Consumer Behavior

Schiffman, Leon and Leslie Kanuk (2010), Consumer Behavior, 10th ed., Prentice Hall (ISBN-10: 0135053013).
[An electronic version is also available at www.coursesmart.com (just enter the ISBN number).]

The purpose of this paper is to demonstrate students? ability to think critically about the material learned in class, as well as the application of their knowledge to practical, real-world scenarios.

The paper will consist of 2 parts (details below). Note: the paper should specify each part (i.e., ?Part 1? and ?Part 2?), and be formatted such that you cut-and-paste each part?s question and provide your answer below it:
PART 1
1. Explain how the chosen?
The promotional sample I chose to analyze is?

2. Describe the specific consumers?
The specific consumers this sample targets?

ASSIGNMENT
Part 1
Your task is to select one promotional sample (i.e., advertisement, television commercial, direct mail item, public relations piece, etc.) and choose 1 topic that it best reflects from the ?Consumer as an Individual? chapters:
o Chapter 4 Motivation
o Chapter 5 Personality
o Chapter 6 Perception
o Chapter 7 Learning
o Chapter 8 Attitudes

1. Explain how the chosen sample reflects the topic you chose to discuss. Be specific with regard to the specific elements included in the sample, clearly explaining how they relate to this topic.

2. Describe the specific consumers that are targeted with this sample. In your opinion, could anything have done differently in the sample to better target these consumers? Be specific.

Part 2
For the second part of this paper, examine some of the sociocultural elements that are being conveyed by this sample.

1. Select 1 core American value (from Chapter 11) that appears to be portrayed through this sample, and explain whether you feel this is an important value for our (American) culture.
2. Discuss how other, related content (i.e., similar to your selected piece) also reflects this value.

 

Consumer Behavior

Question 1:
Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft that wanted the classic song to promote its
Windows 05 launch. The Beach Boys sold “Good Vibrations” to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered its “Born to be Wild” to promote the
Mercury Cougar and Bob Dylan sold “The Times They Are A-Changin’” to Coopers & Lybrand (now Price Waterhouse Coopers). Other rock legends have refused to play the
commercial game, including Bruce Springsteen, the Grateful Dead, Led Zeppelin, Fleetwood Mac, R.E.M., and U2. According to U2’s manager, it is undignified to put that
creative effort and hard work to the disposal of a soft drink or beer or car.
What is your opinion on this issue? How do you react when one of your favorite songs is used in a commercial? Is this use of nostalgia an effective way to market a
product? Why or why not?
Question 2:
Provide examples of products and the promotions used for each of the principles of:
Reciprocity –
Scarcity –
Authority –
Consistency –
Liking –
Consensus –

Consumer Behavior

Question 1:
Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft that wanted the classic song to promote its
Windows 05 launch. The Beach Boys sold “Good Vibrations” to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered its “Born to be Wild” to promote the
Mercury Cougar and Bob Dylan sold “The Times They Are A-Changin’” to Coopers & Lybrand (now Price Waterhouse Coopers). Other rock legends have refused to play the
commercial game, including Bruce Springsteen, the Grateful Dead, Led Zeppelin, Fleetwood Mac, R.E.M., and U2. According to U2’s manager, it is undignified to put that
creative effort and hard work to the disposal of a soft drink or beer or car.
What is your opinion on this issue? How do you react when one of your favorite songs is used in a commercial? Is this use of nostalgia an effective way to market a
product? Why or why not?
Question 2:
Provide examples of products and the promotions used for each of the principles of:
Reciprocity –
Scarcity –
Authority –
Consistency –
Liking –
Consensus –