Consumer Behavior

1. Define and give examples of the five product characteristics that influence the diffusion of innovation.

2. Differentiate between the levels of cultural norms.

3. What is stealth marketing and how does it impact consumers perceptions of product information?

4. What makes the Baby Boomer market so attractive to marketers?

5. How do Americans compromise between their core values of individualism and conformity?

6. In identifying the core values of a society, three criteria must be met. Identify and explain these three criteria.

7. How might a marketer unintentionally convey socially undesirable stereotypes and images in products and advertisements? Give an example.

8. Define the term "subculture." How do subcultures relate to the common culture of the larger society of which subcultures are a part?

9. How is the working-woman market segmented? Provide examples of segment-specific advertising appeals that would be effective with each segment.

10. Consumers are frequently presented with incomplete information. Identify four strategies that consumers can adopt for coping with missing information.