Archive for October 2020

United Way decided to change their business model from a B2B to a B2B2C. The organization wanted to create a more direct relationship with individual donors as surveys showed that they needed to get people more involved and measuring behaviors showed that donors who engaged with the organization online gave more and continued giving from year to year. According to Maslow (1943), what could be a possible motivation for the donors to give to the organization?

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United Way decided to change their business model from a B2B to a B2B2C. The organization wanted to create a more direct relationship with individual...

Since it is difficult for consumers to avoid exposure to advertising, many people have turned to accepting it for its independent attraction and entertainment value. They are inclined to lean back and let the advertisers compete with the show. Thus entertainment value and originality of ads have become topics of talk.' Which is the correct answer to describe this case?

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Since it is difficult for consumers to avoid exposure to advertising, many people have turned to accepting it for its independent attraction and entertainment...

Dichter (1966) identifies self-involvement as one of the four speaker motivations of word-of-mouth advertising. The author here introduces the eight most frequent goals of self-confirmation. One of these goals is described in terms of 'newness and "difference" of products provide the speaker with an opportunity to identify with them and their makers.' Which goal is it?

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Dichter (1966) identifies self-involvement as one of the four speaker motivations of word-of-mouth advertising. The author here introduces the eight most...

Anna recently bought a coffee machine and after using it for a while she found it extremely great and was happy with her purchase. She thought her parents would find pleasure in this product as well, so she went ahead and bought them one too. According to Ditcher (1966), which of the following involvement categories does this motivation to talk about a product fall into?

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Anna recently bought a coffee machine and after using it for a while she found it extremely great and was happy with her purchase. She thought her parents...

We sometimes talk about things that we observed, for example, in a group we talk about a movie that only one out of five people have watched. This one person feels like he knows something that other people don't know. He feels more superior in information of the movie as he is the only one that watched it. He tries to recommend the four other people to watch so he can get a sense of leadership or superiority that he is the one who recommended the movie.

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We sometimes talk about things that we observed, for example, in a group we talk about a movie that only one out of five people have watched. This one...

Greg went to a high school reunion alone, and he and his friends were talking and catching up. The topic of food came up and Greg told them about a particular restaurant. If his motivation for talking about the restaurant falls into what Ditcher (1966) calls the "other involvement" in his article about word-of-mouth, what would be the nature of his conversation?

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Greg went to a high school reunion alone, and he and his friends were talking and catching up. The topic of food came up and Greg told them about a particular...

The influencer can be seen as an example of modern day Word-of-Mouth advertising. Influencers are profiles online who make money from ads and collaborations with companies, brands and products. If we look at the psychological findings of Dichter (1966), what kind of "speaker's motivation" would an influencer have?

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The influencer can be seen as an example of modern day Word-of-Mouth advertising. Influencers are profiles online who make money from ads and collaborations...

According to Dichter (1966), motivations to talk about products or services were found to fall into four main categories. Which type of involvement is referred to as talk which is mainly stimulated by the way the product is presented, but is not necessarily based on the speaker's experience with the product proper?

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According to Dichter (1966), motivations to talk about products or services were found to fall into four main categories. Which type of involvement is...

I discovered a new TV show! None of my friends knows it, so I decide to tell them what the show is, this way I won't feel only watching it, I will receive my friends' approbation and I will feel myself as a pioneer. According to the Dichter (1966), what is the motivation of my word-of-mouth as speaker?

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I discovered a new TV show! None of my friends knows it, so I decide to tell them what the show is, this way I won't feel only watching it, I will receive...

According Dichter (1966), there are four motivations for the the customer (speaker) to talk about products: Product involvement, self-involvement, other involvement and message involvement. According to Reichheld (2003, p. 51), "The only path to profitable growth may lie in a company's ability to get its loyal customers to become, in effect, its marketing department". Hence, what is the best stimulation for customers with high product-involvement to make them good speakers (i.e. part of the company's marketing department)?

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According Dichter (1966), there are four motivations for the the customer (speaker) to talk about products: Product involvement, self-involvement, other...

From the standpoint of consumers' buying habits, merchandise sold in retail stores can be divided into three classes: (1) convenience goods; (2) shopping goods; (3) specialty goods. According to Copeland (1923), which goods are those for which the consumer desires to compare prices, quality and style at the time of the purchase?

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From the standpoint of consumers' buying habits, merchandise sold in retail stores can be divided into three classes: (1) convenience goods; (2) shopping...

According to Copeland (1923), "When a manufacturer undertakes to focus the potential demand upon his product with brand identification, he must consider the attitude in which the consumer ordinarily approaches the purchase of such an article. The attitude of the consumer may be that of:"

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According to Copeland (1923), "When a manufacturer undertakes to focus the potential demand upon his product with brand identification, he must consider...

In the article RELATION OF CONSUMERS' BUYING HABITS TO MARKETING METHODS: In purchasing ¬¬¬____(1)___, the consumer determines in advance the nature of the goods to be bought and the store in which the purchase is to be made, provided a satisfactory selection of merchandise can be effected in that store. ___(2)____ are purchased at stores that are easily accessible.

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In the article RELATION OF CONSUMERS' BUYING HABITS TO MARKETING METHODS: In purchasing ¬¬¬____(1)___, the consumer determines in advance the nature of...

Teenagers Maja and Ella switch clothes for the party. According to Belk (1988), they share not only friendship, but also identities. He also writes about different forms of self-extension that is not intentional: contamination. What kind of contamination is based on the provided example? (Hanna's comment: though two of these can be seen as synonymous)

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Teenagers Maja and Ella switch clothes for the party. According to Belk (1988), they share not only friendship, but also identities. He also writes about...
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