Homework 2 (60 points)

Instructions:

1. This assignment will contribute up to 20% of your overall grade for homework; answer all the questions as completely and clearly as possible using grammatically correct prose rather than cryptic bullet points.
2. Do your own work. You are allowed to collaborate with your fellow students in contemplating the answers; however, what you submit must be your own work in your own words. Any assignments with identical wording will receive ZERO as grade.
3. You MUST reference all the sources you consulted in completing this assignment. This means that you should use in-text referencing in your answers and conclude the assignment with a section entitled “List of sources” in which you use the Harvard style to reference all your sources, including the prescribed textbook.
4. Use this document to formulate your answers and submit the final version through Blackboard on or before the due date and time: 23 September 2019 at 11:59pm ET.

Good luck!

Instructions:

1. This assignment will contribute up to 20% of your overall grade for homework; answer all the questions as completely and clearly as possible using grammatically correct prose rather than cryptic bullet points.
2. Do your own work. You are allowed to collaborate with your fellow students in contemplating the answers; however, what you submit must be your own work in your own words. Any assignments with identical wording will receive ZERO as grade.
3. You MUST reference all the sources you consulted in completing this assignment. This means that you should use in-text referencing in your answers and conclude the assignment with a section entitled “List of sources” in which you use the Harvard style to reference all your sources, including the prescribed textbook.
4. Use this document to formulate your answers and submit the final version through Blackboard on or before the due date: 23 September 2019 at 11:59pm ET.

Question 1 [10]

• Identify ONE (1) example for each of the brand personalities shown in Exhibit 4.4 on page 109 of the textbook and provide a brief justification for each of your choices. You must provide a total of five (5) examples and these examples must be your own. [5]

• From the examples you listed in (a), select and justify your choice of the brand with which you most identify personally [1] and (b) develop a schema for it similar to that shown in Exhibit 4.3 on page 107 of the textbook. Your schema must contain at least five (5) concepts / nodes [1], show the strength of the links (strong, moderate, weak) among the concepts [1], and clearly identify any concepts that are favorable, unique, and salient [1]. On the strength of your schema, is the brand you selected strong, weak, or somewhere in between? [1]

Question 2 [10]

Develop a taxonomy for the category SNACKS by referring to Exhibit 4.6 on page 112 of the textbook. Your taxonomy should use “SNACKS” at the superordinate level; combined, the basic and subordinate levels should contain at least 10 entries and you should indicate what you consider to be the exemplar or prototype for each of the subordinate levels.

Question 3 [5]

Use construal-level theory to describe the differences between the two ads below. Start your answer by briefly explaining what construal-level theory is [1] and then proceed to analyzing each of the ads [2 x 2 = 4].

Advertisement 1:

Advertisement 2:

Question 4 [5]

You’ve probably heard of Airbnb, the room-sharing application that allows you to find convenient lodging hosted by real people. But its newest partner, Flipboard, might not have been on your radar until now. Flipboard is a news aggregator that collects news and topical content that users are sharing on social media and allows you to “flip” through the material much like a social media feed. Well, Airbnb recently teamed up with Flipboard to create “Experiences”, which serve Airbnb users with lifestyle content tailored to their interests and shared by people with similar interests as the reader. Use prototype theory to discuss the logic behind this co-branding activity. Start your answer by explaining the concepts (a) prototype [1] and (b) prototypicality [1], and then analyze the co-branding partnership between Airbnb and Flipboard [3].

Question 5 [10]

Use the Theory of Planned Behavior (TPB) and the discussion of the factors that determine if a consumer’s attitude will influence his or her behavior on pp. 144-146 of the textbook to give a detailed explanation of the reasons why you either recycle or not. This question is about your recycling-related attitude and behavior in general, so do not take a narrow view by focusing on your current living arrangements only. You should touch on all the major components of the TPB in formulating your answer.

Question 6 [10]

Explain why the ad below worked spectacularly well in changing Avis’s fortunes in the rental car market. You must demonstrate a clear understanding of the concepts and theories related to the formation of attitudes when consumer effort is high in formulating your answer. Amongst others, you should (a) identify the basis of attitude formation (cognitive or affective) and justify your answer [2], (b) describe the likely route of processing according to the ELM and justify your answer [2], and (c) provide a detailed analysis of the messaging approach [6].

Question 7 [10]

Provide a detailed analysis of the ad below. Amongst others, you should (a) identify the basis of attitude formation (cognitive or affective) and justify your answer [2], (b) describe the likely route of processing according to the ELM and justify your answer [2], and (c) provide a detailed analysis of the messaging approach [6].

LIST OF SOURCES

Hoyer, WD, MacInnis, DJ, and Pieters, R. 2018. Consumer Behavior. Seventh edition. Boston, MA: Cengage Learning.