Individual Assignment

Lecturer: Mr.Trịnh Trọng Hùng

Name: Phạm Thu Hằng - HS176138 - MKT1720

Q1. Define consumer addiction and give three examples of it.

Consumer addiction, also known as Shopaholic, is characterized by a lack of

impulse control when it comes to purchasing and a desire to buy things that
are extraneous or unnecessary.

The Consumer Addiction phenomenon is most evident in young people.

Young people today are willing to spend a lot to express themselves through
clothes, phones, cars,...

I take the example :

- makeup, a woman can buy 3 jars of foundation, or 5 bottles of serum, 5
lipsticks just because she likes that product while not using it all and can
expire.
- For example, When Grace & glow shower gel is a hot trend product
reviewed by many people, consumers who want to be on-trend should
buy all lines of shower gel (7 lines)
- Another example, when you go to the supermarket, you just want to buy
1 bag of vegetables to cook, but because the meat is very fresh and
affordable, you bought 5kg of meat.
After all, what determines your value is how others see you—sometimes for
your soul, sometimes for what's on the outside.

Q2. Find examples of electronic recommendation agents on the Web.

Evaluate these. Are they helpful? What characteristics of the sites you
locate are likely to make you buy products you wouldn't have bought
on your own?

I have 2 examples of electronic recommendation agents: Amazon and Netflix.

- Amazon's recommendation system analyzes customers' browsing and

purchase history to suggest relevant products. It is widely considered
helpful as it assists users in discovering new items based on their
preferences.
- Netflix Recommendations: Netflix uses advanced algorithms to
recommend movies and TV shows based on users' viewing history and
ratings. The recommendation system is highly praised for its accuracy,
enhancing the user experience by suggesting content aligned with their
interests.

Shopee is a popular e-commerce platform in VietNam that offers a range of

products across various categories. Shopee employs certain characteristics
that can influence me to buy products I wouldn't have bought on their own :

- Flash Sales and Vouchers : Shopee often features flash sales and
vouchers, where products are available at discounted prices for a short
duration.
- Shopee Live: Sellers showcase their products and offer exclusive
discounts or promotions during the live session. Create a sense of
excitement , engagement and make spontaneous purchases.
- Recommended Products : Shopee consider users' browsing and
purchase history to suggest relevant products. That can introduce them
to new products or alternative options they might find appealing.

Q3. Why is it difficult to place a product in a consumer's evoked set after

the person has already rejected that product? What strategies might a
marketer use to accomplish this goal?

Normally, consumers find it difficult to decide which services and items to

purchase. when a customer develops favorable opinions about the product.
When deciding the brand of product to buy, consumers consider that brand.

- Similar to positive impressions, negative perceptions can result from

things like subpar product performance, bad experiences, bad word of
mouth, or bad reviews.
- These adverse connections make it difficult for consumers to think
about the goods while making future purchases.

=> Therefore, it would be very difficult to persuade the customer to buy such
brands if the items had been judged to be too awful by the consumer.

Companies may need to use tactics including

- PProduct upgrades, rebranding, and rectifying prior issues

- The likelihood that a product may re-enter the evoked set will rise with
price reductions, coupons, special offers, refunds, or free samples.
- Any other strategies to encourage customers to use the product.
- Rebuilding trust, forging good associations, and offering persuading
arguments for the customer to give the product another chance and put
it back in their evoked set all require coordinated efforts.

Q4. List three types of consumer involvement, giving two examples of

each type.

In consumer behavior and marketing, customer involvement are segmented

advertisement, product, and purchase decision

1. Advertising Involvement: Consumers have low engagement and

decision-making effort, making snap decisions without inquiry.
- Currently, the fast food industry: McDonald's, KFC,.. are very popular.
Advertising of food products is always attractive and eye-catching,
evoking the appetite of customers. With beautiful images, promotions
on advertisements, restaurants can easily attract their customers.
- My mother is an Iphone believer, so when the Iphone 14 was just
released because she saw the design, the advertisement was so
beautiful and new, she decided to buy it right away.
-
2. Product Involvement : Based on some consideration and moderate
evaluation, there is a sufficient level of inquiry to make the right choice
about these products.
- When I decided to buy a computer to study, it took me 2 months. I go to
websites like VOZ, forums to see people's feedback, Go to youtube to
learn features, models, designs, compare brands, is it suitable for my
work or not.
 - Unlike when a mother buys clothes, she will have to consider the model,
color, style, price, compare brands, read reviews, visit the store, consult
many different opinions before deciding to buy.
-
3. Purchase Decision Involvement: Consumers are heavily involved in
making important purchasing decisions, conducting research and
evaluating options carefully. Take a lot of time to review and learn.
4.
- My father bought a car, he spent 6 months thinking, considering their
budget, researching, comparing different product lines on the forums
and considering the price carefully.
- When Mr. Hung is planning to buy a house with high cost will need to
consider many factors and need to consider very carefully, seek pieces
of advice and recommendations to make the final decision. It can take
from 6 months to 1 year.

Q5. Some consumer advocates have protested the use of super-thin

models in advertising, claiming that these women encourage others to
starve themselves to attain the "waif” look. Other critics respond that
the media's power to shape behavior has been overestimated, and that
it is insulting to people to assume that they are unable to separate
fantasy from reality. How do you think?

Today the world is flooded with mass media like television, films, movies,
music, newspapers, and the Internet, ... Advertising and other forms of mass
media play a significant role in determining which forms of beauty are
considered desirable at any point in time.

An ideal of beauty functions as a sort of cultural yardstick. Consumers

compare themselves to some standard (often advocated by the fashion
media) . Through very thin and attractive models, often termed as having ideal
figures, which communicate the way that people believe they should look in
order to be attractive and desirable to others. These advertisements help
people to connect with the brand on a personal level. Such advertisements
help tap into current issues of self-confidence and body image ideals that are
prevalent in today’s society. For example, the attractive looks of influencers, or
any individual, can inspire us to work hard to improve our appearance. In fact,
the number of people running or practicing yoga around the world is
increasing, and that is thanks to the popularity of sports or physical activities
through social media promotion.

It’s all the more important to build and portray such realistic body images and
the true likeness of the consumers through such advertisements. They would
help people become aware of what they are capable of and understand their
true shape and size.

Reference

https://academic-master.com/consumers-evoked-set/

https://www.postconsumers.com/2013/09/17/consumer-addiction/

https://www.huffpost.com/entry/viewing-consumer-culture_b_105750

https://misq.umn.edu/e-commerce-product-recommendation-agents-use-char
acteristics-and-impact.html#:~:text=Download%20this%20PDF&text=Recomm
endation%20agents%20(RAs)%20are%20software,implicitly%2C%20and%20
make%20recommendations%20accordingly.

https://www.jstor.org/stable/25148784

https://blog.hubspot.com/marketing/goals-of-marketing

https://www.intechopen.com/chapters/55388

https://accountlearning.com/consumer-buying-behavior-types-of-consumer-inv
olvement-in-purchasing/

https://advertisingvietnam.com/diem-mat-goi-ten-6-chien-dich-quang-cao-di-v
ao-lich-su-cua-coca-cola