1. What are the elements of the MACRO approach to studying consumer behavior? Give an example of each.
2. What are the elements of the MICRO approach to studying consumer behavior? Give an example of each.
3. Briefly describe the stages in the consumer decision process. List the factors influencing the time and effort spent in the decision process?
4. What are the different types of decision processes for repeat purchases? Give an example of each type.
5. Explain the factors influencing the extent of problem solving. Give an example of each of the factors affecting the degree of involvement.
7. Briefly describe the perceptual process. How do marketers influence our sensory systems with their products?
8. What is the "mere exposure effect" and what are its implications for marketing?
9. Briefly explain the different personal personal selection factors that determine audience attention.
10. Briefly explain five of the different stimulus selection factors that can influence audience attention.
11. What are the different gestalt principles that influence how we organize information? What are its applications in marketing?
12. Explain the context and order effects that can influence how we interpret stimuli.
13. Using the constructs UCS, CS, UCR, and CR, explain the concept of classical conditioning. What are the factors that can determine the effectiveness of classical conditioning?
14. Briefly explain the factors that can influence the effectiveness of classical conditioning.
15. What are the types of reinforcement that can influence operant conditioning? Give a marketing example of each type.
16. Briefly explain five of the six methods we discussed for enhancing retention.
17. How does the multiple-store theory of memory suggest we process and retain brand-related information?
18. Explain the three forms of involvement and their relevance to marketing.
19. Explain how perceived risk affects the level of involvement (make sure you explain each of the types of risk and how they can be addressed by marketers).
20. What determines whether ad viewers will be influenced by the "sizzle" or the "steak" in an ad? Draw a simplified version of the ELM presented in class as part of your explanation.
21. Describe the two routes to persuasion. Using the graphs from the Petty, Cacioppo, and Schumann study, show how involvement can affect attitudes.
22. Briefly describe the theories of how attitudes are formed. Why is this relevant to marketers?
23. What is the controversy over the attitude-behavior relationship? What are the possible explanations for this controversy?
24. What is the difference between compensatory and non-compensatory decision rules? Briefly explain the different types of non-compensatory rules.
25. Assuming consumers use some sort of multi-attribute decision model, describe the methods that marketers can use to change consumers' attitudes about their product.
26. Briefly explain the three theories of personality. Which one is most appropriate for consumer research and why?
27. Explain the two key dimensions of the VALS-2 system. Also, describe any two VALS segments.
28. What are the different bases for social power and how can they be used by marketers?
29. What factors influence how much consumers will be influenced by reference groups in their choices of products and brands? Explain. (Hint: When is reference group strong for brands purchased and when is reference group influence strong for whether you buy the product or not?)
30. What is the most current theory of how opinion leaders influence consumers? How can opinion leaders be used effectively by marketers?
31. What are the different roles members of an organization or family can play in the decision process? Why is it important for marketers to understand these roles?
32. What are the different sex roles and decision making responsibilities that are used to analyze spousal roles in purchase decisions? Why should they be of any interest to marketers?
33. Do you think sex roles among children are natural or created? What is the implication of this for ethical marketing decision making?
34. Briefly summarize the evidence on the effectiveness of subliminal advertising. Are subliminal messages effective at all? Explain.
35. Are backmasked messages effective at influencing people? Summarize what Vokey and Read found in their experiments on backmasked messages.
36. What is the main theme running through the entire Influence book? For four of the six principles, give an example of how businesses can use the principle in a positive manner and in a negative manner.
37. Describe some typical college rituals you have engaged in and discuss some marketing implications of these rituals.
38. Use examples from the "Uncensored Channels" video to explain why culture should be an important consideration for marketers entering a global market.