CONSUMER BEHAVIOR HW SHORT ANSWR

RQ 3-7: “The whole is greater than the sum of its parts.” Explain this statement.

“The whole is greater than the sum of its parts” is based on the German word “Gestalt” which means whole, pattern, or configuration which summarizes the whole term. This is a piecemeal perspective that analyzes each component of the stimulus separately in our brains.

RQ 3-10: What is a positioning strategy? What are some ways marketers can position their products. AQ 3-20: 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 the reasons for your suggestions.

RQ 4-3: How can marketers use repetition to increase the likelihood that consumers will learn about their brand?

RQ 4-15: If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?

Due 2/21:

RQ 6-6 p. 211 What does “the looking-glass self ” mean? How do feelings about the self influence what we buy?

AQ 6-20 p. 212 Find examples of self-esteem advertising. Evaluate the probable effectiveness of these appeals. Is it true that “Flattery gets you everywhere?”

AQ 7-11 p.253 Using media that target college students, construct a consumption constellation for this social role. What set of products, activities, and interests tend to appear in advertisements depicting “typical” college students? How realistic is this constellation?

AQ 7-12 p.253 Extreme sports. YouTube. Pinterest. Veganism. Can you predict what will be “hot” in the near future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles or products relate to this trend?

Due 3/21:

RQ 5-3: Explain the difference between a need and a want.

RQ 5-7: What is the difference between a mood and an emotion.

DQ 5-15: The chapter discusses a study that says our moods actually get worse when we spend a lot of time on facebook because we feel like we’re wasting our time. Do you agree?

RQ 8-5: We sometimes enhance our attitude towards a product after we buy it. How does the theory of cognitive dissonance explain this change?

RQ 8-13: Describe the theory of Reasoned Action. Why might it not be equally valuable when we apply it to non western cultures?

Due 3/28:

RQ 9-7: What is the prospect theory? Does it support the argument that we are rational decision makers?

RQ 9-13: Describe the difference between inertia and brand loyalty.

AQ 9-45: Think of a product you recently shopped for online. Describe your search process. How did you become aware that you wanted or needed the 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 something online versus in a traditional store?

RQ 10-11: Discuss the concept of timestyle. Based on your own experiences, how might we segment consumers in terms of their timestyles?

DQ 10-17: What are your waiting line “pain points?” How can companies change their processes to make these situations easier or more enjoyable for you?

Due 4/18:

RQ 11-4: What is viral marketing? Give an example of this strategy.

RQ 11-11: What is a brand community, and why is it of interest to marketers?

DQ 12-23: How do you assign people to social classes or do you at all? What consumption cues do you use (e.g., clothing, speech, cars, etc.) to determine social standing?

DQ 12-27: This chapter observes that some marketers find “greener pastures” when they target low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? Under what circumstances should we encourage or discourage this segmentation strategy?

Due 4/25:

RQ 13-2: What is the difference between a high context and a low context culture? What is an example of this difference?

AQ 13-35: Select a product category and, using the life-cycle stages this chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle.

RQ 14-13: Who are innovators? Early adopters? Laggards?

DQ 14-28: Boots with 6-inch heels were a fashion rage among young Japanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls. However, followers of the style claimed they were willing to risk twisted ankles, broken bones, bruised faces, and other dangers the platform shoes caused. One teenager said, “I’ve fallen and twisted my ankle many times, but they are so cute that I won’t give them up until they go out of fashion.” Many consumers around the world seem willing to suffer for the sake of fashion. Others argue that we are merely pawns in the hands of designers, who conspire to force unwieldy fashions down our throats. What do you think? What is and what should be the role of fashion in our society? How important is it for people to be in style? What are the pros and cons of keeping up with the latest fashions? Do you believe that we are at the mercy of designers?