consumers and social well-being 4-1 copyright © 2015 pearson education, inc. publishing as prentice...

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