This Document Contains Chapters 5 to 8 Chapter 5 Motivation and Emotion: Driving Consumer Behaviour END OF CHAPTER MATERIAL CASE ANSWERS: The Most Valuable Team in Hockey 1. According to Maslow’s hierarchy of needs, what value do the Toronto Maple Leafs provide to their fans? Answer: Answers may vary, but the predominant value is likely to be belongingness and love. It is no coincidence that team fans self-identify as “Leafs Nation” (or Who Dat Nation—fans of the NFL’s New Orleans Saints, and Cheeseheads—fans of the Green Bay Packers). Hockey games tend to be consumed socially, and discussed afterward with likeminded friends. Wearing team jerseys and hats or putting the team logo on one’s car are ways to identify oneself as a member of a community or family. Those who jump on the bandwagon when the team is doing well are frowned upon by diehard fans and excluded from the inner sanctum. The emotion that binds true fans to a losing team year after year can only be described as love. A secondary case can be made for esteem, given the price of Maple Leafs tickets and boxes. Owning season tickets signals status as clearly as an expensive car. True diehard fans may even argue for self-actualization, interpreting their devotion to hockey in general, and the Maple Leafs in particular, as a means to self-fulfillment. According to Maslow’s hierarchy of needs, the Toronto Maple Leafs fulfill fans' social needs by fostering a sense of community and belonging through shared experiences. Additionally, they provide esteem needs by offering pride and identity associated with being part of a loyal fanbase. 2. What type of involvement best describes Leafs fans? Answer: Sport—whether one is watching or participating—is extremely emotional. A Maple Leafs fan’s involvement with the team is emotional. A victory or even a single great play can elicit pure joy, while defeat brings sadness and misery. The emotional roller coaster is part of the appeal of identifying with, and cheering for, a specific team. Following a particularly good game, the fan may bask in reflected glory, proudly wearing the team jersey to school the next day. For a true Maple Leafs fan, the involvement is also enduring. Despite consecutive bad seasons, these fans never give up, ever hopeful that next season may be the start of that magic turnaround. 3. What type of appraisal might Maple Leafs fans engage in? What emotional and behavioural reactions is that appraisal likely to generate? Answer: Anticipation appraisal focuses on the future and elicits emotions like hopefulness or anxiety. Whether it’s the draft, tonight’s game, or that ever-elusive next winning season, the future with its potential for greatness is what keeps Leafs fans hopeful, anxious, and tuned in. Agency appraisal reviews responsibility for events. Is the team’s underperformance the fault of the players? The coach? The general manager? Agency appraisal may elicit anger, frustration, or, occasionally, satisfaction. Equity appraisal considers how fair some event is. Perhaps the fault for the team’s poor performance lies outside its control? Is the league structured in such a way that makes success impossible? Are the referees conspiring against the Maple Leafs? Equity appraisal can lead to anger and frustration. Outcome appraisal considers how something turned out relative to one’s goals or expectations. If each season begins with hope, it may end with disappointment or dejection if the team fails to perform. Should they exceed expectations by reaching the playoffs, the emotional response is likely to be exhilaration and joy. 4. Does nostalgia affect how fans feel about underperforming products such as the Toronto Maple Leafs or Edmonton Oilers? If so, how? Answer: For teams such as the Leafs and Oilers, which were once considered among the greats, nostalgia is likely to play a role in fans’ relationships with the team. Fans are knowledgeable about their teams, and even for those fans who are too young to remember the Leafs’ last Stanley Cup victory or the Oilers’ dynasty, past glory is part of the fabric of the team. At least part of the fan’s attachment to the team stems from the sometimes unspoken hope for a return to past greatness. Nostalgia is encouraged by the team: hanging championship banners in the arena, showcasing great players from the past, selling “retro” jerseys and mementos of past victories are just some of the ways team owners remind today’s fans of yesterday’s glory and the implied hope for success tomorrow. REVIEW QUESTIONS (*) Indicates material on prep cards. 1. [LO1] What is consumer motivation? Answer: Consumer motivations are the inner reasons or driving forces behind human actions as consumers are driven to address real needs. 2. [LO1] How are needs and motivations related? Give an example from your own recent experiences as a consumer that illustrates this point. Answer: Needs provide motivations for actions, as in homeostasis. After a workout, a consumer is thirsty—a basic survival need. A drink, perhaps a Gatorade, can bring the consumer’s body back to normal. 3. [LO2] What is Maslow’s hierarchy of needs? List each category of needs in order, and provide an example of products associated with each. Answer: Perhaps the most popular theory of human motivation in consumer and organizational behaviour is Maslow’s hierarchy of needs. This theory describes consumers as addressing a finite set of prioritized needs. The categories of needs are: • Physiological—Need for basic survival (food, drink, shelter) • Safety and security—Need to be secure and protected • Belongingness and love—Need to feel like a member of a family or community • Esteem—Need to be recognized as a person of worth • Self-actualization—Need for personal fulfillment 4. [LO2—ETHICS] Can Maslow’s hierarchy of needs be used to offer a possible explanation as to why some consumers will resort to behaviours such as shoplifting, fraud, or outright theft? Answer: Yes. In particular, physiological needs provide very strong motivations, such as a drug addict seeking another fix. The addict is not concerned with anything other than satisfying this urge; if he must steal to get it, he most likely will. 5. *[LO2] Explain the difference between hedonic and utilitarian motivation. Provide examples of each. Answer: Utilitarian motivation is a desire to acquire products that can be used to accomplish things. Utilitarian motivation holds much in common with the idea of maintaining behaviour. When a consumer needs gasoline for the car, it stimulates utilitarian motivation. Hedonic motivation involves a desire to experience something personally gratifying, and these behaviours are usually emotionally satisfying as well. The desire to travel for the experience itself (not for business) is an example. 6. *[LO3] How are emotions and value linked together? Answer: Emotions are extremely important to consumer behaviour and marketing because consumers react most immediately to their feelings.i Notice that both the word motivation and the word emotion contain “motion” as a root. The fact that emotions are hard-wired to behaviour has been explained as follows: “[Emotions are] fuels for drives, for all motion, every performance, and any behavioural act.”ii 7. [LO3] Name four types of consumer appraisals, and provide an example of each from your own consumer experiences. Answer: Anticipation, agency, equity, and outcomes are four types of consumer appraisals. Exhibit 5.4 provides a guide for commenting on student examples. Four types of consumer appraisals include: 1. Cognitive appraisal: Evaluating a product's features, like comparing laptops based on specifications before purchase. 2. Affective appraisal: Feeling excited about a new smartphone's design and user interface when unboxing it. 3. Behavioral appraisal: Deciding to recommend a restaurant after a positive dining experience with friends. 4. Value appraisal: Assessing the price-to-quality ratio of a luxury item and feeling satisfied that it meets expectations. 8. [LO3] Consider the list of products below. Do you think that emotions play a role in consumption related to these products, and do these emotions influence value? • Buying a new sports car • Going off to university • Visiting the health clinic when ill • Buying life insurance • Drinking a Mountain Dew Answer: It would be hard to make a case that emotions were not involved in any of these situations. Even simple things, like drinking a Mountain Dew, create emotions that are associated with the meaning of the brand. The emotions associated with consumption are directly correlated to value because, as people seek desirable emotion states and receive them, they experience value. 9. [LO4] What does PANAS stand for? Answer: Positive-affect-negative-affect scale 10.[LO4] Construct a set of semantic differentials that measures emotions by using a PAD approach. Answer: Although the actual PAD scales can be found in the consumer behaviour literature dealing with shopping and retail atmospherics, students are not likely to search them out. The key is recognizing that the PAD measures emotion with semantic differentials along three dimensions. Thus, students should come up with items such as this: Pleasure dimension • Happy __ __ __ __ __ __ Sad • Satisfied __ __ __ __ __ __ Dissatisfied Arousal dimension • Sleepy __ __ __ __ __ __ Alert • Interested __ __ __ __ __ __ Bored Control dimension • Helpless __ __ __ __ __ __ In control • Submissive __ __ __ __ __ __ Dominating 11. [LO4] Explain what is meant by the phrase “emotions are bipolar.” Answer: Under this theory, the experience of a positive emotion would rule out the experience of the opposing negative emotion during the same experience. 12. [LO5] What three individual characteristics influence the way in which consumers react emotionally to a consumption situation? Answer: The three characteristics are: • Emotional involvement • Emotional expressiveness • Emotional intelligence 13. [LO5] Ask three friends about their social networking behaviour. Define flow. Do you think any are obtaining flow experiences from Facebook or other social networking Internet activities? Do they show any signs of addiction? Answer: Flow is a state of extremely high involvement in which a consumer is engrossed in an activity providing high hedonic value. The consumer loses sense of time passing. The signs of addiction include spending more than an hour a day on the activity, ignoring work, feeling more attached to Facebook friends than real friends, replacing sleep with Facebook activities, getting nervous at the thought of being separated from Facebook for an extended time. 14. *[LO5] What advantage do marketers have when dealing with consumers who are highly expressive emotionally? Answer: The marketers have the ability to understand the consumer’s true reaction to the consumption experience. It will be obvious whether the consumer has had either a valuable experience or a negative experience. 15. [LO6] What is schema-based affect? Answer: Schema-based affect is the emotions that become stored as part of the meaning for a category, as illustrated with the car salesman schema in the chapter. 16. [LO6] Have several consumers discuss the terms listed below briefly with you. Describe the schema-based affect that you feel is associated with each based on your discussions. • The Tragically Hip • WestJet • Molson Canadian • Walmart • BlackBerry • Tide • McDonald’s Answer: This exercise is intended to help students recognize how meaning and affect are closely related. In your discussion, have students focus on whether the affect for each category is positive or negative and how the affect might vary from consumer to consumer depending on their particular schema. 17. [LO6] What is emotional contagion? Do you think it could affect the schema-based affect for some type of service provider? Explain. Answer: Emotional contagion is the idea that emotions are contagious. Consumers who perceive other consumers or employees in their vicinity as either happy or sad may experience a corresponding change in actual happiness or sadness themselves. If a consumer enters an experience with a very negative attitude toward dental hygienists but the dental hygienist appears to always be in a good mood so that it lifts the consumer’s mood, the affect associated with this category (dental hygienist) may change. INTERACTIVE/APPLICATION EXERCISES 18. Obtain student opinions on the following statement: Maslow’s hierarchy of needs is constant across the Earth. The categories are the same everywhere, and consumers everywhere attempt to pursue these needs in much the same way. Answer: Although the most prominent category of needs that drive behaviour may vary from place to place, the categories of needs are consistent from person to person. In the United States, consumers are not driven by basic physical needs as much as consumers in third-world nations, thus allowing most consumers to put more of their resources as a consumer toward other categories of needs. 19. [ETHICS] Obtain student opinions on the following statement: It is unethical to design a consumption environment in a way that significantly alters consumer emotions. Answer: Because environments often determine emotions, it would be practically impossible to design an environment that did not alter emotions. 20. *Conduct an interview with at least 10 consumers asking them to respond to the PANAS scale to rate their current mood. Then, have them evaluate the faculty at your particular university using a 10-point scale with 1 being “lousy” to 10 being “terrific.” Do you think there is a relationship between mood and their ratings of faculty? Answer: The discussion should centre around mood congruency and whether the results show a transfer of mood into the ratings of the professors. In a sense, it illustrates emotional contagion. Conducting interviews with at least 10 consumers using the PANAS scale to assess their mood and then having them rate university faculty on a 10-point scale can reveal interesting insights. Generally, a positive mood may correlate with higher faculty ratings, as individuals in a good mood are more likely to view experiences favorably. Conversely, those in a negative mood might rate faculty lower. Analyzing the data could highlight the relationship between emotional state and perception of educational quality. 21. Interview two shoppers about a recent experience in which each purchased items totalling over $200. Have them describe the shopping experience in detail. Keep track of the number of feelings that they mention. Do you believe emotions played a role in the shopping value they received from the experience? Explain. Answer: This experiential exercise should allow discussion of many aspects of the chapter. The instructor should focus on the role that emotions play in contributing to either hedonic or utilitarian value in the shopping experience. 22. While visiting a grocery or clothing store, try to observe and document evidence of things from the chapter like emotional contagion or product contamination. Describe the events and explain how they capture the idea. Answer: This question allows students to apply concepts. Things like product contamination should be easy to observe and identify. While visiting a grocery store, I noticed a family shopping together, visibly excited and laughing as they chose snacks. Their positive energy seemed to influence nearby shoppers, who started smiling and engaging more with products. This is an example of emotional contagion, where one group's joy spreads to others, creating a more enjoyable shopping atmosphere. In contrast, I observed a spilled item in the clothing section, which led some customers to express disgust and avoid that area. This exemplifies product contamination, where a negative experience or perception affects consumers' feelings about products nearby. Both events highlight how emotions can significantly influence shopping behavior and perceptions of products. GROUP ACTIVITY This group activity can be done on campus. You may want to give students a half hour to visit a local coffee shop or walk around campus for this observational study. Students are placed into small group teams of 3—5 persons each. Each group is given an observational assignment to be completed in a short time (anywhere from one half to one hour). Observational assignments may be based on: • Gender—e.g., “Compare the behaviours of men shopping alone for groceries with those of women shopping alone,” or “Compare the behaviours of preadolescent boys shopping with their parents (or an adult) with those of preadolescent girls.” • Subject’s age—e.g., “Compare the shopping behaviours of senior citizen couples with those of young couples,” or “Observe the behaviours of teenage boys and girls shopping without a parent.” • Product—e.g., “Observe coffee purchases in convenience stores or coffee shops,” or “Observe the purchase of impulse items at the point of check out ranging from the campus bookstore to a local sandwich shop.” • Any pertinent variable—e.g., Store type or the racial/ethnic/cultural affiliation of the shopper. Set a minimum number of observations that each group must collect (5 observations for groups of three up to 10 observations for groups of five). Stress that the data to be collected are to be based only upon observation and not upon surveys or other types of interaction. Set aside one or two class meetings for groups to present and discuss their findings. You might require groups to write a short paper compiling their results and discussing their implications. You can also have each group prepare a poster or other visual aid summarizing their results. Source: Julie M. Pharr, Tennessee Technological University. Used with permission. CHAPTER VIDEO CASE To view the video case jetBlue, go to the CB companion website www.icancb.com to select this video. This video describes the case of the jetBlue airline, which has been quite successful in the competitive and ailing airline industry. The airline has striven to cut costs in major ways (through very efficient operations) in order to provide high levels of customer benefits (e.g., leather seats, individual TV sets with 24 channels) at very competitive low prices. The airline also increased security measures in order to reduce passenger fears of flying. This video is an excellent example of how to stress certain attributes in order to influence a high-involvement consumer decision. It also illustrates the importance of the customer experience and emotions in flying. Ask your students: 1. What are the key consumer factors that influence the decision to fly? How does jetBlue address these factors? Answer: The major factors that influence the decision to fly are fares, low costs, quality, and customer service. jetBlue has a lower operating cost than other airlines. They have used upgrades, such as leather seats, personal televisions, and new aircraft, to show dedication to quality. The new aircraft are also more fuel efficient and have lower maintenance costs, especially due to warranties. jetBlue views customer service as being of utmost importance. It is imperative that they make the flights as comfortable, accommodating, and enjoyable as possible because of the high competitiveness in the industry. 2. How are emotional factors important in this situation? How does jetBlue address these factors? Answer: Student responses will vary. After terrorist attacks on September 11, the airline industry had taken a hard hit. jetBlue emphasizes efficiency and brand-new aircraft. The low fares of jetBlue also entice consumers who may be less inclined to travel by air. Emotional factors are crucial in the airline industry as they significantly influence customer satisfaction and loyalty. JetBlue addresses these factors by prioritizing customer experience through friendly service, comfortable seating, and engaging in clear communication. They also focus on creating a positive atmosphere with features like in-flight entertainment and complimentary snacks, which help to alleviate travel stress. By fostering a welcoming environment, JetBlue aims to build strong emotional connections with passengers. i O’Shaughnessy, J. and N.J. O’Shaughnessy (2003). The Marketing Power of Emotions. Oxford: Oxford University Press. Slama, M.E. (2003). “Book Review: Emotions and Life: Perspectives from Psychology, Biology and Evolution,” Psychology & Marketing, 22 (January), 97–101. ii Fonberg, E. (1986). “Amygdala: Emotions, Motivation, and Depressive States,” in Emotion: Theory, Research, and Experience, R. Plutchik et al., eds. Kluwer Press, New York, p. 302. Chapter 6 Personality, Lifestyles, and the Self-Concept END OF CHAPTER MATERIAL CASE ANSWERS: lululemon Athletica 1. What are the personality traits that lululemon is looking for in its customers? Are those the same traits the company looks for in its employees? Answer: Lululemon’s powerful corporate culture is emphasized in everything it does (and even spelled out on its shopping bags!). It is safe to assume that consumers who are drawn to the company are at least partly attracted to that culture. Students may list a variety of personality traits for lululemon’s customers, and may include such adjectives as caring, honest, down-to-earth, open to experience, innovative—but also perhaps vain and materialistic (since the clothes are seen by some as an expensive status symbol). The company’s employees should reflect the corporate culture and its focus on a healthy, physically active lifestyle. 2. Does lululemon have a brand personality? Answer: If choosing from the list provided in the text, students may describe lululemon in terms of competence or sincerity, but may add personality traits related to yoga (peacefulness, connectedness, balance), or to fashion and fitness. The question offers an opportunity to explore how the brand’s personality may be perceived differently by different groups, e.g., brand-loyal customers vs. non-purchasers of the brand. 3. How would you describe the relationship between consumers and the lululemon brand? Answer: Answers will vary depending on the degree of loyalty to the lululemon brand. Customers who fully identify with lululemon’s brand values and culture may go so far as to express love for the brand and all that it stands for. Certainly, many lululemon customers display a high level of commitment to the company and its products, which may stem in part from a high degree of self-connection—customers choose to shop at lululemon not only because of its products, but also because of its corporate philosophy, which may closely resemble their own world view. The relationship between consumers and the Lululemon brand is characterized by strong emotional connections and brand loyalty. Consumers often view Lululemon as more than just an athletic apparel brand; it represents a lifestyle centered around health, wellness, and community. The brand's emphasis on quality, innovation, and inclusivity fosters trust and engagement among its customers. Additionally, Lululemon’s community events and social initiatives further strengthen this bond, making consumers feel like part of a supportive and active community. 4. What demographic segment does lululemon serve? Answer: While lululemon’s customers skew young and overwhelmingly female, the brand attracts buyers from many age groups, and may be better defined by psychographics. One exception is disposable income, which must be relatively high due to the high prices. 5. What psychographic segments does lululemon serve? Answer: Students can be encouraged to develop their own psychographic segments, or to select from VALS or PRIZM profiles, but must defend their choices using concepts from the chapter. Lululemon serves several psychographic segments, primarily targeting health-conscious individuals who prioritize fitness and wellness. They appeal to active lifestyle enthusiasts who value high-quality, stylish athletic wear for both workouts and casual settings. Additionally, Lululemon attracts consumers who are environmentally conscious, as the brand emphasizes sustainability in its products. Finally, they cater to those seeking a sense of community and belonging through their engagement in local fitness events and initiatives. 6. What impact might wearing lululemon have on consumers’ self-concept? Answer: Lululemon enjoys an image as an upscale, fashionable brand with powerful social values. Wearing lululemon clothing will favourably impact a consumer’s self-concept by improving her appearance and therefore her self-image. Not only that, but by wearing the clothes, the consumer also espouses the values of the brand, further enhancing her self esteem. 7. Based on your understanding of lululemon and its customers, do you think it can continue to grow rapidly over the next five years? Answer: Answers may vary, but lululemon’s status as a cult brand with a high degree of brand loyalty bodes well for its future. While competitors may be able to copy the products, they are unlikely to successfully duplicate the brand personality and corporate image which have been a major part of lululemon’s success. Customers who experience a high degree of self-congruency with the brand are unlikely to switch, even for a lower price. Yes, Lululemon has strong potential for continued rapid growth over the next five years. The brand's focus on innovation, quality, and community engagement resonates well with its target market, which is increasingly prioritizing health and wellness. Additionally, expanding product lines beyond athletic wear, such as into lifestyle and everyday apparel, can attract a broader audience. As long as Lululemon maintains its commitment to sustainability and customer experience, it is well-positioned for ongoing success. REVIEW QUESTIONS (*) Indicates material on prep cards. 1. [LO1] What is meant by the term “personality”? What are the major approaches to studying the human personality? Answer: There are a number of ways to view the human personality. Personality can be defined as the totality of thoughts, emotions, intentions, and behaviours that a person exhibits consistently as he or she adapts to his or her environment. Two ways of studying personality are the psychoanalytic approach and the trait approach. The psychoanalytic approach originates in the work of Sigmund Freud. The trait approach has become more popular in consumer research. This approach focuses on specific traits or distinguishable characteristics that describe a person’s tendency to act in a relatively consistent manner. Both approaches have been utilized in consumer research. 2. [LO1] Discuss the ways in which Freud’s psychoanalytic approach may be used in studying consumer behaviour. In what ways can the approach be applied to the construction of marketing communications? Answer: Freud’s approach focuses on deeply held desires and motivations that are often not directly observable. Researchers can draw from Freud’s approach by focusing on these desires and using motivational research techniques. Freud’s approach is referred to as a “conflict approach” because it focuses on the struggles between the id, the ego, and the superego as the individual tries to function appropriately in the world. Marketing communications can be constructed that attempt to highlight desirable characteristics, such as using sexual imagery. Some marketers attempt to use Freudian approaches by embedding hidden images or messages in marketing communications. 3. *[LO1] Compare and contrast psychoanalytical personality theory approaches with the trait factor theory of personality. Which is more appropriate when studying consumer behaviour? Answer: The major difference between the approaches is that the psychoanalytic approach focuses on inner desires and motivations, and the trait approach focuses on identifiable characteristics that explain differences in individual behaviour. Both approaches are appropriate for consumer research. Whereas the psychoanalytic approach tended to garner more attention in past decades, the trait approach has gained popularity with researchers in recent years. 4. [LO2] In what situations do you think the materialism trait emerges most visibly? What types of products are bought by materialistic people? Think of examples of specific brands or products from various product categories that might be purchased by materialistic people. Answer: Materialism generally emerges when consumers consider buying a product that they will highly value and that will be seen by other consumers. This typically occurs with a publically visible item, such as an automobile. Materialism also emerges when the consumer thinks about products that have some sentimental value, such as trophies or family heirlooms. Highly priced or scarce items are often purchased by highly materialistic people. Examples of specific brands will vary by student. However, Rolex watches, Porsche automobiles, Prada handbags, and Armani suits are likely to be purchased by highly materialistic consumers. 5. [LO2] Based on what you’ve read in this chapter, do you think that you have a high need for cognition? What types of advertisements would be most effective for people who do have a high degree of this trait? What would you suggest to advertisers who are trying to reach these consumers? Answer: Student responses will vary for the first part of this question. Advertisements that have high quality arguments tend to work best for consumers with a high degree of need for cognition. Often, these can be found in print advertisements, but not always. Advertisers need to focus carefully on the quality of arguments and not rely heavily on peripheral cues. If I have a high need for cognition, I tend to engage in thoughtful analysis and enjoy processing detailed information. Advertisements that are most effective for such consumers typically include in-depth content, rational arguments, and informative comparisons. To reach these consumers, advertisers should focus on providing comprehensive product details, testimonials, and data-driven insights that encourage deeper thinking. Additionally, interactive content, such as quizzes or informative videos, can further engage this audience's analytical mindset. 6. *[LO2] Do you believe that superstition can be considered to be a trait? Do you consider yourself to be superstitious? Do you know of anyone who you think is very superstitious? Have any superstitions affected your behaviour as a consumer? Answer: Once again, answers will vary. There are many examples of how superstitions may impact behaviour. The key here is to recognize superstition as a trait rather than a situation or situational influencer. Superstitious people may choose to buy lottery tickets on lucky days or, in the extreme, decide not to leave home on unlucky days or days where some event has occurred such as breaking a mirror. Athletes may feel as though they need to only use one brand of equipment or clothing. Students may feel like they need to bring a good luck charm to perform well on a test. Obviously, there are many rituals that people will perform. The key is identifying superstition as a trait, as in a consistent way to act or think. Yes, superstition can be considered a trait, as it reflects individual beliefs and behaviors that influence decision-making. Personally, I wouldn’t classify myself as very superstitious, but I know a friend who avoids certain numbers and rituals before big events. Their superstitions often lead them to choose specific products or avoid sales on particular days. This behavior shows how superstition can subtly impact consumer choices and preferences. 7. [LO3] Define psychographics. How are psychographics used in marketing strategy? Answer: Psychographics represent the ways in which lifestyles are measured. These techniques are quantitative and are used in developing lifestyle profiles. Psychographic measures are used to segment consumer groups into various market segments. This chapter includes numerous examples of how these techniques have been used for segmentation purposes. Because segmentation is such an important part of every marketing program, psychographic analysis is a valuable tool for consumer researchers and marketers alike. 8. *[LO4] What are the various dimensions of the self-concept? Describe each of these dimensions as they pertain to you personally. Answer: The self-concept includes the following dimensions: actual self (how a consumer currently perceives him/herself to be), ideal self (how the consumer would like to be), social self (beliefs that a consumer has about how he or she is seen by others), ideal social self (how the consumer would like to be seen by others), possible self (an image of what the consumer thinks they could become), and extended self (the various possessions that a consumer owns that help him or her form perceptions about themselves). Student responses to the way that these dimensions apply will likely vary greatly. University students’ ideal selves tend to be predictable in one way, however: they are most often defined in terms of how they’d like to be after graduation! 9. [LO4] How does the self-concept relate to body presentation? In what ways do marketers try to appeal to the dimensions of the self-concept through advertisements? Answer: The presentation of the body is heavily influenced by the self-concept. Selfesteem (how one feels about themselves) is closely tied to body presentation. One way that marketers attempt to appeal to the self-concept is by presenting messages suggesting that the consumer is heavy, out of shape, or not attractive. These advertisers focus heavily on images of self-improvement, thereby suggesting that the consumer’s self-concept will be improved if they only looked better to others. 10. Describe the automobile that would likely be chosen by a recent university graduate who is in his early twenties, single, has his first well-paying job, enjoys partying with friends, and considers himself to be stylish. What choice would you make for a 62-year-old married man who is conservative, approaching retirement, and enjoys spending time with his grandchildren and family? How do these choices apply to self-congruency theory? Answer: The university grad is likely to choose a car that is stylish and sporty, such as a Mitsubishi Eclipse. The older consumer would likely choose a car that is much more conservative, such as a Toyota Camry. The key here is imagining how the product selected matches the likely self-concepts of these consumers, which would seemingly be very different. INTERACTIVE/APPLICATION EXERCISES 12. *Go to www.trappedinspace.com/brands. Complete a few comparisons of the brands listed. What do you think about this information? Do you agree with it? Answer: There are no right or wrong answers here. The intent is to prompt students to think about sites such as these and think about brand personality. After visiting the website and comparing various brands, I found the insights to be intriguing and often reflective of consumer perceptions. The comparisons highlight differences in brand positioning, values, and emotional connections, which can significantly influence buying decisions. I generally agree with the information presented, as it aligns with my understanding of how consumers relate to brands in terms of identity and lifestyle. These comparisons can help consumers make informed choices based on their personal values and preferences. 13. Go to the Strategic Business Insights website and complete the VALSTM survey (www.strategicbusinessinsights.com). Do you agree with the classification that it assigns to you? Answer: Again, there are no right or wrong answers. Students often enjoy doing this exercise. The activity is also easy to perform. After completing the VALS™ survey, I found the classification to be quite reflective of my values and lifestyle. The insights provided resonate with my consumer behaviors and motivations, highlighting aspects like my interests and priorities. Overall, I agree with the assigned classification, as it captures key elements of how I approach consumption and brand interactions in my daily life. This kind of analysis can be helpful for better understanding one's preferences and decision-making processes. 14. Visit a popular “matchmaking” website, such as www.eharmony.com. What are your thoughts about such a site? These sites use various algorithms and techniques to match consumers on personality profiles. Answer: Student responses will vary o n this activity. The sites often claim high success rates for matching consumers on these profiles. However, consumers may not understand how the sites work. Students might be cynical about how people are matched, or they may feel like the sites are good tools for matchmaking. Visiting a matchmaking website like eHarmony reveals the potential benefits of using algorithms to connect individuals based on personality profiles. These sites can facilitate meaningful matches by considering compatibility factors, which might lead to stronger relationships. However, while algorithms can provide a solid foundation, they may not capture the nuances of human emotions and chemistry. Overall, I see value in these platforms, but I believe personal interaction remains essential for truly successful connections. 15. *Visit a couple of retail outlets that you tend to regularly shop at (for example, lululemon, Roots, American Eagle, etc.). How does the self-congruency principle apply to your decision to shop at these stores? Answer: The principle used here is self-congruency. Research indicates that consumers tend to become loyal to stores that have images that match their own self-concepts. According to the theory, it’s the match between the consumer’s self-concept and the perceived image of typical users of the products that really matter. It’s very common that young girls, for example, will want to “fit in” with the Aeropostale crowd, and as such they’ll frequent this store. It can be argued that this theory is very powerful and it can be applied to many different stores and consumers. GROUP ACTIVITY Have students form small groups of 4 or 5 students each, and ask each group to select a brand they like and use. Next, have the students develop a personality profile for their brand. Encourage students to develop the personality profile as fully as possible, using appropriate traits and perhaps even selecting gender, age, education level, etc. Next, ask the students to develop a personality profile for the typical user of the brand. Use the following questions as a guide to get the discussion started (feel free to improvise): 1. What conclusions can you draw about self-congruency theory based on your work? Answer: Based on our work, self-congruency theory suggests that consumers are more likely to choose brands that align with their self-image, indicating that brand personality plays a crucial role in attracting target audiences. 2. How do you “know” what the brand’s personality is like? How does marketing influence this process? Answer: We determine a brand’s personality through its advertising, messaging, and overall image, with marketing strategies shaping our perceptions by highlighting specific traits that resonate with consumers. 3. Do perceptions of brand personality differ between brand-loyal users and non-buyers of the brand? Why or why not? (Ask other groups to comment.) Answer: Yes, perceptions of brand personality often differ; brand-loyal users may have a deeper emotional connection and positive associations, while non-buyers might only recognize surface traits influenced by marketing. 4. What insight does the brand personality exercise offer the marketing manager in terms of market segmentation? Answer: The brand personality exercise provides marketing managers with valuable insights for market segmentation, as understanding consumer perceptions can help tailor messaging and product offerings to specific demographic and psychographic profiles. CHAPTER VIDEO CASE To view the video case Wheelworks, go to the CB companion website www.icancb.com to select this video. This video focuses on the selling of a high-involvement product for a particular lifestyle segment. It demonstrates how a highly committed and motivated salesforce can create excellent customer service and high levels of customer satisfaction. This is important because Wheelworks relies on word-of-mouth communication from satisfied customers. Ask your students: 1. What is the key to Wheelworks’ success? Answer: The key to Wheelworks’ success is the enthusiasm and passion for the sport of cycling among the employees. The employees want to educate the consumers and help them find the right bike, rather than simply make a sale. 2. How does Wheelworks motivate the salesforce to provide excellent customer service? Answer: Student responses will vary. Wheelworks doesn’t need to do a lot of motivating of their salesforce. Most of the employees come to Wheelworks because of their passion for the product and the sport. They tend to be self-motivated people who take pride in making someone else happy and teaching them about cycling. Wheelworks also pays wages, rather than commission. This eliminates the pressure on the salesforce to make a sale no matter what. Wheelworks motivates its salesforce to provide excellent customer service through a combination of training, incentives, and a supportive work culture. They invest in comprehensive training programs that empower employees with product knowledge and customer engagement skills. Additionally, Wheelworks offers performance-based incentives, rewarding employees for outstanding service and customer satisfaction. A strong emphasis on teamwork and open communication fosters a positive environment where employees feel valued and motivated to excel. This holistic approach ensures that the salesforce is dedicated to delivering exceptional customer experiences. 3. How does word-of-mouth communication play a key role for Wheelworks? Answer: Student responses will vary. As the salesforce helps consumers find the right bike, these customers are leaving satisfied and happy. These consumers are then telling friends and family about Wheelworks and how well they were treated and how knowledgeable the staff is. Word-of-mouth communication is crucial for Wheelworks as it helps build trust and credibility in the community. Satisfied customers who share their positive experiences can significantly influence potential buyers, making personal recommendations more impactful than traditional advertising. Wheelworks actively encourages this by providing exceptional service and engaging with customers through events and social media. Additionally, they leverage customer testimonials to highlight real experiences, further enhancing their reputation. This organic form of marketing fosters loyalty and helps attract new customers through genuine referrals. Chapter 7 Attitudes and Attitude Change END OF CHAPTER MATERIAL CASE ANSWERS: The Axe Effect and Dove’s Evolution 1. Take a few minutes to view some of the videos on Axe’s YouTube channel or on www.theaxeeffect.com. How effective are these messages at using sex, humour, and fear appeals? How does this compare to the Dove Evolution videos (also available on YouTube)? Answer: Axe has become the top-selling deodorant brand in North America based largely on its blatantly sexual advertising. Clearly, sex appeal has been used very effectively in the brand’s communications messages, as demonstrated in the available videos. Humour is another key component of Axe messages, making the sexual message playful and cheeky rather than hard-core. While the portrayal of women as sex objects has drawn fierce criticism, humour has been used to make the messages more palatable to viewers of both genders, and more memorable for the target audience. Fear appeal has been used to promote products such as dandruff-control shampoo (use this product or your flaky scalp will cause women to vanish), but still in a humorous and sexy way. 2. What values or aspect of one’s self-concept might a consumer be expressing with a positive attitude toward the Axe brand of men’s care products? Or the Dove brand of female care products? Answer: Using Axe products implies that the consumer identifies at least to some extent with the image portrayed in the brand’s advertising. The Axe user is signalling that he sees himself as an attractive, sexy male who wants to appeal to members of the opposite sex. He clearly values his image and cares about how he is perceived. The Dove user, on the other hand, may be drawn to the brand’s stance against the status quo of the beauty industry. She may simply see herself as refusing to buy into the superficiality of the cosmetics industry, or as someone who is taking an active stand against it through her purchase of Dove products. 3. From a hierarchy of effects perspective, how would you describe the process that a male consumer might go through when purchasing Axe products? Answer: For most male consumers, toiletries are likely to be a low-involvement category. Consumers simply do not spend much time considering the relative worth and attributes of different brands of deodorant or body wash. Based on his exposure to Axe advertising, the consumer is likely to be aware of Axe as a popular brand that positions itself as highly appealing to women. He may simply purchase the product on the basis of that knowledge, and only later, after using the product, develop favourable or unfavourable feelings toward the brand. The low-involvement hierarchy of effects (cba) is used. 4. Is Axe advertising trying to influence the evaluation ratings or the belief ratings in the ATO model of consumers’ attitude-toward-Axe? What “attribute” of the product is the focus of Axe’s attempt to affect consumers’ attitude-toward-Axe? Answer: Axe is attempting to influence the belief ratings in the ATO model of consumers’ attitude-toward-Axe. The attribute in question is Axe’s ability to make the consumer highly appealing to members of the opposite sex. Axe is not attempting to influence the consumer’s evaluation of sex-appeal as important; it assumes that he understands this. Rather, the advertisements seek to convince the consumer that Axe will, in fact, deliver on this attribute better than its competition. 5. Based on the elaboration likelihood model, what level of involvement does Axe’s advertising expect from the target consumer? What level of involvement is the Dove Evolution campaign aimed at? Answer: Axe’s advertising expects a low level of involvement from its audience. That is why the focus of Axe advertisements is on attractive models and humorous, sexually charged situations, rather than compelling arguments about the product’s attributes. Realizing that toiletries tend to be a low-involvement category, Axe’s advertisements use the peripheral route to persuasion. Dove’s Evolution campaign, on the other hand, expects a higher level of involvement from its audience, and hopes to elicit cognitive responses that will lead to longer-lasting attitude and behavioural changes. Since Dove’s message is not just about the attributes of its products, but also about the wider societal consequences of traditional advertising (of the sort its parent company ironically employs for Axe), the brand seeks a higher level of involvement from its audience than would be typical for a purchase in this product category. REVIEW QUESTIONS (*) Indicates material on prep cards. 1. [LO1] Define consumer attitudes. Answer: Consumer attitudes are relatively enduring overall evaluations of objects, products, services, issues, or people. 2. *[LO1] What are the various components to attitude? How are they different from each other? Answer: According to the ABC approach, attitudes have three components: affect, behaviour, and cognition. Affect refers to the feelings that a consumer has about an object. Behaviour encompasses how a consumer acts or intends to act toward particular objects. Cognition refers to the beliefs that a consumer has about a particular object. The three components are distinct in that they refer to different elements. 3. [LO2] Using your own examples, explain the four functions of attitudes that are presented in this chapter. Answer: There are many ways in which students may answer this question. The utilitarian function is based on the concept of reward and punishment. As the text indicates, attitudes can be used to gain acceptance from others. Perhaps a student has expressed a liking for a particular rock band in order to appear more favourable to another person. The knowledge function allows consumers to simplify decision-making processes. Perhaps a student doesn’t like to drink alcohol. If she hears about an upcoming big campus party, she may decide not to attend simply because she doesn’t like being in situations where drinking will be encouraged. The value-expressive function enables the consumer to use attitudes as expressions of their true values. In the political season, consumers often express their support for a candidate because of deeply held values. The ego-defensive function serves as a defensive mechanism. Perhaps a student chooses to ignore warnings about drinking and driving because they have positive attitudes about drinking. 4. [LO2] Do you think you have personally used each of the four functions of attitudes? Provide examples of the ways in which you have used each function. Answer: Responses here will generally match those found in Question #3. Yes, I have personally used each of the four functions of attitudes: 1. Utilitarian function: I often choose products based on their practicality, like selecting a durable backpack for school, valuing its functionality over brand prestige. 2. Value-expressive function: I support eco-friendly brands because they align with my values about sustainability, reflecting my identity as an environmentally conscious consumer. 3. Ego-defensive function: I might avoid certain brands that remind me of negative experiences, such as rejecting a specific fast food chain due to a past unpleasant meal. 4. Knowledge function: I research and prefer tech gadgets that have received positive reviews, as this helps me feel informed and confident in my purchasing decisions. 5. [LO3] What is meant by the hierarchy of effects? Differentiate between the high-involvement, low-involvement, experiential, and behavioural influence hierarchies. In what situations are you most likely to observe each hierarchy at work? Answer: The hierarchy of effects suggests that there is a sequential ordering to how beliefs, affect, and behaviour are formed. The purchase context influences which hierarchy will come into play. The high-involvement (or standard learning) hierarchy occurs when consumers first develop thoughts about a product, followed by affect, and then by behaviour. This hierarchy generally works in situations in which products under consideration involve some kind of risk. The low-involvement hierarchy is at work when the purchase context does not involve significant risk. Here, behaviour simply follows beliefs that the consumer has about a product. Any affect that is developed toward the product generally occurs after behaviour has occurred. The experiential hierarchy is at work when a consumer acts on strong feelings toward some product. Impulse purchases are often based on the experiential hierarchy. Finally, the behavioural influence hierarchy comes into play when strong environmental forces influence behaviour in the absence of any strong feelings or thoughts. Consumers are conditioned to act in various ways in different contexts. For example, fast food restaurants often play pop music that encourages consumers to hurry through their meal and be on their way. 6. [LO3] Describe ways in which you think the hierarchy of effects approach applies to recent purchases you have made. Answer: Responses to this question will vary. The focus here is to prompt students to consider how the different hierarchies relate to their everyday lives. If the student gives this question any thought, they should be able to come up with several examples of how the hierarchies apply to their lives. The hierarchy of effects approach can be seen in my recent purchase of a new smartphone. First, I became aware of the brand through ads (awareness), which piqued my interest. I then researched its features and read reviews, leading to a favorable evaluation (cognition). After considering its benefits, I developed a preference for this smartphone over others (affect). Finally, I made the purchase decision based on my positive feelings and research, culminating in the action of buying it. This process highlights how emotions and cognitive evaluations influence my purchasing behavior. 7. *[LO4] What are the components of the attitude-toward-the-object model? What are the components of the theory of reasoned action? Answer: There are three components in the attitude-toward-the-object model. These include beliefs about relevant attributes, the strength of the beliefs that a focal product possesses these attributes, and evaluation of the attributes in question. The theory of reasoned action includes attitudes toward performing some behaviour and subjective norms. 8. [LO4] How does the theory of reasoned action approach differ from the attitude-toward-the-object approach? Answer: There are several ways in which these approaches differ. The theory of reasoned action focuses on behavioural intentions and attitudes toward behaviours. The attitude-toward-the behaviour approach includes beliefs about the consequences of performing a behaviour as well as feelings about the consequences. It also includes normative pressures from others. 9. [LO4] Think of a recent high-involvement purchase that you have made such as buying a car, buying a television, or selecting an apartment. How did the attitude-toward-the-object model apply? Answer: Responses to this question will vary. It should not be difficult for students to come up with ways to apply the attitude-toward-the-object approach to their daily lives. The examples provided in the question (cars, television, apartments) apply very well to this approach. The important issue here is to ensure that students can list relevant attributes, discuss how they believe each alternative rates on the attributes of the product, and provide their overall evaluation of the attributes. Of course, it is also important to ensure that students can combine all of this information according to the model when arriving at an overall attitude score. In my recent high-involvement purchase of a television, the attitude-toward-the-object model was very relevant. I assessed various attributes, such as picture quality, size, and brand reputation, weighing their importance based on my needs. Positive experiences and reviews reinforced my favorable attitude toward a specific model. Additionally, emotional factors, like the excitement of upgrading my entertainment setup, further influenced my overall evaluation. Ultimately, this comprehensive assessment led to a confident decision to purchase that particular television. 10. [LO5] What are the major attitude change theories? Answer: Marketers can focus on the various elements of the ATO approach (relevant attributes, strength of beliefs, evaluation of attributes) when attempting to change consumer attitudes toward their products. By focusing on the environment and the “service scape,” managers can attempt to change behaviours through the behavioural influence approach. The schema-based affect approach suggests that managers can attempt to add a positive affect to the product schemas that consumers hold about products and product categories. The elaboration likelihood model suggests that attitude change will occur either through a central or peripheral route depending on the consumer’s attention, comprehension, and involvement. The balance theory approach suggests that marketers should pay close attention to how well celebrity endorsers are liked by their target markets. The social judgment theory approach suggests that managers should have knowledge of how consumers feel about their products when they develop marketing messages. To persuade consumers, messages should fall within the latitude of acceptance and avoid the latitude of rejection. 11. [LO5] In what ways do you think the elaboration likelihood model applies to a recent ad that you have seen? If you are highly involved with a particular product, do you care about the expertise of who is delivering a message? Would you have the same attitude if you are not involved with the product? What elements of the message are most persuasive then? Answer: Student responses to this question will vary. Just because consumers are highly involved does not mean that they do not care about the expertise of the person delivering a message. Rather, they are more likely to be impacted by the message itself. If they are not involved with the product, however, they are more likely to pay attention to the expertise of the person delivering the message. They are also more likely to be impacted by other peripheral cues that are presented. The focus of this question is to prompt students to think about the differences between central and peripheral routes to persuasion and how these routes are present in their daily lives. The elaboration likelihood model applies to a recent ad I saw for a premium laptop. Because I am highly involved with technology, I scrutinized the ad's details, focusing on expert endorsements and technical specifications. The expertise of the spokesperson mattered significantly, as I trust credible figures to provide valuable insights. If I were less involved, however, I might rely more on peripheral cues, like catchy visuals or emotional appeals, rather than the depth of the information presented. In that case, simple, attention-grabbing elements would be more persuasive than detailed expertise. 12. [LO6] Summarize the major types of message appeals and source effects. Describe products that are often advertised using the various message appeals. Answer: Message appeals include sex appeals, fear appeals, and humour appeals. Intimate apparel is often promoted with a degree of sex appeal. Promoting the idea of “Don’t Drink and Drive” often follows fear appeals. Humour appeals are used when promoting all types of products and services. In fact, humour appeals are often used to increase the involvement of consumers with otherwise mundane products. Many examples may apply here. Source effects include issues such as credibility, attractiveness, likeability, and source meaningfulness. 13. *[LO6] Q-score ratings are used to describe the favourableness of celebrity endorsers. Who are your favourite celebrities? What products do you think they would be most effective in endorsing? What source characteristics do they possess? Answer: Student responses will vary. Athletes are commonly thought of when determining favourite celebrities, and they often promote sports-related products. Actors are also commonly cited, and they promote all types of products. The focus here is to prompt students to focus on source meaningfulness. Some of my favorite celebrities include Emma Watson, Ryan Reynolds, and Dwayne "The Rock" Johnson. Emma Watson would be effective in endorsing eco-friendly fashion brands due to her advocacy for sustainability and her image as a socially conscious role model. Ryan Reynolds, with his humor and charm, would excel in promoting lifestyle products, such as beverages or tech gadgets, appealing to a broad audience. Dwayne Johnson's athleticism and motivational persona make him ideal for endorsing fitness-related products, like supplements or activewear. Each of these celebrities possesses strong source characteristics, such as credibility, attractiveness, and likability, which enhance their effectiveness as endorsers. INTERACTIVE/APPLICATION EXERCISES 14. During an evening of television viewing, write down all of the advertisements you see. Which ones did you like? Which ones did you dislike? Does your attitude toward the advertisements affect your attitudes toward the products being advertised? Answer: Student responses to this question will vary greatly, and there are many things that can be assessed here. Why did the student like or dislike a certain commercial? Also, this is a good way to consider the attitude-toward-the-object/attitude-toward-the-advertisement relationship. Students are likely to report that these two issues are not strongly related. However, some students may report that their attitudes about advertisements do influence how they feel about products. During my evening of television viewing, I noted several advertisements, including a funny car commercial, a serious health insurance ad, and a vibrant food delivery service promo. I particularly liked the car commercial for its humor and engaging storyline, while I disliked the health insurance ad due to its overly somber tone. My positive attitude toward the car ad enhanced my perception of the brand, making me more likely to consider it in the future. Conversely, the negative impression from the health insurance ad did not inspire trust or interest in the product. Overall, my attitudes toward the advertisements definitely influenced my feelings about the products being promoted. 15. On another occasion, make a record of all of the advertisements that you see when watching television, but this time note how many ads can be classified as fear appeals, sex appeals, or humour appeals. Of these ads that you have classified, which ones do you think are most persuasive? Why? Answer: What is being assessed here is how much impact students think can be found in the various message appeals. Responses will vary. This activity can lead to some very good classroom discussion. While watching television, I recorded several advertisements and classified them into fear appeals, sex appeals, and humor appeals. I noticed that about 4 ads were fear-based, 3 used sex appeals, and 5 relied on humor. The humor appeals were the most persuasive for me, as they created a positive emotional response and made the brands more memorable. In contrast, while fear appeals can be effective in drawing attention, they often left me feeling anxious rather than motivated to take action. Overall, humor tends to foster a stronger connection with the audience, making it a powerful persuasive tool. 16. While visiting one of your favourite social networking sites (like Facebook, for example), keep a log of the number of products that you see being discussed. In what ways do these discussions influence you? Answer: Student responses will vary. The point of this question is to get students thinking about how their attitudes are influenced by social networking sites. While browsing my favorite social networking site, I logged several products being discussed, including skincare items, fitness gear, and tech gadgets. These discussions often influence me by providing real user experiences and recommendations, which make me feel more informed about potential purchases. I find that positive reviews from friends or influencers can significantly sway my interest in a product, while negative feedback often deters me. Additionally, the sense of community and shared opinions can enhance my trust in a brand, making me more likely to engage with or buy the products being discussed. Overall, social media discussions play a vital role in shaping my consumer behavior and preferences. 17. *Consider all of the Facebook groups that you belong to, or the tweets that you follow on Twitter. How do/does this behaviour(s) say anything about your attitudes toward brands or products? Answer: Responses will once again vary. Students join groups and follow tweets of people/brands/products that they like, or dislike. The Facebook groups I belong to and the tweets I follow reflect my positive attitudes toward specific brands and products that align with my interests, such as fitness, travel, and sustainable living. By engaging with these communities, I demonstrate a preference for brands that resonate with my values and lifestyle choices. This behavior indicates a desire for connection and shared experiences with others who appreciate similar products. Additionally, participating in these discussions reinforces my loyalty and keeps me informed about new offerings or promotions, further solidifying my favorable attitudes toward those brands. Overall, my social media engagements reveal my brand preferences and highlight the importance of community in shaping consumer attitudes. 18. Perform an Internet search of one of your favourite celebrities. Focus on finding the number of products that he or she endorses. Do you think that these endorsements make sense? What makes you think that your celebrity would be a good endorser for these items? Answer: This activity focuses on source meaningfulness and assesses the degree to which students understand this important concept. Do the endorsements simply “make sense,” and why? I searched for Ryan Reynolds and found that he endorses several products, including Aviation Gin, Mint Mobile, and a variety of lifestyle brands. These endorsements make sense because he embodies a relatable, humorous persona that resonates with a wide audience, making him an effective spokesperson. His charm and authenticity create a strong connection with consumers, which enhances brand credibility. Additionally, his involvement in industries like spirits and telecommunications aligns well with his public image as both fun and approachable. Overall, Ryan's endorsements reflect a strategic fit between his personality and the products he promotes. 19. Do a Google search on a product that you really like (e.g., an automobile). How many hits do you find? How many of these hits would you actually read? How many of them would impact your attitudes? Why? Answer: Student responses will vary. There are two reasons for this question. One, the question allows students to clearly see how much information is available on products that they may not consider. Also, it helps students to rationalize the types of websites that they consider to be credible and not credible (or, biased and unbiased). I searched for the Tesla Model 3 and found over 1.5 million hits. Out of these, I would likely read around 10 to 15 articles, focusing on reviews, comparisons, and user experiences. The articles from reputable automotive sites and consumer reviews would most impact my attitudes, as they provide in-depth analysis and firsthand accounts. I tend to trust detailed evaluations and expert opinions, which help shape my perception of the product's value and reliability. Overall, quality content rather than quantity influences my attitudes toward the Tesla Model 3. 20. Find a website that promotes one of your favourite products or hobbies. In what way does the content of the website influence your attitude toward the product? Does your attitude toward the website influence your attitude toward the brand? Answer: Many different hobbies will likely be reported. Do “cool” websites influence how students feel about the products being advertised? In some cases, they might. In other cases, they won’t. It would be nice to compare responses across different hobbies and see how these relationships work. Perhaps snowboarding websites greatly influence product attitudes, while cooking websites do not. There are many comparisons that can be made with this activity. 21. Develop a survey that follows the ATO approach to attitudes. Focus on fellow students’ attitudes toward three popular restaurants in your town. Distribute the survey to a group of friends. What are your findings? Does the model accurately reflect their attitudes toward the restaurants? Answer: This activity not only provides students with experience in using the ATO approach, but it also allows students to see how the approach is used by others. Students can also comment on the validity of the approach by assessing how well the model predicts overall attitudes toward the restaurants. Survey Findings After distributing the survey to friends about their attitudes toward three local restaurants, the results showed distinct trends: • Restaurant A received high ratings for taste and atmosphere, indicating strong positive attitudes among respondents. • Restaurant B had mixed reviews, particularly lower scores for service quality, reflecting ambivalence and dissatisfaction. • Restaurant C was praised for its value for money but received lower ratings for overall experience, suggesting it appeals more to budget-conscious diners. Overall, the ATO model accurately captures these attitudes, as higher ratings in key attributes correspond to more favorable overall evaluations. Negative experiences in service at Restaurant B clearly impacted perceptions, demonstrating the importance of individual attributes in shaping consumer attitudes toward these restaurants. GROUP ACTIVITY *Based on the opening vignette of the chapter, conduct a discussion about attitudes toward brands. In the opening story, Keiton purchased an Apple iPad. This is a discussion that tends to appeal to both sexes in the class. Visit www.google.com and copy the images of the top ten brands. (I’ve used Sean John, GE, my university logo, Baskin Robbins, KFC, McDonald’s, Tony the Tiger, Betty Crocker, Marlboro, and the Pillsbury Doughboy). Put the images on a PowerPoint slide show, and project them to the class. This activity can also be completed on a sheet of paper. See how many students can name all ten of the top brands. The first student to name all ten correctly can be awarded extra credit points for participation or on an exam. This activity can then prompt a discussion about how we shape attitudes and the role that marketers play. You can refer back to Keiton and his iPad. Why did he buy it? Did his parents own iPads? Did he do research about it? Did he get advice from family and friends? Answer: In our discussion about attitudes toward brands, we explored why Keiton chose to purchase an Apple iPad. His decision likely stemmed from positive perceptions of the Apple brand, influenced by its reputation for quality and innovation. He may have conducted research, comparing features and prices, and sought advice from family and friends who owned iPads, reinforcing his favorable attitude. This highlights how marketers shape consumer attitudes through brand image and social influence. As we named the top ten brands displayed, it became clear that familiarity and positive associations play a crucial role in shaping our purchasing decisions. CHAPTER VIDEO CASE To view the video case Targeting and Positioning at Numi Tea, go to the CB companion website www.icancb.com to select this video. Numi Tea founders, siblings Ahmed and Reem Rahim, immigrated to the United States when they were young children and grew up in Cleveland, Ohio. Reem became a biomedical engineer, and Ahmed travelled the world as a photographer, settling for a time in Prague where he opened two teashops. In 1999, the two reconnected in Oakland, California, and started Numi Tea in Reem’s apartment. In recent years, demand for organic and ethically produced products has exploded. At the same time, economic influences have driven affluent and natural foods consumers to large discounters, grocery chains, warehouse clubs, and online shops. “In the positioning of our brand we wanted to target a certain type of customer base, from natural health food stores to fine dining and hotels, to universities and coffee shops,” says Ahmed, Numi’s CEO. “But what I’ve been most surprised about in our growth is the mass market consumer.” According to Jennifer Mullin, vice president of marketing for Numi, the average Numi consumer is college educated, female, and buys two to three boxes of tea per month—usually green tea. She also buys organic products whenever possible. Until Mullin joined the team, Numi had assumed its customers fit the same profile as its young staff. Mullin’s findings proved that the company needed to put additional energy toward older customers and moms as well as its target college market. To reach younger consumers, Numi boosts product awareness on college campuses, where people are more inclined to be interested in issues of sustainability, fair trade, and organics. The big hurdle there is price. Because Numi teas are a premium product, they have a higher price point than conventionally produced teas. And since college students have limited cash, Numi determined that it could access college customers best by getting university food service departments to serve tea as part of prepaid meal plans. The strategy has been a success. Not only do these food service contracts represent huge accounts for Numi, but they also encourage trial by students. Sampling is Numi’s most successful marketing activity for attracting new users, and now students can drink Numi teas essentially for free. For many organics consumers, the most compelling reason for drinking Numi tea is its health benefits. But while Numi is organic, the company rarely advertises this aspect of its business. Some analysts feel that if “organic” and “natural” become mere marketing buzzwords, a lack of trust may arise among consumers, as some products will inevitably fail to live up to marketers’ claims. With this in mind, Numi believes it is best to educate consumers about the product. “We have an in-house PR team that works with editors of women’s magazines to educate consumers on tea and make sure they understand the healthy properties of tea,” says Jennifer. The team always follows up by sampling at Whole Foods stores, or at events targeted toward environmentally conscious customers. While Numi is still fairly new, the company is expanding rapidly in the U.S. and enjoying success overseas as well. Whatever the marketing and PR teams do to promote the tea products—store sampling, environmental events, or partnerships with like-minded companies such as Clif Bar—they always keep an eye on the demographic and psychographic profiles of their consumers. Ask your students: 1. Which of the four common bases for segmenting consumer markets does Numi use to divide up the overall market for tea products? Answer: Many marketers use a combination of the four bases for segmenting markets. In the video, Numi is shown to segment the market using the following approaches: demographic segmentation, including age (Generation X), gender (female), education (college educated), family life cycle (moms); psychographic segmentation, including principle-motivated altruists (eco-mom movement, green consumers, and cause-driven consumers); and product-related segmentation (tea drinkers, and healthful benefits of herbal tea). 2. Would you classify Numi Tea’s marketing strategy as “concentrated”? If so, what are the pluses and minuses of using such a strategy in today’s market? Answer: Numi uses a concentrated marketing strategy. The company offers premium organic tea products to a single market segment: tea lovers. The primary advantage of a concentrated marketing strategy is that a small or highly specialized company can successfully satisfy a niche and expect very little competition from larger companies. The disadvantage of a concentrated marketing strategy is that companies using this approach suffer deeply if other small or specialized competitors enter the market and appeal successfully to the same niche. 3. How does Numi position its tea products against those of its competitors? Answer: Numi is a premium organic fair-traded tea made of organic leaves and high-quality ingredients. It is a high price, high-quality tea product—not a commodity tea like other teas. Numi teas are sold primarily through fine dining establishments, luxury hotels, natural foods stores, and other premium accounts. PART 2 VIDEO CASE To view the Part 2 video case, go to the CB companion website www.icancb.com to select this video. Shopping for a New Apartment Time: This video is between 5 and 7 minutes long. Concepts Illustrated in the Video • Consumer perception process • Comprehension • Message source • Expectations • Consumer motivations • Consumer involvement • Personality • Self-concept • Attitudes Synopsis Jim works in the finance industry and is getting ready to start school full-time. He’s working with Linda, a real estate agent and broker, to find a new apartment. He has a variety of lifestyle needs in selecting the right apartment such as location to the library, bus line, work, and most importantly aesthetics is a major concern. After some time, Linda and Jim struggle to agree on what is the right fit for Jim. Jim finally admits that he wasn’t upfront about his situation and his company is paying for his living expenses while he goes back to school. Finally, Linda gets Jim to agree to view the smaller studio apartment. After some deliberation, Jim agrees to move forward with the smaller apartment. Linda points out that her role in this negotiation is to figure out unrealistic expectations from her clients. However, after 30 years in the business, she always asks for the order! Teaching Objectives for the Video Case • Understand the concept of comprehension and the factors that influence what gets comprehended • Be able to apply the concept of a cognitive “schema,” including exemplars and prototypes, to understand how consumers react to new products • Understand consumer motivations • Have students explore why lifestyles and psychographics are important in the field of consumer behaviour • Understand the attitude toward object model Critical Thinking Questions—Suggested Answers 1. What were Jim’s motivations in the video? Answer: Jim’s motivations for a new apartment were based on his age, lifestyle, living within his means, outward appearances, and internal motivations. 2. Define perception. What were Jim’s perceptions about the one-bedroom apartment versus the studio apartment? Answer: Perception refers to a consumer’s awareness and interpretation of reality. In this case, perception simply doesn’t always match reality. Jim’s perception about the one bedroom was prestige and that he had made something of himself though all of his hard work. The perception of the studio apartment was he hadn’t made it yet and was settling after working for 10 years in the financial industry and possessing a good credit record while living within his means. 3. Using the general hierarchy of motivation (Maslow’s hierarchy of needs), where would Jim’s new apartment fall on the hierarchy? Explain. Answer: Jim’s new apartment goes beyond physiological, the basic needs for survival including shelter. In the video example, Jim is trying to meet his esteem needs. The esteem needs are classified as being recognized as a person of self-worth. Jim used words such as Hitachi flat screen TV, the leather furniture, and being able to entertain your friends in a nice place that cued the real estate agent as to his needs. 4. Based on Jim’s personality, describe his traits. Would you consider Jim to possess value consciousness, materialism, innovativeness, complaint proneness, and competitiveness? Explain your answer. Answer: Students’ answers will vary depending on how they perceive Jim. Some will see Jim as materialistic. The textbook describes these people who are highly materialistic as consumers who tend to be possessive, non-generous, and envious of others’ possessions. Other students will see that Jim was actually value conscious by the end of the video. The textbook describes these people as consumers who can expect to pay close attention to the resources that they devote to transactions and to the benefits that they receive. Based on Jim's personality, he likely exhibits traits such as value consciousness and innovativeness. He seems to prioritize getting the best value for his money, demonstrating a thoughtful approach to purchases rather than impulsive buying. Jim may not be highly materialistic, as he appears to focus on functionality and quality over brand prestige. His willingness to seek out new products suggests a degree of innovativeness. However, if he frequently expresses dissatisfaction with products or services, he could also display complaint proneness, while competitiveness would depend on whether he compares himself to others in terms of possessions or achievements. Chapter 8 Consumer Culture END OF CHAPTER MATERIAL CASE ANSWERS: T&T Supermarket 1. Culture gives meaning to objects and activities, such as food and cooking. How does T&T Supermarket give a different meaning to food and cooking, as compared to a more conventional Loblaw’s Superstore? Answer: For non-Asian Canadian consumers, T&T Supermarket offers the opportunity to experience a different culture’s foods and food-buying experience. Traditional supermarkets do not offer tanks full of live fish or the range of produce and spices on offer at T&T. Food is one of the defining elements of any culture, and providing a venue where consumers can immerse themselves in another culture’s food can open doors to another way of living. While buying groceries at the local Loblaw’s may be a mundane task to be dreaded, shopping at T&T Supermarket becomes an adventure in discovery. 2. Looking at the core societal values (CSVs) for Canada and China, how is T&T Supermarket’s market positioning tapping into differences between the two cultures? Answer: China scores far higher than Canada on Power Distance (+41), indicating a greater tolerance for hierarchy and power disparity at work, at home, and in society at large. This knowledge can be applied to marketing to Chinese-Canadian consumers by using an authority figure as a spokesperson, for example. A much lower Individualism score (–60) implies that Canadians value autonomy and individual rights far more than their Chinese counterparts. In marketing to non-Chinese Canadians, T&T could focus on the pleasure consumers will experience in trying new foods and styles of cooking, while Chinese Canadian consumers may respond better to an emphasis on providing delicious, traditional food for their family and friends. A higher Masculinity score for China (+14) indicates more emphasis on traditionally male attributes such as assertiveness and control, while somewhat lower Uncertainty Avoidance scores for China (–18) imply an openness to new experiences. Since neither country scores particularly high on UAI, the marketer can assume that consumers of both cultures may be willing to try something new, such as unfamiliar food (for non-Chinese Canadians), or a new way of buying it (for (Chinese customers). Finally, China scores much higher on Long-Term Orientation (+95) than does Canada, implying that Chinese consumers may seek to develop long-term relationships with the people they do business with, while Canadian consumers may be much more interested in immediate gratification (expecting to be able to buy what they want, and use credit if they do not have the cash on hand). 3. What role is enculturation and acculturation playing in T&T Supermarket’s success? Answer: By providing Asian-Canadians with the foods they have grown up with, T&T provides access to cultural elements these consumers know through enculturation into their native (Asian) culture. For Canadian consumers, the opportunity to experience the foods of another culture provides a degree of acculturation into a culture other than their own. While T&T anticipated that most of its clients would be Asian, seeking out foods to which they had been introduced through enculturation, acculturation in fact played a role as well, attracting non-Asian Canadian consumers eager to sample a different culture’s cooking. 4. How does a business like T&T Supermarket affect acculturation? Does it help Canadians learn more about Asian culture? Does it inhibit Asian immigrants learning about Canadian culture? Answer: To the extent that food is an important cultural element, a store such as T&T does help Canadians to learn about Asian culture by sampling its food. Assuming the stores are staffed to a significant degree by Asian-Canadians, non-Asian Canadian consumers will learn even more about Asian culture through exposure to these employees. On the other hand, by providing a shopping environment that offers both goods and services familiar to Asian immigrants from their home cultures, a store such as T&T Supermarket may inhibit their acculturation to Canadian culture. 5. Which of the quartet of institutions influence consumers’ choice of grocery store? What impact do Canadian media have on consumers’ food preferences? Answer: While all four institutions have some influence on consumer choices, family and media are likely to have the strongest influence on supermarket selection. Word of mouth is increasingly important to consumers, and more so in tightly knit communities such as immigrant enclaves like Chinatown in Toronto. To the extent that church and school offer an opportunity to meet with others, they, too, can have an influence, but recommendations from family will carry considerable weight. Canada has a number of print and broadcast media serving the Chinese community specifically, and these would also influence the selection of a supermarket—both through paid advertising and non-paid public relations. Finally, mainstream Canadian media also have an impact. Many newspapers, television programs, and online media showcase food, including offerings from other cultures that their audiences may find interesting. These can lead to greater experimentation and diversification of Canadian tastes. REVIEW QUESTIONS (*) Indicates material on prep cards. 1. [LO1] Define culture from a consumer behaviour viewpoint. Answer: Consumer culture can be thought of as commonly held societal beliefs that define what is socially gratifying. Culture shapes value by framing everyday life in terms of these commonly held beliefs. 2. [LO1] Culture affects the value of consumer behaviours. Consider the differences in Canadian consumers versus Chinese consumers. Contrast the value that consumers in these countries might typically desire in the following products: • Automobiles • Rolex watch • Notebook computer • Ruth’s Chris Steak House • BlackBerry Torch mobile device Answer: There are no right or wrong answers to these examples. The focus of this question is to prompt students to think about different cultures and how those cultures might use products similarly or differently than the students. It’s good if students think in terms of whether the primary motivation is utilitarian or hedonic value. Later in the chapter, these can be revisited in terms of CSVs. The following are some example responses. Product Canada China Automobiles Expression of individual; provides hedonic value through experience and status. Way to gain acceptance from others and provide transportation for friends/family; can be status symbol as well; utilitarian value emphasized. Rolex Expression of individual status and achievement; hedonic value emphasized. Expression of status within group; hedonic value (more intricate point is that it provides utilitarian value as a way of gaining recognition). Notebook computer Primarily a tool for work; utilitarian value emphasized. Can be used for work, but also as an important mechanism for communicating with others; can also provide status; utilitarian value emphasized. Ruth’s Chris Steak House Pleasant and intimate dining experience; hedonic value emphasized. True luxury product, but perhaps also a tool for building business relationships, particularly with Westerners; in the latter case, utilitarian value emphasized. BlackBerry Torch mobile device Tool for work and communication; leans toward more utilitarian value. Tool for staying in contact with one’s primary groups. Leans toward utilitarian value but slightly more hedonic value. 3. *[LO1] In what three ways does culture shape value for consumers? Answer: 1) Gives meaning to objects; 2) Gives meaning to activities; 3) Facilitates communication. 4. [LO1] Define cultural norms and cultural sanctions. Suppose a Canadian student is invited to study in South Korea. How might norms and sanctions help the student understand how to behave in common consumer situations, such as in a restaurant or on a break from studies? Answer: Norms are rules that specify appropriate behaviour in situations, and sanctions are penalties for not conforming to those norms. The consumer will receive gratifying responses when behaviour is consistent with the norms and perhaps strange looks, silence, comments, or even a direct acknowledgement of an offence when behaviour goes against the norms. Thus, by reward or by punishment, the consumer will learn. 5. [LO1] Define role expectations. How does pop culture influence role expectations? Answer: Role expectations are the specific expectations that are associated with each type of person within a culture or society. Pop culture sends signals about the way people of certain types should behave. A “cool kid” may be expected to behave in the same manner of a pop celebrity or face sanctions from his or her so-called “cool” friends. 6. *[LO2] List and briefly describe each of the five dimensions of CSVs. Answer: The five dimensions are as follows: • Power distance—Degree to which social classes are distinct and norms of behaviour are assigned based on class. Acceptance of hierarchy in the workplace. Respect for authority. • Individualism—Extent to which individual consumers are expected to take care of (and achieve for) themselves and their immediate family. Values self-reliance, personal achievement, individual initiative rather than the collective good. • Masculinity—Extent to which consumers in this society display traits associated with males, such as assertiveness or aggressiveness. • Uncertainty avoidance—Extent to which consumers avoid things that are ambiguous or unknown; alternatively, the extent to which consumers like to know or be provided with information that spells out exactly how a person should act in a situation. • Long-term orientation—Prioritization of future rewards over present gains. 7. [LO2] Using the Hofstede website discussed in the chapter, compute the cultural distance between Canada and Mexico. Then compute the cultural distance between Canada and Ireland. (Note: Mexico is rated on only four dimensions, so there is no LTO score.) Answer: Canada and Mexico = 76 (calculated on 4 dimensions only). (Scores for Mexico = 81, 30, 69, 82 for pd, indv, mas, and ua.) Canada and Ireland = 31. (Scores for Ireland = 28, 70, 68, 35, 43 for pd, indv, mas, ua, lto.) This activity makes the point that, although Ireland may be farther from Canada than Mexico (by some 2,000 km), it is closer in terms of the cultural distance. The calculation is illustrated in Exhibit 8.5. 8. [LO2] Assuming a Canadian retailer is considering opening an electronics store, would you recommend Mexico or Ireland as a more attractive foreign market? Answer: As long as the cost of transportation is not radically less to Mexico than to Ireland, Ireland appears the better market for a successful Canadian retailer based on the CSV proximity. 9. [LO3] What does the term “consumer socialization” mean? In what ways do consumers become socialized to behaviour in a given culture? Answer: Consumer socialization refers to consumers learning through observation and the active processing of information about lived, everyday experience. The two ways that consumers become socialized are through enculturation, which is learning a native culture, and through acculturation, which is learning a new culture. 10. [LO3] Describe the socialization processes that have shaped your current food preferences as a consumer. Answer: This discussion question has no right or wrong answers. Students may talk about how the diet to which they were enculturated as children has changed as they became acculturated to new experiences when they went off to college. My current food preferences have been shaped by several socialization processes, including family influence, cultural background, and peer interactions. Growing up, family meals emphasized the importance of home-cooked dishes, instilling a preference for fresh, homemade food. Cultural traditions also introduced me to diverse cuisines, broadening my palate and appreciation for different flavors. As I interacted with peers, their preferences and dining habits further influenced my choices, encouraging me to try new restaurants and foods. Additionally, social media trends have exposed me to various food trends, shaping my preferences and dietary interests even further. 11. [LO4] What are the basic elements of nonverbal communication? Answer: The basic elements are as follows: • Time • Mannerisms/body language • Space • Etiquette/manners • Agreement • Relationships • Symbols 12. [LO4] For the following societies, do you believe that verbal or nonverbal communication is more important? Answer: This activity allows students to examine whether a culture is a high- or low context culture. The chapter mentions Asian cultures as high context, while cultures such as Germany and Scandinavia are considered to be low context. • Hawaiian culture—Hawaii leans toward a high-context culture, so nonverbal communication may be slightly more important (due to the Asian influence). • Canada—Canada is a low-context culture (Quebecois/French-Canadian may be a more high-context culture than the rest of Canada), so verbal communication is more important. • Indonesia—Indonesia is a high-context culture, so nonverbal communication is key. • Australia—Australia is a relatively low-context culture, so verbal communication is key. • Mexico—Mexico is a high-context culture, so nonverbal communication is important. • Nigeria—Nigeria is a high-context culture, so nonverbal communication is important. 13. *[LO5] What is meant by glocalization? Answer: Glocalization represents the idea that marketing strategy may be global, but the implementation of that strategy at the marketing tactics level should be local. 14. [LO5] What countries are involved in the BRIC report? Answer: The countries include: • Brazil • Russia • India • China INTERACTIVE/APPLICATION EXERCISES 15. *Design an advertisement that intends to communicate the benefits of a facial cream to family skin care for each of the following consumer markets. Consider the relative role of verbal and nonverbal communication in doing so. • Germany • Egypt • Japan • Israel • New Zealand Answer: In this activity, look for students to rely more on printed copy in the countries that place high importance on verbal communication and to place more emphasis on nonverbal elements in other cultures. Therefore, for Germany, Israel, and New Zealand, verbal elements should perhaps be emphasized highly relative to the other cultures. Advertisement Design for Family Skin Care Facial Cream 1. Germany: Emphasize "Naturally Derived Ingredients" with clean, minimalist visuals in calm colors to convey reliability and quality. 2. Egypt: Highlight "Hydration in Extreme Climates" using vibrant imagery and warm colors to appeal to local skincare needs. 3. Japan: Stress "Advanced Technology" paired with elegant visuals and subtle floral motifs, reflecting tradition and innovation. 4. Israel: Use dynamic images of active families, focusing on "Daily Defense Against Urban Pollution" with bright colors for energy. 5. New Zealand: Promote "Eco-Friendly Ingredients" with scenic natural backgrounds and earthy tones to resonate with environmental values. 16. [ETHICS] Use the Internet to find the consumer corruption indices for various nations (see www.transparency.org). Why do these values differ so greatly from nation to nation? How would this factor into the idea of cultural distance? Do you believe it would be ethical to do business in one of the more traditionally corrupt nations, such as Russia or Nigeria? Answer: This question should generate discussion. Relate the corruption scores to the value profiles for each nation. The question of ethics is a tricky one. If doing business there would require employees to be unethical or participate in unethical actions, then the case can be made that a company should not do business there so employees would not become acculturated to unethical business practices. However, if business can be conducted without compromising the values held by the company within its home country, then the case can be made that doing business in unethical places is justified. Consumer corruption indices vary significantly among nations due to factors like governance, economic stability, cultural norms, and legal frameworks. Countries with strong institutions and transparent governance tend to have lower corruption levels, fostering trust in business practices. Conversely, nations with weak legal systems, political instability, or cultural acceptance of corrupt behaviors often experience higher corruption indices. Societal attitudes toward ethics and accountability also play a crucial role, influencing consumer expectations and corporate behaviors. These disparities highlight the complex interplay between culture, politics, and economics in shaping consumer environments across different countries. 17. *Interview a fellow student who is from a culture other than your own. How does this student view the dimensions of CSV (individualism, masculinity, power distance, uncertainty avoidance, long-term orientation)? How have these dimensions affected the student’s behaviour since arriving in your country? Were you aware of the importance of these dimensions in the student’s life? What major cultural differences has the student noticed since arriving in your country? Answer: This question should generate discussion about the dimensions of CSVs as well as key terms such as socialization, modelling, acculturation, and the quartet of institutions. During my interview with a fellow student from a collectivist culture, they emphasized the importance of community over individualism, noting that relationships play a significant role in their decision-making. They mentioned experiencing a lower power distance in our country, which encouraged more open communication with professors. The student expressed discomfort with uncertainty avoidance, as they found the more casual approach to schedules and plans challenging. They were surprised by the emphasis on long-term orientation, noting a difference in how goals are approached. Overall, they observed major cultural differences in social interactions and expectations, highlighting how these dimensions have shaped their behavior since arriving here. 18. View a popular foreign movie. What consumer behaviour differences do you observe in the culture that you are witnessing? Do you observe differences between your culture and the culture in the movie in terms of nonverbal communication? Sex roles? Individual or collective attitudes? Answer: This question has similar aims to Question 16. The values depicted in the movie can perhaps be contrasted with those of the native culture. In the popular foreign movie I watched, I observed notable consumer behavior differences, particularly in how individuals prioritize community-oriented purchases over personal preferences. The characters frequently engaged in collective shopping experiences, reflecting a cultural emphasis on family and social ties. Nonverbal communication also varied; gestures and expressions conveyed deeper meanings and emotions than in my culture, often emphasizing respect and hierarchy. Additionally, traditional sex roles were more pronounced, with distinct expectations for men and women in consumer decisions. Overall, these cultural nuances highlighted a collective mindset, contrasting with the more individualistic attitudes prevalent in my own culture. GROUP ACTIVITY Ask someone from the international department at your university to visit your classroom, or have an international student pay a visit so that students can experience consumer culture. Have the student or representative discuss Exhibit 8.1 on culture, meaning, and value. This activity allows students to understand the impact of marketing in cultures around the world. This activity could end up as a panel discussion if two or more students hail from other countries. Students could prepare questions about food, colours, customs, and etiquette to learn directly from the international students on campus. This activity helps break down any barriers that some students feel because many are unsure of how to approach each other. This activity tends to give introverted students a chance to engage with other talkative students. If you have a large classroom, this activity can be completed as a homework assignment and then experienced as an in-class discussion if time permits. CHAPTER VIDEO CASE To view the video case Method-Global Beginnings, go to the CB companion website www.icancb.com to select this video. In the 21st century, startups can become global businesses much faster than in any time in history. So, while new companies are forging their way domestically, they may also experience an added layer of challenges from trying to enter global markets at the same time. In this final video segment on method, founder Eric Ryan and CEO Alastair Dorward describe their company’s perspective on global expansion and which foreign markets represent good opportunities for method. Ask your students: 1. Is Method a multinational company? Explain. Answer: With strategic partners in the UK and Canada, Method is indeed an international company, in stage one of becoming a multinational company (that is, Method operates in the U.S. and sells into Canada and the UK). 2. Which environmental factors facing all global marketers is Method confronting as it begins to expand into foreign markets? Answer: Technological development in the UK in its attempts to have its products bottled there. The economic development, culture, and demography of some international markets make it less feasible to consider marketing its products there. 3. Outline Method’s global marketing mix. Answer: By beginning its global marketing in Canada and the UK, Method did not face a language barrier or much of a cultural barrier, so their product, place, and promotion mix are similar to that in the U.S. and, to be cost-effective to do business with the UK and Canada, price points must be acceptable to both parties. 4. What is innovative about how Method envisions moving into foreign markets? Would Method’s strategy for global expansion work for other companies or industries? Which ones? Explain. Answer: Method intends to target multinational retailers, not necessarily countries, as global partners. A multinational retail store, such as Carrefour, with stores in 20 countries, can provide Method with a ready-made distribution system for their product. And, as a unique product, Method does not need to be in every retailer’s store, giving a competitive advantage to the retailers the company chooses. Solution Manual for CB Consumer Behaviour Barry J. Babin, Eric Harris, Kyle B. Murray 9780176555283
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