Introduction and background to a course in consumer behavior

Introduction and background to a course in consumer behavior

Module 1: Introduction and background to a course in consumer behavior
Read: HMB Chapter 1 Johnson, RC (2010), “Apps culture reinventing mobile internet” from Electrical Engineering Times, September 27 (Pp 24-30)
McMahon, T. (1996), “What buyers buy and sellers sell: Implications for marketing managers,” Journal of Professional Services Marketing 13, (seven pages).
A. Think and Do:
Background and application of consumer behavior (answer questions in about 2 pages)
This introductory module is intended to get you thinking about how fast new offering-both in general type and particular applications and brands- can diffuse in current consumer behavior (answer these questions in about two pages)
1. What does Johnson 2010 consider to be the basis in simplicity and flexibility for the quick diffusion of apps?
2. Describe how search engine companies are responding to the capability of apps to limit or exclude identity of the user.
3. Are the new methods of tagging app users that are being used by search engines in your best interest? Why or why not?
4. Facebook considers its greatest current challenge to be in transferring its targeted ad to mobile platforms. Google tracks the geographic location of search users. What do you think the benefits and costs to consumers from these companies’ methods of reaching you?
B. Cyber assignment:
1. Think about and describe the core consumer beliefs in contemporary U.S. culture that the ads included below speak to.
2. Your text Hawkins and Mothersbaugh and others give a list of values contrasts in table 3-1 on page 80 and discuss these on pages 78 to 88. Additionally they categorize it as traditional, current or emerging. Using this list for each of the ads pick the values and determine whether they are traditional, current or emerging in the ads presented here. The T, E and C across the line between the contrasting values are meant to indicate which of the contrast is traditional
and which is current and emerging. For example, the figure contrasts hardwork with leisure under self oriented values. It indicates that hard work is a traditional value, there has been some movement toward leisure related values in current and there is further movement toward leisure in emerging values.
3. You can add a few sentences explaining your designations for each add.
Self –Oriented Active, Material – Non material, Hard Work, Postponed Gratification, Religious Environment–Oriented Cleanliness, Performance, Tradition, Risk taking, Status, Problem Solving, Nature Other–Oriented Individual, Family, Diversity, Competition, Cooperation, Youth, Masculine, Feminine a. Pick two values from environment oriented. Is this more traditional, current or emerging

b. Pick three values from other oriented. Is this more traditional, current or emerging (Hint: consider sex roles and androgyny among younger consumers)
c. Pick two values from other oriented. Is this more traditional, current or emerging

d. Pick two values from self oriented. Is this more traditional, current or emerging

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