I found this article interesting. The author, Aaron Agius, discusses 10 ways to use emotions to drive traffic to a website.
- From the emotions discussed in the article, which 3 speak to you the most? Why?
- As a consumer, which 3 influence your purchase behavior the most? Why?
- How do emotions relate to the topics of motivation, perception, leaning, and attitude presented in the chapter? Be specific.
The millennial generation is an important generation and understanding their consumer behavior characteristics is important to marketers. This video can be used to launch a discussion of consumer behavior or as an assignment for your students.
Video – Millennials: Changing Consumer Behavior
- Why are marketers interested in understanding the millennial generation?
- As you watch the video, write down consumer behavior characteristics of millennials that are highlighted.
- From a marketing perspective, which of the characteristics identified in Question 2 is the most important? Why?
Although I listed this article for Chapter 13, it would fit well with Chapter 4 (Consumer Behavior). The article discusses what the various colors on an e-commerce site signify and the types of customers that it would attract.
- Make a list of the colors discussed in the article and beside each color write down what that color means.
- For each color, identify one product or service not mentioned in the article that you think would fit.
- Go to 2 different e-commerce sites. What color(s) did they use? Look at the meaning of these colors from the article. Do you think the colors chosen matches well with the site and the type of customers they want to attract? Why or why not?
While this New York Times article was written before the Kellogg’s campaign launched, it has useful information about Kellogg’s strategy. Since 93% of Americans eat cereal getting them to eat more is extremely challenging, unless you can encourage consumers to eat cereal in the evenings, not in the mornings. That is the goal of this campaign. Here are two TV ads that were produced.
- Do you ever eat cereal in the evening or at non-breakfast time?
- Do you think this campaign will increase sales for Kellogg’s by getting consumers to eat cereal in the evenings? Why or why not?
- Is this campaign designed to impact attitude or beliefs, or both? Justify your answer.
- Which level of Maslow’s Hierarchy of Needs does this campaign utilize? Justify your answer.
- Examine the various social influences on consumer buyer behavior presented in the chapter. Which social influences do you think impacts the purchase of cereal? Explain how it influences the brand chosen.
Geico recently introduced this new television ad based on the scary movies. It can be used to reinforce concepts in Chapter 4.
- Is this ad designed to impact attitude or beliefs? Support your answer.
- Discuss the concepts of selective exposure, selective distortion, and selective retention in terms of this ad.
- Which VALS group would be most receptive to this ad? Why?
- Of the various decision-making models introduced in the chapter, which one is typically used for insurance? Explain your choice