{"id":71,"date":"2021-01-03T23:32:54","date_gmt":"2021-01-04T04:32:54","guid":{"rendered":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/chapter\/chapter-reflections-3\/"},"modified":"2021-06-11T09:44:52","modified_gmt":"2021-06-11T13:44:52","slug":"chapter-reflections-3","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/chapter\/chapter-reflections-3\/","title":{"raw":"Chapter Reflections","rendered":"Chapter Reflections"},"content":{"raw":"
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Continue Learning<\/p>\r\n\r\n<\/header>\r\n

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    \r\n \t
  1. Watch Dan Pink's Ted Talk on Motivation<\/a>. How do his examples and discussions on incentives challenge our understanding of motivation?<\/li>\r\n \t
  2. Track your consumer purchases for one week: make a list of those purchases that would be considered \"high involvement\" and those that would be \"low involvement\".<\/li>\r\n \t
  3. Think of a PSA, such as a non-smoking campaign, and identify different persuasive messages that could be applied to both Promotion and Prevention goal orientations.<\/li>\r\n \t
  4. Listen to CBC's \"Under the Influence\" episode called, Have It Your Way: How Mass Customization Is Changing Marketing<\/em><\/a>. Discuss how different brands featured in this episode used mass customization to increase consumer involvement.<\/li>\r\n \t
  5. Is your name on a can of Coke? Explore Coca-Cola's marketing campaign<\/a> and discuss this in the context of mass customization as a tool to increase consumer involvement.<\/li>\r\n \t
  6. How can we motivate consumers to eat more...broccoli? Explore this mock marketing campaign published by the New York Times<\/a> to persuade consumers to purchase broccoli and give it the same elite \"status\" that kale has enjoyed in recent years. What motivational techniques are marketers using in this campaign?<\/li>\r\n \t
  7. Watch this vintage recruitment commercial by the U.S. Army<\/a>. How is Maslow's Hierarchy of Needs being used to motivated young men to enlist in the army?<\/li>\r\n \t
  8. Are you familiar with the chocolate bar, Snickers? Take a look at how their commercial advertisements<\/a> focus on a consumer's drive state. Discuss how \"reward\" and \"homeostasis\" are featured in their advertisement.<\/li>\r\n \t
  9. Watch Wieden + Kennedy's \"Old Spice Case Study\"<\/a> to learn more about the Response Campaign and how Old Spice engaged customers with its content thereby motivating a new generation (of mostly female) customers to take notice of the brand. Explore a more detailed history of Old Spice in Cheddar's YouTube video<\/a> and discuss how the brand re-positioned itself and increased consumer involvement through advertising.<\/li>\r\n \t
  10. Interested in learning more about Maslow\u2019s time with the Blackfoot? Martin Heavy Head (Blackfoot Nation<\/em>), wrote two Twitter threads about Abraham Maslow\u2019s time with the Blackfoot. This thread discusses Maslow\u2019s observations about the Blackfoot\u2019s idea of wealth and status<\/a>, and this thread shares the Blackfoot perspective on Maslow<\/a> after his visits in the 1930s.<\/li>\r\n \t
  11. Read this article on How Advertisers Scrambled To Ditch Ads and Shift Messaging During the Coronavirus Pandemic<\/a> and provide your own examples that relate to the changing advertising landscape as a response to changes in consumers' needs, wants, and motivations.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>","rendered":"
    \n
    \n

    Continue Learning<\/p>\n<\/header>\n

    \n
      \n
    1. Watch Dan Pink’s Ted Talk on Motivation<\/a>. How do his examples and discussions on incentives challenge our understanding of motivation?<\/li>\n
    2. Track your consumer purchases for one week: make a list of those purchases that would be considered “high involvement” and those that would be “low involvement”.<\/li>\n
    3. Think of a PSA, such as a non-smoking campaign, and identify different persuasive messages that could be applied to both Promotion and Prevention goal orientations.<\/li>\n
    4. Listen to CBC’s “Under the Influence” episode called, Have It Your Way: How Mass Customization Is Changing Marketing<\/em><\/a>. Discuss how different brands featured in this episode used mass customization to increase consumer involvement.<\/li>\n
    5. Is your name on a can of Coke? Explore Coca-Cola’s marketing campaign<\/a> and discuss this in the context of mass customization as a tool to increase consumer involvement.<\/li>\n
    6. How can we motivate consumers to eat more…broccoli? Explore this mock marketing campaign published by the New York Times<\/a> to persuade consumers to purchase broccoli and give it the same elite “status” that kale has enjoyed in recent years. What motivational techniques are marketers using in this campaign?<\/li>\n
    7. Watch this vintage recruitment commercial by the U.S. Army<\/a>. How is Maslow’s Hierarchy of Needs being used to motivated young men to enlist in the army?<\/li>\n
    8. Are you familiar with the chocolate bar, Snickers? Take a look at how their commercial advertisements<\/a> focus on a consumer’s drive state. Discuss how “reward” and “homeostasis” are featured in their advertisement.<\/li>\n
    9. Watch Wieden + Kennedy’s “Old Spice Case Study”<\/a> to learn more about the Response Campaign and how Old Spice engaged customers with its content thereby motivating a new generation (of mostly female) customers to take notice of the brand. Explore a more detailed history of Old Spice in Cheddar’s YouTube video<\/a> and discuss how the brand re-positioned itself and increased consumer involvement through advertising.<\/li>\n
    10. Interested in learning more about Maslow\u2019s time with the Blackfoot? Martin Heavy Head (Blackfoot Nation<\/em>), wrote two Twitter threads about Abraham Maslow\u2019s time with the Blackfoot. This thread discusses Maslow\u2019s observations about the Blackfoot\u2019s idea of wealth and status<\/a>, and this thread shares the Blackfoot perspective on Maslow<\/a> after his visits in the 1930s.<\/li>\n
    11. Read this article on How Advertisers Scrambled To Ditch Ads and Shift Messaging During the Coronavirus Pandemic<\/a> and provide your own examples that relate to the changing advertising landscape as a response to changes in consumers’ needs, wants, and motivations.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n","protected":false},"author":90,"menu_order":5,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-71","chapter","type-chapter","status-publish","hentry"],"part":58,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/71","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":3,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/71\/revisions"}],"predecessor-version":[{"id":509,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/71\/revisions\/509"}],"part":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/parts\/58"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapters\/71\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/media?parent=71"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/pressbooks\/v2\/chapter-type?post=71"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/contributor?post=71"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/introconsumerbehaviour\/wp-json\/wp\/v2\/license?post=71"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}