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Marketing 6040 – Consumer Behavior Final Exam 200 points total Please limit your total response length for all questions to no more than 3500 words

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Marketing 6040 – Consumer Behavior

Final Exam

200 points total

Please limit your total response length for all questions to no more than 3500 words. The allocation of words to specific questions is at your discretion. The highest quality responses will draw on and apply the content presented in the lectures and forums, as well as reading sources like those posted on Moodle and the suggested Consumer Behavior text by Hoyer.  Consider this exam open note and open book, but discussing any aspect of this exam with your classmates or others outside of this class is strictly prohibited and will be considered academic misconduct.  

Upload your responses to Moodle as Microsoft Word document by 10pm Monday, December 13^th, 2021.

 

1. When attempting to persuade consumers and change their attitudes, there are two main pathways to persuasion in the Elaboration Likelihood Model: central route and peripheral route.  Explain what both of these two routes are.  Give a visual example of each by copying and pasting 2 different ads from online sources (or scanned print media) from the same company.  Describe what attributes of the ads specifically reflect the utilization of these two routes of persuasion.  Given the nature of the product/brand you have chosen for your ads, why might one pathway to persuasion be more effective that the other? (20 pts)

 

2. Explain the fundamental process and concept of operant conditioning.  Clearly define positive reinforcement, negative reinforcement, and punishment.  Describe 1 example (3 total) of how each of the principles of positive reinforcement, negative reinforcement, and punishment can be used by an internet provider (example: Xfinity) – do not use specific examples presented during class or lecture.  These examples can be derived from company practices and policies that are actually in use or could be novel ideas that you think of. (20 pts) 

 

3. Design a rewards program for a hypothetical local franchise of a yoga studio (60 pts). 
   1. Describe your target market segment
   2. Give a detailed description of your rewards program design (based on your target segment and potential subgroups in your target segment) – make your rewards program as elaborate or simple as you think is necessary to derive maximum engagement for consumers in your target segment 
   3. Describe how your program balances intrinsic and extrinsic rewards  
   4. Based on lecture, what two different types of extrinsic rewards can be used and under what conditions are they most effectively used?  

i. Choose 2 specific extrinsic rewards that might be optimal for your yoga studio and rationalize why and when you chose them. 

1. 5. Based on our reading by Zhang and Huang, what are 2 key factors to predict goal commitment?  How can you take a theory-to-practice approach to utilize this information in your rewards program? 

 

 

4. Design an experiment that can best answer the following research question (50 pts): 

 

Does snack service enhance consumers’ satisfaction with domestic airline travel?  

 

• Define your independent variable
• Define and operationalize your dependent variable
• Who are your participants and how will they be recruited? Where will you collect your data (and why there)? 
• Clearly define your method stepby-step with detail
• What extraneous factors might you want to control for?               

               

 

5) Consider a health insurance company that decides to employ both descriptive norms as well as injunctive norms to shape consumers’ health behavior in a manner that leads to improved overall health (50 pts). 

 

What health behavior(-s) may be ideal choices for your strategy? Rationalize your health behavior choice. 

 

How specifically could the health insurance company most effectively use both descriptive norms as well as injunctive norms to shape consumer behavior based on our reading by Schultz and colleagues?

                             -Describe the goals of your proposed norms 

                        -How information regarding norms and performance would be conveyed to your consumers 

                                     -The theoretical reasons why the norms are likely to be effective 

If over time your intervention using norms reaches a saturation point of effectiveness, what extra layer of intervention or extra norm information might you add to enhance the desired effect to a greater degree and why?