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Chapter 6 - Consumer Behavior Marketing 6th
Video Streaming Service: The Consumer Decision Process
Activity Type: Click & Drag
Learning Objectives: 06-01
Difficulty: Medium
Activity Summary: The steps of the consumer decision process are explored in the context of a
hypothetical choice of a video streaming service.
Activity
Introduction: Eva Carlyn is a college student making a decision about a video streaming service. As
part of her decision-making process she asks herself, "Which alternative gives me the best overall
value—the best selection and convenience at the lowest price?" and, "Which alternative is more likely
to attract friends over to watch movies?" Read about Eva's process and then assemble the
decision-making model as instructed.
Concept Review: To understand consumer behavior, we must learn why people buy products.
Follow-Up Activity
Writing prompt: Ask each student to identify two recent purchases—one that was a simple choice, and
another that was more complex. Then, the student should write a short essay describing each purchase
situation, and classifying what happened according to the step of the consumer decision process that
each action or thought process represented.
Netflix and Consumer Behavior
Activity Type: Video Case
Learning Objectives: 06-01, 06-02, 06-03
Difficulty: Medium
Activity Summary: This video case explores the origins of Netflix and the services it offers. After the
video ends, students are asked questions about the video and related course concepts.
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McGraw-Hill Education. 1
Chapter 6 - Consumer Behavior Marketing 6th
Activity
Introduction: Instead of driving to a video store, Netflix subscribers create online lists of DVD
selections from the company's inventory of over 100,000 titles, receive DVDs in the mail, keep them
for as long as they wish, and then mail them back in prepaid envelopes. On an average day, Netflix
ships two million DVDs to its 10+ million subscribers. Despite this high volume, service is prompt and
efficient, and 90% of Netflix customers say that they actively recommend the service to friends and
family. "Watch It Now" streaming movies are also available to subscribers who want to choose a
movie and watch it immediately. Follow the evolution of Netflix in the video, which discusses the role
of consumer behavior in the firm's success.
Concept Review: To understand consumer behavior, we must learn why people buy products.
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
At the time that the video was recorded, Netflix’s business was primarily in DVD delivery, and its primary
Helping Consumers Decide: Yelp
Activity Type: Video Case
Learning Objectives: 06-01, 06-02, 06-03
Difficulty: Medium
Activity Summary: This video case discusses Yelp, where consumers can review local businesses,
and relates it to different factors that impact the consumer decision process. After the video ends,
students are asked questions about the video and related course concepts.
Activity
Introduction: Founded in 2004, Yelp is a website/service that connects consumers with many types
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 2
Chapter 6 - Consumer Behavior Marketing 6th
of local businesses. These businesses range from restaurants to dentists to beauty salons. The site
has grown tremendously and its international community of users call themselves Yelpers. In January
of 2011, Yelp had more than 45 million unique visitors. Yelpers have written over 15 million local
reviews. All of these word-of-mouth reviews are locally indexed, the starting point for Yelp searches.
Yelp has grown to be a valuable resource to aid consumer decision making.
Concept Review: Many consumer decisions require searching for and evaluating information. There
are psychological factors that affect the search process such as past experience, locus of control, and
perceived risk. When consumers evaluate alternatives, they often use decision rules regarding
determinant attributes. After evaluation, consumers are typically ready to buy. There are also a
number of factors that influence the overall decision process. In this activity, you will be examining
these factors as they relate to Yelp.
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activity
For class discussion or writing prompt:
One problem with online review sites is the writing of “shill” reviews. For example, a hotel owner or
employee might post reviews of his/her own hotel, or might offer customers an incentive (such as a
A Trip to the Grocery Store
Activity Type: Click & Drag
Learning Objectives: 06-03, 06-06
Difficulty: Medium
Activity Summary: This activity presents three grocery shopping scenarios to distinguish among
different types of buying situations.
Activity
Introduction: Every time we go to the store, we make decisions on what products to buy and what
brands to buy. These decisions are dependent on individual consumer experiences, habits, and
preferences with product categories and brand loyalty. This activity asks you to read three brief
buying scenarios and determine the decision heuristic and the type of buying decision being used.
Concept Review: Once a consumer has recognized a problem and explored the possible outcomes,
she or he must sift through the choices available and evaluate the alternatives. Some use decision
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 3
Chapter 6 - Consumer Behavior Marketing 6th
Follow-Up Activity
In small groups, have students develop buying scenarios representing each of the three buying situations
for a different product category: perhaps clothing or a restaurant choice.
Consumer Decision Rules: Evaluating Airlines
Activity Type: Multiple Choice Worksheet
Learning Objectives: 06-05
Difficulty: Hard
Activity Summary: Students read a fictional scenario describing an airline ticket purchase scenario,
and then complete a worksheet that leads them through using compensatory and noncompensatory
decision criteria to make a choice.
Activity
Introduction: People use various consumer decision rules to select a product or service from
among several alternatives. In compensatory decision-making, consumers trade off one product
characteristic against another; positive characteristics compensate for negative ones. A
noncompensatory decision is when consumers choose a product based on only one characteristic,
Instructions: Read the fictional scenario, reviewing the characteristics that Tara Singh will use to
purchase an airline ticket from one of 3 airlines: American, Delta, and Southwest. Then answer 25
multiple-choice questions. Questions 1-16 ask you about weights, importance, and performance of
various characteristics of the flights, and then ask you what choice Tara would make using both
compensatory and noncompensatory decision models. Questions 17-25 further analyze Tara’s
decision making; you will answer only five of these nine questions.
Consumer Decision Rules: Evaluating Soda Drinks
Activity Type: Multiple Choice Worksheet
Learning Objectives: 06-05
Difficulty: Hard
Activity Summary: Students read a fictional scenario describing a soft drink purchase scenario, and
then complete a worksheet that leads them through using compensatory and noncompensatory
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education. 4
Chapter 6 - Consumer Behavior Marketing 6th
decision criteria to make a choice.
Activity
Introduction: People use various consumer decision rules to select a product or service from
among several alternatives. In compensatory decision-making, consumers trade off one product
characteristic against another; positive characteristics compensate for negative ones. A
noncompensatory decision is when consumers choose a product based on only one characteristic,
Instructions: Read the fictional scenario, reviewing the characteristics that Victor Fernandez, a
first-year middle-school teacher, uses to buy cola, selecting from one of 3 brands: Coca-Cola, Pepsi,
and Dr Pepper. Then answer 25 multiple-choice questions. Questions 1-16 ask you about weights,
importance, and performance of various characteristics of the sodas, and then ask you what choice
Victor would make using both compensatory and noncompensatory decision models. Questions
17-25 further analyze Victor’s decision making; you will answer only five of these nine questions.
Consumer Decision Rules: Evaluating Car Models
Activity Type: Multiple Choice Worksheet
Learning Objectives: 06-05
Difficulty: Hard
Activity Summary: Students read a fictional scenario describing a car purchase scenario, and then
complete a worksheet that leads them through using compensatory and noncompensatory decision
criteria to make a choice.
Activity
Introduction: People use various consumer decision rules to select a product or service from
among several alternatives. In compensatory decision-making, consumers trade off one product
characteristic against another; positive characteristics compensate for negative ones. A
noncompensatory decision is when consumers choose a product based on only one characteristic,
Instructions: Read the fictional scenario, reviewing the characteristics that Ashley Jones, a young
medical student, will use to buy a car, selecting from one of 3 models: SUV, Sedan, and Coupe. Then
answer 25 multiple-choice questions. Questions 1-16 ask you about weights, importance, and
performance of various characteristics of the car models, and then ask you what choice Ashley would
make using both compensatory and noncompensatory decision models. Questions 17-25 further
analyze Ashley’s decision making; you will answer only five of these nine questions.
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McGraw-Hill Education. 5
Chapter 6 - Consumer Behavior Marketing 6th
Weight Watchers, Jenny Craig, and SlimFast
Activity Type: Case Analysis
Learning Objectives: 06-01, 06-02, 06-03, 06-04, 06-05
Difficulty: Hard
Activity Summary: A short case compares and contrasts the products and services offered by
Weight Watchers, Jenny Craig, and SlimFast. Students are asked questions relating the case
material to course concepts.
Activity
Introduction: The weight loss industry, worth over $60 billion in 2010, is growing steadily because
lifestyles and food choices keep working against people's desire to lose weight. Many Americans
spend their days sitting in front of a computer and their evenings sitting in front of a television.
Restaurant meals, prepared foods, and high-fat/high-sugar snacks have replaced home-cooked
meals, whole grains, and fresh produce. Exercise is limited to clicking a mouse or turning an ignition
key. Three recognized diet-aid behemoths, Weight Watchers, Jenny Craig, and SlimFast, share a
substantial piece of the pie of this highly lucrative market.
Concept Review: It is vital that marketers study consumer behavior to understand why people buy
specific products or services and not others. Generally, people buy one product or service instead of
another because they perceive it to be the better value for them; that is, the ratio of benefits to costs
ISeeIt Video Case: Consumer Decision Process
Activity Type: Video Case
Learning Objectives: 06-01, 06-03, 06-05
Difficulty: Medium
Activity Summary: This video case explores the consumer decision process, using the selection of a
flight home for the holidays as the context.
Activity
Introduction: Behind the act of making a purchase lies a complex and important decision making
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McGraw-Hill Education. 6
Chapter 6 - Consumer Behavior Marketing 6th
process. Buyers typically pass through a five-stage process where they must decide between a set of
possible options to meet their needs. Take for instance Gabbie and her need to fly home to see her
parents during the holiday season. With her limited budget and even less experience, she relied on
her parents, her boyfriend and the Internet as sources of information to help guide her decision. Upon
finding a series of alternatives which met her budgetary and personal requirements, she decided to
purchase a flight with Jet Green. While she enjoyed her flight, the airline lost Justin’s luggage, which
left her with a somewhat negative opinion of an otherwise satisfying experience. While this negative
opinion may impact Gabbie’s immediate evaluation of the experience, her future purchasing needs
along with motivation, personality, and perception will also influence potential travel purchases with
Jet Green.
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
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McGraw-Hill Education. 7
