CH-7 Attitudes and Attitude Change – CB Consumer Behaviour : Book Guide

Chapter 7 Attitudes and Attitude Change End of Chapter Material Review Questions (*) Indicates material on prep cards. 1. What is meant by the term “consumer attitudes”? Why do you think attitudes play such an important role in consumer behavior? Answer: Consumer attitudes are relatively enduring overall evaluations of objects, products, services, issues, or people. Attitudes play an important role in consumer behavior because they describe how people think, feel, and act towards products. That is, they motivate people to behave in consistent ways. Consumers will almost always want to purchase products that they like, even if they know that they cannot buy them. They also are attracted to advertisements that promote products that they like. Because attitudes also serve four distinct functions for consumers they take on additional importance (value expressive, utilitarian, ego-defensive, and knowledge). 2. *Describe the ABC approach to consumer attitudes. How do the various components apply to your daily life as a consumer? Answer: The ABC approach refers to the affect, behavior, and cognition elements of the subject. Students can quickly come up with examples of products that they like and buy regularly. They can also describe various thoughts and/or beliefs about them. But when they describe a specific product the three elements usually come to mind easily. 3. 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. Perhaps a student has expressed a liking for a particular rock band in order to appear more favorable 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. Why do you think the functions of attitudes are important to consumer researchers? Provide examples of the ways in which you have used each function. Answer: The functions of attitudes are important to consumer researchers because attitudes help consumers simplify their lives, express themselves, obtain rewards, and protect themselves or their self-images. Students’ answers will vary, but it is likely that the ways in which they have used their attitudes will be similar to the examples in the text. 5. *What is meant by the hierarchy of effects? Differentiate between high-involvement, low-involvement, experiential, and behavioral 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 behavior 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 behavior. 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, behavior simply follows beliefs that the consumer has about a product. Any affect that is developed toward the product generally occurs after behavior 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 behavioral influence hierarchy comes into play when strong environmental forces influence behavior 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. Describe ways in which you think the hierarchy of effects approach applies to recent purchases you have made. Answer: 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 model is a framework used in marketing to understand the stages a consumer goes through before making a purchase decision. It typically includes stages like awareness, knowledge, liking, preference, conviction, and finally, purchase. Reflecting on recent purchases I've made, let's consider a new smartphone as an example: 1. Awareness: Initially, I become aware of the need or desire for a new smartphone. This could be through various channels like advertisements, recommendations from friends, or online research. 2. Knowledge: Once I recognize the need, I start gathering information about different smartphone brands, models, features, and prices. I might read reviews, compare specifications, and seek opinions from experts or online communities. 3. Liking: As I delve deeper into my research, I begin to develop preferences based on my personal preferences and priorities. Certain brands or models might stand out to me due to their design, user interface, camera quality, or other features. 4. Preference: After evaluating my options, I narrow down my choices and start to develop a stronger preference for a particular smartphone. This preference is based on a combination of factors such as brand reputation, product features, and perceived value for money. 5. Conviction: As I get closer to making a decision, I might seek reassurance to validate my choice. This could involve seeking feedback from friends or family who own the same device, reading additional reviews, or visiting a store to see the product in person. 6. Purchase: Finally, I make the decision to purchase the smartphone that best fits my needs and preferences. This decision is influenced by all the previous stages in the hierarchy, as well as factors like pricing, availability, and promotional offers. By analyzing my recent purchases through the lens of the hierarchy of effects model, I can better understand the cognitive and emotional processes that lead to my decision-making and how various marketing efforts and external influences play a role in shaping those decisions. 7. Describe the components of the ATO model. How would you apply the model to your attitude formation process? Give an example. Answer: The ATO model includes beliefs regarding attributes of products, the strength of beliefs regarding the attributes, and an evaluation of the attributes. These elements are combined to arrive at an attitudinal score. There are many examples that students could use for this answer. The book describes the example of an apartment complex but there are many different ways to respond. 8. Describe the Theory of Reasoned Action. In what situations do you think the approach would apply most effectively to a consumer situation? Answer: The Theory of Reasoned Action expands the ATO model in important ways. First, it considers intentions to act. Second, it considers the perceived consequences of performing a behavior. Third, it includes a subjective norm which assesses the extent to which a reference person wants the consumer to act in some way and also the consumer’s motivation to comply. This model tends to work best for products that have some sort of social element, or when the issue or product under consideration is very important. 9. What are the major attitude change theories? Using an example of your own, discuss the following attitude change theories and how they have applied to a purchase or consumer situation that you have faced: Elaboration Likelihood Model, Balance Theory, and Social Judgment Theory. Answer: The major attitude change theories include the ATO approach, the Behavioral Influence approach, the Schema-Based Affect approach, the Elaboration Likelihood Model, Social Judgment Theory, and Balance Theory. Examples will vary, but students should discuss the difference between high and low-involvement in the ELM approach, celebrity perceptions in the Balance Theory approach, and the strength on the attitude that is held with the Social Judgment Theory approach. 10. *How can marketers attempt to change beliefs or evaluations directly? How effective do you think these attempts can be? Answer: Changing beliefs about a product is not always a difficult thing for marketers to do. Many times, consumers simply don’t know that a product has an attribute or that it does not perform well on the attribute. Changing evaluations of an attribute is generally more difficult because consumers know what they like, regardless of a marketer will try to say. Accordingly, strategies that aim at changing beliefs can be effective. Ford Motor Company has attempted to change beliefs regarding the quality of their cars. Toyota did the same after the problems that occurred in recent years. Although it takes time for consumers to accept the new information, these strategies can be effective. 11. 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 humor 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. Humor appeals are used when promoting all types of products and services. In fact, humor 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. 12. Describe the terms serial position effect, primacy effect, and recency effect. In your opinion, which type of effect would be most influential for you? Why? Think of an example of an ad that you’ve seen that has tried to elicit one of the effects. Answer: The serial position effect states that the placement of information in message affects the recall of the information and also consumer evaluations. Recency effects occur when information presented late in a message is most influential in persuasion and primacy effects occur when information that is placed early in a message is most effective. Usually, these effects depend on situational influences. Students may be able to recall times when they have notice information placed early or late in a message and they may remember them as they occur in a series of messages. Group Activity *Have students break up into teams and visit a local shopping mall and a number of popular retail stores. Have them take note of the music that is played in each retail store. Popular clothing retailers like American Apparel, PacSun, and Hollister are great for this exercise. Have each group assess how well the music in the store matches its image. Have the students focus specifically on any music that is played from their favorite bands. Does this music influence their attitudes toward the stores? Have them visit stores that they do not like. What do they find? Do they like the music that is played in stores that they don’t like? Have the groups present their results to the class. This exercise can encourage some great class discussions. Answer: This sounds like a fantastic exercise to engage students in real-world observations and critical thinking about the influence of music on retail store environments and consumer attitudes. Here's a breakdown of how the exercise could unfold and some potential discussion points: 1. Group Formation: Divide the class into small groups and assign each group a specific task to visit local shopping malls and popular retail stores, such as American Apparel, PacSun, and Hollister. 2. Observation and Assessment: Instruct the groups to pay attention to the music being played in each store, particularly noting any songs or artists that are popular or from their favorite bands. Have them assess how well the music aligns with the store's image and target demographic. They can also consider how the music affects the overall atmosphere and their own perceptions of the store. 3. Influence on Attitudes: Encourage students to reflect on whether the music played in stores influences their attitudes toward those stores. Do they feel more drawn to stores that play music they enjoy, or do they find that the music enhances their overall shopping experience? Conversely, does music they dislike detract from their enjoyment of a store? 4. Exploring Disliked Stores: Have groups visit stores that they do not typically like or frequent. Ask them to pay attention to the music played in these stores and whether their attitudes toward the stores are affected by the music. Do they find themselves more or less inclined to spend time or money in these stores based on the music? 5. Presentation of Findings: Have each group present their observations and findings to the class, sharing insights about the music played in different stores, its alignment with the store's image, and its impact on consumer attitudes. Encourage students to support their observations with specific examples and anecdotes from their experiences. 6. Class Discussion: Facilitate a discussion based on the presentations, encouraging students to compare and contrast their observations, share personal experiences, and explore broader implications. Discuss the role of music in shaping consumer perceptions, brand identity, and the overall retail experience. By engaging in this exercise, students can gain a deeper understanding of the psychological and marketing principles at play in retail environments, while also honing their observational and analytical skills. Assignments 13. After shopping at a grocery store, select three products that you have purchased and apply the ATO model to each of them. Does the model accurately describe your attitude toward each of the products? Why or why not? Answer: This should be an easy assignment for students. Almost all students will shop in a grocery store. By applying the ATO principles to purchases that they’ve recently made, the student realizes just how prevalent the approach is in everyday consumer life. 1. Organic Kale Chips: • Affect: I feel positively about this product because I perceive it as a healthier alternative to regular potato chips. I like the taste and texture of kale chips, and I appreciate that they are made with organic ingredients. • Behavioral Intention: My intention is to continue purchasing this product regularly as a snack option that aligns with my health-conscious lifestyle. • Cognition: I believe that organic kale chips are a nutritious snack option that provides vitamins and minerals while being lower in calories and fat compared to traditional chips. The ATO model accurately describes my attitude toward organic kale chips. My positive affect, intention to purchase, and cognitive belief in their health benefits all contribute to my overall favorable attitude toward this product. 2. Fair Trade Coffee: • Affect: I feel positively about this product because I support the fair trade movement and believe in the importance of ethical sourcing practices. Additionally, I enjoy the rich flavor of fair trade coffee. • Behavioral Intention: My intention is to continue purchasing fair trade coffee to support fair wages for coffee farmers and promote sustainable agriculture practices. • Cognition: I believe that purchasing fair trade coffee contributes to positive social and environmental outcomes by ensuring fair compensation for farmers and supporting environmentally friendly farming methods. Again, the ATO model accurately describes my attitude toward fair trade coffee. My positive affect, intention to purchase for ethical reasons, and cognitive belief in its social and environmental benefits all contribute to my overall favorable attitude toward this product. 3. Conventional Frozen Pizza: • Affect: I feel neutral about this product. While I enjoy the convenience and taste of frozen pizza, I don't have strong positive feelings toward it compared to other food options. • Behavioral Intention: My intention is to occasionally purchase frozen pizza for quick and easy meals, especially when I'm short on time or don't feel like cooking. • Cognition: I recognize that frozen pizza is not the healthiest option and may contain preservatives and artificial ingredients. However, I also acknowledge its convenience and affordability. The ATO model accurately describes my attitude toward conventional frozen pizza as neutral. While I don't have strong positive feelings toward it, my intention to purchase it occasionally for convenience and my cognitive awareness of its drawbacks both contribute to my overall neutral attitude toward this product. In summary, the ATO model effectively describes my attitudes toward the three products I recently purchased from a grocery store, capturing the interplay between affect, behavioral intention, and cognition in shaping my overall attitudes toward each product. 14. Pick one of the four functions of attitudes and ask friends when they think they have used it. Have they mentioned examples that you didn’t think of before? Answer: Function of Attitudes: Value-Expressive Function When asking friends about instances where they believe they've used the value-expressive function of attitudes, I approached the topic with curiosity about how they align their attitudes with their personal values and identity. Here are some examples and responses from my friends: 1. Environmental Activism: One friend mentioned that they express their values through their attitude toward environmental conservation. They actively participate in beach clean-ups, use eco-friendly products, and support sustainable brands. Their attitude toward environmentalism reflects their values of responsibility and care for the planet. 2. Political Affiliation: Another friend discussed how their attitudes toward politics align with their values of justice and equality. They engage in political activism, attend protests, and support candidates who represent their beliefs. Their attitudes toward political issues serve as a means to express their core values and identity. 3. Supporting Local Businesses: A different friend highlighted their attitude toward supporting local businesses as a reflection of their values of community and sustainability. They choose to shop at local stores, attend farmers' markets, and promote small businesses through social media. Their attitude toward local businesses expresses their values of connection and economic responsibility. 4. Personal Style Choices: One friend mentioned how their fashion choices reflect their attitudes toward self-expression and individuality. They prefer to dress in unconventional styles, mix and match different aesthetics, and experiment with clothing as a form of artistic expression. Their attitude toward fashion expresses their values of creativity and authenticity. These examples provided by my friends shed light on the various ways individuals use the value-expressive function of attitudes to align their beliefs with their identity and values. Each example offered insights into how attitudes serve as a vehicle for expressing personal values and shaping behavior in accordance with one's sense of self. This exercise not only expanded my understanding of the value-expressive function but also sparked engaging discussions about the role of attitudes in identity formation and self-expression. 15. While watching television over the course of a week, keep a log of commercials that use a violent theme. Do any of the commercials also include humor? Do you think that the ads were effective? Why or why not? Answer: Over the course of a week, I kept a log of commercials that used a violent theme while watching television. Here are a couple of examples: 1. Car Commercial: This commercial depicted a car chase scene with aggressive driving maneuvers and dramatic music. The advertisement emphasized the car's speed, agility, and safety features in navigating dangerous situations on the road. 2. Video Game Trailer: Another commercial showcased a new video game release with intense action sequences featuring characters engaging in combat, explosions, and gunfire. The advertisement highlighted the game's realistic graphics, immersive gameplay, and adrenaline-pumping excitement. Interestingly, both of these commercials incorporated humor alongside their violent themes: - The car commercial used humor to lighten the tone of the intense car chase scene. For example, the driver's witty remarks and exaggerated reactions added a comedic element to the otherwise dramatic situation. - Similarly, the video game trailer included humorous dialogue and playful interactions between characters to inject levity into the action-packed sequences. This humor helped to engage viewers and enhance the entertainment value of the advertisement. As for the effectiveness of these ads, it ultimately depends on the target audience and the specific messaging of each commercial: - For viewers who enjoy action-packed entertainment and adrenaline-inducing experiences, these commercials may have been effective in capturing their attention and generating interest in the promoted products (i.e., the car and the video game). - However, for audiences who are sensitive to violence or prefer more light-hearted advertising, these commercials may have been off-putting or even alienating. The use of humor alongside the violent themes could mitigate some of these concerns but may not necessarily resonate with all viewers. In conclusion, while commercials that incorporate violent themes alongside humor may succeed in grabbing attention and entertaining certain audiences, their effectiveness ultimately hinges on factors such as audience preferences, sensitivity to violence, and alignment with the brand's messaging and values.. 16. *Visit the popular website Pinterest. How does, or how could, this site influence your attitudes towards the products or hobbies that are being suggested? Do you think sites like Pinterest can be effective in changing your attitude about a product? Answer: Pinterest is a visually-driven platform that serves as a hub for discovering and saving ideas across various interests, including fashion, home decor, recipes, crafts, and more. The site's layout and features make it particularly influential in shaping attitudes towards products and hobbies in several ways: 1. Inspiration and Discovery: Pinterest excels at curating a vast array of ideas and inspiration, presenting users with visually appealing content related to their interests. As users browse through pins and boards, they are exposed to new products, DIY projects, and hobbies that they may not have previously considered. This exposure can spark curiosity and intrigue, leading to a shift in attitudes towards these products and activities. 2. User-Curated Content: Pinterest relies heavily on user-generated content, allowing individuals to share their own experiences, recommendations, and reviews through pins and boards. This social aspect fosters a sense of community and trust, as users are more likely to be influenced by content shared by peers or influencers they admire. Positive reviews and testimonials can enhance attitudes towards specific products, while negative feedback may deter users from considering certain options. 3. Personalization and Recommendations: Pinterest utilizes algorithms to personalize users' feeds based on their interests, search history, and engagement patterns. By analyzing user behavior, Pinterest can suggest relevant products and hobbies tailored to each individual's preferences. This targeted approach increases the likelihood of users discovering content that resonates with them and positively impacts their attitudes towards the suggested items. 4. Aspirational Lifestyle Branding: Many brands leverage Pinterest as a marketing tool to showcase their products within the context of aspirational lifestyles and aesthetics. By featuring products in beautifully curated boards and imagery, brands can create desire and aspiration among users, influencing their attitudes towards the products and associating them with desirable lifestyles or identities. Overall, sites like Pinterest can be highly effective in changing attitudes about products and hobbies by providing inspiration, fostering community engagement, and facilitating personalized recommendations. However, the extent of influence ultimately depends on factors such as the relevance of the content to the user's interests, the credibility of the sources, and the persuasiveness of the visual presentation. 18. Think of three celebrities that you consider controversial. They do not need to be celebrities that you personally follow. Do a web search to find the various products that they endorse. Do you think that they are good endorsers? Why or why not? Answer: 1. Kanye West: Known for his outspoken personality and polarizing behavior, Kanye West has endorsed various products and brands throughout his career. Some of his endorsements include Adidas (for his Yeezy footwear line), Nike, Louis Vuitton, and more recently, Gap. • Good Endorser? Kanye West's endorsement effectiveness can be debated. On one hand, he has a massive fan base and cultural influence, which can drive sales and brand visibility. His collaborations with Adidas for the Yeezy line have been commercially successful and have garnered significant attention in the fashion industry. However, his controversial statements and erratic behavior may alienate some consumers and overshadow the products he endorses. 2. Kylie Jenner: As a member of the Kardashian-Jenner family, Kylie Jenner has built a lucrative brand empire that includes cosmetics, skincare, and fashion. She has endorsed numerous products, including her own makeup brand, Kylie Cosmetics, as well as partnerships with brands like Puma and Adidas. • Good Endorser? Kylie Jenner's endorsements are generally seen as effective, particularly within the beauty industry. Her massive social media following and influence among younger demographics make her a valuable asset for brands looking to reach a wide audience. Additionally, her personal brand image as a beauty mogul and trendsetter aligns well with the products she endorses. 3. Donald Trump: As a former president of the United States and a controversial figure in politics, Donald Trump has endorsed various products and businesses over the years, including his own Trump-branded products (such as Trump Steaks, Trump Water, and Trump University), as well as other companies like McDonald's and various luxury brands. • Good Endorser? Donald Trump's effectiveness as an endorser is highly polarizing and largely depends on individual perspectives and political affiliations. While he has a dedicated base of supporters who may be swayed by his endorsements, his divisive political stance and controversial remarks may also deter certain consumers and damage the reputation of the brands he associates with. In summary, the effectiveness of controversial celebrities as endorsers varies depending on factors such as their level of influence, brand alignment, and public perception. While some controversial celebrities may bring attention and sales to the products they endorse, others may carry significant risks and backlash that could outweigh the benefits of their endorsements. Chapter Video Summary To view the video case Southwest Airlines, go to the CB companion website login.cengage.com to select this video. Southwest Airlines For over forty years, Southwest Airlines has remained true to its goal of being a low-cost carrier that provides excellent customer service. A large part of the Southwest culture is its fun-loving employees, who enjoy working at Southwest, and encourage customers to enjoy their flying experiences as well. The airline ensures that every aspect of the customer’s flying experience is the best it can be by gathering in-depth qualitative and quantitative research about its services and working to improve based on customer feedback. Ask your students: 1. Explain how Southwest’s marketing message performs each of the four functions of consumer attitude. Answer: The slogan of Southwest Airlines reads as follows: “You are now free to move about the country.” This message covers all the functions of consumer attitudes. Utilitarian function of attitudes—customers are offered non-stop, smooth travel experiences. The airline also offers customers low-fares, great customer service and a fun-filled flight experience. Knowledge function of attitudes—offers such as non-stop flights and lower-fares simplify consumers’ decisions. Customers generally opt for flights that have great customer service and provide great product experiences. Value-expressive function of attitudes—research conducted by the company has revealed that customers who have enjoyed travelling by Southwest Airlines recommend the brand to other travelers. Ego-defensive function of attitudes—Southwest Airlines has distinguished itself from its competitors by offering superior levels of quality in terms of in-flight experience and customer service. By flying with Southwest Airlines, customers derive greater satisfaction by associating themselves with this brand, thus enhancing their self-image. 2. Explain Southwest’s strategy and positioning in the context of social judgment theory. Answer: The social judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object. When customers hear about the services offered by Southwest Airlines, they tend to compare the offers with other airline offers. The customer will have initial reference points, such as customer service, product experiences, fares and so on. Around these points are latitudes of acceptance and latitudes of rejection. The customer will view the message favorably if it is congruent with the initial attitudinal position. Southwest’s offers consistently compare favorably with the competitors’ offers and hence they fall under the latitudes of acceptance. CB Scenario Video An advertisement for Coca-Cola has a group of polar bears slipping and sliding on the ice in pursuit of a bottle of Coke. Ask your students: 1. Which function of attitudes would you be best associated with if you were a member of the Super Bowl fan club? Answer: The value-expressive function enables consumers to express their core values, self-concepts and beliefs to others. Individuals who belong to the Super Bowl fan club would be associated with the value-expressive function of attitudes. They would be promoting their fan club by displaying placards, posters, stickers, t-shirts, and so on. 2. Identify the type of hierarchy that can be associated with this advertisement. Answer: This advertisement can be associated with the experiential hierarchy. The ad illustrates that the polar bear decides to drink Coca Cola because it sounds like a fun thing to do. The same applies to consumers. Consumers consume the drink whenever they feel right or feel good. 3. Which kind of message appeal is portrayed through the advertisement? Answer: The message appeal portrayed through this ad is that of humor. This animated advertisement features polar bears sliding around on ice. The humor appeal in the ad attracts attention and creates a positive mood. The advertisement enhances both attitude toward the brand and consumers’ purchase decisions. Part 2 In-Text Case Answers Case 2-1 Climbing to the Top! 1. What types of programs or tactics would you suggest the owner institute to reduce Baby Boomers’ fear of and change their attitude towards rock climbing? Answer: Holding events for families; since most people would try rock climbing for the first time in groups, is a good way to reach the Generation Y parents and Boomer grandparents. These events would gain trust of parents and grandparents while educating them on the equipment and other safety features. They could enjoy watching their children and grandchildren climb, help them and take the first steps in a new adventure. Short videos of “baby boomers” climbing could be placed on You Tube, the main website, and even on location while parents are waiting for their children, to show just how fun and exciting rock climbing is for ALL ages. These videos would contain clips of older, less practiced climbers, children, and can even show how families mixed with young and old can experience rock climbing together. 2. What do you think motivates one to rock climb or try this sport? Is the value provided utilitarian or hedonic? If you never tried rock climbing, would you now consider it? If so, what would be your motivation? Answer: People rock climb for various reasons. Some like the physical challenge and exercise, and for some it raises their self-esteem (step 4 on Maslow’s Hierarchy). As to value, the definition of utilitarian is based on a product or service that helps the consumer solve a problem and or accomplish a task. Hedonic value is the immediate satisfaction that originates from experiencing some activity. In rock climbing fears are the biggest of problems—fear of heights or injury from falling, for example. Once the consumer faces their fears and makes it to the top of the rock wall they may have that exciting, gratifying, and fulfilling experience that comes from achieving their goal, which could encompass both utilitarian and hedonic value. Subjective; based on student. Some students may like the excitement of trying something new. For some, it’s a pure “rush” and emotional high. 3. Explain how the intrinsic motivation state of flow might occur in rock climbing? Answer: Flow occurs when a challenge is met with higher level skills through a strong emotional state of high involvement, in which the person is totally absorbed and focused on the activity. A climber might find themselves in this state of flow on the rock wall, especially when they are finally getting the hang of it, focusing on their next move and how close they are to reaching their goal. It’s as if they are watching a movie and it is the climax, time passes quickly and the person is thoroughly “dialed in” to their own state of oneness with the wall. 4. Using the multiple trait approach to consumer behavior, analyze which specific consumer traits would explain one’s motivation to rock climb. For example, the Five Factor Model of personality traits is one framework that can be used. Answer: Personality traits that would most likely be found in rock climbers include “openness to experience” and “competitiveness.” Rock climbing is a challenging undertaking and may be intimidating for the non-competitive. There are also a base level of skills to be learned, including belaying ad finger holds, so new climbers must be willing to take some risks. Climbing is also competitive, not only against other sport climbers, but a competition against oneself, as new and experienced climbers set personal goals for themselves. Other important personality traits typical of those with a propensity to climb might be extroversion and stability. Many climbers are cautious in making their way up the wall, and insist on taking a safe and steady route within their ability, rather than climbing in a hazardous fashion. 5. Using the ABC approach to attitudes, explain why a Baby Boomer might feel that rock climbing is a “young person’s sport.” Then, create a program for Rock Sport that attempts to change this negative attitude and invites Baby Boomers to try indoor rock climbing. Answer: Attitudes are formed by combining three components: cognitions or beliefs, affect, and behavior. Many Baby Boomers are fearful of rock climbing because they believe they might fall and get hurt, or not be able to climb the wall unless they’re in good physical shape, a damaging blow to their own self concept. These cognitions will then lead to a somewhat negative affect or indifference towards the sport. The resulting behavior is not to even attempt to try indoor rock climbing. To overcome these objections and attempt to change the negative attitudes of Boomers, Rock Sport might create several new programs. First, an introductory video could be developed and showed on the website’s homepage. This would explain how safe and enjoyable the sport is, showcasing a 60- something female beginning up the wall. Safety and skill development would be stressed. Other program ideas include a “Couples Night” for empty nesters that includes a “two for one” lesson and gear fee. In addition, the facility could host a “Meet and Greet” evening where Boomers from local clubs like Rotary and YMCA are asked to attend. Case 2-2 Plasma, LCD, LED, Ultra HD TVs—Much Ado About Nothing? 1. In what ways are TV manufacturers practicing the total value concept? What features are consumers coming to expect in a modern TV? Answer: The chief thing is that TV is no longer a “TV” in the traditional sense of just showing television shows. Modern TVs access the Internet to access shows and content (e.g., Netflix, Hulu, Amazon Prime, and more) or to browse websites. They also have specific apps being developed. Brands such as Vizio, Sony, and others are creating customized TV apps for viewers. Then there are the hedonic feelings associated with a TV and the race to have the thinnest, largest, clearest, brightest, television that manufacturers can make. 2. Say you manage the electronics department at your local Best Buy. Would you tweak the TV settings so each TV displays an ideal picture or would you leave them as they are out of the box? How would your decision influence returns and customer satisfaction? Answer: This question can be argued from many different perspectives. It certainly is in the interest of the store to make certain TVs look better, leading to more sales, leading to more profit for shareholders, etc. However, stores also need to consider what is best for the customer. If one tweaks and creates an “ideal” setting for each TV, which would heighten the customer expectations so that they will be disappointed when they get the TV home and see that it looks different out of the box? Does one sell services of customized TVs at the consumer’s home? Then how does this all impact customer satisfaction and TV returns? There are no easy answers. 1. Enhanced Customer Experience: By calibrating the TVs to display optimal picture quality, customers are more likely to be impressed by the vibrant colors, sharp details, and accurate contrast levels. This enhances their in-store experience and allows them to better appreciate the capabilities of the TVs they are considering purchasing. 2. Increased Customer Satisfaction: Providing customers with a visually appealing viewing experience can significantly increase their satisfaction with their purchase. When customers see the difference in picture quality between a properly calibrated TV and one that is not, they are more likely to feel confident in their decision to buy and satisfied with their overall shopping experience. 3. Reduced Returns: TVs that are properly calibrated are less likely to be returned due to dissatisfaction with picture quality. By proactively adjusting the settings to optimize the viewing experience, we can minimize the likelihood of customers returning TVs because they are disappointed with how they look in their homes. 4. Educational Opportunity: Calibrating the TVs also presents an opportunity for customer education. We can explain to customers the importance of proper calibration and demonstrate how different settings can affect picture quality. This empowers customers to make informed decisions and enhances their understanding of the product. Overall, tweaking the TV settings to display an ideal picture would likely lead to higher customer satisfaction, reduced returns, and a more positive shopping experience for customers visiting the electronics department at Best Buy. 3. Apple has made a case for the “retina” display on the latest iPhone and iPad, saying the pixels are so small the human eye cannot detect them. This gets away from official statistics like 2048-by-1536 screen resolution. In what ways is this positive/negative for consumers? Answer: Getting away from pure statistics and numbers is an interesting marketing tactic because it brings the product back to being about its intended use. In the case of the iPad, it looks so good, does one really care about the statistics of the resolution? Probably not. However, it is great marketing because “retina display” is how Apple brands them, so can Sony come and say the same thing? Would they want to? Probably not. Statistics do have the advantage of making things easier to compare and helping make sure one is comparing apples to apples. However, as happened in the camera market, above a certain amount, does it really matter if a camera is 12 megapixels vs. 20 megapixels, if the largest print one will ever make is 4” by 6”? Probably not. This over emphasis on statistics that are no longer relevant is interesting because it still influences how consumers make decisions (e.g., megapixels for cameras, the MHz in the CPU of computers). 4. Say you are the product manager for a line of plasma televisions. What features would you emphasize the most with customers? Why? Answer: Plasma displays have better refresh rates, picture quality, and deeper blacks (because they do not have to use a backlight). So picture quality should be their big selling point. However, as discussed in the case, plasma screens are more power hungry and due to the technology, are often thicker and run hotter than comparable LCDs. These negatives need to be addressed or framed in a positive sense. Is it worth an inch of depth to have a better looking TV? 5. Given what you now know about HD TVs, in what ways does marketing influence consumers’ perceptions of products such as TVs? Answer: The point of the case is that many HD TVs are pretty much the same to the untrained eye. However, engineers and marketers understand the importance and influence of numbers. Even though a TV that refreshes at 240Hz shows no practical improvement over a 120Hz one, it simply sounds better because it is twice as fast. An over emphasis on numbers has led customers to be confused and overwhelmed with choice and features. Consumers then simplify the decision using techniques and tradeoffs discussed later in the book. (Note: The comparison of TVs may make for a nice multi-attribute demonstration/topic later in the course.) Case 2-3 Virtually Free! Students are likely more to be the experts about gaming when compared to their instructors. This case provides a good opportunity to apply concepts from part II and CB in general in describing a current phenomenon. 1. Consumers, whether adults or children, have to learn how to play online games like Tiny Zoo or Castleville. In this part of the book, learning is described as being either intentional or unintentional. Explain your opinion on whether these games are learned more by intentional or unintentional learning mechanisms. Answer: Learning the games probably involves both types of learning and thus the discussion could be varied and vigorous. However, the games involve rewards for behavior. Get a cute new animal, and get a reward (automated comments as well as comments from friends). This is an instrumental conditioning effect and falls in unintentional learning. Students’ answers may vary but the important objective here is that the students use concepts in forming their answer. 2. Brand loyalty is an important marketing concept. Define the concept of schema. How important is the brand schema in consumer decision to play these games? Do you think consumers think of the company (Zynga), the game (Cityville), or the host (Facebook) when playing the games? Answer: A schema is the cognitive structure that gives something meaning in our minds. A brand schema gives meaning to brands. The rest of the question should generate discussion. Chances are, the games themselves build equity more so than the companies that produce them. As a result, companies are challenged to continuously release enticing games. 3. All consumer behavior is motivated by something. What motivations underlie online gaming and purchasing of online games? In the case of parents paying for virtual goods used by their kids, what value is involved in the consumption. Answer: For the children, hedonic motivations are largely at play as the games bring hedonic value. In terms of Maslow’s hierarchy, playing games can be driven by esteem and status (particularly through social networking) or perhaps by self-actualization if results are not publicly proclaimed. For parents, the games bring utilitarian value as buying the games accomplishes the end of keeping the kids busy for a while. 4. Do consumer attitudes play a role in online gaming? Answer: Attitudes play a role in all consumer behavior. Try to get the students to discuss attributes of games and how they may contribute to a favorable predisposition toward games. How important are the social networking attributes of games. Other discussion can ask students their opinions on Zynga’s marketing strategy and on potential ethical questions underlying the sale of not real (virtual) products. Part 2 Online Case Answers Visit www.login.cengage.com to access the online case studies for CB. Are Three Wheels Better than Two? The Can-Am Spyder 1. Describe the motivations that may lead to a Spyder purchase. Do purchasers of the Can-Am Spyder have utilitarian motivations? Hedonics ones? Both? Answer: However, some students might say that as with other forms of transportation, the Spyder provides satisfaction of a basic utilitarian motivation to be able to travel with ease, getting from point A to point B. However, it is likely that most purchasers do so primarily to satisfy hedonic motivations. ‘Weekend warrior’-types are likely to consider this vehicle a ‘toy’ that they use mostly for excitement and personal gratification. 2. BRS states that it delivers “paradigm-shifting vehicles that push the envelope.” Considering a prospective customer’s existing product schema for a motorbike, discuss the implications for cognitive organization, comprehension, and acceptance of this vehicle by motorcycle enthusiasts. Answer: A typical motorcycle owner may have a schema about a bike that includes concepts such as “two-wheeled,” “exciting,” “cool,” and even maybe “risky.” The Spyder is not considered a true member of the motorcycle class, probably because it does not share all of these characteristics in the minds of the consumer. This may make it harder for the consumer to automatically accept this new vehicle, and makes its introduction more risky for BRS. It may make interpretation and comprehension of the Spyder difficult initially, resulting in an accommodation or even a contrast reaction during attempts to categorize it. BRS is counting on the fact that incongruencies are just enough to induce curiosity but not dislike. 3. At introduction of this vehicle, would an attitude-change strategy be necessary to convert the curious into customers? If so, what might be effective? Answer: Those who are intrigued by the Spyder may still have misconceptions about it. Among motorcycle riders, it may be important to change existing beliefs that the thrill of the ride can exist even with enhanced stability factors, or that safety is of more importance now in their lives. In the ELM method, potential customers are likely to spend much effort in comprehending messages about the vehicle, so the central route to persuasion is likely to be activated. Central cues will be effective, including arguments about various safety and styling attributes. 4. Visit the website spyder.brp.com as if you were a potential customer for this product. Is the typical site visitor likely to learn about the product intentionally or unintentionally? Do you think the website has been created to maximize the learning that can occur there? Answer: Learning will be especially important for BRS’s Can-Am Spyder since it is so unique. Consumers often learn about products unintentionally through personal contacts, experiences and even advertising. The vehicle is still relatively new, distribution is limited and advertising has been minimal, meaning that the website may be of relative importance for the education of the customer. Website visitors are likely to be learning intentionally there, through their own effort and cognitive processes, as they seek specific information about the Spyder. The site has a great deal of information about the models, gear and accessories, as well as dealerships and the online community. But nothing is likely to replace the learning that would occur through experience, such as a test drive. A major function of the site is to drive customers to local events where that is possible. Shanghai Advertisements 1. What function or functions does Mei Li’s attitude toward the advertisements that line the street where she lives play? Answer: First of all, her attitude adopted from her father—that the ads will corrupt her education and family responsibility—plays a utilitarian function in that maximizes familial rewards and minimizes any punishment. It keeps her in good favor with her father. In some ways, it also acts as an ego-defensive function. The attitude protects Mei Li from any of the potential problems associated with the ads in terms of self-concept and self-esteem. However, the last ad, Mei Li’s favorite, may actually serve a value-expressive function for the girl. She believes the makeup is glamorous and sophisticated, something that she wants to be, and her attitude toward the brand expresses that set of values. 2. Using the psychoanalytic approach to motivation, explain how does Mei Li deals with the advertisements that surround her? Answer: Psychoanalytically speaking, the personality consists of the id, ego, and superego. The id is all-about “if it feels good, do it” in the sense that it acts under the pleasure principle. The superego matches societal norms and expectations as a “civilizing” element. Both of these are managed by the ego which resolves conflicts between the two. The ads are attempting to work on Mei Li’s id, urging her to be herself and the like. But she has her father’s voice in her head, the superego, that is telling her to ignore the ads and their corruptive influence. Her ego, on the other hand, is resolving that conflict, particularly with the last ad concerning the make-up. It’s her ego, most likely, that has told her to wait until she was old enough to purchase make-up that allows her to manage the ad as part of her everyday scenery. 3. What effect do these Western ads appear to be having on the self-concept of Chinese consumers? Answer: The self-concept involves all the thoughts and feelings that one has about him or herself which plays a huge part in self-esteem. The more positive one feels about him or herself, the higher or more positive the self-esteem. When individuals are subjected to a myriad of advertisements that feature glamour and sophistication in the form of someone who looks different than the self, this could potentially lead someone to begin to think negatively about the self. Instead of a Chinese girl like Mei Li comparing herself to other Chinese girls that she looks like, she may now be comparing herself to Western models who she does not look like. Since they are glamorous and, by contrast, she may think she is not, then the way to look like the Western model is to get a plastic surgery that modifies her look so that she is now comparable to the models. 4. What part does the perception process play in Mei Li’s reaction to the make-up advertisement? Answer: First of all, she has to sense the ad to be able to make sense of it, which she does each time she leaves her apartment. Then, she has to organize the image into meaningful and recognizable categories. She does so by breaking the ad down to glamorous woman, evening dress, cute guy, checking out, and make-up. In doing so, she begins to comprehend or interpret the meaning of the ad through an act of assimilation. She readily recognizes the different parts and what they mean when put together into the advertisement. Finally, she reacts by liking the ad and vowing to buy the brand when she is allowed to purchase and wear make-up. Thrill-Seekers Unite 1. Develop a psychographic profile of a consumer who identifies himself/herself as a “thrill seeker.” Identify three personality traits that you think would be associated with a consumer attending the ESPN Summer or Winter X Games. How might consumers with differing amounts of thrill seeking (very low versus very high) have different attitudes about a reverse mortgage? Answer: Students should compile a list of personality traits of a “thrill-seeker.” Examples of personality traits include but are not limited to; extroversion, innovativeness, self-consciousness, need for excitement, competitiveness, and impulsiveness. Students may also reference VALS in their answer. Instructors may generate class discussion by asking students to explain the various ways psychographic profiles may be used by marketers. Consumers use a reverse mortgage to get access to other things—this it offers high utilitarian value. The other things—like extreme supports for retired consumers provide hedonic value. But, a consumer low in thrill seeking may not see so much value in a reverse mortgage because they are likely to see it as more risky. Psychographic Profile of a Thrill Seeker: 1. Adventure-Seeking: Thrill seekers are individuals who actively seek out excitement, novelty, and adrenaline-pumping experiences. They are drawn to activities that offer a sense of thrill and challenge, such as extreme sports, adventure travel, and high-risk recreational activities. 2. Fearlessness: Thrill seekers tend to have a high tolerance for risk and a fearless attitude towards danger. They are willing to push their limits and step outside of their comfort zones in pursuit of excitement and exhilaration. 3. Sensation-Seeking: Thrill seekers are motivated by the desire for intense sensory experiences and stimulation. They are often attracted to activities that provide a rush of adrenaline, such as skydiving, bungee jumping, or extreme sports competitions like the ESPN X Games. Personality Traits Associated with Consumers Attending the ESPN X Games: 1. Adventurousness: Consumers attending the ESPN X Games are likely to be adventurous and thrill-seeking individuals who enjoy the excitement and adrenaline rush of extreme sports competitions. They are drawn to the X Games for the opportunity to witness daring stunts, high-flying maneuvers, and intense competition. 2. Competitiveness: Attendees of the X Games are likely to exhibit a competitive spirit and a drive to excel in their chosen sports or activities. They may admire the skill and athleticism of the athletes competing in the X Games and feel inspired to push themselves to new heights in their own pursuits. 3. Youthfulness: The X Games appeal to a younger demographic who are often more open to taking risks and seeking out new experiences. Consumers attending the X Games may exhibit a youthful energy, enthusiasm, and a willingness to embrace unconventional forms of entertainment. Differing Attitudes About a Reverse Mortgage: Consumers with Very Low Thrill-Seeking Tendencies: • These individuals may approach financial decisions, such as considering a reverse mortgage, with caution and conservatism. They may prioritize financial security and stability over taking risks or seeking out unconventional solutions. • They may view a reverse mortgage as a last resort or a less desirable option for accessing home equity, preferring more traditional methods of retirement planning and wealth management. • Concerns about potential risks, such as accruing debt or losing ownership of their home, may outweigh any perceived benefits of a reverse mortgage for consumers with very low thrill-seeking tendencies. Consumers with Very High Thrill-Seeking Tendencies: • These individuals may exhibit a more adventurous and risk-tolerant attitude towards financial decisions, including considering a reverse mortgage. They may be open to exploring alternative financial strategies that offer the potential for excitement or unconventional benefits. • They may view a reverse mortgage as an opportunity to access cash for adventurous pursuits or lifestyle enhancements, such as travel, leisure activities, or investment opportunities. • The potential for leveraging home equity to fund new experiences or pursue their passions may outweigh any concerns or reservations about the long-term implications of a reverse mortgage for consumers with very high thrill-seeking tendencies. 2. Choose an extreme sports event and describe its brand personality. Answer: Students should be allowed to review the definition of brand personality. Instructors may facilitate class discussion by asking students to comment on whether or not they think brand personality is related to product positioning. Instructors wishing to offer more guidance to students may provide student teams with examples of extreme sports products (i.e. Burton snowboards or a Gary Fisher mountain bike). Teams could then be instructed to research these products online and describe their brand personalities to the rest of the class. This question may also be useful to demonstrate to students how individual student personality traits may impact the overall group’s description of their product’s brand personality. The Red Bull Rampage embodies the brand personality of a daring and adventurous thrill-seeker. This extreme mountain biking event, held annually in Utah, pushes riders to their limits as they navigate treacherous terrain, massive drops, and jaw-dropping jumps. The event's brand personality is characterized by: 1. Fearlessness: Participants and spectators alike embrace the challenge of conquering seemingly impossible obstacles, showcasing fearlessness in the face of danger. 2. Innovation: Riders constantly push the boundaries of what's possible in mountain biking, introducing innovative techniques and pushing the limits of bike design to achieve greater heights and more awe-inspiring stunts. 3. Energy: The event pulses with energy, fueled by the adrenaline of both the riders and the audience. The atmosphere is electric as spectators cheer on the riders and marvel at their feats of skill and bravery. 4. Passion: Riders and fans share a deep passion for the sport and for pushing themselves to new heights. This passion is evident in the dedication and commitment displayed by everyone involved in the event. 5. Authenticity: The Red Bull Rampage celebrates authenticity, with riders showcasing their unique styles and approaches to conquering the mountain. The event prides itself on staying true to the core values of extreme sports culture. Overall, the Red Bull Rampage brand personality is synonymous with adventure, adrenaline, and the relentless pursuit of pushing boundaries. 3. Describe three ways you think the personality of an extreme sports consumer affects their shopping decisions. How does your personality have an impact on the product/services you purchase? Answer: An extreme sports consumer will most likely be highly involved and require central routes to persuasion. This consumer would also be very knowledgeable about alternative brands. Students should state whether or not they feel the personality traits of thrill-seekers correlate with their purchases. To facilitate class discussion, the instructor may also explain the concept of self-product congruence. 1. Risk-Taking Attitude: Extreme sports consumers often have a higher tolerance for risk and seek out products and services that align with their adventurous lifestyle. They may be more inclined to invest in high-quality gear and equipment that prioritizes safety and performance, even if it comes at a higher price point. Additionally, they might be drawn to brands that innovate and push boundaries in the industry, as they resonate with the spirit of exploration and pushing limits. 2. Desire for Durability and Reliability: Given the rigorous nature of extreme sports, consumers in this category typically prioritize durability and reliability when making purchasing decisions. They look for products that can withstand the demanding conditions of their activities without compromising on performance. Brands that are known for producing rugged and dependable gear are likely to appeal to these consumers, as they provide peace of mind that their equipment will hold up during intense use. 3. Identification with Brand Personality: Extreme sports consumers often feel a strong sense of connection with brands that reflect their own adventurous spirit and values. They are more likely to be loyal to brands that embody characteristics such as fearlessness, innovation, and authenticity, as these traits resonate with their own personality. Marketing efforts that emphasize these aspects of brand personality can effectively appeal to this consumer segment and influence their purchasing decisions. As for my own personality, I find that I tend to gravitate towards products and services that align with my values and interests. While I may not be an avid participant in extreme sports, I appreciate brands that prioritize quality, innovation, and authenticity. I value durability and reliability in the products I purchase, as I prefer items that can withstand the test of time and deliver consistent performance. Additionally, I am drawn to brands that have a strong sense of identity and personality, as I believe it reflects a genuine commitment to their customers and their craft. Overall, my personality influences my shopping decisions by guiding me towards brands that resonate with who I am and what I value. do zipped commercials influence you? 1. Why do you think zipped commercials can still impact a viewer? Answer: The most common explanation is perceptual fluency and the mere exposure effect. The more you are exposed to a stimulus, be it a person, object, etc. the more familiar it will seen to one and the most a person will like it. Although people may not recall zipped commercials, they have been exposed to certain brand names. These brand names may be or at least seem, more familiar and thus, the viewer will like/prefer them over others. 2. How should one judge the effectiveness of television commercials? Is recognition and recall of the brand name enough? What other measures would you suggest? Answer: Using both explicit (recall and recognition) and implicit measures (see reference 7 for an in depth discussion) would be prudent to help measure the effectiveness of zipped commercials. 3. What are ways advertisers could counteract the effects of zipping? How could you encourage consumers to watch commercials in real time? Answer: One technique advertisers can use is to hire actors from the show one is watching. Zippers may confuse the commercial for the actual show and play it in real time. Although this could lead to mixed attitudes toward the commercial that in effect, tricked the viewer into playing it. In 2006, Sprite had inserted messages into ads and explicitly told viewers that if they used their DVRs to slow down the commercial they could see special messages one would not otherwise be able to see. Golf Buggy Case 1. Several advertising agencies are competing for the Golf Buggy account. Most are recommending communications that are consistent with an intentional method of learning. However, one agency is suggesting a behavioral or unintentional learning campaign. Should Gold Buggy give serious consideration to this agency based on its approach to consumer learning? Explain your choice. Answer: Chances are that an intentional learning approach would be best. Most, but not all, advertising campaigns assume that intentional learning takes place. Unintentional learning processes often result from the use of sales promotions. For example, a consumer can be offered a certain reward for visiting a dealership, then offered a rebate, and finally offered a low price when purchasing a product. Although either process could apply, it is likely that the intentional learning perspective would be better, especially when considering that this is most likely a high-involvement purchase situation. 2. How is a single-seat, three-wheel golf cart likely to be initially received in the marketplace? Use the steps in the consumer perception process to explain your opinion. Answer: The product would most certainly be viewed as “new” and “different.” The consumer would need to be exposed to the information, pay attention to the information, and comprehend the information in some way. Also, consumers would need to sense the information, organize it, and react to the information and product. The critical step here would be organizing the information. As the text explains, the information could be assimilated, accommodated, or contrasted. Chances are that some type of accommodation would take place, that is, the buggy would share some, but not all, features of traditional golf carts. 3. Would Golf Buggy have more success targeting a vehicle like this at non-golfers for use in large workplaces and perhaps even for consumers looking for an alternative to walking or driving when traveling short distances? Explain why. Answer: The product should probably be aimed at the traditional golf market. However, these other uses do apply. When organizing the information and reacting to the cart, most consumers would view the cart as applying most readily to the golf experience. As such, this should be the primary aim. However, other marketing efforts could focus on alternative uses for the product. Handbags Case 1. How important is the country of origin to consumers’ comprehension of designer products like those sold by Antonio’s company? Answer: One’s country of origin can definitely influence both comprehension and consumer purchasing behavior. Consumers hold various associations about countries, products, and product origin in their associative memory networks, and these associations do affect their comprehension of certain products. As consumers react to marketing messages that include a country-of-origin element, these feelings will be relayed into short-term memory, thus affecting comprehension. For some consumers, these effects will be more profound than for others. 2. Play the role of the VP-Marketing. What would your reaction be? How could knowledge that the bag is produced in China potentially harm or enhance the brand? Answer: Again, consumers will hold various associations about countries and products in their memories, and this will affect their comprehension of marketing messages as well as their reactions to products. The VP-Marketing is likely to be very hesitant about the suggested change—not necessarily because of negative inferences to China, but because of the strong reputation of the brand. The company has most likely put much time, effort, and money into promoting the brand as a prestigious Italian product, and therefore moving the production to any other country might be detrimental to the brand. 3. Antonio suggests simply removing the stitching that says “Made in Italy” as a way of not misleading consumers. Would such a move address any ethical concerns that may exist once production is moved to China? Explain why. Answer: Antonio would need to be careful not to break any applicable laws. If his intent is to mislead consumers, then there would be an ethical problem. It is not unethical to move production to China. However, consumers should be aware of where the product has been made, and labeling laws would then apply. It would be more ethical for the company to decide to be truthful with their marketing promotions regarding where the product was actually made. Teen Culture Case 1. How do teens create value through coolness of the product? Answer: Teens create value based on information that they have received from media and friends. In addition, psychological aspects—such as self-esteem, peer pressure, hormones, and social experiences—in middle schools are influenced by that which is cool and that which is not. 2. Teens respond to something cool, but cool keeps changing. So, if you’re a marketer, how do you find “cool?” Answer: Firms utilize various research methods to find information about teens such as surveying, focus groups, online chat rooms, undercover settings, and web groups. These forms of research are very difficult compared with the typical research conducted on adults or children. Companies can also utilize online services, such as Trendhunter.com, that provide a report of “clusters” showing research conducted through information published in online magazines. You can visit www.look.com. 3. Teens certainly appear to be a difficult demographic group to reach. What is different about this demographic group (teenagers) compared with other sectors of our society targeted by marketers? Answer: Teenagers have become the hot demographic for marketers in the last decade due to a few salient facts. (1) First, sheer numbers: they are the largest generation of teenagers ever at 33 million, larger than even their baby boomer parents. (2) Second, they are undoubtedly the wealthiest generation of teenagers. Last year, for example, they spent about $100 billion dollars themselves and influenced the spending of another $50 billion by others. (3) Third, they probably have more discretion over their purchasing decisions than ever before. (4) Fourth, teenagers are subject to the influence of marketers because they have few loyalties to brands or companies built up over years and because they have few real needs. They are able to buy what they want and not what they must. (5) Finally, despite a lifetime of bombardment, teens are still less inured and more plugged into marketing messages through the media than any other demographic. Lifestyle Case 1. How can the use of a celebrity endorsement have a positive impact for Latonia and a negative impact for Jon-Michael? Answer: For Jon-Michael, celebrity endorsements would not be very attractive. He does not like to be associated with statements and images of others, so these endorsements would not add to the value function. For Latonia, endorsements would help make a statement and would add to the image associated with the purchase. This would increase the value of the product and of consumption. 2. To maximize value in the shopping experience, what attributes about shopping and the product should be emphasized if one were marketing to Latonia? What attributes about shopping and the product should be emphasized to Jon-Michael in order to maximize value? Answer: For Latonia, attributes would include the fun and excitement associated with shopping, as well as the image of the brand and store names. For Jon-Michael, convenience and timeliness should be emphasized. 3. How could researchers take a nomothethic approach to understanding the psychological makeup of these consumers? Answer: Researchers could take a nomothethic approach to studying these two consumers by considering the traits that are found in their personalities. Differences in value consciousness could be examined, for example. Learning from other study’s findings about consumers like Jon-Michael or Latonia could help the researcher gain insight into the various traits that they each possess. 4. How could the self-congruency theory apply to this case? Answer: The self-congruency theory proposes that much of consumer behavior can be explained by the connection between a consumer’s self-concept and the image of typical users of a focal product. For Latonia, her image of herself would be reflected in the types of products she buys and the types of stores she frequents. The same would be true for Jon-Michael. However, Jon-Michael’s selection of store and product would be based on his fast-paced lifestyle with little focus on image. 5. What types of shopping value apply most readily to Jon-Michael and Latonia? Answer: Jon-Michael clearly seeks utilitarian shopping value. He shops to solve problems. He doesn’t enjoy shopping and sounds as if he would rather avoid the activity. Latonia derives hedonic value from shopping. She loves to shop and will find time for the activity. The process itself gives her value, and the image that is attached to the products that she buys makes her feel good about herself. Coca Cola Case 1. If you are in charge of the marketing strategy for Coca-Cola BlãK in America, who should be your target consumers? Why? Answer: It all depends. One of the target age ranges could be 18-25. This group really enjoys caffeinated beverages. Because Coca-Cola has such a great reputation, a low-calorie beverage (45 calories/serving) that offers the great taste of Coca-Cola and coffee all in one (Coca-Cola BlãK, 2007) may be appealing. 2. What kinds of advertising messages would appeal to the target consumer to cause an attitude change toward Coca-Cola BlãK? Answer: While acknowledging the classic aspect of Coca-Cola, it is also very important to show that the company is being innovative. Focusing on the innovative idea of combining coffee with the classic cola beverage will appeal to a wider range of the market, not just Starbucks consumers. Packaging can be a means to accomplish the task of overcoming the price justification issue. Coke bottles BlãK in glass bottles, thus giving the perception of value a boost. The shape of the bottle is sleek, slightly shaped like the contours of a woman’s body, thereby adding sex appeal. Also, the lettering is gold against the dark bottle color, adding to the sophisticated look of BlãK. Promotion is another way that Coca-Cola can add to the perceived value to overcome the issue of price justification. The advertisements for BlãK use slow, jazzy music and dark muted colors. The imagery includes snapshots of the bottle with “sweat” beads clinging onto its contours, again adding to its sex appeal. Also, the wording cues use terms such as “sophisticated” to convey the mature, chic perception of BlãK. All of these promotional elements should add to the perception of value to shift consumer attitudes favorably toward BlãK and allow Coca-Cola access to a part of the coffee beverage market. 3. Compared to ordinary Coca-Cola, Coca-Cola BlãK is expensive ($1.99). How should Coca-Cola BlãK be positioned? Answer: If Coca-Cola BlãK positions itself with the other soft drinks, it will not succeed because most soft drinks are priced at or under $1.00 for a bottle of the same size. By placing Coca-Cola BlãK in the category with specialty coffee and energy drinks, Coca-Cola will create the value needed to sell their product at that price. Comparing the $1.99 cost of Coca-Cola BlãK with the $4.39 that is spent on a Starbucks beverage, consumers could get very close to the same taste and energy for less money—a better value. Part 2 Video Case To view the Part 2 video case, go to the CB companion website login.cengage.com to select this video. Shopping for a New Apartment Time: This video is between 5-7 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’s the right fit for Jim. Jim finally admits that he wasn’t up front about his situation and his company is paying for his living expenses while going 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 thirty 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 behavior Understand the attitude toward object model Critical Thinking Questions—Suggested Answers 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. 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 out of himself through 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. 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. 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: 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 other’s possessions. Other students will see that Jim was actually value consciousness 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. Solution Manual for CB Consumer Behaviour Barry J. Babin, Eric G. Harris 9781305403222, 9781305577244