Chapter 7:
Connected Consumers Online
Review Questions
1. Name several consumer behavior theories that apply both on and offline.
Consumers experience all or many of the buying process steps: need identification,
information search, alternative evaluation, purchase and postpurchase activities.
Consumers also go through a hierarchy of effects model—from first becoming aware
of the product or brand, then developing an attitude as positive or negative, and
2. Identify and describe the six consumer behavior theories described in Dr.
Marsden’s work.
Scarcity: When a product is scarce, it will create more demand, such as a discount
offered for a “limited time only.”
Popularity: Formerly called the bandwagon effect, consumers are more likely to
purchase a brand that their friends or many others like and use.
3. What is an exchange?
4. What are some of the trends affecting online exchanges in the United States?
The Internet has moved from a novelty to utility in the U.S. and most developed
nations. Arranging for ISP services is like getting telephone services. Increased
5. What are Web 2.0 technologies?
6. What does customer engagement mean?
7. What individual characteristics influence online behavior?
Internet users tend to have a positive attitude toward technology. Those who purchase
products online tend to hold the attitude that technology helps make their lives richer
8. What are twinsumers and how can marketers use this concept?
9. What are the three costs that constitute a consumer’s resources for exchange?
10. How can e-marketers facilitate Internet exchange?
11. What are the six main categories of outcomes sought by Internet users?
12. In what ways do consumers create content for the Web?
Discussion Questions
13. Customer’s story: Relate Dr. Marsden’s six consumer behavior theories to
Justin’s behavior in this hypothetical situation.
Scarcity: Due to the overwhelming popularity of Connected Ventures’ lip dub video
posting and the many résumés it attracted, Justin discovered that no more jobs were
available with the company. This made Connected Ventures all the more attractive to
14. Customer’s story: Which of the five exchange outcome categories is Justin
using? Give specific examples.
15. Using the six consumer behavior theories (Marsden), name one online tactic for
each that might motivate consumers to purchase.
Scarcity: Groupon and Gilt use this principle when offering the “deal of the day.”
Popularity: Marketers can send requests to “Like” their Facebook pages. It explains
16. How can a marketer use the electronic device and consumer viewing patterns
displayed in the exhibits and described in this chapter? Why should marketers
be concerned with device ownership?
17. How has cloud computing and streaming media changed the content
consumption landscape?
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18. Do you use music for which you did not pay? How do you justify this in terms of
the losses mentioned in the chapter?
19. Why would a consumer go to the library instead of using the Internet for
research?
20. Describe two recent online and offline purchases (one each) and describe how
the three resources/costs played out for each. What were the differences online
and offline?
21. Can an attention economy exist in countries where Internet penetration is low?
Explain your answer.
An attention economy is the idea that there is infinite information but the demand for
22. What might e-marketers do to accommodate consumers who are experiential
shoppers?
23. How might e-marketers capitalize on consumer interest in relationships as an
outcome of Internet activity?
Internet users spend much of their precious online time handling e-mail or other
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24. What are the reasons for the growth in social networking online?
25. Why do you think that consumers trust each other more than they trust
companies? What can marketers do about this?
26. What are some of the ways marketers can engage customers in content?
27. Do you “like” any businesses or brands on Facebook? Why or why not?
