Assignment
Part 1
1. Select a popular social media platform. Describe how this platform has influenced your attitudes towards a product that is being suggested in 1-2 sentences.
If you have never been influenced by a social media platform do you think that a platform can be effective in changing your attitude about a product? Explain why in 1-2 sentences.
2. Make a list of 4 formal and 4 informal groups that you belong to. Then explain which ones of each are most important to you? Why? How long have you belonged to these groups? If they are formal groups, what was the process of joining? Answer all the above in 3-5 sentences.
3. Visit a popular electronics retailer's website, such as Best Buy. What types of information do you find useful on the site? What types of information do you find to be less useful? Are there ways in which the site could more effectively help a consumer find solutions to specific needs? Write 3-5 sentences total.
4. Think back to a recent purchase that you have made. What types of risk were involved? Did you consider these risks? Why or why not? Write 3-5 sentences total..
5. Compare websites for the major auto manufacturers Honda.com and Toyota.com. How helpful do you consider the websites to be for alternative evaluation? What aspects of the websites did you like? Write 2-4 sentences total.
6. In what ways do your friends influence the types of information that you seek about products? Think of a time when a friend led you to consider specific information about a product that you hadn't previously considered. How did this affect your decision making? Write 3-5 sentences total.
7. What role does hope play in creating satisfaction or dissatisfaction? Can you think of an instance when you felt a lot of hope prior to trying some product? How did it turn out? Write 3-5 sentences total.
8. What are three problems associated with measuring consumer satisfaction? Write 2-4 sentences total
Part 2
1. What are the cognitive and affective components that help shape postconsumption behavior?
2. List types of WOM and/or Publicity that are not necessarily negative.
3. What are the different types of switching costs that a consumer faces? Provide examples of each from your own consumer experiences.
4. Explain which types of firms are most vulnerable and least vulnerable to customer defections.
Part 3
5. How does misbehavior violate norms and disrupt consumption activities?
6. What are the various motivations of consumer misbehavior?
7. What is the key difference between consumer problem behavior and consumer misbehavior?
8. What major bodies regulate marketing practice?