What I learned from Consumer Behavior.

The biggest take away I have form our Consumer Behavior class it the fact that every single consumer is different, based on there past and where they currently are in their lives. Because of this, simple economic cannot be used when studying consumer, but more a blend of psychology, sociology, marketing and economics. Through this consumer can then be broken into demographics to better understand their buying/spending habits, but something that is perfect for one consumer will never be perfect for all, even within that demographic.

However, it is interesting that we are still able to market to consumers because even though we are all individual consumers, as people, especially influenced by certain cultures, our actions can somewhat be predicted. This brings me to one of my favorite assignments fro this semester, which was reading Predictably Irrational. It is amazing that even as the author of the book, and social scientist, Dan Ariely is still unable to change some of his most predictable consuming behavior. He acknowledges that it exists, but does not completely address the issues in this personal life. It has helped me to realize some of my own personal consumer behaviors and make small changes (especially when it comes to the word free and certain “sales”).

Overall, I really liked this more physiological approach to marketing and business. It much more my style, rather than accounting or finance, but still carries the same amount, it not more merit. This may sound weird, but it also helped my film side of things. As a director, you are expected to know our characters better than anybody else. You have to know their history, their wants and their needs. In order to be a successful marketer, the same must be done with customers. This class had an impact of both my film and business degrees.

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Beware of Images

The average person spends over seven hours a day interacting with media and is exposed to over 5,000 marketing messages daily. Think of the last ad you saw. Was it bad for the world? Or good? And how can you tell?

In the film Beware of Images filmmaker, Sergio "Topo" Toporek, former graphic design artist for some of the most prestigious advertising firms, says, "The only truly dangerous media is the unexamined media.” And in his upcoming film he does exactly that; examines the media and it’s affects on the viewers and consumers taking it in.

Beware of Images is a feature-length, animated documentary about the history of visual representation. The movie explores the intricate relationship between the technology, regulation and social effects of media. With if, the filmmakers are hoping to start an engaging and respectful dialogue around the subject of media literacy. They want consumers to be able to learn how to take in the images we are bombarded with everyday and interrupt them ourselves, not as the media wants us to see them.  By doing this, we builder smart consumers, capable of seeing past the glitz and glam attached to the media that constantly surrounds us.

Below is the link to the Kickstarter page and promotional video, as well as a quote taken from the Kickstarter page as the reason for making the film. Enjoy :)

Beware Of Images- Kickstarter

“From tribal pictograms to the alphabet, from illuminated manuscripts to the printing press, from Renaissance art to pictorial magazines, and from telegraphic news services to the Internet; media has played a key role in the development of cultures and hegemonic structures.

The control over symbols and their dissemination channels represent power. Religious institutions, governments and corporations understand this power and have exploited it to advance their interests. Unfortunately, these practices are at the root of many of our social, ecological and financial concerns.

While there’s an ongoing debate about the potentially harmful effects of media technologies to our lives, the truth is that these technologies are here to stay and will continue to expand. It’s true that reducing our exposure to some media channels can be beneficial, but the real power resides in better understanding our media environment. In fact, the only truly dangerous media, is the unexamined media.

No medium is inherently good or evil, and all have the potential to be beneficial and constructive cultural agents. Whether such potential is fulfilled or not, depends greatly on our understanding of the markets, industries and regulations under which they operate. Education is the only way we will be able to shift the present power balance, from corporate interests towards the public good.

Beware of Images will help viewers gain a better understanding of past media systems, question the current ones, and shape those which will emerge in the future.”

https://www.kickstarter.com/projects/448797059/beware-of-images

The F-Word continued....

Conveniently, after my last blog I found the best way to determine whether or not you are a feminist. The quiz below will give you your results and they maybe surprising. Good luck on the quiz, I think you will do well. :)

Are You A Feminist?

The F-Word

So if you haven't been able to tell based on my previous blogs, I am a bit of a feminist. And I claim this title and everything that comes with it. But my question for you is, what does it mean if you are not a feminist? Does that mean you don't believe in equality for women? That we shouldn't be paid the same? That our opinions shouldn't matter?

The link to the video I have attached to this post, sadly shows that there are people in this word that not only don't claim to be feminists, but reject and distort the meaning. It's about equality, it's as simple as that. We're not planning on locking everyone with a penis in a cellar and bringing them up once a year for breeding. We just want the chance have we deserve, they chance given to white men everyday. 

Humanity Has A Funny Way Of Erasing All Of The Moments In Women's History With Just 11 Letters

So how does this relate to consumer behavior. Because women make up 51% of the population in the United States, which means they make up 51% of the consumers, yet we are still not being hear. We are still not being represented. Because of this, women, especially young women are not getting a positive representation of what they as women are capable of, what they should aim for, or who they can even look to for inspiration. We are constantly told to be quiet and know our place.

Until women are respected as equals, we won't represented in products, the media, or in society in the way that we should. 

Basically, no matter if you are a woman, man, or anything in between, embrace the F-Word, because that is embracing equality. 

I Do $$$

The ceremony usually lasts an hour (hopefully less). The dinner/reception can be anywhere 4-6 hours. The cost…usually around $30K. That’s right folks, I’m talking about weddings. It is that fantastic time of year when love is in the air and wallets are running dry.

Whether you’re the one actually getting married, or just a guest to the joyous event, weddings are expensive! I attended my first of the year this past weekend and realized that I had four more just this summer. There was a total of four last summer, and I’m sure there will be more then next. I also realized that with my college career coming to a close, and people moving away to start their lives, not only will there be the continuing cost of gifts and maybe a new outfit here and there, but travel expensive will play a large factor in witness the matrimony of a college buddy or a distant relative.

So why do we do it? Why do we spend so much money on en event that, in total, may take 7 hours of our lives? It’s because of the feeling! We have been led to believe that our wedding is the most important day of our lives, which it very well maybe. But is it worth $30K? Most people would say no, but when you get wrapped up in the wedding preparation, money becomes no object. The numbers don’t know lie. People think the money is worth it.

Forever young...

Americans spent a whopping $33.3 billion on cosmetics and other beauty products in 2010. Our society puts huge pressure on maintaining youth for both men and women, which is extremely ironic, because we spend the first quarter of our lives trying to appear more mature than we are. There is about a 5 (maybe 10, if you’re lucky) year period where you can enjoy the age you are at.

But don’t worry folks; we have a cure for all your flaws, every wrinkle, every sunspot. We are bombarded in magazine and on television with creams, makeup, etc. everything and anything that will restore your youth. I remember, at 19-years old, my friend’s mom getting to night cream filled with cologne because “we’ll be old before we not it.” Seriously? I’m just getting off face wash for acne and now there is this?

The marketing world has pour thousands and thousands of dollars into society to make use think that once you hit a certain age you start losing value. I’m not a car; I can’t be depreciated.

Shouldn’t we cherish age and experience. Shouldn’t we look at every wrinkle, every spot, every grey hair and know that they are there to prove that a life was lived. We laughed, we played in the sun. We drank too much and slept to little and had one hell of a time.

If you want to look like you haven’t lived, that’s easy. Don’t live. Lock yourself in a box and be preserved in perfection forever. But if you want a good story to pass on to the next generation, live it up, drink it down, and cherish ever every moment that has made you grow as a person. To me, the biggest skin flaw would be not having a single wrinkle that tells your story.

How Disney failed young women...hard!

I recently watched a video (see below) that that showed exactly what media and marketers in America are doing to the self-esteem of our youth, especially little girls. The fabulous and sexy diva, Ursula, nemesis of Ariel in the Little Mermaid, had what appears to be a “crash diet” to appease to Disney’s new Villains Designer Collection. Ursula’s once full and luscious figure has been shrunk to that of a doll that looks anorexic and anything but healthy. 

Disney Slimmed Down An Iconic Figure, And Here’s Why That Was A Really Awful Thing To Do

Why? According to Disney she was “…designed and carefully crafted to capture the essence of evil at its best dressed the Villains Designer Collection re-imagines the stylish wickedness of classic Disney Villains." Apparently designer and carefully crafted is shrinking someone down to 1/3 or their original size!

Unfortunately, this is not the first time companies have taken iconic figures and stuffed them into a frame that is "acceptable." Strawberry Shortcake went from looking like Raggedy Ann to having long, flowing locks and a smaller figure. Both Rainbow Brite, and even My Little Pony were forced to slim down. And for what? Because companies seem to think that thinner means more commercial value.

What is this telling young women, and all women for that matter? That the world won’t take you seriously if you can’t fit into the unrealistic expectations that have been set forth. Now I'm not saying young women shouldn't work for the healthiest lifestyle they can, but seriously, the new Ursula is gross! She looks like she has been doing meth since the film's original release. And yes, Ursula was the villain in the classic Disney film, but she was a boss! She was the freakin’ Queen of the Ocean! That takes some serious power and ambition! I would take her confidence and sexy rolls (and admit it, with her attitude, and ability to strut that sexy black dress, she is fantastic!) over her new, small, fragile, anorexic frame any day. I’m disappointed Disney, truly disappointed.

Free ain't always free.

The other day my roommate and I were shopping for groceries. We knew we were out of peanut butter (a household favorite) and wanted to invest in some more. Since we will be moving out in a month, I suggested we get the smaller container for less of a hassle later. She pointed out the sign under the containers and stated "It's buy two get one free!" 

Free, oh you devilish little word. I remembered back to the readings and how product sales are designed to make you think you are getting a better deal, when really you are getting the exact same. They are also designed to make you spend more money than you initially would have. 

I tried to inform her that, even by getting the extra, unnecessary, container of peanut butter, we would be spending more money than we initially would have. But would she listen. No. And now I am stuck with PB&Js for every meal until we move out. 

Why did his happen? Humans make decisions without rationalizing the outcomes of their choices. With the opportunity to receive something for free, the actual value of the product or service is no longer considered. As Ariely explained, “Most transactions have an upside and a downside, but when something is FREE! we forget the downside. FREE! gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.” He recommends the consideration of the net benefits of the choices we make regarding both preference and money. Perhaps we would get the better deal and even save money if we did not react to free the way we do.Too bad he wasn't at T&C that fateful day.