1. How they are formed and give an example of this process in a marketing context. Further,describe the factors that can influence whether attitudes are more likely to predict behaviour.
2. What is the anchoring and adjustment process, and how does it affect consumer judgment anddecision making? Explain why marketers should care about this process and provide anexample that illustrates how firms could influence this process.
3. Explain how compensatory and no compensatory models of consumer choice differ. Thenselect a high-effort situation and describe how someone would make the decision differentlyunder each model. Explain the marketing implications of each of these models.
4. Consumers are often viewed as lazy and unmotivated. Using consumer behaviour termsdiscussed this semester, discuss this statement. Further, explain the peripheral-route topersuasion and discuss ways marketers can influence low-effort attitudes.
5. Recognition and recall are not the same thing. Describe how these two concepts differ.Develop examples of how recognition and recall can each be important for marketers.
6. Define the following memory structures: sensory store, short-term store (working memory),and long-term store. Discuss how each of these concepts can be used in the development of anadvertising strategy. How does information overload affect the consumer's ability tocomprehend an ad and store it in his or her memory?
7. Develop a definition of the ideal state. Create a list of factors that can influence how it isdetermined. Describe how marketers could influence this perception. Create three examples inwhich marketers help to create the ideal state in consumers.
8. "Firms always want consumers to notice changes or modifications to their product lines."Using consumer behaviour concepts, discuss this statement. Further, discuss tactics firms mayuse to enhance exposure, characteristics of attention, and why marketers are concerned withconsumer perception.
9. Learning, especially positive and negative reinforcement can strongly influence future low-effort decisions for supermarket products. Explain how knowing about this influence mighthelp marketers introduce new products into the marketplace. What tactics might marketers?
10. Explain how the amount of information can influence the decision process. Knowing this,describe how you would provide information to someone for a high-effort decision and thendescribe how you would provide information to someone for a low-effort decision.
11. Consumers differ in the amount of time they search for external information prior to making a decision. Discuss how much the average consumer searches. Specify those factors thatinfluence a consumer's motivation to search for information. Develop a set ofrecommendations for marketers that address these factors and can help alter consumer searchbehaviour.
12. Often consumers switch brands as a means of fulfilling their variety seeking needs. How canknowing this help you if you are a brand manager who competes with the category favorites?