Elements of consumer behavior

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Reference no: EM133419451

Assignment:

Answer all questions BRIEFLY:

1) The United States is, by many accounts, facing an opioid crisis. Among various hypotheses that have been advanced for this phenomenon, one hypothesis is that increased pharmaceutical advertising on television causes increased substance dependency. Evaluate the main pros and cons of using each of the following four research instruments to collect data that will allow for testing this hypothesis: survey questionnaires, qualitative methods, eye-tracking, and neuro-methods. Which would you recommend using and why?

2) Using relevant elements of consumer behavior, explain your buying decision process for choosing the University of Washington to get your MBA degree. Also, explain whether your evaluation of alternatives followed a compensatory decision model or a non-compensatory decision model, along with why you think so.

3) View the following advertisements for Dove Men+Care: Advertisement 1 and Advertisement 2. Write down two appropriate positioning statements for Dove Men+Care, one based on each advertisement. Evaluate the evolution in Dove Men+Care's positioning from Advertisement 1 to Advertisement.

Explain whether you think this evolution was a good decision and why.

4) Consider any brand that you are extremely loyal to. Specific to this brand, use the Brand Resonance Model to explain how the various brand building blocks have resulted in evolving levels of brand equity for you as a consumer over time.

5) A hoverboard is a levitating board similar in shape and size to a skateboard; it is typically used for personal transportation. Although long considered fictional, there have been increasing recent attempts to create real hoverboards. Explain how the various characteristics of hoverboards as an innovation are likely to influence their rate of adoption among the general populace.

6) According to USA Today's Ad Meter, "Forever" from The Farmer's Dog was the highest-rated Super Bowl LVII commercial (you can view the commercial at. What are the commercial's likely IMC objectives, and why do you think so? Of Cialdini's principles, which ones does the commercial use? Explain how the commercial's use of these principles might influence consumers and help the company meet its objectives for the commercial.

7) Warby Parker is a retailer of eyeglasses, sunglasses, and contact lenses. Founded in 2010 as a completely online company, Warby Parker was able to manufacture its own eyewear and leverage its direct channel structure to sell prescription eyeglasses at $95, compared to the $200 or higher charged by major eyeglass retailers. Additionally, for each pair of eyeglasses that Warby Parker sells, the company donates a pair of eyeglasses to non-profit organizations that distribute the eyeglasses among the one billion people worldwide who otherwise lack access to eyeglasses. Based on this information, explain the various ways in which Warby Parker's holistic marketing approach enables its channel strategy, pricing, and corporate social responsibility (CSR) initiatives to support each other.

Reference no: EM133419451

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