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LO: 5-1
Topic: A-head: What Drives Human Behavior?
3. What is Maslow’s hierarchy of needs? List each category of needs in order, and provide an
example of products associated with each.
4. Explain the difference between hedonic and utilitarian motivation. Provide examples of
each.
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8. What are some visceral responses to different emotions?
9. Compare and contrast mood, affect, and emotion. Provide examples of each in a consumer
context.
10. What is the difference between measuring consumer emotions with an autonomic approach
and self-report approach? Which is more common and why?
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11. How can a slider scale be used to assess emotion?
12. Construct a set of semantic differentials that measure emotions by using a PAD approach.
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13. What three individual characteristics influence the way in which consumers react
emotionally to a consumption situation?
14. Ask three friends about their social networking behavior. Define flow. Do you think
anyone among the three friends are obtaining flow experiences from Facebook or other
social networking Internet activities? Do they show any signs of addiction?
©2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
15. How do feelings end up creating meaning?
16. *What is emotional contagion? Do you think it could affect the schema-based affect for
some type of service provider? Explain.
17. What are self-conscious emotions? Provide examples of appeals that evoke these emotions
from advertisements.
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18. Define aesthetic labor. How does aesthetic labor affect the value proposition of service
providers?
Group Activity
Prepare a short video that depicts the concept of aesthetic labor in the marketplace and the
emotions that accompany such attempts. Pay particular attention to depicting the visceral
reactions that show emotion. Either take the video in an actual service environment (ask
permission before doing so, as many service establishments frown on having photos or videos
taken) or act out the roles played by service providers and customers. Be prepared to explain
your video in class and demonstrate how it illustrates at least five concepts from the chapter.
Assignments
1. Obtain student opinions on the following statement: It is unethical to design a consumption
environment in a way that significantly alters consumer emotions.
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2. *Interview four friends concerning the feelings they have toward Facebook activities. Ask
them about how they would feel if they were deprived from using Facebook for a week, ten
days, or two months. Do you believe any of the friends may be addicted to Facebook?
3. While visiting a grocery or clothing store, try to observe and document evidence of
concepts from the chapter like emotional contagion or product contamination. Describe the
events and explain how they capture the idea.
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©2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Answer: This question allows students to apply concepts. Things like product
contamination should be easy to observe and identify.
BUSPROG: Reflective Thinking
DISC: Customer
LO: 5-6
Topic: A-head: Emotion, Meaning, and Schema-Based Affect
Bloom’s: Application
Difficulty: Challenging
Chapter Video Summary
To view the video case on Jordan’s Furniture, access the Chapter 5 Media Quiz in CB8
Online (create a course at login.cengage.com).
Jordan’s Furniture
Business is about understanding people and their needs, emotions, and motivations. Jordan’s
Furniture is a good example of a successful business that derives much of its success from
influencing consumer behavior to its advantage. The two brothers, who run Jordan’s, Eliot and
Barry, have devised a unique marketing strategy that couples entertainment with furniture
shopping. Jordan’s advertising line is interesting and robust at the same time: From radio to
funny ads for TV, Jordan’s Furniture has a face of its own, a furniture shop to which people
return not only for the high-quality products, but also for the unique experience it offers.
Ask your students:
1. What is unique about the marketing strategy adopted by Jordan’s Furniture?
2. Why did Jordan’s Furniture decide to club entertainment with shopping? How successful is
the strategy?
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3. What advantages did Jordan’s Furniture secure by studying consumer behavior?
CB Scenario Video
A consumer in a supermarket pushes her shopping cart along the aisles, quickly filling it with
groceries and staples from the many products available on the shelves.
Ask your students:
1. Which need among Maslow’s hierarchy of needs does a consumer address when he/she
shops for groceries and staples in a supermarket? Would the consumer’s actions be a result
of utilitarian motivation or hedonic motivation or both? Explain the reasons for your
choice.
©2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2. Identify the different types of consumer involvement associated when a customer shops for
groceries in a supermarket. Apart from the above customer involvements, what type of
involvement would a customer be associated with if he/she needs to buy a refrigerator or
dishwasher?
©2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3. Describe the emotions you experience when you shop and how these emotions help shape
value.