The Role of Aristotelian Appeals in Influencing Consumer Behavior
Total Page：16
File Type：pdf, Size：1020Kb
Load more
Recommended publications
-
14 Ways to Get Food and Beverage Brands Into the College Market White Paper
14 Ways to Get Food and Beverage Brands Into the College Market White Paper Presented by: NAM Youth Marketing PO Box 1170 Conway, NH 03818 The Importance of the College Demographic College students keep strange hours and their busy lifestyle impacts their choice of food and beverage purchases. They want food that does not slow them down and adds value to their lives. Snacks that cater to their on-the-go lifestyle are hugely popular among the college crowd, making college students a key consumer segment for the snack industry: “In fact, the serious snacking habits of college students contributed heavily to the $18.5 billion worth of snack sales in US restaurants, vending machines, and mobile vendors that was expected last year.”1 This shows the important role college consumers have on the snack industry. College students have huge spending power when it comes to buying snack food and their food consumption habits are growing increasingly atypical. Shawn LaPean, executive director of Cal Dining at the University of California-Berkeley, explains that “Eating weird is the new normal. If students eat any square meals per day, it might be one. The rest is filled with snacks and food on the go.”2 This trend away from traditional meals and towards increased snacking shows the growing value college students place on convenience. Though college students consume a lot of snacks, competition among snack companies remain fierce. One way to gain an edge over the competition is through collegiate marketing. Consumers between the ages of 18 and 24 spend the highest percentage of their income on snacks and non- alcoholic beverages. -
Consuming-Kids-Transcript.Pdf
1 MEDIA EDUCATION F O U N D A T I O N 60 Masonic St. Northampton, MA 01060 | TEL 800.897.0089 | [email protected] | www.mediaed.org Consuming Kids The Commercialization of Childhood Transcript INTRODUCTION The consumer embryo begins to develop during the first year of existence. Children begin their consumer journey in infancy. And they certainly deserve consideration as consumers at that time. – James U. McNeal | Pioneering Youth Marketer [TITLE SCREEN] Consuming Kids: The Commercialization of Childhood NARRATOR: Not since the end of World War II, at the height of the baby boom, have there been so many kids in our midst. There are now more than 52 million kids under 12 in all in the United States – the biggest burst in the U.S. youth population in half a century. And for American business, these kids have come to represent the ultimate prize: an unprecedented, powerful and elusive new demographic to be cut up and captured at all costs. There is no doubt that marketers have their sights on kids because of their increasing buying power – the amount of money they now spend on everything from clothes to music to electronics, totaling some 40 billion dollars every year. But perhaps the bigger reason for marketers’ interest in kids may be the amount of adult spending that American kids under 12 now directly influence – an astronomical 700 billion dollars a year, roughly the equivalent of the combined economies of the world’s 115 poorest countries. DAVID WALSH: One economic impact of children is the money that they themselves spend – the money that they get from their parents or grandparents, the money that they get as allowance; when they get older, the money that they earn themselves. -
Factors Influencing Youth Customers Buying Behavior of Branded Goods
Factors Influencing Youth Customers Buying Behavior of Branded Goods Rahul Aditya1 and Dr.Vinay Kumar Yadav2 MBA Student1 and Assistant Professor2 Centre for Management Studies, Madan Mohan Malaviya University of Technology, Gorakhpur, U.P. Abstract India is being the highest youth population economy in the world. As we know that Information or a potential customer database is essential to get stay in the market and to develop a competitive edge for the success of any business. This article aims to explore the factors influencing customers buying behaviour of branded goods in Indian market. It is conceptual paper based on secondary data with help of content analysis. The result reflect towards the factors which influences the youth customers buying behaviour in purchase decision making of branded good in India. There are some factors like celebrity endorsement and brand image which influences the Indian youth customer buying behaviour. The key findings of the research may help policy makers and managers in formulating and implementing strategies to encourage purchasing. Keywords-Customer, Consumer Buying Behaviour, Branded Goods and Youth Introduction In today's world, the customer’s demand and the power of the retailers are tremendously growing due to the competitive environment and changing business. It is vital to have a sustainable relationship with customers for the survival and success of producers. Customers purchase products based on their preferences needs and buying power. One of the most striking changes that are visible is the entrant of young consumers who have been taking a keen interest in luxury consumption. This segment of the population is termed as Generation behavior, perceptions and attitudes determine their purchase intentions. -
HASHTAGNATION Marketing to the Selfie Generation
HASHTAGNATION MARKETING TO THE SELFIE GENERATION table of contents A NEW BALANCE OF VALUES-BASED MARKETING FACTORING IN CLOSING POWER GIVES WAY TO NeW CONSUMERISM THOUGHTS UTILITY & ENGAGEMENT 6 12 36 44 4 MARKETING TO THE SELFIE GENERATION WHO ARE PROSUMERS? Prosumers are today’s leading influencers and market drivers — and have been a focus ABOUT THE STUDY of Havas Worldwide studies for more than a decade. Beyond their own economic impact, In early 2014, Havas Worldwide partnered with Market Probe International to survey Prosumers are important because they 10,574 people aged 16+ in 29 markets: Argentina, Australia, Austria, Brazil, Canada, influence the brand choices and consumption China, France, Germany, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, behaviors of others. What Prosumers are Netherlands, Poland, Portugal, Puerto Rico, Saudi Arabia, Singapore, South Africa, doing today, mainstream consumers are likely Spain, Turkey, Ukraine, United Arab Emirates, United Kingdom, United States, to be doing six to 18 months from now. and Vietnam. Our aim was to develop a deeper understanding of the relationship between young people and brands. The survey sample was made up of 20 percent Learn more at leading-edge Prosumers and 80 percent mainstream consumers. http://www.prosumer-report.com. 5 Adolescents and young adults have long been a focus of MARKETING TO marketers — and not just because of their current purchasing power, but because these formative years are known to have a lasting influence on brand preference. Research from RoperASW THE SELFIE GENERATION shows that around age 11, children begin to break away from their parents’ brand choices and experiment with competitor brands. -
Job Description: Digital Marketing Executive Hours Salary
Job Description: Digital Marketing Executive Department: Digital Marketing Executive Hours 3 days per week Salary: £22,000 – 26,000 (pro-rata), depending on experience Duration: Initially until March 31st 2021, possible contract extension Location: Homeworking / Avon Tyrrell Outdoor Centre (Minimum of one day at Avon Tyrrell per week) Purpose of the job As part of UK Youth’s commitment to young people, for over 65 years UK Youth has operated an Outdoor Activity Centre at Avon Tyrrell. Working closely with the Head of Guest Services and Business Development and the MarComms Team, the Digital Marketing Executive will produce creative and engaging digital marketing content across our social platforms and website to raise brand awareness among key audiences, promote the positive impacts of outdoor learning and engage local communities with all that Avon Tyrrell has to offer. Key tasks: • To support Avon Tyrrell’s marketing strategy through innovative digital storytelling; • Collate content to write thought provoking case studies that depict the positive impacts of our programmatic delivery and outdoor learning; • Use data sources such as google analytics data to create innovative marketing campaigns that showcase Avon Tyrrell’s USP and build brand awareness; • Support the development of Avon Tyrrell social media strategies and advertising that compliment charity messaging and build brand equity; • Support dynamic copywriting for website content, to update external web listings and for online adverts; • Create new original video content for YouTube and other social media platforms that encourage visitors to tell and share their stories online; • Grow our social media followers and use analytics to increase engagement and hashtag optimisation and oversee management of social ads; • Lead on collateral design including; graphics for social adverts, e-marketing, digital brochures and on-site banners etc.) ensuring it follows UK Youth’s brand guidelines; • Support photography to help build our image portfolio for new innovative content. -
Full Abstract Book of the Conference
FULL ABSTRACT BOOK 9th MIDTERM CONFERENCE ON EMOTIONS RN 11 “Sociology of Emotions” of the European Sociological Association (ESA) 25th–27th November 2020, online Website of the Conference: https://www.ub.edu/emotions20/ * Please, notice all times are CET. KEYNOTE LECTURES Friday, November 27th, 19-20 pm: Arlie Russell Hochschild University of California Berkeley Battle of Deep Stories and the American Election In any political struggle, one theatre of struggle is that of a legitimating “righteous story.” Focusing on the American Republican right, in this talk, Hochschild will discuss three things, a) the basic right wing deep story of blacks, women, public officials “cutting ahead” in line ahead of rule-abiding, hard-working but stuck line-waiters. She also analyzes the additional “chapters” to this story drawn from current events (eg our chosen leader will liberate us, he is under assault, etc), b) the powerful appeal of the presidential story-teller and c) the steps taken in the presidential reach for power – (incrementalism, adding a lightness to serious norms regarding violence, focus on personal loyalty, etc). She will conclude with ideas for best next steps. Thursday, November 26th, 16.30-18 pm: Amparo Lasén Universidad Complutense de Madrid, Spain Digital Mediations and Inscriptions of Ordinary Affects: Shame and Shaming Our ordinary lives, bodies, memories, relationships, fantasies, desires, affects and fears flow and inhabit different spaces, media and digital platforms, giving rise to narratives, self-(re)presentations and interactions shaped by a networked shared agency of heterogeneous participants. A networked collective of people, devices, corporations, and institutions take part in the production and archiving of digital inscriptions, which materialise our emotions and contribute to the configuration and inscription of our bodies, habits, and abilities. -
The Uk's Top Brands According to 18
REPORT 2014 THE UK’S TOP BRANDS ACCORDING TO 18 24s Youth Communications Partner Sponsored by 6 INTRODUCTION 7 METHODOLOGY 8 FINDINGS 10 MEET THE CONTRIBUTORS 16 YOUTH 100 RESULTS 18 ALCOHOLIC DRINKS 20 APPS 22 BEAUTY & PERSONAL CARE SHOW US YOUR BRIEFS 24 CHARITIES & CAMPAIGNS 26 EDUCATION 28 FASHION 30 FAST FOOD & RESTAURANTS 34 GRADUATE EMPLOYERS 36 GROCERY 38 HAIRCARE 40 HOME & STATIONERY 42 INTERNET 44 LIFESTYLE & ENTERTAINMENT 46 LUXURY 48 MEDIA 50 MOBILE & ISPS 52 MONEY & FINANCE 54 ONLINE SHOPPING 56 RETAIL 58 SNACKS & CONFECTIONERY 60 SOFT DRINKS 62 SUPERMARKETS 64 TECHNOLOGY THE YOUTH COMMUNICATIONS AGENCY 66 TRAVEL T: WWW.THINKHOUSE.CO.UK TWITTER.COMTHINKHOUSEUK FACEBOOK.COMLOVETHINKHOUSE 3 Youth 100 A5.indd 1 09/10/2014 11:48 you want to reach The digital student card of young helping hundreds of people each month? retailers drive sales There are endless campaigns we can build together... Talk to us about increasing your student If you want to become a friend of Do Something, conversion by up to 50% say hello @DoSomethingUK or pay us a visit at uk.dosomething.org email [email protected] or phone 020 3095 1492 vInspired registered charity no. 1113255 Introduction This is the third year of the Youth 100: The UK’s Top Brands According To 18-24s. Already in its short life this research has Talking about the appeal of the Youth 100 grown to become a must-read among recently, one marketer said: “All brands marketers interested in the youth audience. are self-obsessed! They’re desperate to INTRODUCTIONIt has brought insight and raised eyebrows. -
Research Essay Cover Sheet
Research Essay Cover Sheet Subject Name Marketing and Media in Global Context Subject Code MECM90034 Student Name Juan Wei Student Number 807199 Tutor Karin Zhu (Friday 3.15pm) Word Count 2699 Table of contents Introduction·············································································3 Young People as Consumer··························································5 Young People as Media User························································7 Key Communication Tactics-Message·············································9 Key Communication Tactics-Media···············································11 Key Concerns about the Tactics····················································13 Recommendation·····································································15 Bibliography···········································································17 Appendix···············································································19 2 Brief Research for Youth Marketing A Segment Which is Over-Commercialised by Marketing Introduction Since the buying power of children increased significantly, it continuously appeals the attention from marketing to reach this valuable segment with skilful communication techniques through various media platforms (Advertising Education Forum 2012, p. 12). In recent decades, the youth marketing reveals an over-commercialised situation. From traditional marketing to digital marketing, business is now concentrating on integrating the full-sides of media and message strategies -
Staging Poetic Justice
臺大文史哲學報 第六十五期 2006年11月 頁223~250 臺灣大學文學院 Staging Poetic Justice: Public Spectacle of Private Grief in the Musical Parade Wang, Pao-hsiang∗ Abstract This paper makes inquiries into the 1998 musical Parade by playwright Alfred Uhry and composer Jason Robert Brown, based on the historic case of Leo Frank, a Jewish industrialist from New York running a pencil factory in Atlanta and accused of murdering the 13-year-old girl Mary Phagan in 1913. How can the thorny case be represented with any fidelity on stage when all the facts have not come to light? What can a theatre researcher contribute to or comment on a controversial production of a reproduction of a historical incident that has never ceased to produce great furors over the past 90 years? In the absence of irrefutable legal evidence that could close the case and in the face of contending camps that claim justice on each side, the author will stay above the litigation fray and distance himself from any attempt to pass judgment on the innocence or guilt of people involved in the historic case. Rather, the paper first probes the context surrounding the case, including war, class, race, and to a lesser extent, sexuality by examining it from the perspective of historical legacy, such as the post-bellum South reeling from the repercussions of the Civil War defeat, the regional animosity between the highly industrialized North and New Industrial South, the class antagonism of management and labor in the pencil factory, the ethnic strife between blacks, whites, and Jews, and the conventional bias against the perceived sexual perversion of Jews and blacks. -
Emotions As Objects of Argumentative Constructions
View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by RERO DOC Digital Library Argumentation (2010) 24:1–17 DOI 10.1007/s10503-008-9120-0 Emotions as Objects of Argumentative Constructions Raphae¨l Micheli Published online: 18 October 2008 Ó Springer Science+Business Media B.V. 2008 Abstract This paper takes part in the ongoing debate on how emotions can be dealt with by argumentation theory. Its main goal is to formulate a relationship between emotion and argumentation which differs from that usually found in most of the literature on the subject. In the ‘‘standard’’ conception, emotions are seen as the objects of appeals which function as adjuvants to argumentation: speakers appeal to pity, fear, shame and the like in order to enhance the cogency of an argument which bears on something else—whether it be the validity of a disputable opinion or the opportunity of a course of action. According to the ‘‘alternative’’ conception which I propose to consider, emotions themselves may be viewed, in some cases, as the very objects of argumentation. This conception lays emphasis on the arguability of emotions. Drawing on insights from current psychological and philosophical theories, it involves a reassessment of the Aristotelian concept of pathos, as well as an in-depth critical discussion of normative and descriptive approaches to emotional appeals. Keywords Argumentation Á Cognition Á Emotion Á Pathos Á Rationality While it has long been adequate to label emotion as the ‘‘poor relation’’ of argumentation studies, an overall view of the current state of the field suggests that the situation is undergoing rapid change. -
Emotionally Appealing Ads May Not Always Help Consumer Memory 7 January 2021, by Phil Ciciora
Emotionally appealing ads may not always help consumer memory 7 January 2021, by Phil Ciciora appeals on consumers' memory has always been a bit unclear," Noel said. "So we examined the impact of different aspects of emotionally arousing ads on memory. Why did we focus on emotion? Well, in the majority of business-to-consumer ads that are crafted to drive sales, eliciting emotional activation, or arousal, plays a critical role." In three experiments using print and video ads from different English-speaking countries, Noel and co- author Hila Riemer of Ben Gurion University of the Negev tested the moderating roles of retention time and the fit between the emotional arousal communicated in the ad and the ad claim. All experiments used combinations of low- and high- Emotional appeals in advertisements may not always emotionally arousing ads. help improve consumers’ immediate recall of a product, says a new paper co-written by Hayden Noel, a clinical The researchers found that when the level of associate professor of business administration at the emotional activation elicited by the ad doesn't fit the Gies College of Business at Illinois. Credit: Gies College ad's claim, then the message conveyed ultimately of Business doesn't stick in the consumer's mind. "It's an examination of boundary conditions under which you can maximize the use of emotional In almost all successful advertising campaigns, an appeals," Noel said. "And the role of retention time appeal to emotion sparks a call-to-action that shows that low-arousal stimuli are better motivates viewers to become consumers. -
Logos Ethos and Pathos
Logos, Ethos, and Pathos Whenever you read an argument, you must ask yourself, “Is this persuasive? And if so, to whom?” There are several ways to appeal to an audience. Among them are appealing to logos, ethos, and pathos. These appeals are prevalent in almost all argument. Definitions Logos The Greek word “logos” is the basis for the English word “logic.” Logos is a broader idea than formal logic—the highly symbolic and mathematical logic that you might study in a philosophy course. Logos refers to any attempt to appeal to the intellect, the general meaning of “logical argument.” Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos. Yes, these arguments will call upon the writers’ credibility and try to touch the audiences’ emotions, but there will more often that not be logical chains of reasoning supporting all claims. Ethos Ethos is related to the English word “ethics” and refers to the trustworthiness of the speaker/writer. Ethos is an effective, persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what he/she has to say. For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what he/she is talking about. Likewise, when a judge comments on legal precedent, audiences tend to listen because it is the job of a judge to know the nature of past legal cases.