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Unformatted text preview: CMCL C315 Final Exam Study Guide Rob Walker Standard narrative of the new consumer o Over time, consumers have become increasingly savvy Consumers have become immune to advertising, brands, logos Consumers run the show, they are in control Rational consumer? o Rational Rationale Incentive to create rationales Pleasure of purchasing Walkers problem (why did he w rite this book?) o Myth of the new consumer is counter productive Shift from traditional marketing to murky marketing Consumers are buying as much (and as rapidly) as ever in a marketing era of overwhelming choice Were not any savvier than before, we just have more choices 2 way dialogue, 2 basic conditions o Dialogue between what we buy and who we are (and how it is changing) o Two basic conditions: o pretty good problem it is a world where utility is basically a neutral factorso how do we choose one product over the next? Symbols are important and draw on powerful cultural and psychological ideas; not defined by rationality o The Desire Code Looks at relationships between consumers and industries as a two way dialogue Step 1: symbols, brands, and logos can acquire meaning Step 2: symbols can help us resolve fundamental tensions between individuality and belonging Rationale thinking Creat ing reasons out of the informat ion we have and the influences upon us (shapes our tendencies but does not determ ine them) For any dialogue between indust ry and consumer there are 2 basic condit ions o Salience and relevance Rat ionale thinking unlocks the desire code I nterpreter o Set of psychological processes, not just one thing o Set of conscious/unconscious psychological behavior o Our brain t ries to make sense of the world because it has to take in so much information Psychology of choice (know the experiments) o We can be affected by influences that we are not directly aware of o Consumer choice involves conscious and subconscious factors Confirmation bias: tendency for people to favor information that confirms their preconceptions regardless of if the info is true Priming: exposure to a stimulus influences responses to a later stimulus Memory shifting: remembering having held a particular opinion you didnt have, when subsequent events have made your original point of view look bad Diff. between interpreter/subliminal ads o Subliminal ads come with a fear that ads can make you do something, related to mind control Suggests that ads can determine human behavior by implementing ideas o Difference from interpreter Interpreter suggests tendencies, not determinations Personal narratives vs. Keeping up with the Joneses o Keeping up with the Joneses Competing/keeping up with those around you o Status (badge) theory Ownership as a means of impressing or competing with others o Still cant fully explain Livestrong or iPod Just as much for our interpreter/personal narratives...
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This note was uploaded on 01/31/2011 for the course CMCL-C 315 taught by Professor Lahey during the Spring '10 term at Indiana.
- Spring '10