Chapter 7 Consumers and Consumerism

The ABC’s of Brands

Consumers and Producers: n Consumers are people who buy products and services. When enough consumers choose to buy a product or service, that business is able to survive Consumers have the power to put businesses out of business. Large campaign to avoid a certain company or product is called a boycott

Consumer Influence n Success in business is made when many (thousands/millions) consumers making the same choice. n With a partner, list the SIMILAR businesses you are supporting. n Now list some of the businesses and companies that you are not supporting because you support their competitor (i.e. you bought from Wal-Mart rather than The Real Canadian Superstore OR Claire’s instead of Josee’s Handmade Imports).

What Guides Consumer Choices? n What factors do you take into consideration when you spend your money? n Take a second and make a list with the people around you of all the factors you consider before purchasing an item.

What Guides Consumer Choices ?

Mass Consumption: n n Consumption on a high level, using many more products and services than needed, or more than the average person on the planet. Example?

What Issues Arise From Mass Consumption? n n Brainstorm a list n n Some groups and individuals are working at making people more aware of their consumption habits: – –Adbusters: n n Buy Nothing Day (same day as Black Friday) Buy Nothing Day – –Chris Jordan: n n Garbage Art: n n Midway Documentary

nBnBnBnBefore mass production, consumers ordered goods that were made especially for them, or they had very little choice. nTnTnTnToday, producers “guess” at what consumers may want and mass produce a good. Producers who guess correctly succeed – those who guess incorrectly fail. Changing Choices

A Critical Look at Advertising: n Take a look at the following ads jps9ws&feature=related jps9ws&feature=relatedhttp:// jps9ws&feature=relatedhttp:// n Fill in the following chart… FOR ANY TWO of the ADS Who is the audience? What is used to catch the viewer’s attention? What is the message?

A Critical Look at Advertising: n What do you think are the good things about advertising? n What do you think is bad about advertising?

For Advertising: n Inform consumers about new products. n Advertise lower prices so consumers can make informed decisions about the best value. n Advertising gives consumers more choice.

Against Advertising: n Ads can mislead and misinform consumers to make poor choices n Ads are designed to sell not educate (make poor products look good). n Ads encourage dissatisfaction with what you have.

Perspectives on Advertising n What is this cartoonist’s perspective on advertising? n Interpret the cartoon using (STICS): –Symbolism –Text –Imagery –Colour –Size

Adbuster Ads: Think critically about consumerism

Consumers and the Market Economy: n Producers tried to cut corners in what they were producing. n 1962 John F. Kennedy formalized American consumer rights as, –Safety –Information –Choice (no monopolies) –Be heard n In 1966 Ralph Nader wrote a book, Unsafe at any Speed, asking the government to protect consumers. In the Congress passed laws which resulted in stricter regulations on producers n Government had to be involved in this area.

Questions What is a consumer? Why are consumers so important in the market economy? What do people like Ralph Nader want governments to do? What do you think producers think of consumer groups who want more regulations on products – why? What are the responsibilities of consumers in a market economy? What are the responsibilities of producers?