QUESTION 1

Discuss what stimulus generalization and stimulus discrimination are and present an example of each that is relevant to the field of
marketing.

QUESTION 2
Suppose that it became fashionable to be overweight. How would the four models of fashion (derived from the behavioural science
perspective of fashion) explain how the fashion norm would change from being underweighted to being overweight?

QUESTION 3
What is the Ideal Self? Analysing the poster below and explain how the marketer apply the Ideal Self theory to the advertisement?

QUESTION 4
What is motivation? How many levels of Maslow’s Hierarchy of Need? Briefly present each level of Maslow’s Hierarchy of Need and give
the example for each level.

QUESTION 5
List the stages in Consumer Decision Making Process. Clarify each stage by explaining the decision-making process of a student in
buying a laptop as an example.

QUESTION 6
How does Lifestyle affect consumer behavior? Give example to clarify it.

QUESTION 7
Compare and contrast classical and instrumental (operant) conditioning.

QUESTION 8
An anti-smoking campaign showed autopsies of people who have died of lung cancer. The campaign seemed to have no effect on the
rate that teenagers took up smoking. Why?

QUESTION 9
It is said that “people often buy products not for what they do but for what they mean”. Explain the meaning of this statement and
provide an example.

QUESTION 10
List the three semiotic components of a marketing message, giving an example of each.

QUESTION 11
Perception is the process by which physical sensations such as sights, sounds and smells are selected, organized, and interpreted.
Discuss the senses we use to stimulate our perception of something through sensation and meaning.

QUESTION 12
Discuss what sorts of conclusions you can make with respect to the influence that age has on attitudes and consumer behavior. Describe
and explain the different generations and some differences between them.
 CONSUMER BEHAVIOUR
Review questions
QUESTION 1. Discuss what stimulus generalization and stimulus discrimination are and present an example of each
that is relevant to the field of marketing.
A. Stimulus generalization Chọn 1 thôi nha!!
1. Stimulus generalization: Tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.
• Family branding
Slide cô Thuỳ Anh
• Product line extensions
• Licensing
• Look-alike packaging
EX: Smaller brand companies tend to also make their packaging and design similar because they will hope that when the consumer
goes to purchase the item they will get confused with the competitor or market leader in the situation.(Head&shoulders and anti-
dandruff packaging looks the same). Southern fried chicken (SFC) . It looks very similar to KFC (the product lines, the menu, the
logo…)

2. Stimulus generalization refers to the tendency of stimuli similar to a CS to evoke simi- lar, conditioned responses. For example,
Pavlov noticed in subsequent studies that his dogs would sometimes salivate when they heard noises that only vaguely resembled
a bell, such as keys jangling. Sách
People also react to other, similar stimuli in much the same way they responded to the original stimulus; we call this generalization
a halo effect. A drugstore’s bottle of private-brand mouthwash that is deliberately packaged to resemble Listerine mouthwash may
evoke a similar response among consumers, who assume that this “me-too” product shares other character- istics of the original.

3. Stimulus generalization is the tendency for the conditioned stimulus to evoke similar responses after the response has been
conditioned.
For example, if a child has been conditioned to fear a stuffed white rabbit, it will exhibit a fear of objects similar to the conditioned
stimulus such as a white toy rat. Google

:
Examples would be a ferrari computer or here in abu dhabi we have a ferrari theme park. The theme park isn’t owned by ferrari but
they’ve licensed the brand name and they want stimulus generalization to occur so when you think of the theme park you think of
the same qualities as Ferrari.
B. Stimulus discrimination Chọn 1 thôi nha!!

1. Stimulus discrimination is the ability of the consumer to detect differences in levels of a stimuli. Consumers who have experience
in a product category are able to notice small differences between the features of many brands. Also, marketers want consumers to
distinguish their brand from competitor brands. For example: it is important that consumers are able to distinguish between my
brand’s shape of packaging, and it’s differences in taste or price. Sách

2. Stimulus discrimination occurs when a UCS does not follow a stimulus similar to a CS. When this happens, reactions weaken and
will soon disappear. Part of the learn- ing process involves making a response to some stimuli but not to other, similar stimuli.
Manufacturers of well-established brands commonly urge consumers not to buy “cheap imitations” because the results will not be
what they expect. Google Ví dụ chung
For example, many of us love Nike, but there are also people who really hate Nike because it's too popular or because of previous
scandals and they don't want to buy Nike. Instead, they will choose to buy Converse or Hurley, or Umbro when they have a need to
buy sports equipment. Unfortunately for that consumer, Nike owns all of those brands so they’re still giving their money to nike
anyway it doesn’t affect nike at all but nike doesn’t tell you that they own those brands they mask that fact because they don’t want
that rub off to.
 QUESTION 1. Discuss what stimulus generalization and stimulus discrimination are and present an example of each that
is relevant to the field of marketing. Cái đây là phần trả lời khác của Q1.
Chép cái nào cũng được!!
Consumer buying behavior refers to the behavior of customers while deciding to purchase a product or service that fulfills their needs.
There are two important responses in the buying decision process. These are the "stimulus generalization" and "stimulus discrimination".

Stimulus generalization refers to an individual's tendency to respond the same way to slightly different stimuli. In marketing, it happens
when a certain brand uses a packaging design that closely resembles a leading brand. This is for the reason that they are hoping that the
customers will confuse their packages with the leading brand and eventually buy the products.

In addition to that, one of the examples of stimulus generalization in marketing is the product packaging between "Nutella" and "Hintz".
Nutella has been a leading brand for chocolate hazelnut spread. Hintz, the other brand also creates a packaging shape and color that is
quite similar to Nutella. The purpose of this is to attract more consumers to purchase the product.

On the other hand, stimulus discrimination is the contrary of stimulus generalization. Stimulus discrimination is the ability to teach
customers to distinguish among similar products. Consequently, some brands design their product packaging completely different from
others. This is also a way to differentiate their products from the competitor's brand.

In marketing, one of the examples of stimulus discrimination is the various shampoo brands that are trying to stand out from each other.
These brands use certain advertising strategies to specifically point out their brand's differences and use unique product labeling and
packaging.

In conclusion, both "stimulus generalization" and "stimulus discrimination" play an important role in the buying decision process of
customers. In addition to that, these two approaches also determine an effective way on how to attract potential customers.

QUESTION 2. Suppose that it became fashionable to be overweight. How would the four models of fashion (derived
from the behavioural science perspective of fashion) explain how the fashion norm would change from being
underweighted to being overweight?
• The psychological model explains fashions by personal motivations driven by conformity, variety seeking, personal creativity, and
sexual attraction. Because thinness has been in fashion for a long period of time, variety seeking and creativity may lead to a change of
perception about certain aspects of the human body seen as sexually appealing. Because being thin is no longer found to be attractive,
the opposite of thinness would become more attractive.

• The economic model approaches fashion from the perspective of supply and demand. This model would suggest that if being
overweight were to become fashionable, the society is probably suffering from a lack of adequate nutrition. This has, in fact, been
suggested as a historical trend.

• The sociological model suggests that fashion is adopted first by a subculture and then diffuses through the entire culture. This model
would suggest that if the very rich were to adopt a standard of robustness in fashion, then by trickle-down, the rest of the culture would
follow. Or conversely, the lower classes may become heavier, and through trickle-up, the new fashion could emerge in the culture as a
whole.

• The "medical" model proposes that an idea or product enters the consciousness of people over time. At some point, the number of
people carrying this idea or using this product reaches a critical mass called a tipping point, and it is then adopted by the larger culture.
In this model, a certain percent of the population begins to accept being overweight not only as OK, but as an attractive attribute. The
idea begins to spread, and once it is accepted by a certain proportion of the culture, it then becomes fashionable in the culture to be
overweight.
 QUESTION 3. What is the Ideal Self? Analysing the poster below and explain how the marketer apply the Ideal Self
theory to the advertisement?

The ideal self is a person’s conception of how he or she would like to be, while the actual self refers to our more realistic appraisal of the
qualities we have or lack. The ideal self is partly moulded by elements of the consumer’s culture, such as heroes or people depicted in
advertising who serve as models of achievement or appearance.Products may be purchased because they are believed to be
instrumental in helping us achieve these goals. Some products are chosen because they are perceived to be consistent with the
consumer’s actual self, while others are used to help reach the standard set by the ideal self.

Since the ideal self means the consumer’s perception of who he/she would ideally like to be, so prospects measure their actual self
against their ideal self. They want to achieve the ideal self.
In this advertisement, In 2014 summer, L’Oreal has come out with two lipcolour ranges that “Caresse” your lips. While the lipgloss,
Shine Caresse, is really long-lasting, the lipstick, Rouge Caresse, is soft, creamy, shiny, balmy and hydrating.
The Rouge Caresse lipstick has a utter of kissable, soft colour. It’s delicate texture glides onto lips creating a veil of colour with a
luminous shine. It adds a desired pop of colour with a meltingly soft application.
The lipstick contains light oils, crystalline wax, transparent blenders and pearl pigments that deliver truecolour with a weightless
comfort.
The Rouge Caresse lipsticks have a very soft, buttery, balmy texture and they glide smoothly onto the lips. You don’t need to wear a lip
balm underneath this lipstick because it is quite hydrating and doesn’t dry out your lips.
According to the theory of the ideal self, customers will be drawn to the title "a fullter on your lips" and desire to buy a lipstick line that
makes their lips feel full. Not only that, but the Rouge Caresse lipstick collection debuted with ten 10 shades, one for each concept as
well as the lifestyle of consumers at different times.

Có thời gian thì vẽ lại ảnh cũng được ^^

QUESTION 4. What is motivation? How many levels of Maslow’s Hierarchy of Need? Briefly present each level of
Maslow’s Hierarchy of Need and give the example for each level.

Motivation can be defined as a drive that propels one to initiate and maintain certain behaviors. It is composed of multiple
components like biological, cognitive, and social. It can be an intrinsic drive to fulfill a physiological need or an extrinsic drive to
obtain a goal. Motivation functions as a fuel to help people attain their desires. It provides one with sufficient control and enhances
one's mental and physical health. The integral parts of motivation are activation, persistence, and intensity.

Multiple theories have been suggested to explain the function and categorize motivation. Maslow's hierarchy of needs is the most
popular theory of motivation. Maslow has listed five levels in his hierarchy. The hierarchy begins with the lower-level needs and
moves upwards to the higher-level needs.

The needs begin with the physiological needs which include the satisfaction with food and clothing needs.
Food, water, and oxygen are basic needs that ought to be satisfied for one's healthy existence.

Safety and security needs cover one's employment, finances, and health.
Employment provides one with financial and social security which is essential for survival. Without it, the person may be faced with
uncertainty and unpredictability.

Love and belonging need to relate to one's relationship with family and friends. The need for enhanced social presence and the need
to belong to someone must be satisfied. Individuals crave belongingness and connection with others, without it, they may feel lonely
and depressed.
Participating in various co-curricular activities and social organizations is an excellent example of this need.

Esteem needs focus on an individual's self-respect and accomplishments. It can be categorized into esteem for self and the need for
respect from others. In the form of independence and skill mastery, one acquires status and respect. While being at a top position,
one acquires status and prestige from others.
Promotions, pensions, accolades, and job titles are all examples of tokens of esteem need fulfillment.

Self - actualization needs can be defined as the realization of one's potential and striving for continuous growth. Rarely do people
achieve this level of need. This need focuses on the desire to achieve the highest goal. People fulfilling this need are disciplined and
focused. They understand the full extent of their creativity, abilities, and skills.
Many great leaders like Martin Luther King and Barack Obama are examples of individuals who have managed to reach this level.

These were the five levels and their respective examples. It is important to note that lower level needs are essential to satisfy in order
to move up to the ladder. One cannot fulfill esteem needs without fulfilling their physiological needs. An individual may take
multiple years to fulfill a particular need and may continue movement up and down the ladder until that happens.
QUESTION 5. List the stages in Consumer Decision Making Process. Clarify each stage by explaining the decision-
making process of a student in buying a laptop as an example.
Theo chegg
There are five steps in consumer decision making and they are as follows:

Need/want recognition- This is the first and foremost step in consumers' decision-making. It occurs when the consumer needs to
fulfill or satisfy the need.
- The student need to recognize the need for the laptop. There could be many reasons to buy a new laptop such as an old one must
be outdated, or broken, or a student doesn't have a laptop till now.
Search process- student needs to search for the best laptop and its specifications to have the best one at a minimal price with new
specifications.

Search process- This is the second step in consumers' decision-making. Consumers try to gather as much information as they can
from various sources to find the best buy.

Comparing the product with alternatives- This is the third step in consumers’ decision-making. Customer starts to compare options
available in the market to find the best fit to satisfy their needs.
- After searching for a particular laptop of own choice, the student should compare their choice with other available brands.

Purchase decision- This is the fourth step in consumers' decision-making. It happens after the consumer is done making the choice.
- Student needs to select the laptop they like the most.

Evaluating the decision- This is the fifth step in consumers' decision-making. The consumer generally evaluates his/her own
decision after thinking of what actually to buy and whether the product they have selected will be able to fulfill their need or not.
Decision-making process before buying a laptop
- Evaluating your own decision that whether the laptop will be able to full their expectation or not.

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 QUESTION 5. List the stages in Consumer Decision Making Process. Clarify each stage by explaining the decision-
making process of a student in buying a laptop as an example.

In 1968, researchers Engel, Blackwell, and Kollat developed a five-step model of the consumer buying decision process (known as the
Engel-Blackwell-Kollat or EBK model), and that model is still useful for marketers today.
The consumer decision-making process is a complex process that involves everything starting from recognizing the problem to the
activities related to the product or service after it has been purchased by the consumer.

Câu 5, cách khác

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The first step of the decision making process is Problem Regconition, means the consumer recognizes a problem which needs to be
solved, or a need which needs to be satisfied. At this point, the customer may or may not know what will solve their problem. They may
only be aware that they want to change their reality or situation. Or they may have an idea about what will help them but are not quite
sure which brand, product, service, or solution will provide the best option.

A consumer buying process example at this phase could be a college freshman, An, who has a computer that is starting to run slowly.
She is getting ready to start the semester and needs a computer that will efficiently help her with her assignments.

Information Search - The next phase of the buying decision process begins when the customer starts looking for information that will
help them solve their problem. They know they need something to fix their situation but aren’t sure which solution is best for them. The
customer starts searching for information that will help him or her better understand their situation and identify what will fix their issues.
At this point, the customer frequently turns to online research and conducts searches to find solutions.
An, the college student may start seeking information to help resolve her immediate problem, which is speeding up her computer.
Depending on what she finds, she may also begin searching for options for purchasing a new computer.

Evaluation of Alternatives – Once the initial information search is complete, customers start reflecting on what they learned or discovered.
They begin to evaluate their options to determine which is the best solution for their problem. Customers at this point in the buying
decision process have a lot to consider. They must determine what solution is the most trustworthy, affordable, highest quality, and highest
performing. They look for reasons to believe why one solution has more benefits than the other.
In this phase, An might be making a comparison list of multiple computers. The list may include prices, features, and reviews.

Product Choice - At this point of the buying decision process, the customer is ready to pull the trigger and make a purchase. They have made
their decision about which product, service, brand, or solution is best for them, and they are ready to buy.
Now that the college student, An, has decided to buy, she is likely eager to make the purchase and get her computer. She may, therefore, be
more likely to buy the computer if she gets free and expedited shipping.
Outcomes - At the last step of the five-stage consumer decision-making process, the path to buying is complete. The customer has made a
purchase. But that doesn’t mean the customer journey is complete. Now is the time when the customer reflects on whether they made the
right decision. The customer will consider if the solution accurately and fully meets their needs. They will decide if it was worth the cost and
if the brand delivered on their promises. They will feel either satisfaction or buyer’s remorse. If it’s the former, the customer could come
back to make another purchase. But if it’s the latter, the customer could reject the brand, never make another purchase, and even share
their negative experience with others.
When An makes it to this phase of her buying decision process, she is using the computer and discovering what she likes and doesn’t like.
Reading resources that show her how to better utilize the computer could make her like it more.

This traditional five-step consumer decision-making model is widely used, however, over the years, there have been several studies
suggesting gaps in the traditional model (EBK model). There have been several opposing views on the consumer decision model.
Consumers do not follow the entire model approach from end to end also, for a daily purchase product or service it is extremely
complicated to arrive at a decision, the consumers are usually faster to arrive at a decision. Besides, the model still do not relate well to
products like financial services. The main criticism over the years was by Bozinoff (1982), stating that in the consumer decision-making
model the consumers are considered to be rational, who always follow a logical pattern and a calculated approach to evaluate a product
or service which serve their need. Furthermore, the model does not address the impulse buying behaviour of consumers.

Recommendation
Consumer behaviour is evolving with the new trends of digitisation and the availability of resources on the internet. With the new digital
trend, personalization is the key and for this, a study with a larger sample size should be conducted refining and confirming the models
working, also there is need to do further research in the factors impacting the motivation of the consumers. And the service industry is
growing rapidly with online revolution where customers have easy access to information hence, it becomes critical to conduct further
research.

In conclusion, consumer behavior is a dynamic ongoing process. So, the enterprises should study consumer behavior for meeting the
consumer demand completely. The EKB model is a way to solve this problem. This model indicates the steps of consumer behavior and
what every step refers to. From the enterprises point of view, studying consumer behavior can help the enterprises more understanding
consumer consumption habit. And then, because the satisfaction of consumers can make them come again and introduce the product to
their friends, the enterprises can profit from it.
 QUESTION 6. How does Lifestyle affect consumer behavior? Give example to clarify it.

In society, a person's lifestyle is both an attitude and a way of living. The consumer's way of living has a big influence on their buying
patterns. When a customer leads a healthy lifestyle, for example, the items he purchases will be healthy substitutes for unhealthy
foods. The way people live and spend their time and money is referred to as their lifestyle. Past experiences, inherited traits, and
living circumstances all play a part. Context, psychological, environmental, and marketing aspects, as well as personal difficulties,
family, and culture, all have an impact on consumer behaviour. Businesses want data in order to make the best decisions possible on
how to reach their target audience. Lifestyle marketing is a marketing approach that advertises a product or service as having
concepts, aims, and aesthetics that the target audience identifies with. To put it another way, businesses that are promoted in this
fashion have become a way of life for their target audience.

They are affected by certain factors.

Status in society. Social status is one of the most essential variables in determining how and why people acquire various goods and
services.

Participation in the creation of the product. People's lives play a huge effect when it comes to high-involvement things.

Activities.

Self-image.

A good example is extensive decision-making.

Consumers spend a lot of time researching and comparing different products. They read product reviews and seek advice from
friends or salespeople. The process takes longer to complete. Individuals spend a large amount of time visiting numerous stores and
evaluating products when purchasing a television, for example.

Customer who has been using the same shampoo for four years but is persuaded to try something new at their local grocery store
when their current product runs out.
 QUESTION 7. Compare and contrast classical and instrumental (operant) conditioning.

Classical conditioning is given by Ivan Pavlav in which two stimulus that is unconditioned stimulus and conditioned stimulus are paired
or linked together and produce a new learned response or behaviour. It is also called the stimulus - response learning.

Instrumental conditioning is given by B.F Skinner and this conditioning is also called the operant conditioning in which reinforcement is
used to increase the occurance of behaviour and punishment used to decrease the occurance of behaviour. Another name of this
conditioning is response - stimulus learning.

When we Compare these two conditioning -

we see both of conditioning using association in their learning between the behaviour or the event in an organism or individual.

both of conditioning is used in the behavioural psychology.

Both of conditioning is using the reinforcement for learning.

For eg - Extinsion is the technique that is evolve from both of conditioning. We use extinsion in both of conditioning.

When we contrast these two conditioning -

In classical conditioning response is involuntry and in operant conditioning response is voluntry.

In classical conditioning reinforcement is used prior to learning and in operant conditioning reinforcement is used after the learning.

In classical conditioning learning organism is passive but in operant conditioning learning organism is active.

In classical conditioning only use reinforcement but in operant conditioning use reinforcement but also use of punishment.

In classical conditioning behaviour is "elicited" but in operant conditioning behaviour is "emitted".

Classical conditiong is stimulus - response conditioning and operant conditioning is response - stimulus conditioning.

As we conclude that classical and operant conditioning is similar to each other also differentiate to each other.
 QUESTION 8. An anti-smoking campaign showed autopsies of people who have died of lung cancer. The campaign
seemed to have no effect on the rate that teenagers took up smoking. Why?
The campaign seemed to have no effect on the rate that teenagers took up smoking beacause that reason:

- First of all, the smoking habit. In other words, individuals are hooked to the actions associated with smoking, such as lighting a
cigarette, sucking on a cigarette, inhaling, expelling smoke, banging on the ashtray... or to side effects like as seeing the smoke fly,
tasting tobacco, feeling smoke... So, in addition to coping with nicotine, while quitting smoking, one must also discover strategies to
gradually adjust to the absence of these habits or side effects. For example, in the process of quitting smoking, it is possible to fill
the void with alternate activities such as clutching something, breathing deeply, sucking on candy.

- Secondly, the anti-smoking campaigns in future should be undertaking more effective strategies such as to use spokespersons in
advertisement and message in future, focus on resolving the barriers to quit smoking, use social network sites to promote
advertisement and run other similar campaigns online, and display messages that are more focused on educating instead of just
informing the target audience

Last but not least, psychological pressure from circumstances, particularly social events, is an essential aspect that eventually
contributes to the failure of attempts to quit smoking. A word of encouragement from a friend or a need for contact that necessitates
the offer of a cigarette, a smoke, a tragic event that necessitates forgetting, a strain that necessitates a clear head.

QUESTION 9. It is said that “people often buy products not for what they do but for what they mean”.
Explain the meaning of this statement and provide an example.

The field of consumer behaviour makes a great deal of progress: It is the investigation of the cycles included when people or gatherings
select, buy, use, or discard items, administrations, thoughts, or encounters to fulfil needs and wants. Consumers take numerous
structures, going from an 8-year-old kid who beseeches her mom for a Frozen Elsa doll to a leader in a huge enterprise who assists with
settling on a multimillion-dollar PC framework. The things we devour incorporate anything from canned peas to a back rub, majority rule
government, Juicy pants, Reggaeton music, or a VIP like Taylor Swift. The requirements and wants we fulfil range from craving and ache
to adore, status, and surprisingly otherworldly satisfaction.

Promoting experts depend intensely on consumer behaviour examination to direct essential choices that may go from the best method
to express a commercial to the ideal method to arrange a store climate or how to plan a public approach mission to empower capable
utilization. In its beginning phases of improvement, consumer behaviour analysts alluded to the field as purchaser behaviour; this
mirrored the accentuation around then (1960s and 1970s) on the association among consumers and makers at the hour of
procurement. Most advertisers currently perceive that consumer behaviour is truth be told a continuous interaction, not simply what
occurs right now a consumer gives up cash or a Mastercard and thusly gets some great or administration.

A consumer is an individual who distinguishes a need or want, makes a buy, or potentially then discards the item. Much of the time, be
that as it may, various individuals assume a part in this succession of occasions. The buyer and client of an item probably won't be a
similar individual, as when a parent chooses garments for a teen (and makes choices that can bring about "design self-destruction" in
the perspective of the teenager). In different cases, someone else may go about as an influencer when the person in question suggests
certain items without really purchasing or utilizing them. A companion's scowl when you take a stab at that new pair of jeans might be
more persuasive than anything your mom may say.
 At last, consumers may appear as associations or gatherings. One or a few people may choose items that many will use, as
when a buying specialist arranges an organization's office supplies. In other hierarchical circumstances, an enormous gathering
of individuals may settle on buy choices: for instance, organization bookkeepers, planners, engineers, deals staff, and others—
every one of whom will have a say in the different phases of the utilization cycle. One significant kind of association is the
family, where distinctive relatives say something about items and administrations that all will utilize. Fruitful organizations
comprehend that requirements are a moving objective. No association—regardless of how prestigious for its advertising ability—
can stand to settle for the status quo. Everybody needs to continue enhancing to remain in front of changing clients and the
commercial centre. BMW is an incredible illustration of an organization that cautiously tracks consumer behaviour. The
automaker's architects and originators realize they need to see how drivers' necessities will change later on—even those faithful
proprietors who love the vehicles they own today.

QUESTION 9. It is said that “people often buy products not for what they do but for what they mean”. Explain
the meaning of this statement and provide an example.
Chép của ai quên rồi

Nowadays, people pay more attention to the deep meanings of the products. This does not mean that the basic functions of the product are
unimportant, but that the product's role in our lives goes far beyond the tasks they perform. The profound value that a product offers will
help them stand out from most alternatives that function like them.

There are 4 types of relationships that you can create with consumers.
First, the product helps to confirm the user's status.
Second, the product evokes the memories of the consumers in the past.
Third, the product creates habits for consumers.
And fourth, the product creates an emotional and passionate connection with consumers.
For example, there are a few products where individuals can choose products with an image or personality that suit their basic needs.

Through periods of changing people's perceptions become more and more complex and consumer behavior encompasses everything
from buying a simple candy to buying giant homes. Consumers buy products that don't just cater to their basic needs. Examples are Coca-
Cola and Pepsi. Coca-Cola did a taste experiment. Through an experiment that required people to blindfold and check their senses, people
would taste a cup filled with Coke and a cup filled with Pepsi. A large percentage said they preferred the taste of Pepsi over Coke. However,
when Coca-Cola tried to alter its taste, they received a backlash from consumers. A big lesson for the Coca-Cola Marketing team is that
customers don't just choose to buy Coke based on its taste. Most of the people who choose Coca-Cola are extremely loyal guests. They
choose Coca-Cola products, mostly influenced by the brand image, the power to connect emotions and evoke the memories that Coca-Cola
brings to them. So when a customer chooses to buy Coca-Cola they want more than choosing a regular beverage. Rather, they are making
a statement about the way of life, the type of person or the aspirations they lead towards.

In fact, the consumer motivation is profound but sometimes quite simple. In some cases, consumers choose to buy for themselves 2 shirts
with two different colors compared to their needs is 1 shirt. Sometimes not always a lot of buyers are best for a business. To aim for long-
term growth, brands need to satisfy consumer needs. The fact that customers choose to buy more shirts than they really need makes the
customer satisfaction level drop and not good for long-term campaigns.
To avoid false strategies like Coca-Cola, marketers need to be really serious about carefully analyzing consumer behavior in order to find
existing or latent desires in them and analyzing them based on big impact factors such as cultural, traditional, or family structures. And it
takes some ingenuity to create some connections with customers to position the brand before being overwhelmed by competing brands.
QUESTION 10. List the three semiotic components of a marketing message, giving an example of each.

The three semiotic components of a marketing message is:

1)Object (product),
2) sign (Image),
3)Interpretation (meaning).

For Example:
Marlboro Cigarettes (object)
Marlboro Man Cowboy (sign)
rugged American (interpretation)
Jameson Whiskey (Object)
John Jameson (Sign)
Crazy Irish drunk (Interpretation)
QUESTION 11. Perception is the process by which physical sensations such as sights, sounds and smells are selected,
organized, and interpreted.
Discuss the senses we use to stimulate our perception of something through sensation and meaning.

Perception is the process by which physical sensations such as sights, sounds and smells are selected, organized, and interpreted.
Discuss the senses we use to stimulate our perception of something through sensation and meaning.
Sensation: Sensation is a process which allows to transfer stimulus to our brain through our five sensory organs. We have five sensory
organs- eyes, nose, ears, tongue and skin. Through all these sensory organs we can take informations and allows to transfer to our brain
from our surroundings very quickly. After receiving information our brain interprets the neural information. This is how the entire sensory
process involved.
As a example : one day I was eating a cup of milk tea in evening, somehow, I just forgot to apply sugar, So it tasted very bitter, so this
bitter taste I received from brain through neural messege.
• Vision- Our main sensory organ of visual is eye. Eyes catch informations and it transfer to our brain by sensory process. This process is
known as visuoreception.
• Hearing- Ears are the auditory sense organ of human body. Through ears we can hold information and transfer to our brain from
environment by sensory process.
• Touch- The sense of touch is the stimulation of neural receptors. Through this touching sensation we can feel very rapidly.
• Taste- Our gustatory system generate our taste. It allow us to perceive of various flavours from food.
• Smell- The nasal cavity is responsible for sense of smell. It contains of olfactory receptors.
Perception: Perception is a process of aware of something by our five sense organs. Perception involves with our five sense organs like;
eyes, ears, nose, skin and tongue. It can be defined as our identification and exposition by our sensory systems. In simple words we can
say through this perception we can hold sensory information and create it with meaningfully. There are five stages of human perception-
stimulation, organization, interpretation-evaluation, memory and recall. Basically sensation and perceptions are inter-connected.
Perception is a interpretation or explanation of sensation.
Perceptual process :- Basically perceptual process is a psychological process. We receive our sensation through our sensory organs and
transfer it to the brain from our surrounding environment and our brain interprets the messeage or information. This process is called
perceptual process.
As a example- Usually when my mother call me with my name, I received the sound and interprets that she calls my elder sister because
our name is so similar.

Critical discussion: Will consumers be aware of all the information that brands convey through a product or an advertisement? The
answer depends on the characteristics and experience of the consumer. Therefore, marketers should carefully research the audience to
which the brand wants to convey information, analyze their needs, preferences, and personal characteristics to map out marketing
strategies.
Understanding the perceptual process, so the marketers should focus on the factors that create a positive stimulus for consumers. From
there they will have good brand awareness, that will make the customers more willing to make buying decisions.
QUESTION 12. Discuss what sorts of conclusions you can make with respect to the influence that age has on attitudes
and consumer behavior. Describe and explain the different generations and some differences between them.

The gulf that separates the ideas and conduct of individuals of two generations is referred to as a generation gap. A generation
gap is a term that describes the differences in attitudes, behaviours, and preferences between members of younger and older
generations.
The main distinction between the older and younger generations is technology. For example, previous generations did not use
technology, therefore they had to be famous to establish a trend; but, for Gen Z, technology is the primary instrument for
creating trends and being famous later
Info About All of the Generations:
• Traditionalists or Silent Generation – 1945 and before
• Baby Boomers – 1946-1964
• Generation X – 1965-1976
• Millennials or Gen Y – 1977-1995
• Generation Z or iGen or Centennials – 1996-now
Some differences between them:
1. Traditionalists value workplaces that are conservative, hierarchical and have a clear chain of command and top-down
management.
2. Baby Boomers value workplaces that have flat hierarchies, democratic cultures, humane values, equal opportunities, and
warm and friendly environments.
3. Generation X values workplaces that are positive, fun, efficient, fast-paced, flexible, informal and have access to leadership
and information.
4. Millennials value workplaces that are collaborative, achievement-oriented, highly creative, positive, diverse, fun, flexible and
continuously providing feedback.
 10 câu Khang soạn thêm
Q1- Identify and describe the factors that affect the successful adoption of innovations?
All of the following factors have been deemed prerequisites to success for a new product:
• Compatibility - innovations must be compatible with and/or complementary to existing consumer lifestyles.
• Trialability - innovations must reduce the perceived risk involved in trying them, usually through some kind of product sampling.
• Low degree of complexity - all innovations require some education of the market in how to use them. Generally speaking, the
easier this process is to understand and use, the greater the chances of successful adoption.
• Observability - innovations for which the product benefits are visibly apparent or observable to the market in general have a
greater chance of catching on.
• Relative advantage - innovations should provide consumers with some advantage in terms of benefits that are not available in
alternative products.

Q2- Compare and contrast sacred and profane consumption?

- Sacred consumption involves objects and events that are "set apart" from normal activities and are treated with some degree of
respect or awe. They may or may not be associated with religion, but most religious items and events tend to be regarded as sacred.
- On the other hand, profane consumption involves consumer objects and events that are ordinary and everyday; they do not share
the "specialness" of sacred ones. (Profane does not mean vulgar or obscene in this context.)

Q3- Compare and contrast the trickle-down, trickle-up, and trickle-across theories?
- The trickle-down theory states that subordinate groups try to adopt the status symbols of the groups above them (fashion trickles
down) as they attempt to climb the social ladder.
- The trickle-across effect says that fashions diffuse horizontally among members of the same social group.
- The trickle-up theory inverts the trickle-down theory, saying that fashions originate with lower classes and trickle up to higher social
classes.

Q4- Use cultural ideas about food and eating as examples to explain the differences between
the three types of crescive norms discussed in the book?
- A crescive norm is one that is embedded so deeply inside a culture that it is discovered through interaction with other members of
that culture rather than through memory or study.
- A custom is a crescive norm that controls basic behavior. For example, custom would dictate at what times and how much people eat.
- A more is a custom with a strong moral overtone. Mores would dictate what kind of food is acceptable to eat. For example, dog meat
is taboo in the United States, but not necessarily in other countries.
- A convention is a crescive norm that regulates how we conduct our everyday lives. Conventions would dictate what utensils we use to
eat a meal or what to wear at dinnertime.

Q5- What is Culture?

- Culture: a society's behavior & institutions; learned, patterned behavioral response acquired over time that includes implicit vs explicit
beliefs, attitudes, values, customs, norms, taboos, arts, & life ways accepted by community of individuals; primarily learned &
transmitted in the family & other social organizations , is shared by the majority of the group.
- It is important to note that cultural characteristics pertain more to groups than to individuals; individual members of the same group
may adhere to different, even conflicting, cultural beliefs & behaviors.
- Culture can imply qualitative enrichment: the intellectual & aesthetic content of civilizations is referred to as culture, & people become
cultured by engaging in the fine arts.
 Q6- Culture is Learned?
- Culture is learned through sustained contact b/w groups & repeated observations of & participation in a group.
- Some learning is purposeful,& some is absorbed w/o awareness.
- Culture Shock: the acute experience of not comprehending the culture in which on is situated; it is a stress syndrome that normally
progresses through a series of recognizable stages (honeymoon, disenchantment, beginning resolution, & effective function) to its
resolution.
- Resolution of culture shock requires time, opportunity to observe & participate in the new setting, & carefully anticipatory guidance that
introduces people & explains behaviors & events of the new environment.

Q7- Culture is Dynamic?

- Culture is dynamic: it changes as people come into contact w/ new beliefs & ideas (termed: culture change).
- This dynamic is much more rapid then ever before b/c of the vast reduction in distances b/w different peoples.
- Immigrant & refugees from developing countries who resettle in North America often chafe their culture quickly; Simultaneously, the
introduction of cultural ideas from refugees, immigrants, & foreign business persons, & media personnel from abroad changes North
American society.

Q8- Culture is Diverse?

- Cultural Diversity: plurality of ideas & options for behavior to which people are exposed, adding to the texture & complexity of a
society & potential for well-being & achievement as well as for tension & conflict; Variety & diversity occur both within groups & across
groups.
- In the US, the cultural diversity of nursing is rapidly increasing by the inclusion of immigrant ruses in the discipline.
- It is important to understand that a society benefits from diversity when the playing field is level--when equal opportunity exists for
various cultural perspectives & groups.

Q9- Culture is Reasonable from the Perspective of its Members?

- Members of the culture in questions find their culture reasonable, even though it has internal contradictions (ex:// to value family but
ignore spousal abuse as a societal & health issue) & might seem illogical, counterproductive, or insensitive to outsiders.

Q10- What are the 3 functional areas of a cultural system?

1. Ecology: system adapts to habitat, shaped by the tech used to distribute resources
2. Social Structure: way in which orderly life is maintained
3. Ideology: mental characteristics of an individual and the way in which they relate to their environment and social groups.

Q11- What are the 4 dimensions that create cultural variability?

1. Power Distance: the way power affects interpersonal relationships
2. Uncertainty Avoidance: the belief that institutions can help avoid uncertainty and ambiguous threats
3. Masculinity/Femininity: what are the gender roles
4. Individualism: welfare of group vs. welfare of individual.