Consumer Behavior

Marketing to Multi-Ethnic Consumers – EJD 1024 It’s no longer practical to address the consuming public as one entity. The US is experiencing significant growth in the different ethnicities with each requiring special attention to their purchasing needs. African American, Hispanic and Asian consumers are becoming major purchasers of all merchandise. Manufacturers, retailers and other channel members are employing new strategies to attract these market segments. Interviews with leading representatives of the major ethnicities and a wealth of footage underscore the marketing techniques employed to reach these markets. 2008 ed. 20 min. DVD. . . . . . . . . . . . . . . . . . . . . . . .$160

Consuming Kids: The Commercialization of Childhood – MEF 1047 Examines the multi-billion dollar youth market industry and how it has transformed American children into one of the most powerful and profitable consumer demographics in the world. 2008 ed. 40 min. DVD HIGH SCHOOL . . . . .$165 COLLEGE . .. .$295

Sexual Stereotypes in the Media – FH 1062 Categorizing others is a part of human nature to help organize our reality. But when stereotypes are used to make assumptions about a person’s character and value, they become gender bias or outright sexism. Illustrates some of the commercial, cultural, psychological, and sociological forces that have shaped sexual stereotypes in the media, such as the selling of gender, the myths of alluring femininity and rugged masculinity, Jungian personality archetypes, consensus reality, stereotype threat, body image dysfunctions, and the theory of the male gaze. 2008 ed DVD 38 min $160

Multiculturalism: How Retailers Reposition Themselves to Address Ethnic Diversity - EJD 976 In a time where the “one size fits all” concept no longer serves the needs of all consumers, retailers are making special efforts to tailor their inventories to appeal to African Americans, Hispanics, and Asian Americans along with their Caucasian counterparts. Industry professionals such as the CEO of Phat Fashions, The President of Sean Jean Clothing, the President of Uptown Magazine and CEO of NuAmerica Agency relate their experiences regarding the multicultural retail arena. Their interviews are integrated with footage of their fashion collections, the organizations they represent, and urban centers with the greatest ethnic diversity. 2007 ed. 20 min. DVD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...... . . .$160

Persuasion in Everyday Life – LS 958 This program is like holding a mirror up to your mind. Explore often hidden forces that shape beliefs and judgments. From a guy on a Harley to buying a hamburger, how we frame events influences our judgment and beliefs. The ability to shape perceptual frames is the power to persuade. Explore how the act of comparing things influences our judgment. Learn that we construct mental filters through which we view and explain the world. See how the actions of others influence us. Learn about the placebo effect and discover how belief can have a stronger influence than the actual thing itself. 2007 ed. 25 min. DVD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$120

How Consumers Decide – LS 956 Advertisers know the shortest route to the pocketbook runs straight through the heart and into the subconscious. Are hidden persuaders creeping silently into our minds and shaping our desires? Which leads our decision making – the heart or the mind? How do reason and feelings cooperate in the marketplace? Advertisers and marketers do not need to hypnotize us into buying or send us subliminal messages so we “don’t know what hit us.” All they need is to understand some things about our decision-making process that we don’t even realize. 2007 ed. 23 min. DVD   . . .$120

The Beauty Backlash – FH 1068 With its “Real Beauty” information and marketing campaign, the Dove brand struck a chord with women skeptical of unhealthy or absurd standards of attractiveness. But did the campaign have the widespread impact Dove intended? And what are the implications for the global cosmetics and fashion industries? Investigates consumer reactions against the idealized images of beauty promoted by TV, movies, and glossy magazines, while exploring the complex relationship between corporate strategy and feminine self-esteem. Insights concerning Dove, L’Oreal, and advertising giant Saatchi & Saatchi provide a fascinating examination of socioeconomic issues. 2006 ed. 29 min. DVD. .  .. .$150

The Overspent American: Why We Want What We Don’t Need – MEF 772 Juliet Schor scrutinizes what she calls “the new consumerism,” a national phenomenon of upscale spending shaped and reinforced by a media system driven by commercial interests. Illustrated with hundreds of media examples. (No Preview) 2003 ed. 55 min. DVD UNIVERSITY . . . . . . . . . . . . . . . . . . . . . . . . . . . .$290 HIGH SCHOOL . . . . . . . . . . . . . . . . . . . . . . . . . .$175

Winning Over Even the Most Difficult Customer – CB 776 Discover techniques for dealing with five of the most difficult types of customer situations. You’ll go beyond “service with a smile” when you know how to: Serenely ignore personal insults from angry customers, calm upset customers by showing them you’re their internal champion, and smoothly steer conversations back on track with the “Great-Now” technique. 2004 ed. 20 min. DVD. . .. . . . . . . .$170

Positioning: How Advertising Shapes Perceptions – LS 715 In marketing, perception is reality! Advertisers recognize that changing a consumer’s attitude toward a product is difficult and not really necessary. To “position” or “reposition” how a consumer views a product is much more useful. Today, marketers don’t try to persuade with advertising. Rather, they try to “position” the product so that it is viewed as enhancing the consumer’s life style and self-concept. Positioning is all about changing perceptions, not minds. 2003 ed. 20 min. DVD. . . . . .. . . . . . . . . . . . . . . . . . . . . .$120

Consumer and Organizational Buying Behavior: Researching, Understanding and Analyzing the Customer – CTC 645 Explore the principal research methods marketers use to identify their customers’ wants and needs, including both qualitative and quantitative market research. Learn how differences in buying behavior of consumers and organizations ultimately impact marketing strategy. 1999 ed. 60 min. DVD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$160

Supermarket Persuasion: What Marketers Know – LS 313 A supermarket video tour shows how food displays are carefully planned to direct shopper traffic throughout the store. See how “high demand” items like milk and meat are located to pull shoppers around the store perimeter and past high-profit impulse items. Learn how coupons, end-cap and POP displays are all intended to help fill up the shopping cart. 2002 ed.DVD 23 min $120

Consumer Decision Making & Buying (PowerPoint CD) – CE 739 PP Each day students make many decisions as consumers. Whether these decisions are good or bad, the outcome affects society. PowerPoint presentation will show the cultural, economic, societal and environmental influences on consumer-decision making. 2003 ed. 25 SLIDES . . . .$70

Determining Customer Needs (PowerPoint® CD) – 1102 Customer needs are the motivating factor for companies to create and introduce new products. Discusses the importance of businesses identifying customer needs so they can create and sell those products. Various methods are discussed with examples of each. The presentation also explains the differences between needs and wants, how to overcome customer objections, reading body language, and a detailed description of the sales process. 2009 ed. 43 SLIDES . . . . . .  . .$75

Consumer Rights (PowerPoint® CD) – CE 1145 Explains the Consumer Bill of Rights through real- world examples. Students will examine the laws associated with consumers and will learn how consumer-rights law affects everyone. 2009 ed. 57 SLIDES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$75

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