Brand and Chapter
CB2201 Consumer Behaviour Lecturers: Kristina Georgiou and Alison Barker Tutorial Questions Trimester 1, 2013 Students Week 2 – 04/03/13 Chapter 8 1. 2. 4. How does a discrepancy between the ideal state and the actual state affect consumer behavior? What factors affect the inclusion of brands in the consideration set, and why would a company want its brand in the consideration set? What six broad groups of sources can consumers consult during external search. Where does the Internet fit into these groups. Chapter 9 3. 6. 7. How do consumers use compensatory and noncompensatory decision-making models?
How do appraisals and feeling, as well as affective forecasting, influence consumer decision making? What three contextual elements affect consumer decision-making?
Week 3 – 11/03/13 Chapter 10 5. 6.
What is brand loyalty, and what role does it play in low-effort decision-making? How do price and value perceptions affect low-effort decision making? Chapter 11 3. 5. How do expectations and performance contribute to disconfirmation? Why is complaining important to marketers and how should complaints be handled?
Week 4 – 18/03/13
Chapter 2 Case Study – SUBMIT CASE ANSWERS IN CLASS WHAT’S IN A STORE AT UMPQUA BANK
How does Umpqua enhance consumer motivation by making itself personally relevant to customers? Explain, in consumer behavior terms, how the Innovation Lab enhances customers’ ability to process information about banking products and services? What is Umpqua doing to enhance consumers’ opportunity to process information about financial services? Week 5 – 25/03/13
Chapter 3 How do zipping and zapping affect consumers’ exposure to stimuli such as products and ads.
What is perception, and what methods do we use to perceive stimuli? Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s Law.
HEINZ IS LOOKING FOR ATTENTION – SUBMIT CASE ANSWERS IN CLASS
Using the concepts discussed in this chapter, explain how Heinz has been successful in generating exposure and capturing attention. What other ideas would you suggest Heinz try to foster exposure, attention and perception? In terms of exposure, attention and perception, what are some potential disadvantages of Heinz’s Top This TV contests?
Do you think Heinz will benefit long-term from holding a contest for students that focused on the visual appeal of designing single-serve ketchup packets? Explain your answer.
2.3. Teaching Free Week Friday – 30/03/13 – Thursday 04/03/13
Week 6 – 08/04/13 Mid Term Test in Class BASED ON CHAPTERS 2, 3, 8, 9, 10 & 11
Week 7 – 15/04/13
Chapter 4 – SUBMIT CASE ANSWERS IN CLASS HYUNDAI ACCELERATES NEW IMAGE MARKETING
Why would Hyundai have a voice-over stating “We’re pretty sure that Mercedes, BMW, and Lexus aren’t going to like it very much” in a Genesis ad? How is Hyundai using country of origin to influence consumers’ inferences about the Genesis? In terms of knowledge and understanding, how is the introduction of the upscale Genesis sedan likely to affect how consumers think about lower-priced Hyundai models? Chapter 5 1. 3. What are attitudes, and what three functions do they serve.
What role does credibility play in affecting consumer attitudes based on cognitions?
Week 8 – 22/04/13 Chapter 6 2. 3. 5. 7. What role do source, message, context, and repetition play in influencing consumers’ cognitive attitude? What is the mere exposure effect, and why is it important to consumers’ affective reactions. Explain the dual-mediation hypothesis. What are the implications for affecting consumers’ brand attitude? What are the advantages and disadvantages of featuring celebrities in advertising messages? Chapter 7 4. . 6. How can retrieval failures and errors affect consumer memory? How does recognition differ from recall? What is implicit memory, and how can it affect a consumer’s ability to retrieve a brand name?
Week 9 – 29/04/13 Presentation Day
Week 10 – 06/05/13 GROUP PROJECT DUE AT BEGINNING OF CLASS 8. 30am Chapter 14 1. 2. 5. Explain the differences between global values, terminal values, instrumental values, and domain-specific values.
What are the four main value dimensions along which national cultures can vary? What are the three components of a consumer’s lifestyle? . Chapter 15 2. 5. 7. Why do companies sometimes target opinion leaders for marketing attention? What three techniques can marketers use to encourage consumer compliance? Why is word of mouth so important for marketers?
Week 11 – 13/05/13 Chapter 16 4. 5. 6. How can consumers be categorized in terms of their timing of adoption relative to other consumers?
What is the product life cycle, and how does it differ from product diffusion? How do consumer learning requirements and social relevance affect resistance, adoption, and diffusion? Chapter 18 1. 5. 6. What is compulsive buying, and why is it a problem? What influences environmentally conscious consumer behavior? What can consumers do to resist marketing practices they perceive as unwanted or unethical?
Week 12 – 20/05/13 Final Test – In class BASED ON CHAPTERS 14, 15, 16 & 18