Marketing Chapter 6 Homework Factors internal to an individual influence consumer behavior; these factors include needs and motives, perceptions, attitudes, learned responses, and self-concepts

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Chapter 6: Consumer Behavior

Classroom activity: Ask students to journal 3–5 aspects of their self-image as it really is. Then

ask them to think of 3–5 aspects of their ideal self (the self they aspire to be)?

How does this ideal self affect your goals, motives, and purchase decisions?

Key Takeaway: Factors internal to an individual influence consumer behavior; these

factors include needs and motives, perceptions, attitudes, learned responses, and self-

concepts.

Estimated time: 20–30 minutes

6-6 Situational Factors Influencing Consumer Behavior

In addition to social and psychological factors, situational factors impact behavior in known and

PRESENTATION VISUAL: MindTap Exhibit 6.7 providing examples of situational factors

Chapter 6: Consumer Behavior

Classroom activity: In small groups, ask students to brainstorm 2–3 real world examples they

have observed or experienced for each of the above situational factors.

Then discuss as a class.

Question: Which of these factors could be controlled or influenced by the marketer?

6-7 Identifying Influences on Consumer Behavior

Note: This learning objective provides practical application of several concepts from this

chapter. Reviewing these examples (which are in the text) in class can help reinforce how these

concepts are integrated.

Application exercise

As the marketing team at Butternut contemplates future marketing decisions, they look beyond

Example #1: Rob and Jonas are both affluent and married with kids. Rob sees himself as an

adventure seeker and travels around the world with other hardcore skiers. Jonas sees himself

as laid back and has actually never skied, instead opting to hang with fellow surfers whenever

possible. Can you spot the influences on their behavior?

Example #2: Veronica fears skiing because she broke her arm last time on the slopes. She was

just a beginner then, but a friend brought her to an advanced slope and Veronica tumbled all the

Chapter 6: Consumer Behavior

she expected. Now she’s considering whether to give skiing another try. Veronica’s decision

about whether to ski or not is most affected by which influences?

Answer:

The table is titled, Answer. The table has 2 columns and 6 rows. The column headings, from left

to right, are as follows: Description, Factor influencing Consumer Behavior. The row entries are

as follows. Row 1. Description,

Example #3: Tina and a group from her sorority are planning a three-day weekend ski vacation

and want to stay at a resort that also offers spa services. There are two different ski resorts that

offer spa services, but one is considered more exclusive and desirable. They are excited to take

Answer:

Key Takeaway: By looking at customer influences, the team at Ski Butternut can best

identify the best new prospects for their resort, and how to persuade them to visit.

Estimated time: 20 minutes

Chapter 6: Consumer Behavior

LEARN IT TODAY . . . USE IT TOMORROW

VIGNETTE AND ACTIVITY

The opening vignette for Chapter 6 introduces students to Ski Butternut, a ski and

snowboarding resort in Massachusetts. The intro teases a few aspects of consumer behavior

that Ski Butternut must consider when marketing their resorts.

Note: Answers to the chapter-ending activity can be discussed in class after the activity

due date.

Ski Butternut

As a marketing intern at Ski Butternut, you’ve just spent the day shadowing their team to learn

[Questions are from the Ski Butternut video in MindTap)

Question #1

When Matt says Ski Butternut appeals to families, he is referring to which of the three influences

on consumer behavior?

• Social (answer)

Question #2

Since Ski Butternut is described as affordable, what two influences does this most relate to?

• Social—reference group

Question #3

Luke’s friends are mainly skateboarders and snowboarders who would rather ride the rails at a

terrain park than ski downhill. Luke also saw Sean White on a YouTube video snowboarding on

rails and thought it was cool. Now Luke spends most of his time going off to jumps and riding

rails at Ski Butternut. Luke is most influenced by which two factors?

• Social—family

• Social—reference group (answer)

• Social—influencers (answer)

Chapter 6: Consumer Behavior

Question #4

When Matt Sawyer talks about giving kids a good experience early so they are more likely to

come back when they “get wheels” (meaning they are old enough to drive), he is referring to the

influence of:

• Social—social class

Question #5

If a parent brings their children to Ski Butternut because they see the gentle slopes and kids-

oriented ski runs as safer and more family-friendly, this relates to which influences?

• Social—influencers and reference groups

Question #6

Teenagers and college students arrive “in packs” to Ski Butternut. This relates to which two

influences?

Social—social class

Social—reference groups (answer)

Chapter 6: Consumer Behavior

ADDITIONAL HOMEWORK/CLASSROOM ACTIVITIES

Cultural Values and Consumer Behavior

Purpose: To help students explore their perceptions of U.S. cultural values.

Background: Culture clearly influences consumer behavior in both obvious and subtle ways,

Relationship to Text: Social factors that influence consumer behavior

Estimated Class Time: About 10 minutes

Exercise: Spend a few moments reviewing with your class the idea of core values. Once they

fully understand the concept, divide your students into small groups and give each group a few

minutes to quickly brainstorm a list of core values in U.S. culture (and tell them to base their list

on their own perceptions, not from any other source). When their lists are complete, ask them to

prioritize their values from most important to least important.

Questions for Reflection:

• Why is it important to explore the core values of national culture?

• How does this information impact marketing?

Attitudes and Consumer Behavior

Purpose: To emphasize the role of attitudes in consumer behavior.

Background: While everyone knows what it means to “have an attitude,” the marketing

implications are less apparent for many students. This exercise is designed to clarify the

relationship between attitudes and consumer behavior.

Chapter 6: Consumer Behavior

Exercise: Divide your students into small groups. Challenge each group to choose an existing

ad that appeals to a particular type of attitude and ask them to develop an alternate ad for the

Questions for Reflection:

• How important are attitudes relative to the other influences on consumer behavior?

• How easy or hard is it to change consumer attitudes? Why?

Self-Concept and Consumer Behavior

Purpose: To illustrate the close links between who we are and how we consume.

Background: The study of consumer behavior suggests that many of our purchases reflect

recognizable elements of who we are in terms of gender, personality, individual style, hobbies,

and so on. This exercise is designed to highlight those links.

Exercise: Direct your students to think for a moment about goods or services that they

particularly enjoy in any category, from shoes to bands, cars, and restaurants. Ask them to write

down their five favorites, including the brand name (e.g., Nike running shoes, Levi’s blue jeans),

Questions for Reflection:

• In what categories are our purchases most likely to reflect our personalities?

• Do brands themselves have personalities?

• How can a marketer create a personality for a brand? What is the value in doing so?

Chapter 6: Consumer Behavior

Internet Research Activities

Marketing to children

Advertising and other marketing efforts directed toward children have long been controversial.

Visit the website of Children’s Advertising Review Unit (CARU)—an organization created by the

Consumer decision making

Assume you’re in the market for both a new cell phone and cell phone provider. Follow the

beginning stages in the consumer decision model described in the chapter—recognition of

problem or opportunity, search, and evaluation of alternatives. Use the Internet to aid in your

consumer decision process. Prepare a report summarizing your experience. Compare and

contrast your experience with an actual consumer purchase decision you recently made.

Chapter 6: Consumer Behavior

KEY TERMS

Consumer behavior: The process through which the ultimate buyer or household consumer

makes purchase decisions.

Evoked set: The collection of alternatives a consumer considers when making a decision.

Involvement: The degree of interest an individual has in the product, as well as how important

that product is to them.

Routinized response: Behavior that occurs for low-involvement products that consumers

purchase on a frequent basis.

Limited problem solving: Behavior that occurs for purchases that consumers make less

frequently and when their knowledge or experience is limited.

Reference groups: People or institutions whose opinions are valued and to whom a person

looks for guidance in his or her own behavior, values, and conduct.

Opinion leaders: Trendsetters who purchase new products before others in a group, and then

influence others in their purchases.

Need: An imbalance between the consumer’s actual and desired states.

Motives: Inner states that direct a person toward the goal of satisfying a need.

Chapter 6: Consumer Behavior

Attitudes: A person’s enduring favorable or unfavorable evaluations, emotions, or tendencies

toward some object or idea.

Learning: Immediate or expected changes in consumer behavior as a result of experience.

Self-concept: A person’s view of themselves.