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Academic and Applied Books, Articles, and Web Sites You may have access to netLibrary through your campus Internet connection. At www.netlibrary.com, you can search, view, and borrow eBooks, including reference, scholarly, mass market, and professional publications. Another great resource for students is www.findarticles.com, which is a vast database of thousands of magazines that is searchable by subject for free. Google Scholar is a search engine that finds academic articles and can be accessed at www.googlescholar.com. Remember to check the listed Web sites before class as the Internet is a dynamic environment and there may be changes since the Instructor’s Resource Manual was published. To stay current in marketing examples to use in class, there are several newsletters you can sign up for, including: www.mediapost.com is an organization that disseminated newsletters and other information to advertising and marketing professionals. They have several e-newsletters that arrive almost daily and are pertinent to consumer behavior, including: MediaDailyNews, TV Watch, Magazine Rack, Research Brief, Media Creativity, Online Media Daily, MARKETING, Marketing Daily, Behavioral Insider, etc. The sign up for these newsletters is free. Just be warned that sometimes these fill up a mailbox if you sign up for too many. However, the information is timely and useful for class examples. Advertising Age also has a daily e-newsletter that you can sign up for. You can have limited access to the stories if you sign up for the free service at www.adage.com. Several journals also have consumer behavior content including (but not limited to): Journal of Consumer Research, Journal of Consumer Psychology, Journal of Consumer Behavior, Journal of Consumer Marketing, Public Policy and Marketing, Journal of Consumer Culture and Journal of Marketing. In addition, the proceedings for the Association of Consumer Research’s annual conference entitled Advances in Consumer Research is a good source of current academic research that has not yet made it to journals. PART I: AN INTRODUCTION TO CONSUMER BEHAVIOR Understanding Consumer Behavior: Background Reading John F. Sherry, Jr., Contemporary Marketing and Consumer Behavior, Sage, 1995. This book examines consumer behavior from an anthropological perspective. Mihaly Csikszenthmihalyi and Eugene Rochberg-Halson, The Meaning of Things: Domestic Symbols and Self, Cambridge University Press, 1989. The book is a revised edition of a classic on symbolic consumer behavior. Richard E. Petty and John T. Cacioppo, Communication and Persuasion: Central and Peripheral Routes to Attitude Change, Springer-Verlag, 1986. This is a classic book on attitude formation and change processes. Copyright © Cengage Learning. All rights reserved. xvi Academic and Applied Books, Articles, and Web Sites Thomas S. Robertson and Harold H. Kassarjian, Handbook of Consumer Behavior, Prentice-Hall, 1991. A compilation of academic articles that review research on a large number of domains associated with consumer behavior (e.g., decision-making, adoption of innovations, attitude, and affect in consumer behavior). The University of Texas’ Department of Advertising provides excellent examples of student work on relevant consumer behavior topics. Go to the Theories of Persuasive Communication and Consumer Decision Making class page to see these examples at http://www.ciadvertising.org/studies/student/03_spring/theory/spring03_382j_1.html. Brand Forward’s Web site includes an excellent flow chart of the brand management process, which shows the interrelationship among consumers’ insights, consumer benefits, competitive knowledge, and brand strategies. This information is available at www.brandforward.com/bf_home.html by following the Brand Management and Marketing Resources link and clicking on Overview of the Brand Management Process. Developing and Using Information about Consumer Behavior The Handbook of Marketing Scales: Multi-item Measures for Marketing and Consumer Behavior Research, 1999, by William O. Bearden and Richard G. Netemeyer helps marketing researchers avoid reinventing the wheel by describing and analyzing marketing scales that have been created on a variety of consumer behavior topics. Another source of marketing scales is the Marketing Scales Series that came out with its latest volume in 2005, Marketing Scales Handbook, Volume IV: Consumer Behavior by Gordon C. Bruner, Paul J. Hensel, and Karen E. James. The website www.adslogans.co.uk/links provides a series of links to advertising resources, which include links to advertising awards and recognition. This will provide both national and international examples of award-winning ads to see how companies use creative advertising strategies. For U.S. advertising awards, see www.clioawards.com. TasteTest is a sensory research company that completes taste tests for retail and institutional food and beverage markets. Its Web site provides a sample survey of how the firm gathers consumer information at www.tastetester.com/downloads/Survey.pdf. Susan Mitchell in Generation X: The Young Adult Market, Library Binding, 1997, presents the U.S. Census data in small doses and shows how the data provide information on spending patterns and trends. The instructor can use this information for demographic background. Ann Sutherland and Beth Thompson, 2003, Kidfluence: The Marketer’s Guide to Understanding and Researching Generation Y—Kids, Tweens and Teens, includes demographic data and sociocultural trends of young adults born after 1980. “Listen. No, Listen Carefully” in Fast Company, May 2000, pp. 307–316 emphasizes the importance of understanding customers. It quotes retailers such as Nike and Burton Snowboards that believe there is a better way than using focus groups. The article can be used to elicit discussion or to serve as lecture material, or as an out-of-class reading. “Storytelling: A New Way to Get Close to Your Customer” by Ronald B. Leiber, Fortune, February 3, 1997. The article describes some new and interesting ways of gathering insights into consumer behavior through the use of metaphors and stories. Have students visit www.bls.census.gov/cps, www.gallup.com, or www.census.gov/main to learn about the types of information that are available about consumers. Copyright © Cengage Learning. All rights reserved. Academic and Applied Books, Articles, and Web Sites xvii Lifestyles Students can access PRIZM lifestyle information about consumers in their home or school zip code by clicking on “You are Where You Live” on the Claritas Web site at www.claritas.com. The Cultural Dynamics Web site focuses on ethnographic research. Go to The Cultural Dynamics Web site focuses on ethnographic research. Go to http://www.culturaldynamics.com/ PART II: THE PSYCHOLOGICAL CORE General Psychology A variety of psychological topics and theories are discussed on the website: http://psychology.com, including an in-depth discussion of Maslow’s hierarchy of needs. The Handbook of Consumer Psychology (Marketing and Consumer Psychology Series), 2008, edited by Haugtvedt, Herr, and Kardes is a good source of current consumer psychology research. Motivation For a look at how consumer motivations can be used in marketing research, go to www.icrsurvey.com/docs/Motivational%20Research.doc for ICR’s discussion about the topic. Tourism New Zealand commissioned a study of consumers’ motivations and needs to visit New Zealand for their three major markets: Japan, USA and UK. Go to http://www.tourismnewzealand.com/tourism_info/index.cfm?912DFD3E-BCD8-304B-0EC0C3CA1BBACE2E to access these studies. Self Concept Find-Health-Articles.com provides current articles about various health-related topics. For articles on self concept, go to: http://www.find-health-articles.com/msh-self-concept.htm. Exposure A method that marketers use to expose even reluctant consumers to products is product placement in movies, TV shows and video games. Advertising Age has a website devoted to product placement. This can be found at http://adage.com/madisonandvine/. Attention and Perception Selective perception in advertising is discussed at Selective perception in advertising is discussed at http://www.ciadvertising.org/sa/spring_03/382j/analiza/selectivity.htm The Five Senses Two books that describe the five senses in historical and cultural perspectives are: Constance Classen, 1993, World of Sense and Diana Ackerman, 1990, A Natural History of the Senses. The Sense of Vision: Color For a set of outstanding articles and exercises exploring the psychology of color and its effect on consumer behavior, see http://psychology.about.com/blsub_soimg_color.htm The ColorMatters Web site is the brainchild of former Architecture Professor J. L. Morton. The site, located at www.colormatters.com, examines the ways that color affects our minds and our actions. It provides links to a number of columns and additional color resources. Copyright © Cengage Learning. All rights reserved. xviii Academic and Applied Books, Articles, and Web Sites The Sense of Vision: Perceptual Illusions For an exercise on how perception influences what we believe, go to http://www.exploratorium.edu/seeing/exhibits/ The “Changing Illusions” link has four interactive illusions. The Sense of Taste TasteTest is a sensory research company that completes taste tests for retail and institutional food and beverage markets. Its Web site provides a sample survey of how the firm gathers consumer information at www.tastetester.com/downloads/Survey.pdf. The Sense of Smell The following Web site www.abc.net.au/science/news/stories/s278744.htm presents the technology of using the science of smell on-line, which will allow consumers to use their sense of smell online to smell a perfume, for example, before they buy or to receive scented e-mails. Website of the Sense of Smell Institute (SOSI) has list of publications about olfaction and it affects on consumers. www.senseofsmell.org. The Social Issue Research Center’s smell report can be found at www.sirc.org/publik/smell_human.html. Dr. Alan Hirsh of the Smell & Taste Treatment and Research Foundation has conducted over 200 studies on human olfaction. Information can be found at www.smellandtaste.org. Contance Classen, David Howes and Anthony Synnott’s, 1994, book entitled Aroma: The Cultural History of Smell provides an interesting cross-cultural perspective on olfaction. The Sense of Hearing “The Effects of Music in a Retail Setting on Real & Perceived Shopping Times,” describes the importance of sound in the consumer experience. The article can be found at http://faculty.bschool.washington.edu/ryalch/Research/atmosphe.htm Dr. Alan Hirsh of the Smell & Taste Treatment and Research Foundation has also conducted studies on human’s sense of taste. www.smellandtaste.org The Sense of Touch The following Web site http://www.sedl.org/scimath/pasopartners/senses/lesson4.html explains the purpose of the touch senses and some exercises that can be used to help students discern the importance of touch. Contance Classen’s The Bo of Touch looks at the cultural formations of tactility across time and culture. Brand Personality Jennifer Aaker has developed a framework of the dimensions of brand personality. A summary of her framework can be found at http://www.valuebasedmanagement.net/methods_aaker_brand_personality_framework.html. For a practitioner look at brand personality, look at the white paper by the Amicus Group at http://www.amicusgroup.com/personality.pdf Copyright © Cengage Learning. All rights reserved. Academic and Applied Books, Articles, and Web Sites xix Brawny paper towels conducted extensive focus group research with women consumers to establish the personality of its Brawny Man. Brawny Academy is a tongue-in-cheek, web-based “reality” series that demonstrates this sensitive male teaching the art of being a gentleman to a group of “typical” manly men. While more than a bit sexist, this is an amusing example of a brand, of paper towels no less, trying to develop a personality. Episodes of Brawny Academy are available at: http://brawny.iti.fallon.com/brawny_academy/brawnyacademy.html Changing consumers’ schemas High fructose corn syrup has the reputation of being particularly unhealthy and a cause of obesity. However, a recent (2008) American Medical Association study determined it was not any worse than other caloric sweeteners. The Corn Refiners Association is paying for a series of TV ads dispelling consumers’ negative opinions. The ads lead consumers to a website: www.sweetsurprise.com that give additional facts about the ingredient of many fruit drinks and other sweet products. Attitudes Polls of American’s attitudes on a variety of contemporary issues can be found at: www.ask500people.com Theory of Reasoned Action This University of Texas Web site introduces browsers to the Theory of Reasoned Action and how it applies to the field of advertising. To learn more about potential applications, see http://www.ciadvertising.org/sa/spring_03/382j/levina/introduction.html. Low Level Processing The “Got Milk” campaign is catchy and memorable and does not require a lot of processing. For more information on this series of ads, see Jeff Manning, Got Milk: The Book, Prima Publications, 1999. The book is the story of the Got Milk campaign by its creator. It includes ads and scripts. You also can log on to the Got Milk Web site at www.gotmilk.com and play the “Get the Glass” game that is designed to engage children. The Milk Mustache Book: A Behind the Scenes Look at America’s Favorite Advertising Campaign by Jay Schulberg, Bernie Hogya, and Sal Taiba, Ballantine Books, 1999 tells the story of the milk mustache campaign and includes most of the ads through its publication date. The Mere Exposure Effect The textbook uses Absolut as an example of the mere exposure effect. The instructor can read Absolute Book: the Absolut Vodka Advertising Story by Richard W. Lewis, Journey Editions, 1996. The book presents the history of Absolut’s creative magazine advertising campaign. It contains almost 500 ads, including many that were rejected and never shown. Also, go to Absolut’s Web site at www.absolut.com. Pleasant Stimuli See the Absolut Vodka book and site mentioned previously. The textbook cites Absolut as an example of pleasant stimuli. Mystery Ads Some companies are adopting the practice of “mystery marketing,” the practice of making it difficult to determine what product is being advertised in an ad, or even whether the communication is an ad at all. To learn why this tactic is being adopted, read “Great Ad. What’s It For?” by Ellen Neuborne in Business Week on July 20, 1998. Copyright © Cengage Learning. All rights reserved. xx Academic and Applied Books, Articles, and Web Sites Memory The Exploratorium Web site at www.exploratorium.edu/memory/links.html provides the instructor with resources for studying human memory. These resources can be used in the class lecture or out of class. Students can play five Web games that explore memory. The games focus on recognition, mnemonics, recall, interference, and STM. To learn more, please visit http://human-factors.arc.nasa.gov/cognition/tutorials/index.html. Brand Naming NameBase provides branding services for businesses. The site includes examples of brand names the company has selected and the rationale for their selection. Instructors can ask students what consumer behavior principles the firm is using in its name selections. Go to http://www.namebase.com. PART III: THE PROCESS OF MAKING DECISIONS Problem Recognition The Web site http://www.crab.rutgers.edu/~ckaufman/consumerbehaviorprsearchnotes.html has a plethora of examples involving problem recognition in consumer behavior. Information Search This Web site http://www.udel.edu/alex/chapt6.html hosted by University of Delaware is an excellent resource for students to reinforce information search and many other facets of consumer behavior. The five stages of decision making The Web site http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/ has excellent visuals to help students remember the five stages of decision-making. The site then delves into an example of evaluating products using Sony products versus others from Consumer Reports. This would be an excellent resource to start class with or have the students look at. Decision Making: General Information Grocery Revolution: The New Focus on the Consumer by Barbara E. Kahn and Leigh McAlister, Addison Wesley Publishing Co., 1997. Written by two marketing academics, the text discusses how consumers make decisions in the grocery store and discusses trends for the packaged goods industry. Perceptual Mapping The DSS Research Web site includes a perceptual map. Students can change the attribute evaluation numbers and see how the map changes. To access this interactive perceptual mapping example, see www.dssresearch.com/PerceptualMap. Negative word of mouth Consumers are now able to post their complaints about products online. Several websites are devoted to the dissatisfied consumer, including http://www.pissedconsumer.com/ and http://www.complaints.com/. While many websites discuss what to do about negative word of mouth, the word of mouth guru write a blog that is dedicated to the topic. This can be found at: http://wordofmouthguru.wordpress.com/ Copyright © Cengage Learning. All rights reserved. Academic and Applied Books, Articles, and Web Sites xxi Boycotts For a list of current consumer boycotts, go to: http://dir.yahoo.com/Society_and_Culture/Issues_and_Causes/Consumer_Advocacy_and_Inform ation/Consumer_Opinion/Boycotts/ Disposition Consumers often do not consider that household products may be hazardous if just thrown in the garbage. The website http://www.healthgoods.com/Education/Healthy_Home_Information/Home_Health_Hazards/haza rdous_household_disposal.htm offers a detailed list of hazardous products and how to properly and safely dispose of them. PART IV: THE CONSUMER’S CULTURE Regional The following Web site from the American Sociological Association provides a series of relevant links on topics related to “Consumers, Commodities, and Consumption,” at https://netfiles.uiuc.edu/dtcook/www/CCC. Ethnicity: Hispanics Online portals are targeting Spanish speakers. The “Americas Online” article in the January 2000 issue of Business 2.0 discusses the complexities of reaching the Latino market and provides links to Latino-oriented sites, including www.starmedia.com. Hispanic consulting companies are helping all industries understand the nuances of this extremely fast growing ethnicity. Visit http://www.hispanicbusiness.com and click on research for information about such a companies. The Multicultural Marketing Resource Center discusses the importance of Hispanic teens to marketers, http://www.korzenny.com/. The Association of Hispanic Advertising Agency details the buying power of the Hispanic market, trends in Hispanic advertising, Hispanic teens, as well as Hispanic internet usage. Find this information at http://www.ahaa.org/about/about.htm. “Hispanic On-line” is a Web portal for the Spanish speaking market. The site can be used to understand the interests and activities of the Latino market. Go to http://hispaniconline.com. Ethnicity: African Americans BET.com, a site affiliated with TV’s Black Entertainment Television and three magazines, is targeting Black consumers. The site hosts areas for urban life, professionals, women, and families. Go to www.bet.com. Another site catering to Black Web surfers is www.ebonyjetmag.com. http://www.marketresearch.com/map/prod/261606.html provides a segmentation of AfricanAmerican consumers to aid in a marketer’s understanding of the unique opportunities and challenges of marketing to this distinctive target group. A good Web portal for the Black consumer is “Black Voices,” which can be found at http://www.blackvoices.com/. Copyright © Cengage Learning. All rights reserved. xxii Academic and Applied Books, Articles, and Web Sites Ethnicity: Asian Americans Students can go to www.asianinfo.org for a list of Asian magazines and marketing resources to gain a better understanding of this culture. Additionally a repository of Asian American links can be found at http://latino.sscnet.ucla.edu/Asian.links.html. http://www.asian-nation.org/index.shtml is site on the history, demographics and issues of Asian Americans including consumption behavior. Religion The following Web site by Dr. Lars Perner of the University of California, Riverside, http://www.consumerpsychologist.com/, tackles many relevant consumer behavior issues such as the potential effect of religion on a consumer’s social and individual buying behavior. Lindridge, Andrew (2005) “Religiosity and the Construction of a Cultural-Consumption Identity.” Journal of Consumer Marketing. Vol. 22, Issue. 3, pp. 143-151, provides insight on the religious influences on consumers. Culture and Ethnicity The Hallmark Web site, located at http://www.hallmark.com/hmk/Website/hallmark_home.jsp, can be used for a discussion about the variety of groups, rituals, and customs celebrated by American consumers. The site could serve as a starting point for a discussion on culture-created occasions and marketer-created occasions. Marketing relevant journals such as the Journal of Consumer Culture, found at www.joc.sagepub.com, contain a wealth of information that illustrates many of the course concepts. Ad-endum is a site that serves as a repository for multi-cultural media websites, http://www.adendum.com/search_engines/ethnic_specific_marketing.htm. One can learn about media planning and buying in multicultural markets as well as telecommunications marketing opportunities to ethnic groups. Instructors may want to visit some of the2008 Fortune Global 100 companies’ Web sites. The following are the names and locations of the Fortune Global Top Ten: Wal-Mart Exxon Mobil Royal Dutch Shell BP Toyota Motor Chevron ING Group Total General Motors ConocoPhillips www.walmartstores.com www.exxonmobil.com www.shell.com www.bp.com www.toyota.co.jp www.chevron.com www.ing.com www.total.com www.gm.com www.conocophillips.com Body Ritual The article “Body Ritual Among the Nacirema” by Horace Miner reinforces the cultural diversity in our world. The article can be used as a starting point for a discussion on cultural diversity and the importance of understanding the unique attitudes and beliefs of the target group. Available at https://www.msu.edu/~jdowell/miner.html Copyright © Cengage Learning. All rights reserved. Academic and Applied Books, Articles, and Web Sites xxiii Jerry Adler writes about body piercing in “Body Art: Marks of Identity at the American Museum of Natural History,” Newsweek, November 29, 1999 (volume 134, no. 22, pp. 74–76). He evaluates the piercing exhibit at the American Museum of Natural History and discusses how the long-suppressed custom of body art is gaining popularity. Social Class Have students visit www.thefrugalshopper.com to view a list of resources targeted to the frugal consumer. The “Robb Report” Web site explores a lifestyle and the associated luxury items for the wealthy. The company presents itself as the leading authority on the luxury lifestyle and includes in its holdings the Robb Report magazine, and Showcase and Luxury Golf Homes & Resorts (“Luxury Golf”). Available at http://www.robbreport.com/. Gender For a study on how men and women use the Internet, go to: http://www.pewinternet.org/PPF/r/171/report_display.asp Gender: Women Former Nike executive Sue Levin has founded lucy.com, a women’s sporting apparel retailer. Instructors can provide Conlin’s short online article to their students, as well as log on to the Web site to discuss techniques lucy.com is using to motivate women to go to the site. See the “Friends of Lucy” network, which is made up of well-known women athletes; tips for busy women on exercise, clothes, nutrition, and relaxation; and the creation of the persona of lucy.com, who is portrayed as an actual woman. “Hits and Mrs.” by Casey Greenfield contains information on women’s increasing use of the Internet, what they want a Web site to do for them, and sites regularly frequented by women. Among the sites discussed are iVillage.com, Oxygen.com, and BreakupGirl.com. The article was published in Yahoo Internet Life, March 2000, pp. 132–135. Some websites cater to female consumers in traditionally male domains. For example: www.femmefan.com is an informational website targeting women sports fans and the stores at www.nascar.com and www.mlb.com offer women’s products to female NASCAR and baseball fans. Gender: Men The article “Guys Who Dye” by Michael J. Weiss in American Demographics, June 1999, discusses the interest in maintaining a youthful appearance by middle-aged menAccording to Consumer Trends Report, male vanity or “manity” is going mass. Men from every demographic group are realizing they won’t lose their machismo by caring about or improving how they look. Since 1992, there has been an 80% increase in the number of plastic procedures done on men. Over the next few years, there will be enormous growth in this industry as men’s desire to achieve and maintain beauty and youth becomes mainstream. See http://retailindustry.about.com/library/bl/02q4/bl_trends2003.htm. . An additional report on the “male vanity movement” can be found at http://www.associatedcontent.com/article/123393/the_rise_of_male_vanity.html Generational Influences Susan Mitchell in Generation X: The Young Adult Market, Library Binding, 1997, presents the U.S. Census data in small doses and shows how the data provide information on spending patterns and trends. The instructor can use this information for demographic background. Copyright © Cengage Learning. All rights reserved. xxiv Academic and Applied Books, Articles, and Web Sites Ann Sutherland and Beth Thompson (2003) Kidfluence: The Marketer’s Guide to Understanding and Researching Generation Y—Kids, Tweens and Teens, includes demographic data and sociocultural trends of young adults born after 1980. Children One area of marketing to children that has received much attention lately is the marketing of fast foods and other unhealthy foods. For a New York Times (July 30, 2008) article on FTC findings on this topic, go to http://www.nytimes.com/2008/07/30/business/media/30adco.html and for Guidelines for Responsible Food Marketing to Children developed by the Center for Science in the Public Interest, Washington, DC, go to http://www.cspinet.org/marketingguidelines.pdf The following Web sites are good examples of companies that are reaching out to the children’s market: Sports Illustrated for Kids Time Magazine for Kids Disney Colgate Kids’ World http://www.sikids.com/ http://www.timeforkids.com http://disney.go.com/index http://www.colgate.com/app/KidsWorld/US/HomePage.cvsp Students could visit these sites and evaluate the techniques the companies are using to gain and maintain children’s interest. For a list of other good websites for kids, go to www.kidsites.com. or www.kids.gov. Teenagers The following website details the difference between marketing to teenagers and other segments of the population: http://www.marketingprofs.com/Faqs/showfaq.asp?ID=158&CatID=3 For information on how to market to teenagers using social networks, see the article found at http://www.marketingpilgrim.com/2007/06/marketing-to-teens-social-networking.html. An other article also looks at how to market to teenagers online and can be found at http://www.businessweek.com/technology/content/nov2007/tc2007117_522831.htm For a list of the 2007 best marketing communications campaigns to teens, go to http://www.nowpublic.com/opinions/design-and-marketing-teenagers-my-top-10-2007-0 Generation Y Ann Sutherland and Beth Thompson (2003) Kidfluence: The Marketer’s Guide to Understanding and Researching Generation Y—Kids, Tweens and Teens, includes demographic data and sociocultural trends of young adults born after 1980. To initiate a discussion about what’s on the mind of Generation Y, have your students visit a site run, made, and started by teens. Go to http://www.student.com/. Generation X Generation X has been traditionally defined as being disenfranchised and disillusioned. However, a new book disputes this image of the generation. Jeff Gordiner,s, 2008, X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking, describes accomplishments of this maligned generation in an entertaining way. Copyright © Cengage Learning. All rights reserved. Academic and Applied Books, Articles, and Web Sites xxv Baby Boomers “Baby Boomer Net” is a Web portal for the Boomer generation. It includes “Cool Links,” the “Boomernet Radio Guide,” and Boomer daily news. Available at http://www.boomernet.com/. Many websites target Baby Boomers, for examples look at: http://www.aginghipsters.com/ and http://www.babyboomers.com/. In addition, there are several books and articles that examine marketing to Baby Boomers. For example, Brent Green’s, 2005, Marketing to Leading Edge Baby Boomers and the article New York Times article found at http://www.nytimes.com/2008/01/06/weekinreview/06duhigg.html both examine marketing to this aging market. 50+ and Seniors The http://www.seniormag.com/business/marketingtoseniors.htm gives an overview of the growing need for marketers to target seniors. Topics such as consumer vulnerability, experience with major fraud, and product/service dissatisfaction among 50+ consumers are addressed at the American Association of Retired Persons site, http://research.aarp.org/research Social Influence The Influence at Work Web site provides students with “a brief introduction for students of influence, using examples from courtrooms to cults, from Aristotle to George Bush, to illustrate the power of persuasion.” Go to http://www.influenceatwork.com/. Word of mouth (WOM) yields an extremely potent influence on consumer behavior. Read “The Buzz Machine” by Rick Martin and Sarah van Boven in Newsweek, July 27, 1998 to see how the Web is affecting the power of WOM on an exponential basis. A look at Sephora’s (www.sephora.com) In Girl Program is a good example of peer-to-peer marketing that has worked well: http://www.internetretailer.com/internet/marketingconference/68439-online-peer-to-peer-marketing-program-winner-sephoracom.html For up to the date information and trends in viral and social marketing, look at David Meerman Scott’s webpage: www.davidmeermanscott.com. He has written several books including The New Rules of Marketing and PR. Lifestyles Instructors could have students examine a variety of lifestyle sites and discuss what they can ascertain about each group from the site. Sample sites included: Veg Source (a vegetarian site) Vegetarian Dating Service Sierra Club (environmental) Harley Davidson owners Barbie doll collectors http://www.vegsource.com/ www.veggiedate.com www.sierraclub.org www.hog.com http://www.barbiecollector.c om/ Some companies have websites that appeal to their target market’s interests and values. For example, Lexus, the luxury automobile manufacturer, recently introduced www.LStudio.com, a website with short episodes starring Lisa Kudrow or written by Sex & The City writers. The content rarely mentions Lexus and the brand is only occasionally shown on the web site. Copyright © Cengage Learning. All rights reserved. xxvi Academic and Applied Books, Articles, and Web Sites Personality This excellent FREE program will help students see which side of their brain they utilize more. It is highly interactive software that gives them an overview of their mannerisms/tendencies. It is an excellent tool to help students see the importance of understanding consumers. The brain.exe program is available at http://www.rcw.bc.ca/test/personality.html. You can have students complete the Keirsey Personality Character and Temperament Sorter at http://www.keirsey.com/. You also can purchase self-scoring tests and descriptions (at reasonable prices) if you prefer to work offline. The materials include temperament, leadership styles, and types of intelligence. A variety of psychological tests are available at www.queendom.com/test_frm.html. Topics include intelligence, coping, concentration, visual memory, extroversion/introversion, leadership, social anxiety, emotional IQ, and other personality tests. The well-known VALS (Values and Lifestyles) survey categorizes U.S consumers into groups based on their psychology and several key demographics. The survey emphasizes and highlights motivations for consumer buying behavior. Try taking the survey with and without inputting your income level to see how results change. Go to The well-known VALS (Values and Lifestyles) survey categorizes U.S consumers into groups based on their psychology and several key demographics. The survey emphasizes and highlights motivations for consumer buying behavior. Try taking the survey with and without inputting your income level to see how results change. Go to http://www.sric-bi.com/VALS/presurvey.shtml Brand Naming – Subjective Comprehension The brandchannel.com site helps to explain the process of naming brands, and establishing brand equity. An excellent article entitled, “Choosing a Powerful Brand Name” is linked here http://www.brandchannel.com/brand_speak.asp?bs_id=122 This article will help students understand the complexity of naming a brand. PART V: CONSUMER BEHAVIOR OUTCOMES Why do consumers engage in risky leisure behaviors, a study on extreme sports by Joan Raymond discusses these consumers, “Going to Extremes”, American Demographics, June 1, 2002 can be found at: http://findarticles.com/p/articles/mi_m4021/is_2002_June_1/ai_88679068. In addition, companies such as X-Sport Marketing have been formed that specialize in marketing extreme sports. This company’s website can be found at: http://www.xsportmarketing.com/ Americans value their pets and marketers recognize the potential in the pet supply market. John Fetto’s article “Pets Can Drive,” American Demographics, March 2000, provides information, including statistics, on consumers’ relationships with their pets. Diffusion of Innovation The following page: http://www.consumerpsychologist.com/#Diffusion explains in very easy to understand terms for students the concept of diffusion of innovation. The author lists some examples to help reinforce to students the key concepts. This website http://www.ciadvertising.org/studies/student/99_fall/theory/millman/Diffusion.htm explains the history of the diffusion of innovation with real world examples. This website would be an excellent resource for students to garner new knowledge on this difficult concept. Copyright © Cengage Learning. All rights reserved. Academic and Applied Books, Articles, and Web Sites xxvii PC World lists the 25 most innovative computer products of 2007 on the webpage: http://www.pcworld.com/article/140663/the_25_most_innovative_products_of_the_year.html and Real Simple magazine lists the 25 innovative problem-solvers on the webpage: http://www.realsimple.com/realsimple/gallery/0,21863,1225693,00.html Symbolic Consumer Behavior The following website http://www.gentleye.com/research/cb/symblcb.html explains the concept of symbolic consumer behavior. There are several links to scholarly articles, which would be an excellent resource for students to write a paper or to learn several facets of symbolic consumer behavior. Learning about Consumers and Their Behaviors The following Web sites offer data on consumer behavior. Check out AC Nielsen Corp. at AC Nielsen Corp. at http://www.acnielsen.com/ Maritz Marketing Research at www.maritzresearch.com Nielsen Media Research, the leading provider of television information at Nielsen Media Research, the leading provider of television information at http://www.nielsenmedia.com/ Consumer Groups The following sites and articles can be used to expand the text material on various consumer interest organizations. The Green Party of New Jersey http://www.gpnj.org ) presents an article on the life of Ralph Nader, founder of the Center for Study of Responsive Law. It is available at www.gpnj.org/nosale.html. Students can read this article to set the stage for examining Nader’s latest issues. Also, go to The Public Citizen at http://www.citizen.org/ and the Nader Page, http://www.nader.org/ Consumers Union is a nonprofit product testing and information organization and the publisher of Consumer Reports magazine. Instructors can access the Web site at www.consumersunion.org for information about current consumer issues. Students could use this information to prepare position papers on these key issues. Action for Children’s Television is a national grassroots organization founded to ensure quality and diversity in television programming for children and adolescents and to eliminate commercial abuses directed at children. The Web site is located at http://www.museum.tv/archives/etv/A/htmlA/actionforch/actionforch.htm. The site recounts the founder of Action for Children’s’ Television and the good it has done. Students could use this information to prepare position papers on key issues. Additional Web sites of consumer groups are: National Consumer’s League Better Business Bureau National Wildlife Federation Environmental Defense Fund http://www.natlconsumersleague.org/ www.bbb.com/ www.nwf.org/ www.edf.org/ The Consumer Review Web site at www.ConsumerReview.com is an example of how word of mouth is being used on the Web. The site provides consumer reviews in numerous product categories. Copyright © Cengage Learning. All rights reserved. xxviii Academic and Applied Books, Articles, and Web Sites Government Organizations Many government agencies look after consumer interests. Some of their Web sites are: Federal Trade Commission––Office of Consumer Protection: http://www.ftc.gov/bcp/consumer.sht. This site provides government regulations regarding many topics, including advertising, autos, privacy, and telemarketing. The Food and Drug Administration: Federal Communications Commission: Consumer Product Safety Commission: The Environmental Protection Agency: National Highway Traffic Safety Administration: www.fda.gov www.fcc.gov www.cpsc.gov www.epa.gov http://www.nhtsa.dot.gov/ Dark Side of Consumer Behavior The American Obesity Association’s website: http://www.obesity.org/ lists statistics on obesity and how it is affecting Americans. They have a section that explains the childhood obesity epidemic that is prevalent in America. This will give students a better understanding of the problem with obesity and help them to understand that marketers need to understand this is a disease no differently then alcoholism. The Centers for Disease Control and Preventions Obesity section of its website at http://www.cdc.gov/nccdphp/dnpa/obesity/ explains the health ramifications of obesity. This site will give students a better understanding of the health issues that come with obesity. Have students go to http://www.cdc.gov/nccdphp/dnpa/obesity/ where the article describes businesses’ responsibility in the obesity epidemic affecting this country. This article could be used as a discussion on why marketers have to be careful when the public/government is looking into reducing obesity. The report available at http://www.iom.edu/Object.File/Master/22/609/0.pdf describes ethical ways for marketers to portray healthy eating and physical activity. This article should give students an overview of the balance marketers are trying to follow in regards to obesity and health. Gambling is becoming a major problem in many areas of the United States. Have students go to http://www.athealth.com/Consumer/newsletter/FPN_4_7.html where they describe the issues regarding gambling and its effect on society. With students having an interest in gambling, it is a good idea to give them the facts to understand that gambling can become an addiction. In addition, the National Council on Problem Gambling website can be found at: http://www.ncpgambling.org/i4a/pages/index.cfm?pageid=1 Identity Theft This is an important topic and one that students should be concerned about from a marketing and personal standpoint. The Federal Trade Commissions’ website http://www.ftc.gov/bcp/edu/microsites/idtheft/ explains the problem of identity theft and how people can avoid it. There are many statistics and information in this site. This Web site http://computer.howstuffworks.com/identity-theft.htm not only explains what identity theft is and how to avoid it. It has several newspaper articles where people have become the victims of identity theft. This would make excellent class discussion. Copyright © Cengage Learning. All rights reserved.