Consumer Behavior 7th Edition

Case 1-1 How Unilevers Brands Connect with Consumers From soap to soup, Unilever [http://bi.galegroup.com/essentials/company/742170?u=tlearn_trl] markets a wide range of personal care products, foods, and household cleaners under popular brands like Dove, Bertolli, Lipton, Lux, Axe, Sunsilk, Surf, and Omo. Two billion consumers buy its products every day, adding up to

Case 1-2 Swatch Makes Time for Luxury From plastic to platinumthe wristwatch company known for fun fashion accessories is now focusing on the watch as a status symbol. When Switzerland-based Swatch Group [http://bi.galegroup.com/essentials/company/115?u=tlearn_trl] was founded in 1983, popularly priced quartz watches made by Japanese firms had taken considerable market share

Chapter 10 What to Do with Old Cell Phones? Every year, millions of consumers answer the call to upgrade their cell phonesand that means deciding what to do with the used cell phone being replaced. Some people reuse their cell phones by giving them to another family member or saving

Case 10-2 Service Recovery Helps JetBlue Fly Higher JetBlue Airways [http://bi.galegroup.com/essentials/company/962767?u=tlearn_trl] knows that every flight represents another opportunity to satisfy passengers and to win or reinforce their loyalty. Based at New Yorks JFK Airport, JetBlue sent its first jet taxiing down the runway in 2000 and now flies to dozens

Chapter 11 Big Buying on Black Friday and Cyber Monday Black Friday has long been a U.S. shopping tradition. Its named for the day after Thanksgiving (fourth Thursday in November), when retail businesses move from the red into the black become profitable as consumers start buying for Christmas, Hanukkah, or Kwanzaa.

Chapter 12 Marketing to Teens Worldwide via Music Knowing that teenagers in many nations have similar attitudes and tastes, the worlds two largest soft drink companies see this group of consumers as an extremely important target market with long-term profit potential. Both Coca-Cola [http://bi.galegroup.com/essentials/company/301815?u=tlearn_trl] and PepsiCo [http://bi.galegroup.com/essentials/company/306851?u=tlearn_trl] know that not

Case 12-2 Can Canned Soup Translate? The first time that New Jerseybased Campbell Soup [http://bi.galegroup.com/essentials/company/301350?u=tlearn_trl] tried to market its soups in China, consumers simply did not buy them. It was the early 1990s, and Campbells marketers saw a huge sales opportunity in a populous nation that sips a lot of

Chapter 13 IKEAs Household Appeal No matter where you live, no matter what kind of household you live inmarried with children, samesex couple, single, single parent, or just roommates IKEA [http://bi.galegroup.com/essentials/company/492600?u=tlearn_trl] wants to be your partner in better living. The Swedish retailer rings up $33 billion in sales through 284

Case 13-2 Getting to Know Mom What do families need, want, use, and buy? More marketers are getting to know Mom as they gather information about the acquisition and consumption preferences and patterns of households with children. Some companies monitor what moms are saying about products or problems on parenting

Chapter 14 Earache Treatment, Aisle 3: The Rise of Retail Walk-In Clinics Thousands of retailers across America will soon feature walk-in clinics to accommodate people who need to shop and want to get a flu shot or have an achy ear inspected on the same shopping trip. Nights, weekends, holidays,

Case 14-2 McDonalds Goes Upscale from Paris to Peoria A Big Mac, fries, and a cappuccino? These days, when consumers from Paris to Peoria go into a neighborhood McDonalds, [http://bi.galegroup.com/essentials/company/305566?u=tlearn_trl] they can order meals made from fresh, locally grown produce and sip more sophisticated beverages. Of course, the fast-food chains

Chapter 15 It Is Brewing: Single-Serve Coffeemakers Are Hot Brands such as Nespresso, Keurig [http://bi.galegroup.com/essentials/company/361332?u=tlearn_trl], and Senseo are competing for the attention of dedicated coffee lovers who want to brew one very good cup of coffee at a time without taking a lot of time. Although each brands single-serve coffeemaker

Case 15-2 The CFL: Coming Soon to a Light Socket Near You In a nation with 4 billion light sockets, one light bulb per household can make a real difference. If every U.S. household replaced one ordinary incandescent light bulb with a compact fluorescent lamp (CFL), the energy saved would

Chapter 16 Bicycles: More than Pedal Power Not so long ago, a bicycle was, well, just a pedal-powered way to get around. Today, the bicycle is not just two-wheeled transportationit has become a major industry worldwide. A growing number of consumers are buying bikes for commuting, for fun, for status,

Case 16-2 Buying that Special Something Online Auctioning pieces of the original Hollywood sign from 1923, McDonalds [http://bi.galegroup.com/essentials/company/305566?u=tlearn_trl] Happy Meals toys from 1979, Hawaiian postcards from 1897, and gum chewed by Britney Spears in 2004, eBay [http://bi.galegroup.com/essentials/company/441427?u=tlearn_trl] is the worlds largest marketplace for collectibles. The site facilitates the purchase of

Chapter 17 Marketing Baby Carrots Like Junk Food Can marketing encourage people to snack on baby carrots as if they were junk food? Thats what California-based Bolthouse Farms has set out to do, with the help of Colorado advertising agency Crispin Porter + Bogusky. Bolthouse CEO Jeff Dunn, a former

Case 17-2 Is Your Personal Data Private? Is It Safe? Whenever you use a credit or debit card to buy somethingonline, in a store, by mail, or over the phoneyour purchase is recorded and stored in the retailers database (as well as in the banks database). Analyzing your purchasing patterns

Chapter 2 USAA: Millions of Customers, One Bank Branch USAA [http://bi.galegroup.com/essentials/company/201767?u=tlearn_trl] (United States Automobile Association) maintains only one bank branch to serve more than 8 million consumers worldwide, yet it boasts a 98 percent customer retention rate and often ranks way ahead of competitors in surveys of customer service and

Case 2-2 Whats in Store at Umpqua Bank Umpqua Bank [http://bi.galegroup.com/essentials/company/266990?u=tlearn_trl] wants to be more than a dependable, knowledgeable financial institution where consumers pop in to use the ATM, make a deposit, or apply for a loan. Founded in 1953, the bank had just five branches and $140 million in

Chapter 3 How Under Armour Gets Noticed The Nike [http://bi.galegroup.com/essentials/company/306325?u=tlearn_trl] swoosh may be one of the most recognized logos in the world of sports, but the Under Armour [http://bi.galegroup.com/essentials/company/956606?u=tlearn_trl] logo (an interlocking U and A) is increasingly in the spotlight as the company gets noticed on and off the field.

Case 3-2 Heinz Is Looking for Attention From upside-down bottles and wacky-colored ketchups to unusual store displays and customer- created television commercials, H. J. Heinz [http://bi.galegroup.com/essentials/company/304112?u=tlearn_trl] is definitely looking for attention. Although Heinz sells 650 million bottles of ketchup each year, the company is anything but complacent about keeping its brands

Chapter 4 Nostalgia Marketing Brings Memories Back Many different marketers, from cat-food manufacturers to insurance firms, are evoking positive memories of the past to capture the imagination of consumers through nostalgia marketing. Whether theyre bringing back old jingles, slogans, images, logos, characters, or brands, marketers want to jolt consumers memories.

Case 4-2 Hyundai Accelerates New Image Marketing Hyundai [http://bi.galegroup.com/essentials/company/1199108?u=tlearn_trl] is speeding toward a new brand image with a $150 million advertising campaign and a new upscale sedan intended to compete with the top German and Japanese luxury brands. In the late 1980s, when the South Korean car company first entered

Case 4-3 Remember the Apple Thanks to a steady stream of innovative products combining user-friendly technology and elegant design, Apples [http://bi.galegroup.com/essentials/company/300559?u=tlearn_trl] bite of the consumer electronics market has been getting a little larger year by year. Once it hit the iPod sales jackpot, however, Apples brand took a major leap

Chapter 5 Volkswagens Drive to Become the Worlds Top Automaker Volkswagen Group [http://bi.galegroup.com/essentials/company/1301869?u=tlearn_trl], Europes largest automaker, is accelerating toward its goal of passing Toyota [http://bi.galegroup.com/essentials/company/532?u=tlearn_trl] to become the worlds largest automaker by 2018. Based in Wolfsburg, Germany, Volkswagen has introduced many distinctively styled vehicles over the years, including the Beetle,

Case 5-2 GEICO Makes Its Case for Savings and Service GEICO [http://bi.galegroup.com/essentials/company/353455?u=tlearn_trl] is the number-four U.S. car insurance firm, behind State Farm [http://bi.galegroup.com/essentials/company/272525?u=tlearn_trl], Allstate, [http://bi.galegroup.com/essentials/company/290059?u=tlearn_trl] and Progressive [http://bi.galegroup.com/essentials/company/307108?u=tlearn_trl], yet its $500 million annual budget for marketing communications is by far the industrys largest. GEICO uses this budget to great advantage

Chapter 6 The Old Spice Man Spices Up Brand Marketing When Isaiah Mustafa appeared in a 2010 Super Bowl commercial [https://www.youtube.com/watch?v=owGykVbfgUE] with a towel wrapped around his waist and a bottle of Old Spice body wash in one hand, he kicked off a long-running viral marketing campaign that has rejuvenated

Case 6-2 Tugging on Shoppers Heartstrings J.C. Penney [http://bi.galegroup.com/essentials/company/304768?u=tlearn_trl] and Wal-Mart [http://bi.galegroup.com/essentials/company/309223?u=tlearn_trl] want shoppers to know how much they care. Good prices and good selection are still important, but with so many choices on the street and on the Web, retailers really have to fight for attention in todays crowded

Chapter 7 Searching for a Search Engine Theres a big marketing battle brewing among the search engines of the world. Google [http://bi.galegroup.com/essentials/company/927326?u=tlearn_trl] is so widely used that many consumers talk of Googling a product or service when they mean theyre going to do some Internet research. But as dominant as

Case 7-2 Using Cell Phones for Price and Product Comparisons Calling all shoppers: For quick and easy comparisons of products and prices, just grab that cell phone and scan the bar code for information from anywhere at any time. Cell phones are also being used to search out which local

Chapter 8 Harley-Davidson Wheels into India Can Milwaukee-based Harley-Davidson [http://bi.galegroup.com/essentials/company/47405?u=tlearn_trl] roar into Indiathe worlds second-largest market for motorcycles, after Chinaand attract buyers despite strong competition from local and global bike brands? With more than a century of tradition behind its iconic American brand, Harley-Davidson isnt starting from scratch in India.

Case 8-2 Winnebago Wants RV Owners to Get on the Road Will high gasoline prices and uncertain economic conditions keep consumers from buying recreational vehicles and motor homes to enjoy the romance of the open road with all the comforts of home? The profits of Winnebago Industries [http://bi.galegroup.com/essentials/company/309442?u=tlearn_trl] of Forest

Chapter 9 Bargain-a-Day Deal Appeal Every day a big new dealthats the appeal of bargain-a-day websites like Living Social [https://www.livingsocial.com/], Google Offers, and kgbdeals. Although the details vary from site to site, the idea is the same: Consumers click to buy a coupon good for a deeply discounted deal on

Case 9-2 Try It, Youll Like It: Sampling Sampling has emerged as a critical marketing technique for a long list of companies, from Starbucks [http://bi.galegroup.com/essentials/company/239921?u=tlearn_trl] and Stew Leonards (Grocery Store) to Vitamin Water. In a bid to broaden its appeal beyond lovers of espresso and similar beverages, Starbucks recently introduced

Chapter 1: Understanding Consumer Behavior Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 CHAPTER 1 Understanding Consumer Behavior CHAPTER SUMMARY Consumer behavior involves understanding the set of decisions (what, whether, why, when, how, where, how

Chapter 10: Post-Decision Processes Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 10 Post-Decision Processes CHAPTER SUMMARY This chapter examines some of the major processes that occur after a decision has been made. Consumers sometimes develop post-decision

Chapter 11: Social Influences on Consumer Behavior Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 11 Social Influences on Consumer Behavior CHAPTER SUMMARY Reference groups are part of a general set of influence sourcesthose that are marketer

Chapter 12: Consumer Diversity Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 12 Consumer Diversity CHAPTER SUMMARY Six major aspects of consumer diversity have important effects on consumer behavior: age; gender; sexual orientation; and regional, ethnic, and

Chapter 13: Social Class and Household Influencess Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 1 CHAPTER 13 Household and Social Class Influences CHAPTER SUMMARY Individuals in a society can be grouped into status levels (upper, middle, and

Chapter 14: Psychographics: Values, Personality, and Lifestyles Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 14 Psychographics: Values, Personality, and Lifestyles CHAPTER SUMMARY Values are enduring beliefs that inform us what is important. They are learned through

Chapter 15: Innovations: Adoption of, Resistance to, and Diffusion of Innovations Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 15 Innovations: Adoption, Resistance, Diffusion CHAPTER SUMMARY Innovations are products, services, ideas, or attributes perceived to be new

Chapter16: Symbolic Consumer Behavior Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 16 Symbolic Consumer Behavior CHAPTER SUMMARY This chapter discusses the symbolic role that products can play. Some products are used as conscious badges that designate

Chapter17: Ethics, Social Responsibility and the Dark Side of Consumer Behavior and Marketing Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. 1 CHAPTER 17 Marketing, Ethics, Social Responsibility in Todays Consumer Society CHAPTER SUMMARY Deviant consumer behavior covers both

Chapter 2: Motivation, Ability, and Opportunity Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 CHAPTER 2 MOTIVATION, ABILITY, AND OPPORTUNITY Chapter Summary This chapter is the students introduction to factors that can influence consumers to behave

Chapter 3: From Exposure, Attention, and Perception Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 CHAPTER 3 FROM EXPOSURE TO COMPREHENSION CHAPTER SUMMARY This chapter considers the topics of exposure, attention, and perception as precursors to

Chapter 4: Memory and Knowledge and Understanding Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 CHAPTER 4 MEMORY AND KNOWLEDGE Chapter Summary This chapter considers how memory and knowledge influence consumer behavior. The chapter describes

Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. CHAPTER 5 Attitudes Based on High Effort CHAPTER SUMMARY This chapter examines how consumers affective involvements are formed and changed when their motivation, ability, and opportunity to engage in a behavior, make

Chapter 6: Attitudes Based on Low Consumer Effort Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 CHAPTER 6 ATTITUDES BASED ON LOW EFFORT CHAPTER SUMMARY This chapter focuses on the processes by which marketers can change

Chapter 7: Problem Recognition and Information Search Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 Copyright Cengage Learning. All rights reserved. 1 CHAPTER 7 PROBLEM RECOGNITION AND INFORMATION SEARCH CHAPTER SUMMARY This chapter examines the three initial stages of the consumer judgment and

Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. CHAPTER 8 JUDGMENT AND DECISION MAKING BASED ON HIGH CONSUMER EFFORT CHAPTER SUMMARY Judgments involve forming evaluations or estimates of the likelihood of events are not always objective, whereas decisions entail a

Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. Copyright Cengage Learning. All rights reserved. CHAPTER 9 Judgment and Decision Making Based on Low Effort CHAPTER SUMMARY This chapter examines the nature of consumer judgment and decision-making when MAO (and consequently elaboration) is low. In these situations,

Name: Class: Date: Chapter 01Understanding Consumer Behavior Copyright Cengage Learning. Powered by Cognero. Page 1 1. Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by

Name: Class: Date: Chapter 10Post-Decision Processes Copyright Cengage Learning. Powered by Cognero. Page 1 1. Post-decision dissonance is a feeling of elation after a purchase. a. True b. False ANSWER: False 2. To

Name: Class: Date: Chapter 11Social Influences on Consumer Behavior Copyright Cengage Learning. Powered by Cognero. Page 1 1. Dr. Sean Rich is a well-known cardiologist and is respected by many in his field. Rezyl, a leading medical and healthcare

Name: Class: Date: Chapter 12Consumer Diversity Copyright Cengage Learning. Powered by Cognero. Page 1 1. Marketers segment people by age because people of the same age go through similar life experiences. a. True b. False ANSWER: True

Name: Class: Date: Chapter 13Household and Social Class Influences Copyright Cengage Learning. Powered by Cognero. Page 1 1. Dual-career families tend to spend less than other families do on childcare, eating out, and services in general. a. True

Name: Class: Date: Chapter 14Psychographics: Values, Personality, and Lifestyles Copyright Cengage Learning. Powered by Cognero. Page 1 1. Traditionally, psychographics did not measure consumer lifestyles. a. True b. False ANSWER: False 2. Parents

Name: Class: Date: Chapter 15Innovations: Adoption, Resistance, and Diffusion Copyright Cengage Learning. Powered by Cognero. Page 1 1. The ability to develop successful new products is critical to a company's sales, future growth, and long-term survival potential. a.

Name: Class: Date: Chapter 16Symbolic Consumer Behavior Copyright Cengage Learning. Powered by Cognero. Page 1 1. In the context of symbolic consumer behavior, cultural categories do not reflect gender and age characteristics of people. a. True b.

Name: Class: Date: Chapter 17Marketing, Ethics, and Social Responsibility in Today's Consumer Society Copyright Cengage Learning. Powered by Cognero. Page 1 1. An example of helpful other-focus is the sharing of ideas, such as answering the questions of friends

Name: Class: Date: Chapter 02Motivation, Ability, and Opportunity Copyright Cengage Learning. Powered by Cognero. Page 1 1. Willingness to engage in a goal-relevant activity is an outcome of motivation. a. True b. False ANSWER: True

Name: Class: Date: Chapter 03From Exposure to Comprehension Copyright Cengage Learning. Powered by Cognero. Page 1 1. Consumers can be exposed to marketing stimuli at any stage of the decision-making process. a. True b. False ANSWER: True

Name: Class: Date: Chapter 04Memory and Knowledge Copyright Cengage Learning. Powered by Cognero. Page 1 1. Echoic memory is sensory memory of things we see. a. True b. False ANSWER: False 2. Working

Name: Class: Date: Chapter 05Attitudes Based on High Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Personality is a relatively global and enduring evaluation of an object, issue, person, or action. a. True b. False

Name: Class: Date: Chapter 06Attitudes Based on Low Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Attitudes formed under high-effort processing may not even be stored in memory, allowing consumers to form attitudes anew each time they

Name: Class: Date: Chapter 07Problem Recognition and Information Search Copyright Cengage Learning. Powered by Cognero. Page 1 1. Frank realizes that he needs a new television. This is an example of his actual state. a. True b.

Name: Class: Date: Chapter 08Judgment and Decision Making Based on High Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Decision-making is judging how likely it is that something will occur. a. True b. False ANSWER:

Name: Class: Date: Chapter 09Judgment and Decision Making Based on Low Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Consumers are not guided by feelings when buying from a particular store. a. True b. False