MAI THÁI AN - HS171349

MKT 201: Consumer Behavior

INDIVIDUAL ASSIGNMENT
Lecture: Trinh Trong Hung

Q1. People play different roles and their consumption behaviors

may differ depending on the particular role they are playing. State
whether you agree or disagree with this statement, giving an
example from your personal life.

I concur that people play a variety of roles and that their consumption
habits can change based on the particular position they are performing.
For instance, my consumption habits will vary depending on the role I'm
playing, such as a mother or a student.
+ When I become a mother, my priorities will be the family's basic
needs, including food, clothing, children's toys, and medical expenses. +
While I was a student, I concentrated on cutting costs for things like
books, rent, school supplies, and extracurricular activities. → We may
have various purposes, objectives, and preferences as consumers. As a
result, people make diverse purchase decisions and have varying
preferences for various goods. Because of this, our consuming habits
are varied and unique.
Q2.List the three stages in the consumption process. Describe the
issues that you considered in each of these stages when you made
a recent important purchase
consumption can be divided into three main stages:
prepurchase, service encounter, and post-encounter stages.
Prepurchase: Before buying my new laptop( Dell) , I looked at different
options( Acer, SMI, Lenovo…) and made a decision based on many
factors, including price, performance, reliability, and durability. I also
researched the product and read the reviews of other users to ensure
my satisfaction.
Service encounter: After buying my laptop, I used it to complete
assignments and research for my courses. I used different features of
the laptop to ensure maximum performance and meet my needs. During
use, I had to deal with some problems such as software crashes or
hardware damage.
Post-encounter stages: After using the laptop for a while, I have taken
care of the maintenance and servicing to ensure that it is still in good
working order. I also did research on recycling and reusing laptop
components to reduce environmental impact. If I decide to sell or
exchange my laptop, I also have to consider factors such as resale value
and the newness of the product.

Q3. Collect an example of an ad that relies on the use of metaphors

or resonance. Do you feel these ads are effective? If you were
marketing the products, would you feel more comfortable with ads
that use a more straightforward, "hard-sell" approach? Why or why
not?

The Apple "Think Different" campaign from the late 1990s serves as an
illustration of an advertisement that makes use of metaphors or
resonance. With the slogan "Think Different," this advertisement
included a number of pictures of well-known people who had had a big
impact on the globe, including Mahatma Gandhi, Martin Luther King Jr.,
and Albert Einstein. In keeping with Apple's reputation as an innovative
and outlandish technological business, the advertisement employed the
metaphor of these famous personalities to encourage viewers to disrupt
the current quo and think imaginatively.

Because they appeal to viewers' emotions and leave a lasting impact, I

think advertising that use metaphors or resonance can be really
powerful. A product or brand can establish a deep connection with the
audience that extends beyond the characteristics and advantages of the
product by being associated with something significant and compelling.

If I were in charge of marketing a product, I'd enjoy employing both

direct, "hard-sell" advertisements and ones that make use of metaphors
or resonance. Understanding the target demographic and what
messaging will appeal to them most is crucial. Certain items might
benefit from a more direct approach, while others might profit from a
more imaginative and emotive one. The final objective is to produce an
advertisement that is engaging, memorable, and eventually increases
sales.

Q4. What is motivational research? Give an example of a marketing

study that used this approach.

Motivational research is a type of market research that focuses on

understanding the underlying emotional and psychological needs,
wants, and desires that drive consumer behavior. It seeks to uncover the
motivations behind why people buy certain products or services and
what drives their decision-making process.
EG:
An example of a marketing study that used this approach could be a
study conducted by a cosmetics company to understand why women
buy their makeup products. The findings may show tha t women
purchase makeup to enhance their inherent attractiveness, feel more
attractive, or stay up with current fashion trends.
→ The cosmetics company can use this data to better target their
marketing messages and product offerings to their target market's
emotional and psychological demands. For instance, they might develop
advertising campaigns that highlight the boosting benefits of their
makeup or introduce brand-new items that are intended to accentuate
natural beauty.

Q5.According to balance theory, how can we tell if a triad is

balanced or unbalanced? How can consumers restore balance to
an unbalanced triad?

Balance theory suggests that people strive for consistency and balance
in their attitudes and beliefs. In a triad (a group of three people, objects,
or ideas), balance occurs when the relationships between the elements
are harmonious and consistent.

A triad is considered balanced if the attitudes and beliefs between the

three elements are consistent. For example, if person A likes person B
and person B likes person C, then person A should also like person C
for the triad to be balanced. However, if person A likes person B but
person B dislikes person C, then the triad is unbalanced.

When consumers encounter an unbalanced triad, they may attempt to

restore balance by changing their attitudes or beliefs. There are
several ways in which consumers can do this:

Change their attitudes towards the elements: If a consumer finds

themselves in an unbalanced triad, they may change their attitude
towards one of the elements to make it consistent with the others.

Change their beliefs about the elements: Consumers may also change
their beliefs about the elements in the triad to make them consistent with
one another.

Distance themselves from the elements: If it's not possible to change

their attitudes or beliefs, consumers may choose to distance themselves
from one or more elements in the triad.
Create a new triad: In some cases, consumers may choose to create a
new triad with elements that are more consistent with their attitudes and
beliefs.

Overall, balance theory suggests that people seek consistency and

balance in their attitudes and beliefs, and will take action to restore
balance when they encounter an unbalanced triad.