Marketing Malaysian Consumer Behaviour
Lesson 1: Consumer Rule
1. Child begging their parents to buy things, to the items we consume, music, canned food, celebrity. Consumer behavior is a process (Soloman, 2007), the purchaser and the user of a product might not be the same person as a parent picks outs cloths for a teenager (and make selection that can result in “fashion suicide” in the view of a teenager). A person can be an influencer, providing a recommendations for or against certain product without actually buying or using them).A friend’s commend on a new clothes may be more influential than anything your mother might say).
2. 
Understanding consumer
behavior is a good business, marketing satisfying their needs. Eg. Sony walkman
used to be popular and they are the pioneer in mobile music experience until
they face competition from Apple iPod. Today cassette player is outdated. IN
order to compete they then created Memory Stick that works with MP3 files.
3. Monster Thickburger where the burger comes in a cardboard box and shaped like a coffin joked by Jay Leno. Burger King aims a lot of its promotion (including its weird but popular King character) to its fans mostly young men who pop into fast food restaurants 16 times a month on average.
4. 
AGE
GROUP SEGMENTATION - Marketers try to develop a product to
attract one age group and then try to broaden its appeal later on. Eg. Red Bull
energy drink where they introduce in bars, night clubs and gyms to the young
audience. They also
sponsor PGA European Tour to the old golfers, handling out free
can to taxi drivers to promote the drink.Eg. JAGERBOMB mixed with jagermeister
5. 
GENDER
GROUP SEGMENTATION - Marketers try to develop a product in the
very early stage, eg. Mamy POKO for girls (pink) and Boys (blue)., others include
fragrances to footwear, (NIKE for women),
Crest Rejuvenating Effects the first mass market toothpaste positioned just for
women where the packaging is pearlscent, sparkly and taste like vanilla and
cinnamon.
6. FAMILY STRUCTURE – young married couple tend to exercise, go to the bars, concerts and movies and those with young children are big purchasers of health foods, where single parent more likely to buy more junk food.
7. Consumer Generated content where everyday people voice their opinions about products, brand and companies in Facebook, blogs and other.
8. When wearing a Nike it does not mean that you can jump higher, but when you buy that pair of shoes you are trying to make a lifestyle statement about the type of person who you are.
9. People feel connected when you are using the same things, eg. When you have the same drink as your friends, or even in the conversation you may say like Yo man How are u?
10. People around the world are united by a shared passion for Hello Kitty, Barbie Dolls, Harley Davidson motorcycle, World of Warcraft, MIKU
11. Marketing Ethics and Public Policy – Wendy’s fast food chain made national headlines when a woman claimed she found a finger in her bowl of chili, this is a joke and sales dropped dramatically at the company’s franchises. This forced layoffs and reduced hours for many employees- until the women were arrested for fraud. Pizza Hut in Subang Parade where a woman found legs in the pizza.
12. Mexican films are less likely to have formal codes of ethics and they are more likely to bribe public official. How about Malaysia? Bribe are acceptable as in Japan, Germany, French, Italian. Middle east (baksheesh) term as “tip”.
13. In Singapore, Jack Neo “I am not Stupid” highlight the lowest achievers’ group known as EM3, the movie spurred parliamentary debates on such discrimination and the EM3 stream was abolished in 2008. In “Money Not Enough” he depicts the danger of sacrificing family values in pursuit of money, which has resulted in the government providing programs to promote family values.
14. Corruption exist normally in Russian and Chinese companies, Taiwan and South Korea. The cleanest countries ‘Australia, Sweden, Switzerland, Austria and Canada.
15. ACOORDING TO Jupiter Media Metrix only 40% read privacy policies posted on business Web sites.
16. Consumer Activism : America. The editor in Adbuster argues that America is no longer a country but a multitrillion dollar brand by corporate agendas. Eg. Washington Apple,
17. In economically developed countries, our limited global resources is at an alarming rate, where we are over consuming food and raising a generation of overweight and unhealthy children. It is time to create new models of business and new form of consumption that are more sustainable and can strengthen our communities. For example, in Paris it encourages bike sharing by distributing bikes throughout the city and does not charge first half and hour for rental. Other example like toy lending library by making toys available to children for a nominal fee. Children get to enjoy a wide range of toys while learning important lessons, such as the pleasure of sharing and a respect for collective goods.
18. INTERESTING MARKETING REALITY –
·
SPIIRIT AIRLINES
flight attendants protested when the aprons that featured logo for alcoholic
beverages including Budweiser.
· A San Diego high school teacher sells ad space on exam to local businesses to defray the cost of printing the tests due to school budget cuts.
·
A real world marriage
proposal of the owner of a chain of comic book stores who persuaded DC Comics
to let him woo his beloved in the issue.
· In Malaysia, Tim and Audrey uses MEME to proposed to his spouse.
· Hasbro made to its hugely monopoly game where the token the Monoploy Here and Now edition are branded, where players can choose from Toyota Prius hybrid car, order McDonald’s French fries, New Balance running shoe, a cup of Starbucks coffee, or a Motorola cell phone.
· The dark side of consumer behavior- in the late 2008 Wal Mart store in New York, when opened the doors, the crowd trampled a temporary worker to death as people rushed to get discounted merchandise off of store shelves. A lawsuit follow where inadequate security, the retailer engaged in specific marketing and advertising techniques to attract a large number of crowd and create a bad environment.
· 50 reports of syringes found in Diet Pepsi cans surfaces in 23 states.
·
Pepsi in February
2011, introduced a “skinny” can that the company described as a sassier version
of the traditional can. It said the can was made in “celebration of beautiful,
confident women”, Here skinny equal to beautiful did not go well where so women
feel offensive say the company is thoughtless and irresponsible.
·
Pepsi Max suicide
campaign showing a lonely calorie trying to kill himself. Suicide prevention group
react angrily. Compulsive consumption refers to repetitive shopping, often
excessive, as an antidote to tension, anxiety, depression or boredom.
Shopaholics turn to shopping much the way addicted people turn to drugs or
alcohol. It may be relate to low self esteem. This is where PRODUCT CONTROL CONSUMER.
·
· Gambling is a form of consumption addiction that touches every segment of consumer society. Gambling can lead to…Today Consumed consumer where bidding for human kidney on e Bay went to $5.7million. Babies for sale. Research show 91% people say they lie regularly. They lie about their weight, income, age. Even hair colour.
· Crime that avatar committed in virtual world, Dutch police arrest a teenager stealing online furniture from rooms in Habbo Hotel ( a large virtual world based in Finland). In South Korea police investigate online gaming related crimes and warned cyber mafia is emerging where gangs demand for protection money from new players. About three quarters of those caught of shoplifting are middle or high income people who shoplift for the trill of itor as a substitute for affection.
·
Cartoon Network Aqua
Teen Hunger Force outdoor guerilla marketing showing a boxy cartoon character
show finger to passerby.
·
Nike was an official
outfitter for the London Olympics this year, but we're starting to question the
brand's team spirit. A controversial Olympics-inspired Nike t-shirt is on the
market emblazoned with the phrase "Gold Digging." Since the garment
is only available for women, fashion bloggers and the Twittersphere are calling
it sexist. Apparently only women--or female Olympians--are gold diggers. Was
there not another more positive, inspiring phrase Nike could have printed on
these women's tees? "Reach for the Gold," "Go for the
Gold," or "Good as Gold," would have gotten the point across in
Nike's trademark "Just Do It" sort of way. A gold digger is a woman
out for a man's money. In this Olympic context, a phrase like "Gold
Digging" implies you don't deserve or didn't earn your prize, and you went
about obtaining it in a deceitful or unsportsmanlike way. The American women at
the Olympics this year worked hard for their medals, and took home twice as
many golds as their male counterparts.
· A new Adidas sneaker has sparked outrage, with sneaker fans accusing the brand of promoting racism. The Roundhouse Mid "Handcuff" shoe, created by controversial New York designer Jeremy Scott, features a plastic orange shackle that attaches to each ankle. The $350 sneakers hit stores in August, but Adidas promoted them on their official Facebook page on June 14 with this quote: "Tighten up your style with the JS Roundhouse Mids, dropping in August. Got a sneaker game so hot you lock your kicks to your ankles?" While the brand may be making a cheeky statement about shoe theft, many are equating these binding devices with slavery and prisoners. At press time the "Handcuff" sneaker image has over 36,000 Facebook likes, but many of the comments are angry and disapproving.
19. KEY WORDS :
I. Faithful customers/ heavy user
II. 80/20 rule - a minority of a product's users make up a majority of sales of the product
III. Relationship Marketing
IV. Database marketing
V. Popular Culture
VI. Web 2.0
VII. Types of relationship a person have with a product eg. Self concept, nostalgic attachment, Interdependence, Love.
VIII. Global Consumer Culture- people around the world have a common devotion to brand name consumer goods, movies etc. eg. McDonald and Microsoft Corp.
IX. U Commerce – use of ubiquitous networks that will slowly be part of us eg. Receiving an sms like Hey, u’re walking by McD, come on in for today’s burger special)
X. Business ethics
XI. Culture jamming- strategy to disrupt efforts by the corporate world to dominate our cultural landscape
XII. Consumer addiction – drug addiction, alcoholism. Some people addicted to their Blackberry and this device nickname “Crackberry” because it it so hard to stop checking it constantly.
Lesson 2 : Consumer As Individuals
1. Today teenager tend to drink more softdrink rather than milk. In Europe shelf stable milk is particularly popular, where refrigerator space in homes is smaller and stores tend to carry less inventory than in US. Many school and fast food buy UHT milk because of longer shelf life.
2. Today we focus on the emotional impact of the product rather than just quality alone. Mass marketer thirst for great design from razor blades such as Gillette Sensor to the Apple iPhone.
3. Sensory Marketing: harnessing Perception for competitive Advantage eg. When guests at luxury hotels visit the hotel chain’s Web site to reserve a room they hear the sound of soft chimes playing. The signature scent of lemongrass and green tea hits them as they enter the lobby. In their rooms they will find eucalyptus bath salts and Sensation Bars; minibars stocked with items such as mojito flavored jelly beans and miniature Zen gardens. They suggests the guest start their day at the hotel with a cup of Starbucks coffee paired with a fresh muffin.
4. Sensory Marketing : takes interesting turns as manufacturers find new ways to put scents into products, including men’s suits, lingerie, detergents and aircraft cabins. IKEA is also one of them.
VISION
5. Philips makes its electronics product thinner and more colourful to impart a more youthful feel to the technology.
6. Marketers rely heavily on visual elements in advertising, store design and packaging. They communicate meaning on the visual channel through a product’s color, size and styling.
7. Red create feelings of arousal and stimulate appetite, Blue create more relaxing feelings- American Express launched its Blue card where the color as “providing a sense of limitless and peace’.
8. WORDS OR IMAGES APPEAR ON RED BACKGROUNDS PERFORM BETTER WHEN THEY HAVE TO REMEMBER DETAILS WHILE THEY EXCEL AT TASKS THAT REQUIRE AN IMAGINATIVE RESPONSE WHEN THESE ARE DISPLAYED ON BLUE BACKGROUNDS.
9. Olympic athletes who wear red uniforms are more likely to defeat competitors in blue uniforms, men rate women who wear red as more attractive than those who wear blue.
10. Guest who chose red and yellow rooms were more social and active and ate more. Partygoers in blue room stayed longer. (Pg 115, no. 12, Pam Belluck)
11. In Western countries black is the colour of mourning and white in Japan.
12. Axe Dark Temptation deodorant spray is advertised with an irresistible chocolate man that appeals to all the girls (“Become a irresistible as chocolate”). Even electronic products want to stimulate our senses with names like BlackBerry, Chocolate LG and Touch HTC.
13. Marketers need to establish a sensory signature. Eg. Singapore Airlines focuses on creating a distinct visual signature, but perhaps more interesting and memorable is its signature aroma, Floridian Waters. This fragrance was developed specifically for use by Singapore Airlines, and is infused into hot towels, dispersed throughout the planes, and even worn by flight attendants. This smell is not only invigorating; it also remains in passengers’ minds, leading to positive responses upon future exposure to the aroma.
14. Females see colour better than males do and men are e16 times more likely to be colour blind. Colour look duller to older people, so they prefer white and other bright tones. This helps to explain why mature consumers are much more likely to choose a white car-Lexus which sells heavily in this market, makes 60% of its vehicles in white.
15. P& G uses brighter colours in makeup it sells in Latin countries because it is a reflection of the intense lighting conditions ; strong colours keep their character in strong sunlight.
16. Yellow pages originally were colored yellow to heighten the attention level of bored telephone operators.
17. The Axe-Effect shows “Deodorant is supposed to make you feel good about yourself and give you confidence in the mating game, which is what Axe says.”The Axe effect only worked for women who watched the videos with no sound –those who heard the men talk didn’t show a preference, which supports the idea that self confidence translated into body language that in turn translated into attractiveness.
18. Glade marketed the first air freshener to suburban families in 1956. Today, younger people are at the forefront of scented air as they take advantage of plug-ins, fragrance fans and potpourri.
19. Limbic system the most primitive part of the brain and the place where we experience immediate emotions. Women were most attracted to the odor of men who are genetically similar to themselves, though not too similar. Researchers claimed the findings were evidence that we are “wired” to select compatible mates, but not those so similar as to cause inbreeding problems.
20. Gas stations in California are testing technology where wafts a coffee aroma at the pump in a bid to tempt its pay and go customers into the store for a cup to go.
21. How a movie theater smells also plays a part in customers perception of fun movie –going experience eg. Savor the smell of freshly popped popcorn. Over sterilized restrooms may be offensive to some movie patrons.
SOUND
22. As people age they lose the ability to hear high frequency sounds. Some teens download a special ring tone off the Internet to alert them to incoming text messages when they sit in class- their teachers can’t hear these sounds.
23. A Welsh security company developed what it called the “Mosquito” to help shopkeepers disperse young people loitering in front of their stores while it did not affects the adult customers. Grown up could not hear the high, whining buzz that sent kids running.
24. Stores and restaurants often play certain kinds of music to create a certain mood.
25. One recent study demonstrated the potential power of touch: researcher found that participants who simply touched an item for 30 seconds or less created a greater level of attachment to the product: this connection in turn boosted what they were willing to pay for it.(pg 116 no. 36 u can look –but don’t touch).
26. The Classic Coca Cola bottle attest the power of touch where it designed where people can identify the bottle even in the dark.
27. IN one study where the waiter touched the diner, they actually got bigger tips and food demonstrators in a supermarket who lightly touched customers had better luck in getting shoppers to buy or try new snack food.
28. Some supermarket removed the wrapping from several brand so that shoppers could feel and compare textures. This lead to 50% increase in shelf space for the line. In Toy’Us Kids can touch toys in the box.
29. The “Need for Touch” people respond positively when walking through stores, I can’t help touching all kinds of products, Touching products can be fun, I feel more comfortable purchasing a product after physically examining it.
30. Kensei engineering- translated customers feeling into design elements. For example the popularity of SUVs, makes drivers feel they are riding high on the highway. Ford calls its version “Command Seating” to reinforce the feeling of power it wants drivers to feel as they look down on all those little vehicles buzzing around below them.
31. 
Fragrance and
cosmetics containers in particular tend to speak to consumers via their tactile
appeal. Most modern perfume bottles still made with glass because when women
handle an elegantly sculpted glass container they experience a sense of luxury
than any other material.
32. Nina Ricci introduced L’Air du Temps perfume in a crystal bottle and a pair of lovebirds, assured that consumers who were not regular buyer of fragrances that this one was of high quality.
33. Calvin Klein’s abstract bottle for its Euphoria fragrance is more futuristic, and the container looks like it made out of metal- but a touch still reassures that it is in fact still made of glass. The importance of HAPTIC DIMENSION explains why people still buy most high end fragrances in stores rather than online.
34. Today marketer want to put more bottles in the shelf, so they create smaller bottle so more bottle will be able to fit. With smaller bottle they try to charge same price but try to convince customer that concentrated version allow them to wash the same amount of clothes. They did adjustment on the cap, broader base but shorter sides to persuade customer that they need smaller amount.
35. When the introduce Barbie boyfriend Ken wearing a purple T shirt , and a piercing ear they called him “Earring Magic Ken”. This is not a pretty picture.
36. When they introduce the character Strawberry Shortcake, it does not connect to modern girls. The character has abandoned her cat in favour of cell phone, then only perception tend to change.
37. ATTENTION- WHEN YOU SIT IN MY CLASS ONE MINUTE U PAY ATTENTION ANOTHER MINUTE U DAY DREAM. U TUNE BACK IN WHEN I CALL YOUR NAME. Getting attention of young people is a challenge. Today they are multitasking, where they get information from cellphone, TVs and instant messages.
38. STIMULUS SELECTION FACTORS
· SIZE – Readership of a magazine increases in proportion to the size of the ad.
· COLOUR – Black and Decker developed their range of yellow to target residential market to stand out against other “dull tools”. Consumer eyes tend to view longer coloured ads.
39. People actually enjoyed TV shows more if there is commercials interrupt them. Report also shows that irritating sound of a vacuum cleaner was even worse when they got a break from listening.
40. Interpretation refers to the meaning we assign to sensory stimuli. One study shows that kid ages 3 to 5 who ate McDonald’s French Fries served in McD’s bag thought they tasted better than those who ate the same fries out of a plain white bag.
41. 
STIMULUS
ORGANIZATION- THE CLOSURE PRINCIPLE (stated that people tend to
perceive an incomplete picture as complete eg. Reading a neon sign even if
several of its letter are burned out. Or even hearing part of the jingle or
music they will be able to identify the ads. Key term- PRINCIPLE OF SIMILARITY, FIGURE GROUND PRINCIPLE.
42. SEMIOTICS- studies the correspondence between signs and symbols and their roles in how we assign meanings. Creating logo and brand names that clearly communicate a product’s image eg. Nissan Xterra combine the word terrain with X where young people associate with extreme sport that gives that brand name a cutting edge, off road feel.
43. HYPERREALITY- this is the process of making real what is initially simulation or hype. Reverse product placement where product appeared in shows and it we then appear in real life eg. Weyland Yutani Corporation ( in the movie Alien).example of Tong Pak Fu, from TV to café selling dessert.
44. KEY WORDS :
I. Sensation – immediate response to our sense eg. Eyes, ears, nose, mouth, fingers. Eg. When we listen to music he remember his first dance and date, or even the perfume smell.
II. Perception
HEDONIC COONSUMPTION – when multisensory, fantasy and emotional aspects of consumers interactions with the products. Low Autotelics are influenced by the “feel” of a package. Can do experiment one group drink water while holding on the cup and another drink without holding where the cup is on the table. Participants who has been identified as high autotelics rate the water the same, regardless as touching or not touching the cup.
III. THE ABSOLUTE THRESHOLD- refers to the minimum of stimulation that can be detected on a given sensory channel. Eg. A highway billboard might have the most entertaining copy ever written but it will be a waste if the print is too small for passing motorist to see it.
IV. BEHAVIORAL PRICING – price as an information cue that is perceived and interpreted (attaching meaning to it). When customer has nothing to rely on they often use price as an indicator for quality.
V. REFERENCE PRICE comes when customer start to compare it with regular price, original price, compare past price or MSLP( manufacturer’s suggested list price) normally is much higher. A reference price communicates the value of the deal to the buyer. But if a seller knows that customer rely on SEMANTIC CUES to assess the deal, the seller can alter the cue information to enhance the deal attractiveness. WHICH IS THE BETTER DEAL FOR AN LCD TV? PRODUCT A REGULAR PRICE: RM 2,499, SALE PRICE: RM1,499
PRODUCT B REGULAR PRICE: RM 1,799, SALE PRICE: RM1,499
MOST CUSTOMERS CHOOSE PRODUCT A. When this happens, consumer will most likely that item and will not shop around.
VI. WEBER LAW- the stronger the initial stimulus the greater a change must be for us to notice it. Eg. A shirt cost RM10 and a discount given and the price is RM8 , this is all right. But if the shirt cost RM100 and only discount RM2 this is not attractive enough. According to Weber at least 20% reducation would be good.
VII. SCHEMA OR A SET OF BELIEFS which we assign to it.
Eg. You are served with lukewarm water, If you have a schema that apply to water where it is only tasty and refreshing if it is cold. Because of priming the properties of stimulus the lukewarm water reminded me of bathwater and made me want to spit it right out. In many advertisement the colder the water, the better. It is marketed as cool and refreshing, where images of waterfall, glaciers and ice are used.
VIII. PRIMING – properties that stimulus evoke a schema.
Advertisers know that consumers often will relate an ad to a preexisting schema in order to make sense of it. This Singapore ads for Toyota evokes a car schema even though the material used in the picture are chairs and couches one might find inside the house.
LESSON 3: LEARNING AND MEMORY
1. Learning is relatively permanent change in behavior that experience causes. We recognize many brand names and hum many product jingles. This is called incidental learning. Learning covers consumer association between a stimulus such as product logo (Coke) and response (Refreshing drink).
2.
The consumer as “Black Box”: A
behaviorist Perspective on Learning.
3. According to the behavioral learning perspective the feedback we receive as we go through life shapes our experiences. People learn that action they take result in rewards and punishments. Eg Customers who receive compliments on a product choice will be more likely to buy the brand again, while those who got food poisoning at a new restaurant will not go there in future.
4. Classic conditioning can have similar effect on eg. Credit card becomes a conditioned cue that triggers greater spending, people learn that they make larger purchase with credit cards, and they also leave larger tips than when they pay by cash. American Express “Don’t Leave Home Without It”.(Pg 149 No. 4 Richard A Feinberg)
5. For successful brand extensions, luxury brands must first be premium brands in their field they then extent to symbolically consistent with the values embodied by the core brand. For example Channel’s foray into fine jewelry was well aligned with its reputation in luxury watches.
6. Strategies marketer base on stimulus generalization include the following:
· Family branding – eg. Campbell and Heinz rely on their positive corporate images to sell different product lines.
· Product line extension – Sun Maid went from raisin to raisin bread. Huggies and Pampers both introduces toiletries for baby and small children.
· Licensing – eg. New York City firefighters and police got into the act following 9/11 when they licensed such products as Billy Blazes Firefighter dolls by Fisher Price, bottled water and fire department computer software games by Activision.
· Look alike packaging- Levis sued other apparel manufacturers that claim to borrowed it trade mark.
7. Shanghai Auto motive Industry Corp failed to bid to buy Rover brand name , they named the vehicles Roewe instead. Honda Motor Co, successfully sued a Chinese motorcycle for using the name Hongda. More recently a Chinese company called Chery is preparing to export a car to the US- the company claimed to be resemblance to Chevy. Another wireless e mail service Chinese company calls “Redberry”
8. A brand name where a company uses so widely that it no longer distinctive and become part of the public domain and competitors are free to borrow it- aspirin, yoyo and google. Now Microsoft hopes we will choose “bing” when we want information.
9. Instrumental Conditioning occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes. POSITIVE REINFORCEMENT eg. A woman who gets compliments after wearing Obession perfume learns that using this product has the desired effect, and she will be more likely to keep buying the product. NEGATIVE REINFORCEMENT eg. A perfume company might run an ad showing a woman sitting home alone on a Saturday night because she did not wear its fragrance. PUNISHMENT occurs when friends ridicule us if we wear a nasty smelling perfume, we learn the hard way not to repeat these behaviours.
10. Marketers must determine the most effective reinforcement schedule to use because this decision relates to the amount of effort and resources they must devote when they reward consumers who respond as they hope to their request. Eg. FIXED INTERVAL REINFORCEMENT – consumers may creates into stories for the last date of its seasonal sale and not reappear until the next one. Eg. PC fair in Malaysia. VARIABLE INTERVAL REINFORCEMENT – you need to respond to consistent rate. This is the logic behind retailers use of so called secret shopper , people who periodically test for service quality when they pose as customers at unannounced times. FIXED RATIO REINFORCEMENT – where you might keep buying groceries at the same store in order to earn a prize when you collect points. VARIABLE RATIO REINFORCEMENT – EG. Consumer attraction to slot machines, they learn that if they keep throwing money into the machine they will eventually win something.
11. Businesspeople shape behavior when they gradually reinforce the appropriate actions consumers take eg. A car dealer might encourage a reluctant buyer to simply sit in a floor model, then suggest a test drive, aand then try to close the deal.
12. FREQUENCY MARKETING is a popular technique that rewrads reglar purchasers with prizes that get better as they spend more. The airline industry pioneered this instrumental learning strategy when it introduced ‘frequent flyer” program to reward loyal customers.
13. TRIGGER FEATURE happen when man in one study rated a car in an ads as superior on a variety of characteristics if a seductive women (the trigger feature) was present, despite the fact that the men did not believe the women’s presence actually had an influence on their evaluation.
14. Students who hold iced coffee is rated as much colder, less social and more selfish than did their fellow students who had helped out by holding a cup of hot coffee.
15. Where a girl may observe that women on TV an din real life seem to be rewarded with compliments and attention when they smell nice and wear alluring clothing. She figures out that the probability of these rewards occurring is greater when she wears perfume, so she deliberately wears a popular scent to obtain the reward of social acceptance.
16. MODELING is the process of imitating the behavior of others eg. A woman who shops for a new kind of perfume may remember the reactions her friend received when she wore a certain brand several months earlier, and she will mimic her friend’s behavior with the hope of getting the same feedback. The modeling process is a powerful form of learning and people tendencies to imitate others behaviours can have negative effects. Eg. Children may be exposed to new methods of aggression by models(eg. Cartoon heroes)
17.
In general the degree to which a
person emulates someone sles depends on that model’s level of social
attractiveness. ATTRACTIVENESS comes
from several components including physical appearance, expertise etc. A French
clothing ads relies on the models social attractiveness to get across its
message.
18. Great brand name is important for companies eg. Intel ( Intelligent and electronic)Viagara name comes with the famous Niagara, People associate with water and both sexuality and life, the waterfall is a honeymoon mecca. When naming consultant a new PDA they thought of Strawberry, because the little keyboard resemble seeds. They also like the word berry because the word b relate to reliability and a berry communicate smallness compare to other PDA, but the word Straw is too slow they then need something that is fast and that is where Black berry is born.
19. SHORT TERM MEMORY (STM) also stores information for a limited period of time compare to LONG TERM MEMORY (LTM).
20. SPREADING ACTIVITION allows us to shift back and forth among levels of meaning. We could store memory of AXE men’s fragrance as in one or more of the following ways :
· Brand specific – Terms of claim the brand makes ( “It’s Macho”)
· Ad specific – a macho looking man looking at the product
· Brand identification – AXE
· Product category – how the product works and how to use it. ( A bottle of AXE in the guy medicine cabinet)
· Evaluative reactions – That’ looks cool.
21. Consumer behavior is a script. Eg. Visit a dentist, drive to clinic, read magazine, hear name call and sit on the dentist chair , dentist inject something and etc.. How about ATM machine?
22. Sudoku offer mental gymnastics by keeping our ability sharp.
23. Commercial fared better for stories and drama rather than variety and talk shows.
24. Pepsi Jazz two page spread with 3D pop up of the opened bottle and a small audio chip that played jazz music and also smell it black cherry vanilla flavor and score 100 percent in reader recall.
25. State Dependent Retrieval – we are better able to access information if our internal state is the same at the time of recall as when we learn the information. Eg. Life cereal uses a picture if “Mikey” from its commercial on the cereal box which facilitates recall of brand claims and favourable brand evaluations.
26. Salience refers to brand that stands out in contrast to environment. Eg. This explain why unusual advertising or packaging tend to facilitate brand recall.
27. Many of life’s most important events are defined by mixtures of emotions where people find themselves feeling both positive and negative emotions eg. Graduating from college ( I’m making progress but leaving my friends and family). Moving, achieving major life goals ( I’m thrilled to have reached the destination but sad the journey is over.
28. The amount of fun enjoyed with the brand and fundamentally influences the relationship with the product eg. Iphone.
KEY TERMS
I. STIMULUS GENERALIZATION
II. HALO EFFECT- A drugstore’s bottle of private brand mouth wash to resemble Listerine mouthwash may evoke a similar response among consumer who assume a me too product share the same characterizes of the original. Brand like Brand’s and Best.
III. MASKED BRANDING – company hide a product’s true origin. Eg. Levis Stratuss markets in Red Tab line to appeal tp young consumers who don’t want to ne associated with an “Old” brand.
IV. BRAND EQUITY - a brand has strong positive associations ina consumer’s memory and commands a .of loyalty as a result.
V. ACCORDING TO SOLOMAN ADS ARE MORE EFFECTIVE WHEN THEY APPEARED ON A SITE WHERE THE CONTENT RELATED TO THE ADVERTISED PRODUCT.
LESSON 5: THE SELF
1. DOES THE SELF EXIST? Non Western cultures, in contrast, tend to focus on interdependent self where we define our identities largely by the relationship with others. A Confucian perspective stresses that importance of “face” – other perceptions of the self and maintaining one’s desired status in their eyes. One dimension face is MIEN TZU- the reputation one achieves through success and ostentation. Some Asian cultures developed explicit rules about thye specific garments and even colours that certain social classes and occupations were allowed to display. These traditions live on today in Japanese style manuals that provide very detailed instructions for dressing and how to address people of differing status.
2. SELF CONCEPT- the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
3. 
SELF
ESTEEM- the positively of a person’s self concept. People with
low esteem expect that they will not perform very well, and they will try to
avoid embar rassment, failure or rejection. Study shows
that participants tend to prefer photos of political candidates whose features
have been combined with their own. Female college students who were exposed to
beautiful women in advertisements afterwards expressed lower satisfaction with
their own appearance as compared to other participants who did not view ads
with attractive models. Another study reported that young women and men alter
their body shapes and sizes after they watch a little 30 minutes of Tv
programming.
4. REAL AND IDEAL SELVES-
a. IDEAL SELF is a person’s conception of how he would like to be whereas
b. ACTUAL SELF refer sto our more realistic appraisal of the qualities we have and don’t have.
c. IMPRESSION MANAGEMENT where we work hard to mange what others think of us, we strategically choose clothing and other products that will show off to others in a good light. For example, an increasing number of Islamic man in Egypt have a zebibah (Arabic for “raisin”) a dark circle of skin or bump, between the hairline and the eyebrows. It marks the spot whwere the worshipper repeatedly presses his forehead into the ground during his daily prayers ( 5 times a day). Some add prayers so the bump will be more pronounced. There is a personal statement in it where ha is a conservative Muslim abd sometimes a s a way of outbidding others by showing them that he is more religious or to say that they should be like him. Those who posted photos of themselves in unflattering situations ( eg. A wild party) may come to regret their actions a spotential employers start to check out their pages before thye look at their resumes.
5. FANTASY: BRIDGING THE GAP BETWEEN THE SELVES
A fantasy or daydream, is a self induced shift in consciousness which sometimes a way to compensate for lack of external stimulation or to escape from problems in the real world.
6. 
MULTIPLE
SELVES – Corporate recruiters often complain about students who
show up for interviews in sloppy or revealing clothing –these applicants failed
to read the program about which role they’re expected to play in professional
setting. We each play many roles and each has its own scripts props and costume.
A south African ad conveys a feeling of insecurity.
A German shampoo helps users to fantasize
7. VIRTUAL IDENTITY- the movie Matrix picture of a world that blurs the lines between physical and digital reality. More than 11 million people worldwide belong to the virtual world of Second Life, more thna8 million play the online game World of Warcraft and majority Korean adults belong to CyWorld. Others include The Sims Online, or computer-mediated environments (CMEs) such as Webkinz, There, Habbo Hotel, MTV’s Vitrual Laguna Beach and many others who are looking ofr serious role-playing.
The barriers between real life and virtual identities get more difficult to distunguish. People who participate in the growing movement called COSPLAY dress as their online avatars or as other favourite characters from comic books and movies. Avatars that range from realistic versions of themselves to tricked out versions with exaggerated physical characteristics or winged dragons or superheroes. For example, just as in the RL( or “meat world”), males in Second Life leave more space between them when thay talk to other males versus females and they are less likely to maintain eye contact than females are. When avatar gets very close to one another they tend to look away form each other- the norms of the RL steadily creep into the virtual world.
8. SYMBOLIC INTERACTIONISM- stresses that relationships with other people play a large part in forming the self. Example, who am I in this situation? Or Who do other people think I am?
9. 
THE
LOOKING GLASS SELF- some clothing stores are testing an interactive
mirror that doubles a s high resolution digital screen. When you choose a
garment, the mirror superimposes it on your reflection so that you can see how
it would look on your body. A camera relays live images of you modeling your
virtual outfits to an Internet site where your friends can log in to instant
message (IM) you to tell you what they think: their comments pop up on the side
of the mirror for you to read. A customers tries on a virtual dress. A SELF FULFILLING PROPHECY like the
happen when the signals influence the person actual behavior. For example, if
she doesn’t believe she’s attractive, she may choose frumpy, unflattering clothing
that actually does make her less attractive. Or if she feels fat maybe can
visit ….
10.
SELF
CONSCIOUSNESS- If
you have ever walk into a class in the middle of lecture and you were convinced
that all eyes were on you as you awkwardly, searched for a sea, you can
understand the feeling of self consciousness. Consumers who score high on a
scale of public slef consciousness express more interest in clothing and use
more cosmetics than others how score lower.
High self monitors are more attuned to how they present themselves in their
social environments and their estimates of how others will perceived their
product choices influence what they choose to buy. “I guess I put on a show to
impress or entertain others” or “I would probably make a good actor”. This
Italian ad reminds us of the power of self- consciousness: “The World is looking
at you”.
11. CONSUMPTION AND SELF CONCEPT- identity marketing is a promotional strategy where consumer alter some aspects of their selves to advertise for branded product.
a. A British marketing firm paid five people to legally change their names for one year to ‘Turok” the hero of an online games series who slays dinosaur.
b. The Internet Underground Music (IUMA) paid a Kansas couple 45,000 to name their baby boy luma.
c. Air New Zealand created “cranial billboards” in exchange for a round trip ticket to New Zealand- 30 Los Angeles participants shaved their heads and walked around with an ad for the airline or their skull.
d. The CASA SANCHEZ restaurant in san Francisco gives free lunches for life to anyone who gets its logo tattooed on their body. The Daytona Cubs baseball team awards free season tickets for life to anyone who will tattoo the Cubs logo on their body.
12. ARE YOU WHAT YOU CONSUME? Who am I now? For example students who decorate their dorm rooms with personal items are less likely to drop out of college. Older kids with middle childhood preferred branded merchandise. As they aged their feeling changed from concrete relationship (eg. I own it) to more sophisticated, abstract relationship s( eg. It is like me). SYMBOLIC SELF COMPLETION THEORY suggests that people who have an incomplete self definition tend to complete this identity when they acquire and display symbols they associate with that role. Example, the insecurity feeling when we first started college or reentered the dating market after we left a long term relationship. Adolescent boys, example may use “macho” products such as cars and cigarettes to bolster their developing masculinity: this item act as a social crutch during a period of uncertainty about their new identity as adult man.
13. SELF/PRODUCT CONGRUENCE MODELS suggests that we choose products when their attributes match some aspect of the self. Those models assume a process of cognitive matching between products attributes and the consumer’s self image. Authors pointed out that a wearer communicates her fashion sense by the fabrics she selects and the way she drapes and ties her scarf. Women who covered their heads by choice feel a sense of empowerment. The notion that Islamic law exhorts women to cover themselves lest they threaten men’s self restraint and honor is a persistent sign that men exert control over women’s bodies and restrict their freedom. A consumer might want a functional, reliable car to commute to work every day and a flashier model when goes out on a date in the evening.
14. THE EXTENDED SELF- one study found out that people commonly view their shoes as magical emblems of self, Cinderella-like vehicles for self transformation. This Italian ad demonstrates that our favorites products are part of the extended self. The self extended helps to explain to the Japanese it’s a deal killer if you mishandle a business card. Japanese businesspeople view a card as an extension of themselves and they expect the recipient to treat it respectfully. If you bend the card or make it do double duty as a toothpick, you are insulting the card’s owner big time. Arriving in Japan without ample stock of business cards is akin to arriving barefoot.
15. SEX ROLES- the Indian government recently banned a TV spot for AXE MAN’S DEODORANT.
a. The spot shows a man who turns into a walking chocolate figurine after he sprays himself with the brand’s Dark Temptation deodorant. As he walks through the street woman lick and bite off various parts of his body. Others part of Argentina and Europe played the ads without any problem, but in India it does not approve such a blatant imagery.
b. The government yanked another ad for AMUL MACHO underwear- when a young woman comes to a river to do her husband laundry, she pulls out a pair of boxer shorts and begins to wash them by hands she gives sultry looks at the camera and throws her head back in a suggestive manner as a voice over says ”AMUL MACHO. Craft for fantasies”.
c. A court issue an arrest warrant for actor Richard Gere after he kissed an Indian actress at an AIDS awareness event in New Delhi because he broke a public obscenity law.
d. A group of Hindu organization called the Army of Ram (a Hindu god)attacked a group of female college students in a bar because they are drinking and dancing with men. Women tend to eat more fruits and men tend to eat more meat. HERSHEY discovered that women eat smaller amounts of candy, they created a white chocolate confection called HUGS, one of the most successful food introductions of all times.
This Israeli poster
that appeared in men’s restroom illustrates cultural assumptions about sex role
differences.
16.
This ad was banned
for glorifying gang rape. What do you think: Were they right to ban this ad? An for D & G that
depicts a group of sweaty men in tight jeans who surround a woman wearing spike
heels who is pinned to the ground and ads for long time spokesperson Mr Clean
they claimed his muscular physique implies that only a strong man is powerful
enough to tackle dirt.
17. GENDER DIFFERENCES IN SOCIALIZATION –
a. 
MATTEL partnered with Bonne
Bell to market a line of cosmetics to young girls aged 6 to 9. The popular
Bratz doll line already licenses its name to a cosmetics line that also targets
this age group. Mattel is partnering with BONNE BELL to launch a
Barbie-branded, "girl savvy" cosmetics line "aimed at girls 6 to 9"
b. SONY created a TV ad foro its Baravia line of liquid crystal display (LCD) TV that offers 2 ending. One for male with funny clips from a sports shows or cartoon spoof and for women with a female doctor who saves life of an orphan.
18. Advertisements in Malaysia portray men more often in high level business or professional roles, whereas those in Singapore portray both genders equally. AGENTIC GOALS which stress self assertion and mastery. They teach female to value communal goals, such as affiliation and the fostering of harmonious relations. One study shows male voice from computer are more accurate and authoritative than a female voice that reads the very same words. Mattel developed toys and discover that boys enjoy stacking blocks and working towards a goal such as finishing a building. Their play is more physically active and they like to create conflict between characters. Girls don’t like repetitive stacking. They prefer to create relationships between characters, building communities and decorative spaces.
19. GENDER VS SEXUAL IDENTITY – gender role identity is a state of mind as well as body. A person gender does not determine if he or she is SEX TYPE TRAITS. Example in US, male friends avoid touching each other except in safe situation like football field. In Latin and European cultures, is common for men to hug and kiss each other as a form of greeting. Today, it is following in US, example in MTV where men hugging, high five and fist bump and male friends feel free to talk about having a BROMANCE (affection between straight male friends)
20. SEX TYPED PRODUCTS- Dell launched Della, a female targeted microsite to attract women who want to buy Netbooks. The homepage feature 3 women whose clothes matched their laptops along with “tech tips” that includes advice on how to count calories and share recipes online. Many people do not appreciate this treatment: A Twitter comment sums up the reaction:”Della new website 4 women who r 2 stupid 2 go 2 dell.com.
This ad for Bijan illustrates
ho wsex role identities are culturally bound by contrasting the expectations of
how women should appear in 2 different countries.
21. ANDROGYNY- sex typed behaviors varies across cultures. For example, although acceptance of homosexuality varies in Asian cultures, it does not occur to moist Asians to assume that a man with some feminine qualities is gay. Koreans nickname males with feminine interests “flower men” they don’t consider this to be derogatory term. In Japan, men that people called gyaru-o (male gals”) are common on city streets. Tanned and meticulously dressed (usually heterosexual) these fops cruise Tokyo’s stylish boutique. Researchers developed “nontraditional males” (NTMs) who exhibits stereotypically female tendencies. This include statement like
a. I enjoy looking through fashion magazine
b. In our family, I take care of the check book and pay the bills
c. I am concern about taking enough calcium in my diet
d. I am good at fixing mechanical things
e. I would do better than average in a fist fight.
22. GENDER BENDING PRODUCTS- traditional sex type item adapted to the opposite gender. Example,
a. Japanese lingerie retailers Wish Room discovered that some men secretly would like to wear a bra. It sold hundreds of “mansierres”
b. Rubbermaid introduced a line of grooming tools specifically for men, including tweezers and clippers. Most men do not want to go to what we call “pink aisle” of the store to get these items that are made for women. They want products that look masculine and are made for their specific grooming needs, where tools fits better in men’s hands and are stronger as well as address issues such as thicker toenails and hair that grows in different places. Home Depot designed a line for women’s product it calls “SIREN” a condom designed to fit in a lipstick like tube.
c. Lay;s salty snacks traditionally targeted to men with shiny yellow and also target to women who are looking for something healthy where the packaging is a matte beige that displays pictures of the ingredients like spices or ranch dressing.
d. A website called Zack16 , where a 16 years old boy find out that his guy part is missing and replaced with the girl parts, went to the bathroom and possessed the aiming ability of a defective garden sprinkler. It turns out that P& G’s Tampax brand created this site. The only clue to the site’s origin is when the boy experiences his first period during French class and sneaks into the girl’s restroom to use a Tampax vending machine.
e. Harley Davidson backed a Guinness World attempt for the number of women motorcycle riders trained in one weekend.
f. Best Buy opened an electronics stores designed for women in Colorado, with home like settings, the company enlisted local women to provide ideas: the design includes a private room for new moms complete with free diapers and a rocking chair.
g. Hunting now targeting to women where apparel makers include SHE Safari and Foxy Huntress sell women’s camouflage clothing. They manufacture lighter crossbows and produce TV shows that star women shooters.
23. FEMALE SEX ROLES- Suzuki appeals to the growing number of women in India who achieve financial independence and buy their own cars. Its Zen Estilo (estilo means “style” in Spanish) model comes in eight colors, including “purple fusion” virgin blue” and “sparkling olive”. Saudi Arabia equier women to be completely covered in public (even if the store sells female intimate apparel). SPIRIT airlines has received complaints about recent fare promotion such as the “Threesome Sale” which invited customers to “come join in the fun” and the boast, “We are proud of our DDs which in this case stands for deep discount. Role models like Paris Hilton, Lindsay Lohan, Britney Spears, Kathy Perry, Lady Gaga and even Bratz dolls convey standards about how far preteens and teens should go when they broadcast their sexuality. For example a research company called Cohorts identifies. The picture illustrate women consume many products intended to alter their appearance to be in line with cultural expectations.
24. MALE SEX ROLES- There is a field of study, masculinism, devoted to the study of the male image and cultural meanings of masculinity. L’Oreal Paris reports that men’s skin care products is now its fastest –growing sector. In Europe, 24 percent of men’s younger than age 30 use skincare products and 80 percent of young Korean men do. In US Norelco reported a 24 percent rise in facial hair grooming products in 2008. A British makeup product looks like a ballpoint pen so men can apply it secretly at the office. Straight urban males who exhibit strong interest and knowledge regarding product categories such as fashion, home design, gourmet cooking, and personal care are known as metrosexuals.
25. The German car ad refers to a male stereotype. The Dutch beer ad communicates expectations about the male sex role
26.
The AXE line male
personal care products puts a twist on an old stereotype by depicting men as
sex objects. Men who want to emphasize their old school masculinity via plastic
surgery to create a more rugged look that includes hairer chests and beards,
squarer chins, and more angular jaw lines.
27. The current icon of ubersexuals (are the most attractive , most dynamic, most compelling men of their generations. They are confident, masculine, stylish and committed to uncompromising quality in all areas of life. is BONO. He is global and socially aware, confident and compassionate and he commands a huge base of followers who fans of his music. Others include Bill Clinton, George Clooney, Pierce Bronson, Donald Trump.
28. GAY, LESBIAN, BISEXUAL, AND TRANSGENDER (GLBT) CONSUMERS- American Express Traveler Cheques for Two shows two women’s signatures on a check. , Stolichnaya vodka are among those cooperation that runs ads in lesbian publications. Most marketing firms have begun to account for lifestyle segments such as these. In other cases, many major marketers are using openly gay and lesbian celebrities in campaigns aimed at the wider audience.
29. BODY IMAGE: A person’s physical appearance is a large part of his or her self-concept. Body image refers to a consumer’s subjective evaluation of his or her physical self. Consumers often see themselves differently than they naturally are. A person’s feelings about his or her body can be described in terms of body cathexis. Cathexis refers to the emotional significance of some object or idea to a person, and some parts of the body are more central to self-concept than are others. Consumers who are more satisfied with their bodies use more “preening” products (such as conditioners or hair dryers).
30. IDEALS OF BEAUTY- A person’s satisfaction with the physical image he or she presents to others is affected by how closely that image corresponds to the image valued by his or her culture. An ideal of beauty is a particular model, or exemplar, of appearance. Examples of ideals are physical features, clothing styles, cosmetics, hairstyles, skin tone, and body type. Ideal of beauty may include physical features eg. Big or small breasts, bulging muscles or not as well as clothing styles, cosmetics, hairstyles, skin tine (pale vs tan_ and body type ( petite, athletic, voluptuous, etc).
31. The Chinese consider appearance so important that they view plastic surgery as a commercial investment and its common for people top take out loans to fund procedures. Researchers shows babies as young as 5 hours old spend more time looking at pictures of faces of adults one that is beautiful rather than not beautiful. People appear to favor features we associate with good health and youth, attributes we link to reproductive ability and strength. Man ranked the highest women with an hourglass shape. Woman judge potential mates by how masculine their features are.
32. 
The pictures show a
beautification engine of a new computer programs sues a mathematical formula to
alter the original from into a theoretically more attractive version. A women’s
real photo and compute enhanced version.
33. They assume that men with more feminine faces would be good parents and husbands, hard worker and emotionally supportive mates. Judges tend to select woman when she was ovulation, and these pictures the women tended to wear flashier clothing and jewellery: this is similar to animals when they are fertile its changes in skin colour or scent.
34. Our language provides phrases to sum up the cultural ideals, eg. Bimbo, a girl- next-door or an ice queen, or describe specific woman eg. J –Lo.
35. THE WESTERN IDEAL OF BEAUTY- People in less powerful cultures tend to adopt the standards of beauty prevalent in dominant culture. Example an ads in Malaysia shows a college student who can’t get a second glance from a boy at the next desk. “She is pretty” he says to himself, “but…”Then she applies POND’s skin Lightening Moisturizer by Unilever and she reappears looking several shades paler. In Asia cultures, people historically equate light skin with wealth and status and they associate dark skin with the laboring class that toils in the fields. About 1 third of female respondents uses skin whitening products, Olay has White Radiance and L’oreal sells White perfect line.
36. As media images of glamorous American celebrities proliferate around the globe, women who buy into Western Ideal of beauty- big round eyes, tiny waists, large breasts, blond hair and blue eyes:
a. Cindy Burbridge, a local spokesperson for LUX and OMEGA, became the first blue eye Miss Thailand. The public abandon round face, arched eyebrows and small mouth of the classical Thai look in favour of a Western ideal. They buy blue contact lenses to enhance their looks. Many Thais prefer mixed blood men and women. In Thai language “tua dam” (black body) and “dam tap pet” (black like a duck liver.
b. In West and central Africa, people revere big women, ma ny beauty contestants weigh more than 200 poinds. The Calabari in Nigeria, they send prospective brides to fattening farms, where they are fed huge amounts of food and massaged into rounder shapes, After weeks of this regimen, the bigger brides proudly parade the village square. Africian view “Plumpness means prosperity. Thin represent everything you do not want, poverty, AIDS, misery and hunger.
c. Japanese women are curvier.pg 221
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LESSON 6 : CONSUMER AS INDVIDUAL
1. 
PERSONALITY refers to
a person unique psychological makeup and how it consistently influences the way
a person responds to her environment. Eg. Analysts speculate that owning a
sport car is a substitute for sexual gratification ( especially for men going
through mid life crisis) some spend hours loving washing and polishing them. MOTIVATIONAL RESEARCH tries to
understand the deeper meanings of products and advertisement. Eg. Exxon remind
customer “Put a Tiger in your Tank” where people responded well. Motivational
studies concluded that we associate coffee with companionship, we avoid prunes
because its remind us of old age and that men fondly equate the first car they owned
as an adolescent with the onset of their sexual freedom.
2. Researchers classified as aggressive preferred brands with a strong masculine orientation (eg. Old Spice deodorant). Today analysts try to recognize traits where relating personality traits to consumer behaviours as alcohol consumption among young men or shoppers willingness to try new, healthier product.
3. BRAND PERSONALITY – Quaker Oats man appears in boxes of hot cereal had a reputation of 19th century America for being shrewd but fair. Other figure like Mr Peanut, Michelin Man. DOPPELGANGER BRAND IMAGE- one that looks like the original but is in fact a critique of it.
4. 
BRAND
EQUITY – refers to consumer hold strong, favourable and unique associations
with a branding memory- to the extent where he is willing to pay more for the
branded version.
5. The problem Volvo faced today cars are renowned for safety buy drivers don’t exactly see them exciting or sexy. Lifestyle is how you spend your time and money, eg, the popularity of WWE lends to its name to Socko Energy line beverage. WWE Raw Attitude Powered by SOCKO, WWE Slammin Citrus Powered by SOVKO. Lifestyle as group identities where college students tend to wear, hangout and eat similar or same food but maybe unique is some way.
6. 
PRODUCTS ARE THE
BUILDING BLOCKS OF LIFESTYLE – Eg. Nike +Original Run series you can buy from
Apple’s ITunes Music Store. It team up with Apple that feature a built in
pocket under the insole for the Nike +IPod sensor that let you track your run
and set goals while listening to your favorite Tune.
7. Today people evaluate product not just in term if function but also design coordinating with other objects or furnishing. Eg. P& G Febreze fabic fresher called “Decor Collection” feature clear bottle on the back panel and have a movable wrapper that promises a bottle so nicely designed tah it is perfect to leave out in the bedroom or living room.
8. The Piggly Wiggly grocery chain opened what it product category where when u oragnise BBQ , the product will be cluster together, eg. Sausage and etc. As for cereal it will be placed with milk.
9. Addidas describe different types of shoe buyers in terms of lifestyles so that it can address the needs of segments such as Gearhead( hard core older runners who want high performance shoes), Popgirls ( teeny boppers who hang outs at small mail and wear Sketchers) and Fastidious Eclectus ( cutting edge type who want hip, distinctive products)
10. 
Sigg water bottle
that is available in many different designs actually choose from 3,000
different concepts with specific customers in mind. Eg. Whole Food Woman who lives in a city, practice yoga and buys organic produce. Sigg water bottles
are designed with specific types of users in mind.
11. Marketers for a face cream for women were surprised to find that older, widowed women were their heavy users rather than younger, sociable women.
12. GEODEMOGRAPHY refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live, in order to identify consumers who share common consumption patterns. FOOD CULTURES – preferences for food say a lot about us. It reflects the values of a social group. Eg. Saudis consider sheep eyeballs as delicacy, Chinese prize a good snake dish. People in Spain and Portugal consume 10 times the amount of fresh fish as those in UK. Consumption on pork is much higher. In China, Cadbury milk chocolate is less milky and less sweet compared with the one in UK to suit the low dairy diet of most Chinese consumer. Krafts adds calcium to it Ritz cracker to sells in China to underscore the Chinese government efforts to get it citizens to eat more calcium. Unilever actually had to reduce the size of its Magnum chocolate covered ice cream bars sold in China because consumers there were more health conscious than Europeans and resisted the bigger bar.
13. BEHAVIORAL TARGETING where e commerce marketers serve up customize ads on Web sites or cable based on customer’s prior activity. Example, CBS Mobile recently announced a partnership with the social networking service Loopt to track participating families on their cell phones. The idea is to tailor promotions to consumers so specifically that they can receive special offers as they walk by specific stores and restaurants.
14. PERSONALIZED RETARGETING is a form of behaviourial targeting its provide messages that refers to the exact products you checked out. Example, if you visit the tennis website, you are also to refered to tennis sportswear. When you visit an e commerce site like Zappos and check out a pair of shoes, a cookie gets inserted in your browser that links to that item. When you use your computer again, the advertising system creates an ad for that same item. Google introduced this technique in 2009 and now the company makes it available to all advertisers who use its AdWords network.
15. Online tracking methods where a broad network of data that specialized companies buy and sell. This operation embed a code called a BECON in people hard drives that captures what they type on the web sites, such as their comment on music, clothes.
16. CONSUMER ADDICTION is a physiological dependency on products or services. Many companies profits from selling addictive products or from selling solutions for kicking a bad habits.
17. ADDICTION TO TECHNOLOGY- anyone with a Blackberry ( nickname “CrackBerry”) because it is co hard to stop checking it constantly. Everyone is a potential addict- they are just waiting for their drug of choice to come along, whether heroin, running, junk food or social media. Italy has the highest number of Facebook users, psychologists report that addicts are ignoring the real world as they choose to stay connected to their virtual worlds day and night. Facebook users spend on average 6 hours 27 minutes on the site per month. How much time you spend on Facebook before coming to class??
18. Internet addiction in South Korea, where 90% of homes connect to cheap, high speed broadband. The government study estimates that up to 30percent South Korean under 18 are at risk of Internet addiction. The sign of addiction include inability to stop themselves from using computers, they are seeking longer session online and withdrawal symptoms such as anger and craving when they can’t log on. Some users drop dead from exhaustion after playing online games for days.
19. 2 cases of people overly involved in playing online games
a. In UK, a 33 year old widowed mother let her 2 dogs starve to dead and left the body to rotting in the dining room for 2 months. Besides, her children had no hot food and drank cold baked beans from tins because there were no spoons. She only sleep 2 hours a night as she played the virtual reality games called Small World.
b. An American women pleaded guilty when her baby cry and she shook the baby until it died while playing Farmville on Facebook.
20. CONSUMED CONSUMERS are people who are used or exploited, willingly or not, for commercial gain in the marketplace.
a. Prostitutes- in US $20billion annually revenues.
b. Organ, blood an hair donors. You can make $46million if you donated every reusable part of your body. Women sell hair to make wigs..
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LESSON 7 : ATTITUDES AND PERSUASION
1. An ATTITUDE is an evaluation of people (including oneself), objects, advertisements or issues. Consumers have attitudes toward a wide range of attitude objects, from product specific behaviours, (eg. You use Colgate toothpaste rather than Darlie).
2. Functional theory of attitudes will explain how attitudes facilitate social behavior. Attitude occurs because they serve some function for the person. There are different ATTITUDE FUNCTIONS
· UTILITARIAN FUNCTION – relate to basic principles of reward and punishment, we develop attitude towards product because they provide pleasure or pain. Eg. If you like cheese burger then you will develop a positive attitude towards cheeseburger.
· VALUE EXPRESSIVE FUNCTION – relate to customer central values or self concept. A person form a product attitude in this case because of what the product says about him. ( eg. What sort of man reads WWE magazine?)
· EGO DEFENSIVE FUNCTION – attitude we form to protect ourselves from internal or external threat. Eg. Product that help man to promote a macho image ( Marlboro cigarettes) or deodorant campaigns that stress embarrassing consequences when you are caught with underarm order in public
· KNOWLEDGE FUNCTION – applies when a person is in an ambiguous situation eg. It’s OK to wear casual pants to work but only on Friday)
3. Attitude has three components :
· AFFECT (how a consumer feels about an attitude object)
· BEHAVIOUR ( his intention to take action about it)
· COGNITION (what he believes to be true about the attitude object.)
4. Example recession period many companies retreat from marketing messages that focus on cognition of the brand but create ads to make people feel good and optimistic. Eg. Coke launched global campaign “Open Happiness”, Pepsi runs ads where it replaces the “o” in words like hope with their logo that looks like a smiling face.
5. THE STANDARD LEARNING HIERARCY – (THINK- FEEL-DO)- this assume that a consumer is highly involved when he makes a purchase decision, He motivate to seek out a lot of information, looking at alternatives and come to a thoughtful conclusion.
6. THE LOW INVOLVEMENT HIERARCHY – (DO – FEEL- THINK) Customer do not put much thought into purchasing the product eg. Bubble gum or candy.
7. THE EXPERIENTIAL HIERARCHY – (FEEL-THINK-DO) this relate to we act on the basis of our emotional reactions. Studies show the mood of a person is when you hear or see a message influences how you process the ads. Emotional contagion is when a smile from someone/happy people deliver enhance our attitude towards the product.
8. HOW DO WE FORM ATTITUDE? CLASSICAL CONDITIONING – a marketer paired a jingle with Pepsi / Digi, or INSTRUMENTAL CONDITIONING – seeing someone drinking Pepsi, this can lead to a complex cognitive process eg. Teenager may model the behavior of friends and media endorsers eg. Beyonce who also drink Pepsi.
9. Consumer vary in their commitment to an attitude, the degree of commitment relates to the level of involvement with the attitude object
· COMPLIANCE – we form attitude because it helps us to gain rewards or avoid punishment. You may drink Pepsi because the café sell Pepsi only, too much trouble to go for Coke.
· IDENTIFICATION – form an attitude to conform to another person’s expectation.
· INTERNALIZATION – attitude are very difficult to change because they are very important to us. Eg. When Coke change to New Coke (that is sweeter) customers protest.
10. According to the PRINCIPLE OF COGNITIVE CONSISTENCY, consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. People will change to remain consistent with prior experiences. Eg. Pepsi is my favourite soft drink, It taste terrible or “I love my boyfriend, he is the biggest idiot I ‘ve ever met?’, that boyfriend may act like an idiot but the girlfriend will find way to forgive him or maybe dump him.
11. THEORY OF COGNITIVE DISSONANCE states that when a person is confronted with inconsistencies among attitudes or behaviors, he or she will take some action to resolve this “dissonance,” perhaps by changing an attitude or modifying a behavior. People seek to reduce dissonant behavior or feelings. This can be done by eliminating, adding, or changing elements. Dissonance theory can help to explain why evaluations of a product tend to increase after we buy the product. Eg. Need to understand consumer attitude why they buy and what do they actually buy?
12. A cognitive element can be something a person believes about himself, a behavior he performs, or an observation about his surroundings. Eg. Smoking cigarettes cause cancer but I smoke them, are dissonant with one another.
13. The cognitive elements suggest that “I made a stupid decision is the dissonant with the element “I am not a stupid person”.
14. SELF-PERCEPTION THEORY provides an alternative explanation of dissonance effects. It assumes that people use observations of their own behavior to determine what their attitudes are. Eg. We must have a positive attitude towards a product if we have bought or consume it.
- Social judgment theory stipulates that (like self-perception theory) people assimilate information. The initial attitude acts as a frame of reference, and new information is categorized in terms of this existing standard.
16. BALANCE THEORY considers how a person perceives relations among different attitude objects and how he alters his attitude so that these remain consistent ( or balances) eg. You may hear about this statement ”Any friend of Obama’s is a friend of mine?”
17. You might perceived a dating couple has a positive sentiment relation. On getting married, they will have positive unit relation. If they divorce they sever the unit relation. To see how the Balance Theory Work, consider this
· You like to date your friend in class, in balance theory term you has a positive sentiment relation towards the girl (example)
· The girl wear earring, the girl has a positive unit relation with the earring.
· You turn off by men wearing earring.
· The girl decide that he must wear earring as part of a fraternity initiation (this reduce free choice element).
· IN this situation he can choose not to date the girl.
18. BALANCE THEORY helps to explain why consumer like to be linked to positively valued object, Forming a unit relation with a popular product (eg. Wearing a fashionable clothing, driving a flashy car, etc) may improve the chances than other people will include you as a positive sentiment relation in their mind.
19. Creating a unit relation between a product and a satr can backfire if public opinion about the celebrity endoser shift from positive to negative.
· Eg. Madonna release a controversial music video involving religion and sex
· Paris Hilton
· Michael Jackson with Pepsi he confessed that he did not even drink soda drink.
20. ATTITUDE MODEL (PG 252)
