29 Jun MARKETING 410-Consumer behavior-Buying having and being
Question
Consumer behavior: Buying having and being (11th)
Review
6-1 What is the difference between an unconditioned stimulus and a conditioned stimulus?
6-2 Give an example of a halo effect in marketing
6-3 How can marketers use repetition to increase the likelihood that consumers will learn about their brand?
6-4 Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the background?
6-5 What is the difference between classical conditioning and instrumental conditioning?
6-6 What is the major difference between behavioral and cognitive theories of learning?
6-7 Name the three stages of information processing.
6-8 What is external memory and why is it important to marketers?
6-9 Give an example of an episodic memory.
6-10 Why do phone numbers have seven digits?
6-11 List the three types of memory, and explain how they work together.
6-12 How is associative memory like a spider web?
6-13 How does the likelihood that a person wants to use an ATM machine relate to a schema?
6-14 Why does a pioneering brand have memory advantage over follower brands?
6-15 If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?
6-16 Define nostalgia, and explain why it’s such a widely used advertising strategy.
6-17 Name the two basic measures of memory and describe how they differ from one another.
6-18 List three problems with measures of memory for advertising.
Discuss
6-19 In his book, Blink: The Power of Thinking Without Thinking, author Malcolm Gladwell argues that hallowed marketing research techniques such as focus groups aren’t effective because we usually react to products quickly and without much conscious thought; thus, it is better simply to solicit consumers’ first impressions rather than getting them to think at length about why they buy. What is your position on this issue?
Apply
6-21 Devise a product jingle memory test. Compile a list of brands that are or have been associated with memorable jingles, such as Chiquita Banana or Alka-Seltzer. Read this list to friends, and see how many jingles they remember. You may be surprised at their level of recall.
6-23 Identify some important characteristics of a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that consumers would not be likely to accept
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