Sinem's Notes-Session 23

Sinem's Notes-Session 23 - M IC H I GAN MKT 313 CONSUMER...

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MIC H IGAN MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 23 April 6, 2011 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved Paradox of Choice Too many choices can make people feel miserable ... BARRY SCHWARTZ: So I said I want a pair of jeans, size 32-28 and the salesperson said, "well, do you want slim fit, relaxed fit, easy fit? Do you want wide boot cut, wide leg, peg leg? Do you want acid washed, stone washed, regular?" You know, I realized that I was spending an hour trying to do something that used to take me five minutes. 2
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Personal Orientation Scale ( I II I (7 1v 3 ,,~ ""rr ~ ...., ' ,"" c ,n I Are you a maximizer or satisficer? +t.aN - )fou~.Jef (Y) /3 J-pai/d J~-" 'i' S ulYl -Vk- .f S; -I/. .M c/, vi cf.z- /J t3 ~ .3 ~ ~ 5 ~afrg/f C0r:.3 ( L 2 .7 e;(-trelJu-) ~ 4,;:; 5 rflQ ",\ (,,'nv - J --=-"/ +-aM- -iI,7'il-- L 7?-:5 v,-t r~~ 3 Major Public Policy Issues • Deceptive advertising, labeling, and selling Advertising and branding to children • Telemarketing fraud Privacy on the Internet L( dP~re.s:s~o/) - -, aU;; 2
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Deceptive Advertising and Labeling An advertisement which is potentially misleading or literally false is deceptive. Potentially misleading ads are difficult to evaluate because miscomprehension may often occur. Miscomprehension is a problem for firms because the audience does not understand the message being delivered. • The FTC regulates deceptive advertising, but not miscomprehension. Deceptive Advertising and Labeling False and misleading claims CP Rapid Shave Cream: "shave sandpaper beards" Profile Bread: "fewer calories" Listerine: "prevents or alleviates the symptoms of sore throats and colds" Misleading names Six-Month floor wax Kashmoor sweaters • Confusing claims "Twice the pain relievers doctors recommend." 6 3
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Deceptive Selling Tactics • The Bait-and-Switch Technique • Misrepresenting the Selling Intent • Incorrect Statements or Promises • Children are especially vulnerable
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Sinem's Notes-Session 23 - M IC H I GAN MKT 313 CONSUMER...

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