Lecture 1

Q1 List the three stages in the consumption

process. Describe the issues that you considered in
each of these stages when you made a recent
important purchase.
Understanding the pre-purchase, purchase, and post-purchase stages
helps consumers address key issues and companies enhance their offerings.
Before you buy (pre-purchase), you become a detective, figuring out your needs
and researching options. During purchase, you consider those options against
your budget to pick the perfect fit. Finally, after buying (post-purchase), you use
your new item and might even share your experience, helping both you and stores!

Q2 This chapter states that people play different

roles and that their consumption behaviors may differ
depending on the particular role they are playing.
State whether you agree or disagree with this
statement, giving examples from your personal life.
Try to construct a “stage set” for a role you play,
specifying the props, costumes, and script that you use
to play a role (e.g., job interviewee, conscientious
student, party animal)
I agree that people play different roles in different situations,
affecting how they consume. For example, as a job interviewee, I dress
professionally and carry a resume. In parties, I wear casual clothes and joke
around. And as a student, I focus on academic materials and study plans.
These roles come with specific stage sets that guide our behavior and
consumption choices. Understanding these roles helps us navigate social
situations effectively.
Describe a need and a want you have and explain the
motivation for the want.

Need: I need food to give my body energy to function, otherwise I

would not be able to work properly.

Want: New book - I want a new book to explore new ideas and stories. It
motivates me to learn and keeps things interesting for me, even though I
can access information in other ways

How has daily life changed because of social

media? What does virtual life look like?

Social media has changed daily life by making it easier to

communicate, find information, and share experiences. Virtual life is like
living online, where much of our socializing and work happens digitally. For
example, we can chat with friends, watch videos, and shop online through
platforms like Facebook, Instagram, or YouTube.
Lecture 2 and 3 perception
Q1 Many studies have shown that our sensory detection
abilities decline as we grow older. Discuss the implications of
the absolute threshold for marketers who want to appeal to
the elderly.
Our senses weaken with age (like hearing getting worse).
Marketers got to remember this. Normally, seeing a bright
billboard catches your eye (strong stimulus). But for older folks,
the billboard might be too dim so they miss it (weak stimulus).
This means marketers need to make things clear and bright for
seniors, like turning up the volume in ads or using bigger fonts
on packaging. If they don't, their message might just go
unnoticed!

Q2 The chapter discussed the “talking window,” which a German ad

agency is placing in subway cars. When the agency posted a YouTube video to
promote the platform, one person commented, “At what point does it stop
being advertising and start being harassment?” How would you answer this
question?

Advertising becomes harassment when it disrupts or interrupts

upon individuals daily lives, making them feel uncomfortable or
pressured. Respecting people boundaries is crucial for effective
and ethical advertising.

Example: If the talking window in subway cars repeatedly

interrupts passengers conversations or personal space with loud
or intrusive messages, it may be considered harassment. However,
if the ads are displayed in a non-intrusive manner, respecting
passengers comfort and privacy, they are more likely to be
perceived as acceptable advertising.
 Q3i am the marketing consultant for the
package design of a new brand, what
recommendations would i make?
For our brand's packaging, keep it simple and memorable.
Use eye catching visuals and symbols that tell our brands story or
values. For example, if we are all about natural ingredients, think
of using a leaf symbol or earthy colors. Make sure our design
stays consistent across different products so people recognize our
brand easily. A small but impactful representation of something . This
will leave a long term impression and keep them wanting to explore the
brand further.

Q4. How has your sense of touch influenced

your reaction to a product? Which of your
senses do you feel is most influential in your
perceptions of products?

Touch can trick your brain! A soft blanket feels cozy

(good!), but a scratchy sweater feels yucky (bad!). This
feeling can stick with you, like remembering a soft
blanket makes you want another one. So next time you
hold a product, trust your fingertips they might tell you
more than you think!

Q5 design of a product often is a key driver of its

success or failure.
 Imagine two water bottles: one with a cool, sleek
design that is easy to grip, and another with a boring label
and a slippery texture. Which one would you pick? Our
brains like good design! A product that is attractive, easy
to use, and feels nice to hold will stick in your mind (like
the cool water bottle) and make you want to use it again
and again.

Q6 Products and commercial messages often

appeal to our senses, but because of the profusion of
these messages we don’t notice most of them.

Ads are everywhere, but we usually don't notice many

because there are so many. To be remembered, brands should be
unique and memorable. Like a catchy song or a story that makes
us feel something. you might notice a cool display at first, but after
seeing so many things, you forget it later. This is why memorable design
and clear messages are important for products.

Q7 and Q9 Perception is a three stage process that

translates raw stimuli into meaning.

Perception helps us make sense of things around us. It is like a three

step process what we see, hear, and feel into something
meaningful. First, we take in all the information, like seeing a
picture or hearing a sound. Then, we organize and interpret it,
figuring out what it means to us, like deciding if its good or bad,
important or not. For example, when we see a red traffic light, we
know it means stop We have seen those before and learned.
Understanding this process helps us make sense of the world .
 Q8 Subliminal advertising is a controversial but
largely ineffectiveway to talk to consumers.

Subliminal advertising is mostly ineffective in communicating with

consumers. It uses hidden messages or images in ads, but studies show
they usually don't change how people act. For example, flashing images
don't make you buy things. So, while people talk about subliminal ads, they
don't have much real impact on what we buy. It's better for brands to use
clear and engaging ways to reach customers.
Q10 The field of semiotics helps us to understand
how marketers use symbols to create meaning.
Semiotics shows how symbols make meaning, guiding marketers to
create powerful messages. For example, a logo isn't just an image; it
represents a brand's identity. Understanding symbols helps marketers
connect with consumers, shaping their perceptions and actions.

Lecture 4 and 5 memory and

learning
Q1. It is important to understand how consumers
learn about products and services.
Imagine you're thirsty. You see a bunch of ads but a
bright yellow cane with a funny talking cat catches your
eye. You learn it's a new lemonade brand (learning). That
night, you remember the funny cat and decide to try it
(memory). That is how consumers learn about new
products!
Unique Ads, funny characters, and catchy slogans are all
techniques companies try to get you to notice and
remember their products.

Q2. Conditioning results in learning.

Imagine your dog loves treats (positive reinforcement).
Every time you hear the clicker sound before giving a
treat, your dog learns (conditioning) that the clicker
means a yummy reward is coming (positive learning).
This way, your dog connects the clicker sound with treats.
Conditioning works the same way for people! Companies
can use things like catchy jingles or positive ads to create
a connection between their product, making you more
likely to remember and choose their product next time.

Q3. Learned associations with brands generalize to

other products. The other products we associate with
an individual product influence how we will remember
it?
Learned associations are like shortcuts in your brain.
Imagine you love a brand of sneakers known for comfort.
Then, you see the same brand launch a new line of
sandals. Because you already trust that brand for comfort,
you are more likely to consider their sandals too
(generalization). It is like saying, "They make great
sneakers, so their sandals might be comfort too".This is
why companies often use the same logo or branding
across different products.

Q4. There is a difference between classical and

instrumental conditioning, and both processes help
consumers learn about products.
 Classical conditioning: This is like creating a happy
memory with a brand. Imagine a bakery with
delicious cookies (reward) that always plays a
specific song. Over time, just hearing the song might
make you crave those cookies.
 Instrumental conditioning: This is about learning
what actions lead to rewards. If you try a new brand
of shampoo and your hair feels amazing (reward),
you are more likely to buy it again (learning).
Both types of conditioning help companies connect
positive feelings with their products, making you more
likely to remember and choose them!

Q5 We learn about products by observing others’

behavior.
 We can learn by watching others. Imagine your
friend wearing a cool new jacket (observation). You see
him happy with it (positive reinforcement), so you might
ask about the brand and consider getting one yourself
(learning). We often copy what others do, especially if it
seems to benefit them!

Q6. Our brains process information about brands to

retain them in memory.
Our brains are like filing cabinets for brands. When you
see a cool logo (information), it goes in your short-term
memory. If you see it again and again (repetition) or have
a positive experience with the brand (liking the product),
it gets filed away in your long-term memory for future
reference. So, next time you need something, you might
remember that cool logo and the good experience you
had!

Q7. Products help us to retrieve memories from our

past.
Products can act like memory triggers. Imagine smelling a
perfume (product) your grandma used to wear (memory).
Suddenly, you remember happy moments spent with her
(memory retrieval). Products can reconnect us to past
experiences through our senses.

Q8. Marketers measure our memories about products

and ads?
Marketers might ask you questions after seeing an ad
(memory test). Imagine watching a commercial for a new
candy bar. Later, someone asks you what kind of
chocolate was in the commercial (memory test). By
seeing how many people remember details, marketers can
measure how well their ad sticks in your mind!

Q 9. New passive monitoring systems allow us to pay tolls

automatically or simply show our phones equipped with
systems like Apple Pay. Convenient, for sure. But these
systems also eliminate the transparency of the connection
between the stimulus and the response. As a result we don’t
think as much about the costs when we use them. Is this a
problem for consumers?
These toll systems can be sneaky! Normally, our
brains remember spending money because of the act of
paying (like handing over cash). With a tap, that
connection is weaker.
Imagine you usually stop, for a coffee that costs $2. You
pay with cash, handing over the bills and getting your
coffee (strong stimulus). This reminds your brain how
many coffee you bought and what was that cost $2.
Now, with a tap, paying feels effortless (weak stimulus).
Over time, you might forget how many coffees you
bought because tapping feels so easy.
Q10. The Snapchat app provides a way for social media users to
share content with their friends that disappears after a brief time. In
Europe, Google is fighting an intense legal battle over what some
call the “right to be forgotten”; users want the option to dictate to
Google whether it will be allowed to display results when people
search about them. On the other hand, some people who believe that
“information wants to be free” say that if a person posts online it
should be with the expectation that the content will be permanent
and that you forfeit control over others’ right to access it. Which
argument is correct.

Neither argument is entirely correct or incorrect; rather,

they represent different perspectives on privacy and
information sharing.
Example: Imagine someone posted a photo on social
media years ago and later regrets it. They may want the
right to have that photo removed from social media to
protect their privacy. However, others argue that once
something is posted online, it should remain accessible as
part of the public record.
Lecture 6
personality and psychographic

Q1. A consumer’s personality influences the way he or

she responds to marketing stimuli, but efforts to use
this information in marketing contexts meet with
mixed results.
People respond differently to ads based on whether
they're introverted or extroverted, but it's hard to
find down the right approach. Extroverts might go
for loud ads, while introverts prefer quieter ones.
Making ads that work for both can be a challenge.

Q Psychographics go beyond simple demographics to help

marketers. understand and reach different segments

Psychographics help marketers understand and

connect with different groups in more than just basic ways.
For example, instead of just knowing who buys a product,
they figure out why they buy it. Let's say a company sells
outdoor gear. They might target people who love
adventure and the outdoors, no matter their age or
income.
 Q Consumer activities can be harmful to individuals and to
society.

Consumer activities can have harmful effects on individuals

and society. For example, consuming too much sugar
drinks can lead to health problems like obesity and
diabetes, impacting individuals' well-being. Additionally,
the overuse of plastic packaging in consumer products
contributes to environmental pollution, harming
ecosystems and wildlife. It is crucial to recognize these
negative impacts and responsible consumer practices.

1. Product Design: Use JND to make changes in products that

users can notice but aren't too big.
2. Marketing: Set prices or adjust features based on JND so
customers can feel the difference.
3. Sensory Evaluation: Use JND to judge small differences in
taste, smell, etc., to improve product quality.
4. UX Design: Apply JND to improve interfaces, making sure
changes are easy for users to see.
5. Psychological Research: Measure JND to understand how
people notice and think about things.