The following are sample answers.  Other answers may be acceptable so long as they reasonably address the specific questions asked.  For questions about Why We Buy, answers must discuss what the book actually said rather than what you guess it might reasonably have said!

Since this question involves something the respondents might be embarrassed about, they would likely give more honest answers under "projective" research where they talk about what another male might feel about drinking pink lemonade.

Chevroning involves putting shelves at a 45 degree angle, as opposed to the traditional 90 degree angle, to the aisle.  This allows more merchandise to be viewed, but it also takes up some 20% more space.

4. Please discuss the diffusion of hybrid corn among American farmers, emphasizing the issue of “trialability.”

Although hybrid corn provided much higher yields than traditional kinds, many farmers were reluctant to try this new kind of corn due to concern about risks.  Agricultural extension agents were able to persuade some of the more progressive farmers to plant some of their land with these seeds, but even these farmers would only plant a small part of their land with hybrid corn to begin with.  When they saw the results of this corn, they would gradually devote more and more of their land to hybrid corn.  This trialability--the opportunity to try out the product on a small scale without committing yourself too much--helped persuade these farmers to try and eventually adopt this product.  Other less progressive farmers followed gradually.

5. According to Why We Buy, how have women and men been found to differ in their use of technology?  What are some marketing implications? 

Men tend to be more interested in the technology and specifications.  Women tend to focus more on practical use of items. Thus, while men might respond well to advertisements giving technical specifications (e.g., megabytes of RAM and processor speed), it may be more successful to position the product in terms of benefits of what it can actually do in targeting women. 

6. Please discuss the relevance of the distinction between habit and brand loyalty for Maxwell House coffee.

Habit refers to the tendency of consumers to consistently buy a brand.  If a person has bought Maxwell House on nine of the last ten purchase occasions, then the consumer is in the habit of buying this brand.  For loyalty to exist, however, the consumer must be able to resist competitors' promotional encroachments.  In the previous case, we do not know if consumers were being tempted to switch.  To be truly loyal, the customers should continue to buy Maxell even if there are price promotions, in-store displays, or advertising campaigns for competing brands.

7. The increase in demand for U.C. Rappour’s records after her recent induction into the Rap 'n' Roll Hall of Fame has left U.C. scrambling to fill her marketing staffing needs, with the shortage only expected to get worse as U.C.’s recording empire grows even further.  U.C. is therefore petitioning the A. Gary Anderson Graduate School of Management to add a minor in rap marketing to the curriculum.  However, the Dean, a country music enthusiast, has been overheard on the CB radio (while driving his pickup truck) saying that rap music “lacks artistic merit” since it fails to address important cultural issues such as motherhood, drinking, pickup trucks, trains, and marital infidelity.  Further, the Dean believes that few rap singers have an adequate Southern accent.  U.C.’s research staff has uncovered strong evidence of the following facts:

   1.    Many rap singers in fact do address the issues in question.

   2.    Most consumers do not appear to be interested in the above themes anyway.

   3.    Rap music is extremely profitable.

   4.    Redneck R sings with a strong Southern accent.

   Since U.C. will only have a few moments  to speak at the upcoming Alumni Advisory Board meeting, she will only have time to cover one of the above points.  Given your knowledge of attitudes, which one would you recommend?  Please discuss, within the context of attitude concepts, what the plan behind that strategy should be.  (Although other people will be present, it is widely understood that the Dean will make the final decision and will not take much input from other members of the board into consideration).

Options numbers 1,2, and 4 attempt to change currently held beliefs.  Even when we have strong evidence to support our point, people are often suspicious of our intentions in trying to change what they already believe.  Number 4, instead, adds a belief that is not likely to be inconsistent with what the Dean already believes, and this is likely to be much better received.

8. What is the “open sell” concept of cosmetics, and what are its implications?

Traditionally, cosmetics have been “pushed” by aggressive sales persons.  Open selling, in contrast, allows women to examine the products in greater privacy and with less intervention.

9. According to Why We Buy, what was done to the $3 T-shirt manufactured in Sri Lanka?

A label in English and French is sewn on, suggesting French origin.  They are heavily merchandised with extensive displays and posters and are then sold sell them under the name of “Expedition T-shirt” for $37.