Sample paragraphs of answers for projects and final tests

S1 If I was to purchase a complete home entertainment system because I enjoy music(but music is not part of my extended self), I would fall under the standard learning hierarchy of the hierarchy of effects diagram presented by Solomon (2006). As the purchase would be a significant capital outlay and I would have limited or no knowledge with regards to home entertainment systems, I would be naturally inclined to seek further information in order to arrive at a purchase decision. This is consistent with Johnson (2004) who states that consumers tend to employ a risk reduction strategy when purchasing high involvement products, in this case utilizing data gathering techniques. If through my research I have arrived at a particular brand, I will be more likely to purchase the same brand for the same category of product only if I have had positive experience with the brand. This is inline with the consistency principle and risk reduction strategy postulated by Solomon (2006) and Johnson (2004) respectively. Solomon (2006) describes this as bonding with the product over time and not being easily persuaded to experiment with other products. However, this is only true if, I continue to experience positive experiences from the product, I do not carry out further research in selecting products from the same category and the brand forms part of my evoke set and my current and future product decisions are not dependant on changes in financial capacity. S2 Now if I were to take a girl I had the intention of being romantically involved with, out to lunch for the first time, the situation would fall under the experiential hierarchy of the hierarchy of effects diagram presented by Solomon (2006). The anticipation of a new relationship and discovery of new experiences is only a subset of a much larger range of possible emotions. During this period, my character could be a lot different compared to any ordinary day. I would pay more attention to my dressing, behaviour and speech. I will possibly be more susceptible to advertising coaxing me to spend more on flowers, gifts or restaurant. This suggests a level of congruity between feelings and products as suggested by Bower et al (1983). Usual evoke sets are not even considered as a new evoke set is drawn upon specifically for the occasion. Neither does being a marketing disciple nor past experiences come in handy as cognitive dissonance sets in and a new set of attitudes is adopted for the specific time frame. In this particular situation, affect is independent of cognitive function supporting the independent hypothesis as highlighted by Solomon (2006). Another article by Bodur (2000) says that the two are influenced directly and independently of one another. This is consistent with Solomon (2006) which states they are at the very least they are partially independent systems. S3 Holt (1995) in his article on consumption practices describes the work of Celsi et al (1993) in which they link hedonic consumption as an experience, emphasizing the emotional states arising from the consumption. This is consistent with Solomon (2006) which lines hedonic consumption as a multi-sensory, fantasy like emotional aspect of consumer interaction with products. The purchase of a 1001hp, Bugatti Veyron, capable of 0-100 acceleration of 2.8 seconds is typical of a consumer fulfilling a hedonic need. It

goes beyond fulfilling a psychogenic need of status and acceptance and even beyond a utilitarian need of getting from point A to point B. Although it is arguable that in fulfilling this hedonic need, the other needs like utilitarian and psychogenic needs are also fulfilled. Hence, without knowing the specific personality and intention of the specific consumer it is difficult to completely isolate a hedonic need. At this level, a marketer needs to sell the emotional satisfaction obtain from such a product not the product itself. A consumer would have fulfilled this need after consumption of the product. S4

The second example is the Elfreya coffee-shop chain based in South Korea. While not an exact copy of the original Starbucks logo, share very similar traits. The logos are circular, both have green bordering with white writing, both have two stars and both contain mystical-like characters in the centre. On the 12th of January 2007, the South Korean Supreme Court rejected Starbucks claim that the local mobile coffee shop chain had infringed on its trademarks, agreeing with an earlier decision by the Patent Court of Korea. Elfreya was allowed to use its logo to trade.

S5 These examples of stimulus generalization are based on the theory of classical conditioning. Solomon (2006) tells us how Pavlov a Russian physiologist discovered that by associating a conditioned stimulus with an unconditioned stimulus we can generate a conditioned response to the unconditioned stimulus. This experiment was conducted using pigeons by Thomas (1973) with the same effect. Pavlov also found that a similar stimulus closely resembling the unconditioned stimulus could generate the same conditioned response(Solomon 2006). Hence, by mimicking the original products which were highly successful in their own right, these me too products hope to elicit the same response from consumers.

Another generalization is the halo effect, where because they are packaged so similarly, consumers expect them to have the same attributes as the original(Solomon 2006). This consistency theory where sources which are seen to be good on one dimension are assumed to be good at all others(Kahle and Homer 1985), is what these me too brands hope to achieve. As long as the me too products do not disappoint, they will in all likely hood succeed in their own niche market(Solomon 2006). However, if they do disappoint, then they will very likely generate a stronger brand alliance for the original brand(Solomon 2006).

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