Project 0

Transcript

00:02

Choice&Consumption

00:10

Use psychographic variables to target their audiences (page 242)

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Target audiences based on the choices they typically make in reading habits

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Newspapers

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Examples of target groups

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Trendies- crave admiration from peers

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Examples of target groups

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Cynic- have to have something to complain about

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They target us based on these classifications and the media they think we'll consume based on it.

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Our choices as consumers can also influence the types of consumption available to us

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The kinds of merchandise and services that our community more dominantly takes advantage of will be those that are seen operating in our communities.

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As shown on page 244, the choices we make as consumers can influence the availability of products

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Individualized choice plays a key role in consumption, which may make there more choices if conforming to the "norm", but limits choices for anyone wanting something different.

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These are the same choices that make us easy to target by people using our choices to evaluate where we will reside in media (what newspapers we will purchase)

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One already addressed: when we make a shopping complex based on our needs, we deny the needs of others (245)

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This link between consumer choice and consumption raises a few issues too

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Another issue: we begin to create identities based on the material objects we have available to us

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Consumer's choice of which products to consume control the avilability of products and services, but products and services also have an impact on consumers

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If the community is of lower income, we may see more WalMarts and dollar stores, but if the community is of higher income, we may see more Aeropostale or high end boutiques.

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The products that are available can also influence the population though, through influencing feelings of identity for the self and of your social group (245).

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We form identities for ourselves and our social groups partially through the material objects we acquire and our consumption of media and goods (241).

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