Strategic Communication Framework and the Influence of Ethnicity on Consumer Behavior

1. (a) Classify this message as either a marketing or nonmarketing source of influence.Then briefly analyze the message by describing the characteristics of this generalsource of influence based on its (i) method of delivery, (ii) credibility, (iii) reach, and(iv) extent of enabling two-way communication. [5] Source of influence:  Method of delivery:  Credibility:  Reach:  Two-way communication: (b) Identify the promotional technique used in the message by selecting the mostrelevant term from Exhibit 11.2 on page 295 of the textbook. [1]Type your answer here by overwriting this text 2. Gatekeepers are special sources of influence that control the flow of informationbetween the mass media and consumers. Identify TWO (2) different types ofgatekeeper, give examples of each, and clearly explain the distinction between them. 3. Consider the following Calvin and Hobbes cartoon:(a) Identify the type of reference group evident in the cartoon. HINT: Do not answereither “primary reference group” or “secondary reference group” – these termsrefer to degree of contact as a characteristic of reference groups rather than to atype of reference group. [1](b) Explain the difference between “compliance” and “reactance” as two importantconsequences of normative influence. At which effect does the responses ofCalvin’s mother hint? [2]Type your answer here by overwriting this text(c) Identify the compliance technique Calvin is attempting in the cartoon. HINT: Referto the discussion of marketing implications in section 11-3 of the textbook for therelevant compliance techniques to consider here. [1]Type your answer here by overwriting this text(d) What is the valence of the information being transmitted by Calvin’s mother? [1]Type your answer here by overwriting this text(e) What is the modality of the information being exchanged? [1]Type your answer here by overwriting this text(f) Which type of household is being depicted in the cartoon? [1]Type your answer here by overwriting this textType your answer here by overwriting this text(h) What is Calvin’s mother’s household decision role in this cartoon? [1]Type your answer here by overwriting this text.

QUESTION 2 [20]1. Today’s children are different from the generations that have gone before. They’vegrown up with streaming, social media, and screens on every available device.Information, entertainment, and human connection have always been just a click away.This has had a massive impact on how they live and how they shop. Answer thefollowing questions based on the vignette about Generation Alpha shown in class andWunderman Thompson’s report entitled “Generation ALPHA: Preparing for the futureconsumer” (available on Blackboard under “Supplementary Reading”). [6](a) Give a synonym for Generation Alpha. [1]Type your answer here by overwriting this text(b) What percentage of Generation Alpha views friends as most important in theirlives? [1]Type your answer here by overwriting this text(c) What percentage of Generation Alpha would like to work outdoors when they growup? [1]Type your answer here by overwriting this text(d) Who exerts the most influence on what Generation Alpha buys? [1]Type your answer here by overwriting this text(e) Based on your answer in (d), is this a marketing or nonmarketing source ofinfluence? [1]Type your answer here by overwriting this text(f) Among the members of Generation Alpha, which gender is likely to be moreinfluenced by online videos? [1]Type your answer here by overwriting this text2. Analyze the characteristics of the THIRD most powerful influence on GenerationAlpha’s consumer behavior by referring to (a) degree of contact, (b) homophily, (c)density, and (d) tie-strength. Start your answer by identifying who or what this influenceis. [5]Type your answer here by overwriting this text3. Consider the following graphic, which represents a comparison of Hofstede’s culturaldimensions for Japan, Nigeria, Russia, and the United States and then answer thequestions that follow. [4](a) In which country is the notion of “hierarchy” least accepted? [1]Type your answer here by overwriting this text(b) In which country is the degree of interdependence among the members of a societythe highest? [1]Type your answer here by overwriting this text(c) In which country is the drive to be the best the lowest? [1]Type your answer here by overwriting this text(d) Which country is least likely to confront the challenges posted by the future? [1] 4. DISH Network proved that combining English- and Spanish-language programming isintegral to connecting with Hispanic-American audiences. The satellite provider grewits customer base by offering packages that target bilingual households, combiningtwo cultures into one: [3](a) Explain how DISH uses accommodation theory to target Hispanic-Americanconsumers. First describe the theory (DO NOT quote directly from the textbook)and then discuss its application in the screenshot. [2]Accommodation theory: Type your answer here by overwriting this textApplication in the screenshot: Type your answer here by overwriting this text(b) Explain the relationship between “acculturation” and “intensity of ethnicidentification”. DO NOT quote directly from the textbook. [1]Relationship between the terms: Type your answer here by overwriting this text5. In each of the following cases, identify the type of influence (normative orinformational) that would explain Tim’s behavior: [2](a) A friend mentions that Brooks Brothers has a good selection of suits. Needing anew suit, Tim visits a Brooks Brothers store.Type your answer here by overwriting this text(b) Tim notices that his friends buy premium beers, though he can’t taste thedifference. For parties, but not for home use, Tim buys premium beers.Type your answer here by overwriting this text.

1. What type of household decision category is evident in the following marketingstimulus? Explain your answer by (i) identifying the decision and (ii) using the stimulusto explain your answer. [2]Type your answer here by overwriting this text2. Consider the following marketing stimuli and explain Levi Strauss & Co.’s apparentmarketing strategy based on the social class structure of the United States.Specifically, your answer should discuss the likely target audience of each product lineevident in the vignette. [3]Type your answer here by overwriting this text3. Explain how social class and income serve as predictors of consumption. Your answershould make it clear when (i) income should be used as predictor of consumption, (ii)social class should be used, and (iii) both income and social class should beconsidered. Give examples in each case to substantiate your answer and DO NOTquote directly from the textbook. [6]i. Income as predictor: Type your answer here by overwriting this textii. Social class as predictor: Type your answer here by overwriting this textiii. Income and social class as predictors: Type your answer here by overwriting this text4. Explain what, if any, impact the reality television show “Keeping up with theKardashians” could have on the social class structure of the United States (and othercountries). Base your explanation on the relevant factor(s) among those that are drivingthe evolution of social class structure in general. [3]Type your answer here by overwriting this text5. Status symbols are offerings that tell others about someone’s social class standing.Discuss the distinction between parody displays and fraudulent status symbols bygiving a definition and an example of each. DO NOT quote directly from the textbook.