a non-compensatory, compensatory or phased choice decision- making process when he was buying his car? You do not need to specify a particular decision- making rule but should justify your response by using facts from the reading to outline how Doug made his decision. (11 marks) That weekend, Doug went car shopping. He first went to Acura, where he learned that he wasn't qualified for the lease program because he'd never had a car loan before. Doug was annoyed that this information didn't make it into either the ad or his phone call to the dealership and he was put off by the salesperson's high-pressure tactics. His next stop was Toyota, because his Camry had been so good for so long. The new Camry was nice enough but not really all that sporty and he didn't like the body design. He also looked at the Toyota Corollas but they just didn't have the options he wanted. Finally, he checked out the Mazda dealership because he liked the looks of the Mazda 3 in Car & Driver. The base model had less horsepower but it was $18,000; the top model had a more powerful engine and better options but it was close to $26,000. Doug test drove the base model and found the acceleration lacking. The mid-range Mazda 3 was at the top of his price range but he liked its performance on the test drive. With options, the only one on the lot in the red that he wanted was just over $22,000 but he got the sales manager down to $21,500 with another $500 off for his Camry trade-in. It all happened so quickly! A nearly numb Doug was about to hop in his new car when the salesman snapped his picture. The next week, Doug received a letter from the dealership containing a calendar with the picture of him smiling beside his new car. It also contained coupons for oil changes and other services. 7) Based on what you know about post-purchase dissonance, why do you think that Doug might experience this mental state? In Doug's case, what has the dealer done to try to alleviate that? Use the facts in the reading and theory about post-purchase dissonance to support your answer. (15 marks) 8) Based on what you know about satisfaction and the evidence in the reading, explain why Doug left the Acura dealership. What mistakes did Acura make? (7 marks) Page 2 of 2 893 Words English (US) + 110% 3MB3 Assignment 3 Fall 2020 [Compatibility Mode] Q Search in Document Home Insert Design Layout References Mailings Review View 2+ Share Times New Ro... 12 A- A- A. E = AU T AaBbCcDdE AaBb CcDd AaBbCcDdEe AaBbCcDc AaBbCD AaBbCcDdE AaBbCcDdEe AaBbCcDc Emphasis Heading 1 Paste B I Uabe X x2 Normal Strong Subtitle Title Note Level 2 List Paragraph Styles Pane Assignment 3 When Doug started his new job at the bank after his 2014 MBA graduation, his beloved but practically ancient and high-mileage 2000 Toyota Camry needed repairs yet again, and he wanted a car that would express his new status. Coincidentally, his landlady, who lived in the townhouse next door, was planning to sell her mint-condition 2006 Hyundai Sonata. She only wanted $5000, told him he could take 6 months to pay for it, and asked him for a decision within a week. This was a great deal but Doug wasn't sure he wanted the Sonata. Truthfully, he admired the sportier Acuras that his colleagues drove. One of them had an Acura ILX that Doug really liked. Amazingly, the next morning's paper advertised a lease special of $300 per month on a 3- year lease for 2015 Acura ILXs! He would have to return the car at the end of the lease term but loved the idea of driving an Acura. 1) Describe how approach-avoidance motivational conflict has affected Doug's thinking about buying his landlady's Sonata. Which of the two kinds of motives (approach or avoidance) were strongest? Use evidence from the reading to support your answer. (11 marks) 2) In what way did Doug's Camry relate to his self-concept before he started thinking about a new car? Briefly justify your response on the basis of the evidence in the reading. (6 marks) 3) Do you think that geo-demographic profiling would do a good job of predicting the kinds of car purchases made by people in Doug's neighborhood? Briefly justify your answer on the basis of the information found in the reading. (7 marks) 4) Which Fishbein theory would better predict Doug's choice of the Mazda 3 - Attitude Toward the Object or Theory of Reasoned Action? Justify your answer on the basis of these two attitude theories and the evidence in the reading. (8 marks) After work, he ran into his neighbor Jay who was polishing his 1969 Corvette, a classic sports car. When Doug asked his opinion of the Sonata, Jay told him, It's decent enough but really, it's a family car. Don't you want something sporty? Hang on a minute and I'll get my latest Car & Driver, there are some great sporty cars for under $30,000." After checking out the magazine, Doug decided to call his Uncle Tim to help sort out his thinking. His uncle had helped Doug put a new clutch in his car and Doug trusted his opinion. Uncle Tim said the Sonata sounded great. 5) First, briefly identify the type of involvement hierarchy, the ABC order, and the route to persuasion that likely would apply when people are buying vehicles. Next, would you recommend that advertisers avoid media like TV, YouTube and radio or do you think that they should use them? Justify your response on the basis of what you know about involvement hierarchies. (10 marks) 6) Would you say that Doug used a non-compensatory, compensatory or phased choice decision- making process when he was buying his car? You do not need to specify a particular decision- making rule but should justify your response by using facts from the reading to outline how Doug made his decision. (11 marks) That weekend, Doug went car shopping. He first went to Acura, where he learned that he wasn't qualified for the lease program because he'd never had a car loan before. Doug was annoyed that this information didn't make it into either the ad or his phone call to the dealership and he was put off by the salesperson's high-pressure tactics. His next stop was Toyota, because his Camry had been so good for so long. The new Camry was nice enough but not really all that sporty and he didn't like the body design. He also looked at the Toyota Corollas but they just didn't have the options he wanted. Finally, he checked out the Mazda dealership because he liked the looks of the Mazda 3 in Car & Driver. The base model had less horsepower but it was $18,000; the top model had a more powerful engine and better options but it was close to $26,000. Doug test drove the base model and found the acceleration lacking. The mid-range Mazda 3 was at the top of his price range but he liked its performance on the test drive. With options, the only one on the lot in the red that he wanted was just over $22,000 but he got the sales manager down to $21,500 with another $500 off for his Camry trade-in. It all happened so quickly! A nearly numb Doug was about to hop in his new car when the salesman snapped his picture. The next week, Doug received a letter from the dealership containing a calendar with the picture of him smiling beside his new car. It also contained coupons for oil changes and other services. 7) Based on what you know about post-purchase dissonance, why do you think that Doug might experience this mental state? In Doug's case, what has the dealer done to try to alleviate that? Use the facts in the reading and theory about post-purchase dissonance to support your answer. (15 marks) 8) Based on what you know about satisfaction and the evidence in the reading, explain why Doug left the Acura dealership. What mistakes did Acura make? (7 marks) Page 2 of 2 893 Words English (US) + 110%