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Analyzing the Athletic Shoe Market for SHOE FIEND Background You are the marketing analyst for SHOE FIEND, an online athletic shoe store. To date, your company has done li”le formal marketing research about athletic shoe buyers in the United States. […]

Evolving Trends in Fitness and French Fries Background and Goal Your close friend has finally saved up enough money to open up their dream business – a fitness gym! He hopes to one day turn his gym into a national […]

Cats, Kibble, and Cable TV Background and Goal You were hired by PROSPEROUS PETS, a small regional chain of boutique pet care stores. PROSPEROUS PETS focuses on serving dog and cat owners for all of their pet needs, including: pet […]

Going Global with CAPABLE JUICE Background You are the CMO (Chief Marketing Ocer) for CAPABLE JUICE. CAPABLE JUICE is a company that sells a line of premium, all-natural juices. CAPABLE JUICE is marketed as a tasty beverage particularly well-suited for […]

Chapter 1: BUYING, HAVING, and BEING CHAPTER OBJECTIVES When students finish this chapter, they should understand why: 1. Consumer behavior is a process. 2. Marketers need to understand the wants and needs of different consumer segments. 3. Our choices as […]

REVIEW QUESTIONS 1-1. Provide a definition of consumer behavior. (1 minute, Chapter Objective 1, AACSB: Application of Knowledge 1-2. What are demographics? Give three examples of demographic characteristics. Demographics are statistics that measure observable aspects of a population, such as […]

Chapter 10: BUYING, USING AND DISPOSING CHAPTER OBJECTIVES When students have finished reading this chapter, they should understand why: 1. Many factors at the time of purchase dramatically influence the consumer’s decision-making process. 2. The information a store’s layout, Web […]

REVIEW QUESTIONS 10-1. What is time poverty, and how can it influence our purchase decisions? Many consumers believe they are more pressed for time than ever before. It may increase usage (5 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 10-2. […]

Chapter 11: Groups and Social Media CHAPTER OBJECTIVES When students finish this chapter they should understand why: 1. Other people and groups, especially those that possess social power, influence our decisions. 2. Word-of-mouth communication is the most imporant driver of […]

Chapter 11: Groups and Social Media REVIEW QUESTIONS 11-1. What is word-of-mouth, and why is it more powerful than advertising? Word-of-mouth (WOM) is product information transmitted by individuals to individuals. (5 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 11-2. Which […]

Chapter 12: Income and Social Class CHAPTER OBJECTIVES When students finish this chapter they should understand why: 1. Our confidence in our future, as well as in the overall economy, determines how freely we spend and the types of products […]

REVIEW QUESTIONS 12-1. How have women contributed to the overall rise in income in our society? One reason for this increase in income is that there also have been a larger proportion of people of working age participating in the […]

CHAPTER 13: SUBCULTURES CHAPTER OBJECTIVES When students finish this chapter they should understand why: 1. Consumer identity derives from “we” as well as “I”. 2. Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices. 3. Marketers […]

III. The Family Unit and Age Subcultures Discussion Opportunity—Ask: Describe your family structure. Would you say that it is traditional? What impact does your family structure have on purchasing? How could an advertiser design an ad to appeal to your […]

REVIEW QUESTIONS 13-1. What is a subculture? Consumers’ lifestyles are affected by group memberships within the society-at-large. We call these groups subcultures, whose members share beliefs and common experiences (5 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 13-2. What is […]

13-1. One study asked young people in the United States and the Netherlands to write essays about what is “cool” and “uncool” and to create visual collages that represent what it means to be cool. The researchers found that cool […]

CHAPTER 14: CULTURE CHAPTER OBJECTIVES When students finish this chapter they should understand why: 1. A culture is a society’s personality. 2. We distinguish between high culture and low culture. 3. Myths are stories that express a culture’s values, and […]

Discussion Opportunity—Ask: How do you think Halloween should be celebrated (if at all)? What does this say about your culture and your view toward contemporary culture and values? 1. Rites of passage are rituals that mark a change in social […]

REVIEW QUESTIONS 14-1. What is culture? List three dimensions social scientists used to describe a culture and give an example of each. We can think of culture as a society’s personality. It includes both abstract ideas, such as values and […]

14-1. Interview people you know who collect some kind of object. How do they organize and describe their collections? Do you see any evidence of sacred versus profane distinctions? The very nature of collecting should result in people applying some […]

INTRODUCTION HOW TO USE The Twelfth Edition of Michael R. Solomon’s Consumer Behavior has a complete set of supplemental learning and teaching aids. The Instructor’s Manual plays a central role in organizing this package. This manual has been designed so […]

Chapter 2: CONSUMER AND SOCIAL WELL-BEING CHAPTER OBJECTIVES When students finish this chapter, students should understand why: 1. Ethical business is good business. 2. Marketers have an obligation to provide safe and functional products as part of their business activities. […]

REVIEW 2-1. What are business ethics, and why is this an important topic? Business ethics are rules of conduct that guide actions in the marketplace. These are the (2 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 2-2. The economics of […]

Chapter 3: PERCEPTION CHAPTER OBJECTIVES After reading this chapter, students should understand why: 1. The design of a product today is a key driver of its success or failure. 2. Products and commercial messages often appeal to our senses, but […]

REVIEW 3-1. Define hedonic consumption and provide an example. Hedonic consumption is the multi-sensory, fantasy, and emotional aspects of consumers’ interactions with products. The Owens-Corning Fiberglass Corporation was the first company to (3 minutes, Chapter Objective 1, AACSB: Application of […]

Chapter 4: LEARNING AND MEMORY CHAPTER OBJECTIVES When students finish this chapter, they should understand why: 1. It is important to understand how consumers learn about products and services. 2. Conditioning results in learning. 3. Learned associations with brands generalize […]

A. How Our Memories Store Information 1. The traditional view (multiple-store) is that the short-term memory and long-term memory are separate systems. 2. Recent work says they may be interdependent (activation models of memory) so it takes more effort (deep […]

REVIEW QUESTIONS 4-1. What is the difference between an unconditioned stimulus and a conditioned stimulus? Ivan Pavlov, a Russian physiologist doing research on digestion in animals, first demonstrated this phenomenon in dogs. Pavlov induced classically conditioned learning by pairing a […]

CS 4-1. Do consumers build associative networks from their avatar’s experience? If so, the associations from their avatar experience by any different from other shopping experiences? How would these networks impact the consumer’s ability to organize and retrieve information that […]

Chapter 5: MOTIVATION AND AFFECT CHAPTER OBJECTIVES When students finish this chapter, students should understand why: 1. Products can satisfy a range of consumer needs. 2. Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. 3. […]

REVIEW QUESTIONS 5-1. What is motivation and why is this idea so important to marketers? Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to […]

Chapter 6: THE SELF CHAPTER OBJECTIVES When students finish this chapter, they should understand why: 1. The self-concept strongly influences consumer behavior. 2. Products often define a person’s self-concept. 3. Gender identity is an important component of a consumer’s self-concept. […]

Discussion Opportunities—Give an illustration of the four different forms of extended self. How might marketers or advertisers use these forms? II. Sex Roles Sexual identity is a very important component of a consumer’s self-concept. We tend to conform to culture’s […]

REVIEW 6-1. List three dimensions that describe the self-concepts. 1. Content—facial attractiveness versus mental aptitude; 3. Intensity, stability over time, and accuracy—the degree to which one’s self-assessment corresponds to reality. (5 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 6-2. Compare […]

Self-esteem: What is the nature of the positivity of plus-sized women with respect to their Self-consciousness: How aware are plus-sized women of how they appear to others and how they fit in relative to other women? (15 minutes, Chapter Objective […]

Chapter 7: Personality, Lifestyles, and Values CHAPTER OBJECTIVES When students finish this chapter they should understand why: 1. A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts […]

REVIEW 7-1. How does Freud’s work on the the unconscious mind relate to marketing practice? Freud believed that much of our personality stems from the desire to satisfy physical needs and the need to be a responsible member of society. […]

Chapter 8: ATTITUDES AND PERSUASIVE COMMUNICATION CHAPTER OBJECTIVES When students have finished reading this chapter, they should understand why: 1. It is important for consumer researchers to understand the nature and power of attitudes. 2. Attitudes are more complex than […]

1. Scarcity – items are more attractive when they are not available. 2. Authority – we believe authoritative sources more readily than non-authoritative sources. 3. Consistency – people try not to contradict themselves in terms of what they say and […]

REVIEW 8-1. How can an attitude play an ego-defensive function? Either attitudes we form to protect ourselves from external threats or internal feelings perform an ego-defensive function. An early marketing study indicated that housewives (5 minutes, Chapter Objective 1, AACSB: […]

APPLY 8-1. Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make them stand out or attain status). Ask the person to elaborate on […]

Chapter 9: DECISION MAKING CHAPTER OBJECTIVES When students have finished reading this chapter, they should understand why: 1. The three categories of consumer decision-making are cognitive, habitual, and affective. 2. A cognitive purchase decision is the outcome of a series […]

REVIEW QUESTIONS 9-1. Why can “mindless” decision making actually be more efficient than devoting a lot of thought to what we buy? Sometimes the decision-making process is almost automatic; we seem to make snap judgments based on very little information. […]

APPLY 9-36 Find examples of electronic recommendation agents on the Web. Evaluate these. Are they helpful? What characteristics of the sites you locate are likely to make you buy products you would not have bought on your own? Amazon.com and […]

Researchers have added to the original Fishbein multiattribute model. The name of this extended-Fishbein model is the ________. A) linked Fishbein model B) theory of reasoned action C) Phillips approach D) subjective norm model Answer: Which of the following theories […]

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Answer: John Deere established a reputation for building dependable farm tractors. When the company began […]

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior. A) Fear of deviance B) Fear of commitment C) The principle of least interest D) Interpersonal influence Answer: According to […]

In general, when the source of a message is perceived as attractive, the message will be more effectively communicated. Answer: The communications model requires a source and a message, but receivers of the message are not part of the model. […]

A point-of-purchase stimuli is part of the purchase environment. Answer: Most cultures in the world encourage the same degree of conformity. Answer: FALSE A person’s actual self is a person’s conception of how he/she would like to be. Answer: FALSE […]

Incidental learning occurs after a very concentrated search for information. Answer: An index is a sign that connects to a product because they share some property. Answer: TRUE Ideal beauty refers to a consumer’s subjective evaluation of his/her physical appearance. […]

In general, advertising is more effective when it ________ than when it ________. A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon […]

Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________. A) group norm B) leaderboard C) core group D) reference group Answer: The ________ route […]

The importance people attach to worldly possessions is called ________. A) ego products B) materialism C) needs D) wants Answer: The actual number of years a person has been alive is their ________ age. A) perceived B) chronological C) confirmed […]

When Sophie hums a McDonald’s jingle, it is an example of ________. A) brain worm B) incidental learning C) behavior D) consumer attention Answer: Another term for positivism is ________. A) interpretivism B) pluralism C) modernism D) postmodernism Answer: C […]

According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior. Answer: A sophisticated form of conspicuous consumption is called parody display. Answer: TRUE Green marketing refers to the […]

When Campbell’s markets many products under the same brand name it is called family branding. Answer: Anna’s best friend, Aubrey ,was getting married. Anna spent a lot of time thinking of the perfect gift and was so excited about the […]

Perceived age is how old a person feels. Answer: The body is adorned or altered in some way in every culture. One of the chief purposes for doing this is to place the individual in the social organization. Answer: TRUE […]

The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play. A) role theory B) pastiche C) interpretivism D) psychographics Answer: Which of the following phrases is the best illustration of homogamy? A) […]

One of the strategies employed by organizational buyers to reduce information search and effort in evaluating competing alternatives for routine purchases is to use a fixed set of suppliers. Answer: Needs are created when the actual state of a customer […]

During ________, one consumer exchanges something she owns with someone else for something the other person owns. A) freegan sharing B) divestment C) disposal casting D) lateral cycling Answer: Which term refers to the bond between product and consumer that […]

A stage in the perception process is ________. A) exposure B) attention C) interpretation D) all of the above Answer: The cultural learning acquired through ________ leads immigrants to a process of adaptation. A) maintenance B) translation C) resistance D) […]

Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders, whose recommendations people see for all purchases. A) heterophilous B) generalized C) polymorphic D) monomorphic Answer: Which of the following is not […]

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation? A) Promotional consideration […]

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on a […]

Studies suggest that men and women who are exposed to beautiful models in advertisements are likely to alter their perceptions of their own body shapes. Answer: Ideals of male beauty are based on facial features, musculature, and facial hair. Answer: […]

According to the elaboration likelihood model, marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product. Answer: A pop-up store is purposefully designed to come and go very rapidly. Answer: TRUE Consumers who […]