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i need just watching the videos than answer questions.Men’s Brains vs. Women’s Brains

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Throughout the three primary stages of the consumer decision making—prepurchase, consumption and postpurchase evaluation—the consumer must be using a process or model to make his or her decision. Although a variety of models have been developed and are discussed in this chapter, it is important to point out that no model is wholly accurate. The consumer’s mind is still closed to us; it is a “black box” that remains sealed. We can observe inputs to the box and the decisions made as a result, but we can never know how the act of processing inputs (information) truly happens. For an entertaining look on how males and females process information differently, see the video titled “Men’s Brains vs. Women’s Brains”

Source: accessed 9 February, 2015.

Do you think men and women process information differently and that it affects their decisions?

Watch out! Physical Risk

Marketers such as insurance companies and health care providers often use physical risk in their advertising. The physical risk of a purchase can emerge if something does go wrong, inflicting injury on the purchaser.

Source: accessed 9 February, 2015.

Ads such as this one or the Allstate campaign “Mayhem,” which depicts horrible accidents that can occur, are meant to produce a response from consumers. Are these approaches more effective with younger or older consumers?

David and the Dentist: Co-Producer Risk

The involvement of the consumer in the “production process of services” is another source of increased perceived risk. Co-producer risk is directly related to the concept of inseparability. Dental services provide a great example of the consumer’s involvement in the production process. If mistakes are made, the patient directly suffers as a consequence. Even if mistakes are not made, the patient still deals directly with the effects of the production process. Receiving over 110 million views, the YouTube Video titled “David After Dentist” provides a classic example of co-producer risk.

Source: accessed 9 February, 2015.

How do you react to co-producer involvement?

Motel Six

Motel Six, by downplaying its service offering in its cleverly contrived advertising, actually increases consumer satisfaction by lowering customer expectations prior to purchase. The firm’s advertising effectively informs consumers of both what to expect and what not to expect: “A good clean room for $49.99…a little more in some places…a little less in some others…and remember…we’ll leave the light on or you.” Many customers simply do not use services such as swimming pools, health clubs, and full-service restaurants that are associated with the higher-priced hotels. Economy-minded hotels, such as Motel Six, have carved out a niche in the market by providing the basics. The result is that customers know exactly what they will get ahead of time and are happy not only with the quality of the service received, but also with the cost savings. As evidence, Motel 6 just celebrated its 50th anniversary in 2012 and produced a memorable advertisement .

Source: accessed 9 February, 2015.

Low cost providers like Motel Six often provide free Wi Fi access to guests while luxury chains charge for Wi Fi access. Discuss why higher priced hotels can charge for what is available for free at less expensive chains.

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