Lecture 2

Question 1

What is a research question?

Answer 1

• Asks what specific information is required to achieve the research purpose. RQs are interrogative

Question 2

What is the hypothesis development?

Answer 2

• A possible answer to a research question. Hypotheses are declarative and can be tested empirically

Question 3

What is drip pricing?

Answer 3

Drip pricing is a pricing technique in which firms advertise only part of a product’s price and reveal other charges later as the customer goes through the buying process.

Question 4

What is the theory of reasoned action?

Answer 4

The theory of reasoned action (Fishbein and Ajzen, 1975) assumes that behavioural intentions are determined not just by attitudes towards the behaviour but also by the motivation to comply with social norms.

Question 5

What is group cohesiveness?

Answer 5

Group cohesiveness (i.e. the attractiveness of the group to its members) is likely to increase the motivation to comply with the group’s norms and values (Forsyth, 2000)

Question 6

What is susceptibility to influence?

Answer 6

Susceptibility to influence (i.e. the individual’s willingness to accept information from other people about purchase decisions) may affect the individual’s disposition to comply with normative expectations.

Question 7

How does political ideology influence consumer behaviour?

Answer 7

Conservative and liberal ideologies differ in their attitudes toward inequality. Conservative ideology endorses inequality, whereas liberal ideology opposes inequality (Jost et al. 2003).

Question 8

What is conservatism?

Answer 8

Conservatism assumes that the hierarchical structure is legitimate because it reflects individual differences in hard work and ability.

Question 9

What is liberalism?

Answer 9

Liberalism assumes that the hierarchical structure is illegitimate because most people work hard, but some attain high ranks due to luck or social connections.

Question 10

What are the two forms of consumer differentiation?

Answer 10

• consumers may differentiate vertically in the social hierarchy to distinguish themselves on the basis of their superior role, position, or success compared to others (Belk 1988; Vignoles et al. 2000).
• consumers may differentiate horizontally in the hierarchy to distinguish themselves on the basis of their unique traits and values (Brewer 1991; Vignoles et al. 2000).

Question 11

What is a research proposal?

Answer 11

Describes a plan for conducting and controlling a research project.

Question 12

What are the basic contents of a research proposal?

Answer 12

• Executive Summary
• Research Purpose and Objective: Description of the management problem(s), defining the information to be obtained in terms of research questions.
• Research Design: Presents and justifies the features of the research methods tobe used (data collection method, sampling method and sample size, statistical analysis, etc.)
• Time and Cost Estimates
• Appendices