Response paper
Please read chapter 1 from Daniel Kahneman’s book, Thinking, Fast and Slow, available on Blackboard. Next, be sure you have read chapter 9 from the textbook (especially the contents of the first section – e.g., Figure 9.1).
For the following questions, imagine that you are on the brand management team for Crest toothpaste. You will be targeting two different groups of customers and trying to influence their decision-making processes and purchase behaviors. In both scenarios, you will need to be mindful of the influences of the Involvement dimension and the Processing Effort dimension described in chapter 9. Think of the Processing Effort dimension in the textbook as being equivalent to System 1.
BUS 358 Survey
Please indicate the importance of each to you when dining:
Extremely Very Moderately Slightly Not at all
important important important (3) important important
(1) (2) (4) (5)
Eafing
Healthy (1) O O O O 0
Eating with
Friends (2) O O O O 0
Convenience O O O O O
(3)
Time it Takes
to Finish (4) O O O O O
Locafion
Compared to
Next Class 0 O O O O
(5)
Take Out
Availability 0 O O O O
(6)
Do you consider any of the following before consuming a meal?
Yes (1) Sometimes (2) No (3)
Gluten-Free (1) O O 0
Kosher (2) O O 0
Low Carbs (3) O O O
of Calories (4) O O 0
Amount of Sodium O O O
(5)
Amount of Saturated
Fat (6) O O O
Trans-Fat (7) O O Q
How many healthy meals do you eat per week?
0 0-2 (1)
0 3-5 (2)
0 6-8 (3)
0 9-11 (4)
0 12+ (5)
Response Paper #2
Please read chapter 1 from Daniel Kahneman’s book, Thinking, Fast and Slow, available on Blackboard. Next, be sure you have read chapter 9 from the textbook (especially the contents of the first section – e.g., Figure 9.1).
For the following questions, imagine that you are on the brand management team for Crest toothpaste. You will be targeting two different groups of customers and trying to influence their decision-making processes and purchase behaviors. In both scenarios, you will need to be mindful of the influences of the Involvement dimension and the Processing Effort dimension described in chapter 9. Think of the Processing Effort dimension in the textbook as being equivalent to System 1.
Using as many words as you need to answer the questions clearly and fully, and using concepts discussed in both the textbook and the assigned reading, please address the following:
Colgate is Crest’s biggest competitor and has a fairly large number of brand loyal customers (people in the upper-right quadrant of Figure 9.1). Your current duty as a team is to draw Colgate’s brand loyal customers away from Colgate and toward Crest.
1a. Come up with one way to do this by moving Colgate customers from the Brand Loyalty quadrant to the Brand Laziness quadrant. Explain why, theoretically, this should work.
1b. Come up with a different way to do this by moving them from the Brand Loyalty quadrant to the Variety-Seeking or Problem-Solving quadrant (pick one).
Your next duty as a team is to target the customers that see Crest and Colgate as parity products (and are therefore not necessarily loyal to either). How can you market to these customers so as to transform them into brand loyal Crest customers?
2a. Come up with one way to do this by moving them to Brand Loyalty through Brand Laziness.
2b. Come up with a different way to do this by moving them directly to the Brand Loyalty quadrant.
2c. Come up with a final way to do this by moving them to Brand Loyalty through Problem-Solving.
In responding to these questions, please keep in mind that part of your challenge is working with or working against the forces responsible for System 1 thinking. Response papers are due by 5:00pm, on Friday, April 7th. Submit through Blackboard. Late assignments will be penalized 10% per day late.
Each question is worth 20% of the total score (weighted equally), for a total of 100% across five questions. Each question will be evaluated based on the following criteria:
a. Was the question answered? (5% of the question grade)
b. Did the student acknowledge the dual roles of System 1/System 2 processing and High/Low involvement processes? (5% of the question grade)
c. Did the paper convey clear, thoughtful quality? (10% of the question grade)
