consumers and social well-being 4-1 copyright © 2015 pearson education, inc. publishing as prentice...
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Consumers and Social Well-Being
4-1Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
CONSUMER BEHAVIOR, 11eMichael R. Solomon
4-2
• Underlying assumption: Ethical business is good business.
4-3
Marketing Ethics and Public Policy
• Business ethics are rules of conduct that guide actions in the marketplace
• There are cultural differences in what is considered ethical.
4-4
Do Marketers Manipulate Consumers?
• Advertisers simply do not know enough about people to manipulate them
(some argue)
4-5
Do Marketers Create Artificial Needs?
• Need: a basic biological motive
• Want: one way that society has taught us that the need can be satisfied
Objective of marketing: create awareness that needs exist, not to create needs
versus
4-6
Do Marketers Promise Miracles?
• Do consumers “discount” ad claims?
4-7
Materialism
• Materialism: the importance people attach to worldly possessions• “The good life”...“He who dies with the most
toys, wins”• Materialists: value possessions for their
own status and appearance; buy just to have• Non-materialists: value possessions that
connect them to other people or provide them with pleasure in using them
4-8
Advertising & Materialism
Does advertising foster materialism?• Products are designed to meet existing needs• Advertising only helps to communicate their
availability • Other sources of materialism• Is materialism necessarily bad?
Old versus New Materialism
4-9
Adbusters and “Culture Jamming”
4-10
Transformative Consumer Research
• TCR promotes research projects that help people or bring about social change
• Social marketing strategies use marketing techniques to encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving
4-11
Data Privacy and Identity Theft
• Identity theft occurs when someone steals your personal information and uses it without your permission.
• Advances in technology to combat Identity Theft
• Are consumers deterred by loss of privacy and identity theft fears?
4-12
Market Access
• Disabilities
• Impoverished populations• Access to reasonably priced goods and
Redlining• Food deserts• Equal protection under the law
4-13
Sustainability and Environmental Stewardship
• Triple bottom-line orientation• Financial (profit)• Social (people)• Environmental (planet)
4-14
4-15
Conscientious Consumerism
• Conscientious consumerism is a focus on personal health merging with a growing interest in global health
• LOHAS (Lifestyles of Health and Sustainability)• Middle/Upper-Middle/Upper Class consumers• Concerned about the environment• Want products to be produced in a
“sustainable” way• The “Worried Well”
LOHAS
4-16
4-17
Carbon Footprint Breakdown
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