CMHT Module 1_ Case Study

Module 1: Case Study CASE STUDY #1 Confessions of a Shopaholic Credit Card Debt YouTube Video - “Real prices” and “mom prices” distinction - “Real prices” get you shiny sparkly things (last 3 weeks) - “Mom prices” get you brown things (last forever) - The character dreamt of a world where girls got everything they wanted - “They didn’t even need money, they had magic cards” - “A man will never love you or treat you like a store. If a man doesn’t fit you can’t return him” Hedonic Consumption - buying products/services for fun, enjoyment, and pleasure What are the hedonic consumption reasons? - Shopping for pleasure - Feelings of day-dreaming - Fantasizing about the products - Shopping for non-essential products to experience a temporary state of fulfillment + excitement + satisfaction - Escaping the reality of “being broke” What are important words reflecting hedonism? - When I looked at the shop windows, I saw another world… A dreamy world full of perfect things - The grown-up girls got what they wanted like fairies and princesses - A store can awaken a lust for things you never knew you needed What are actions reflecting impulse buying? - 12 credit cards - Spend over $900 without realizing Confessions Of a Shopaholic Green Scarf - She got a 900 Case Study Quiz - 100% 1. In Case Study 1, which of the following reflected characteristics of hedonic consumption? [ You can choose more than one option.] a. A sense of fantasy was created around the product or the shopping experience. b. Shopping was done for fun, enjoyment, and pleasure. c. Shopping was for non-essential items.

2. In Case Study 1, what do the following lines indicate? “When I looked at the shop windows, I saw another world…A dreamy world full of perfect things…. A store can awaken a lust for things you never knew you needed…” a. Hedonism 3. In Case Study 2, we saw an example of compulsive buying. Which of the following would best describe compulsive buying as shown in the video? a. All of the above 4. Shopping for self-rewarding is an example of hedonic shopping because [BLANK]. [You can choose more than one option.] a. It makes oneself feel special evoking positive affective response. b. Shopping is often done for non-essential items. c. It is characterized by shopping for fun, enjoyment, and pleasure. 5. You own a luxury spa retreat. Customers come to the retreat to have a relaxing experience and to feel good about themselves. Customers often come to the retreat to self-reward themselves when they achieve an important personal goal. Which of the following strategies would be best to market your spa retreat? a. Create fantasies around the spa retreat. Make the customers daydream about the experience. 6. In Case Study 4, we saw an example of a grocery list app. Which of the following features of the app reflect that it is designed for utilitarian shopping? [You can choose more than one option.] a. Makes shopping convenient and efficient. It helps to ensure that you do not forget to add any essential items before you checkout. b. You can make a list of essential items that you need to purchase. 7. In Case Study 5, we saw an application of cognitive dissonance in the shopping experience. Which of the following is/are true about such shopping experiences? [You can choose more than one option.] a. When someone is stressed, and they find an item that they like, their brain releases dopamine that guides their purchase decision. b. When someone is stressed, and they find an item that they like, they experience pleasure and purchase the item. 8. In Case Study 6, we saw an example that when a store personnel pats on the shoulders of a stressed customer, the stressed customer shows positive purchase intention from the store. Which of the following theories/concepts would best explain such behaviors? a. Cognitive dissonance theory 9. In Case Study 7, we saw a Harry Potter-themed store where people could buy products (e.g., magic wands, books, beverages, potions, etc.) that were mentioned in the books and movies of Harry Potter. Which of the following theories and marketing strategies would help promote the store among Harry Potter fans? [You can choose more than one option.] a. Symbolic self-completion theory and compensatory consumption model; offering Harry Potter-themed products would allow the Harry Potter fans to live the wizarding world vicariously thereby enhancing favorable consumer experience and intentions for future store visits.