Consumer Behaviour

1.   How might the creation of a self-conscious state be related to consumers who are trying on clothing in changing rooms? Does the act of preening in front of a mirror change the dynamics by which people evaluate their product choices? Why?

2 .  Is it ethical for marketers to encourage infatuation with the self?

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1. Look through a current magazine and select one ad that captures your attention over the others. Give the reasons why.

2. Find ads that utilise the techniques of contrast and novelty. Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers targeted by the ad.

Collect a set of current ads for one type of product (e.g. personal computers, perfumes, laundry detergents or athletic shoes) from magazines, and analyse the colours employed.

Describe the images conveyed by different colours, and try to identify any consistency across brands in terms of the colours used in product packaging or other aspects of the ads.

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