Category Archives: Chapter04

Using Emotion to Drive Traffic to Website (Chapter 4)

I found this article interesting. The author, Aaron Agius, discusses 10 ways to use emotions to drive traffic to a website.

Discussion Questions:

  1. From the emotions discussed in the article, which 3 speak to you the most? Why?
  2. As a consumer, which 3 influence your purchase behavior the most? Why?
  3. How do emotions relate to the topics of motivation, perception, leaning, and attitude presented in the chapter? Be specific.

Consumer Behavior of Millennials (Chapter 4)

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

Discussion Questions:

  1. Why are marketers interested in understanding the millennial generation?
  2. As you watch the video, write down consumer behavior characteristics of millennials that are highlighted.
  3. From a marketing perspective, which of the characteristics identified in Question 2 is the most important? Why?

E-commerce Colors (Chapter 13)

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.

Discussion Questions:

  1. Make a list of the colors discussed in the article and beside each color write down what that color means.
  2. For each color, identify one product or service not mentioned in the article that you think would fit.
  3. 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?

Buying Process and Twitter (Chapter 4)

I found this article very interesting. It presents a research study by Millward Brown on how active Twitter uses are different than the general population in their purchasing behavior.

Discussion Questions:

  1. As you read the article, jot down all of the findings of the research study that are mentioned.
  2. Identify two results that you find the most fascinating. Why were they fascinating to you?
  3. What is your reaction to this study? Why do you think Twitter uses are different?
  4. How can a retailer use this information to drive sales?
  5. Awareness and post-purchase are the two areas with the most Twitter chatter. Which is more important to a brand? Why?

Kellogg’s Hopes to Change Buyer Behavior (Chapter 4)

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.

Discussion Questions:

  1. Do you ever eat cereal in the evening or at non-breakfast time?
  2. Do you think this campaign will increase sales for Kellogg’s by getting consumers to eat cereal in the evenings? Why or why not?
  3. Is this campaign designed to impact attitude or beliefs, or both? Justify your answer.
  4. Which level of Maslow’s Hierarchy of Needs does this campaign utilize? Justify your answer.
  5. 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 Ad (Chapter 4)

Geico recently introduced this new television ad based on the scary movies. It can be used to reinforce concepts in Chapter 4.

Discussion Question:

  1. Is this ad designed to impact attitude or beliefs? Support your answer.
  2. Discuss the concepts of selective exposure, selective distortion, and selective retention in terms of this ad.
  3. Which VALS group would be most receptive to this ad? Why?
  4. Of the various decision-making models introduced in the chapter, which one is typically used for insurance? Explain your choice

Chapter 4 YouTube Videos

Students experience consumer behavior every day, they just may not know it or realize it. These YouTube videos may be helpful in teaching the concepts in the chapter.