What it is that you are interested in consumer the consumerism though is a political and social

idea all right it is a way that we structure our lives and essentially what it does is it encouraged
us it encourages us to buy more and more and more alright do you really need another pair of
shoes you already got 15 and like but this ones got like a nice buckle on it right or it's cute and
white or it's got a kitten heel right or do you need do you really need another pair of sneakers
do you yes yes I do I need all 50 of them so consumerism completely different concepts right so
this is something that as a society as a country is decided where they want to go it leverages the
ideas behind why we buy right so today I want to discuss how different disciplines outside of
marketing look at consumerism right and the reason why I want to look into this is because
particularly in business we like to **** on all the other disciplines oarts you're ******* useless
history why do I care about what happened before or sociology why should I care what's
happening socially around the world that doesn't mean to go into right and they were going to
discuss how different disciplines you consumers and a question that was raised is what is the
relationship between consumerism and capitalism So what did I say what is the relationship
between consumerism and capitalism there is no capitalism without consumerism all right the
two are inextricably inextricably linked must be connected so we're going to start off with a nice
in light discipline evolutionary biology anyone here have a background in biology yeah because
there's too much so I just want to do a little bit of each one so we start to understand our
understanding of consumerism because without consumerism advertising doesn't exist all right
without advertising sorry without consumerism we as advertisers don't have a job
fundamentally and that's why it's important for us to understand the mechanism behind why
we get to exist so evolutionary biology takes a look at how the human species has evolved
overtime alright from when like we couldn't walk to now what we look like today is that humans
have different systems that evolved in our brain since the very beginning and those motivational
systems are still in our brain today alright years ago here right 3 graphs so far some of those
motivational systems include another one of those motivational systems is reproduction having
kids another one this motivational system is keeping those kids alive right so there are always
very basic look at and if we take a look at each individual one we have entire industries devoted
to that right there's an entire industry around finding a relationship right you've got hinge you
got bumble Tinder Madison you know Madison is what you use to go cheat on your partner and
it's filled with other people who are also married and want to cheat on their partners to help us
find somebody to share then industries dedicated to keeping that person right Valentine's Day is
an entire manufactured holiday designed to be like oh right the person I've been living with for
like decades I gotta tell you I care about you otherwise I forget right we have entire industries
around gift giving around going on dates on how do you impress a date we have I know how to
talk to women so like sometimes to me can't hold woman life those are kids fancy word for
children right what's needed what kind of industries exist around keeping your kids alive school
hospital daycare baby products all the various these industries that we move from these
motivational systems billions of dollars only because from the moment that like you began to
evolve this is not new to our society if we then look at neurobiology like I said nice and light
neurobiology which takes a look at how different parts of our brain light up when we think
about things or when we see them hey so we can say because we have mapped out what parts
of our brain are related to what or we love that brand because the areas of our brain that are
associated with emotions light up now doing these kinds of studies is very difficult and very
expensive we're talking close to essentially to do about 10 or 15 people is about $1,000,000 so
there are very few of these studies going to spend $1,000,000 on that **** but from what we
do have it is interesting so imagine that we only look at consumerism and that's it that's all we
know I want you to get into groups and I want you to figure out what conclusions would
become too about consumerism if you only looked at it through evolutionary biology and
neurobiology you know nothing else OK stop I love all the talking 'cause it means you got lost
we will come to about consumerism if we only look at evolutionary biology and neurobiology
we are little bottle of milk with nourishment with enjoyment right with being full as we grow up
and as we become adults we might assume see that same physiological sensation with a bottle
of beer'cause it's going to activate the same spaces so looking at evolutionary biology we can
say that their own there's always going to be some needs that will need to be filled industries
that would never die and we will always always be consumers those specific needs always. Yes
evolutionary biology state that it is in our nature to buy we have no choice it states that if you
are a human being then you must is that not an interesting concept you have no choice in this
it's very deterministic there is no free will there is no choice since we are human beings we
must buy whether we like it or not that's a very interesting concept for us as advertisers right
this assumption that we could not exist as human beings unless we purchased so our
fundamental existence on this planet is to buy and that automatically very much connects with
capitalism great that's not a communistic thought but the capitalistic thought so I want you to
keep these ideas in mind as we progress OK if we take a look at lemon or something from value
village they actually play with peoples emotions they manipulate them and commercialization
of peoples at erections and in a negative way so actually they want them the people who buy
their products doesn't matter it makes sense to them but they want their business should be at
the top people if we have something I really love to know your conclusion if we have something
like the Blackwell model that says look at all of these interactions and all these different things
that influence you then what those models do is commercialize and commoditize every social
direction you have who says there must be why why did he buy things for kids modify why did
he say that you are only a good bomb if you find educational start telling you things about
whether or not you are good or bad based on what you buy and then that means that the gifts
that you get are reflection of how well your partner knows you forget the fact that they do the
dishes every day pick up the kids and take him to wherever the **** they go **** that if this
person doesn't know that you like theatre or that you specifically like action movies well then
they don't know you why do we take one over the other as the evaluative moment that's
basically playing with an individual psych in order to influence their decision to buy or not to
buy an hence parking or or differing or converting into an action in terms of an impulse yes yes
the reason why we don't evaluate whether or not our partners are good based on like whether
or not they are there for us emotionally or whether or not they are loyal or whether or not they
take care of the kids well is because there's no money in that there is no purchase in that but if I
tell you that you are a good mom or dad because you buy educational toys or that you are a
good romantic partner because you bought a Valentine's baseball weekend or you bought
flowers biology and evolution evolution biology and newer biology tell us that we must buy the
deterministic idea then psychology sources tell us how we buy and why we buy and that it can
be influenced so the first two disciplines lay the groundwork that we must buy as a capitalistic
system psychology builds on that and then says we can influence those purchases and so
advertisers are like huh so I could create a 30 second ad and make you think differently about
yourself and get you to buy my **** versus their **** are we starting to see how this builds
how this changes things yes or no will you go back to it got it we're going to take a small brain
break I wanted to process and then we'll come back to this OK alright psychology the most
influential it makes sense because psychology is the study of the individual and consumers are
individuals and there is no way on this planet that we could go through all of the theories that
have been important from psychology into advertising but there are a few that I want you I
want to point out for you so the first is the theory of reasoned action and here we see a process
right evolutionary biology and new biology stay that we have to buy as humans have to
psychology says not only do you have to buy but it turns out that we can find patterns of buying
across people logical process we intend to behave you are here because you intended to show
up other people did not intend to show up so they are not logical that's why they always say if
you have a goal you need to create a plan me no goal is gonna be attained the next concept we
have looks obscenely complex but I guarantee you you've discussed all of this in your own
respective undergrads you just like we did not know that it was named this alright the angle
black will Blackwell model is this big model that explains the different factors that come into
play when we bought all right so we're going to look at this piece by piece so don't get confused
and overwhelmed piece by piece and you'll start to realize you've read this a million 1/2 take a
look at information processing that second column alright just here forget about the rest alright
it says that when we are given information close to that information whether that's an ad or
something else and then we have to pay attention to it then we have to understand it and then
we have to do something about it no right it's fairly self-explanatory move to the middle one
problem recognition alright this is how we make decisions you realize that **** I need to find a
job right that's your problem I need to find a job then you start searching for how the hell you
get a job in this economy and in this then you go find out I can be a part time I can work for cash
underneath the table again anything new to you no no a very competent looks very complicated
super bloody take a look at like the last three columns it essentially says the way that we make
all of these decisions is influence it's influenced by your family it's influenced by your friends it's
influenced by this society that you are a part of so how you would make your purchases if you
grew up in a communist country would be very different from how you made your purchases if
you grew up in a capitalistic country right again any of this new to you you learned all this stuff
in like basic introductory marketing or introduction to business but I likely would have spent a
week on each of them and moved on and then no one ever told you that it's the same *******
model alright so that is 1 model that explains a lot of things that influence so I know that we say
that logical we have a problem find things to like solve that problem then we fixed up humans
are emotional and if humans are also emotional then emotions must be a part of that process
and so he created was known as the impulse shopping model right so that when you are
standing in like align and Abou that looks yummy that's a purely emotional response right that
wasn't like oh I'm hungry let me look at this I'll look at what's available and choose right that is a
very emotional is a reminder right is when you are walking through a grocery store and you see
something all right we don't have enough of that I'm gonna go buy that alright so from this
reminder impulse buying grocery stores created displays so when you take a look at an island a
grocery store imagine this is an aisle this is called the end cap and this be the end of the
******* I'll nothing here but then they were like if we can make this pretty at the end of each
IO then people might want to buy more from this I'll so you would design the end cap on either
side going to grocery store take a look at how their design exactly if I go into hungry I'm buying
all the ships in the cookies and then so reminders are ways to capture our attention to be like oh
you don't have enough cereal at home or hey you might need more toilet paper just by the end
cap then we have something that's called 8 suggestion impulse buy this is when you just walk
through the aisles and you see something like oh I could use that you did not think about it
before and so as a result of suggestion impulse buying our checkout line have you come longer
and filled with things to buy right think of home sense think of winners right while your standing
in line you are surrounded by on either side things that are like 3 or $4 right it's water it's juices
pops candies things that are emotional there like cool I guess I'm hungry I got you on that again
here's another way how is psychological theory changed how you buy in a grocery store and
finally a plan in post so this is when you know that you need lots of Kraft dinner is the main
thing that you need is the main thing that like your kids eat for like dinners or whatever and so
or so like when I was a student my full day meal would be 1 box of Katie yeah that's all that I
would need is 1 box of KD for the full day and I just I would break it apart into three pieces into
3 chunks that was my view broke student but now they have the ******* box I tried it the other
day I was like what is this alright so now we've got the ideas that are psychological theories that
we put in place in change the physical environments that we're in to get us to buy more
consumers and this one we've discussed this before yeah we need yes yes it's a big last word do
I like this theory can someone tell me from our previous discussions what's wrong with this
theory problem is that also being psychological correct so Matthew's theory of needs which
says that there are certain things that we need and therefore we must buy says that it's a
hierarchy but it says you must buy your house before you get training which no longer applies
what were some other issues I had with this theory the memory is neurobiology so find OK so if
we go back to the previous here how can you have something that is planned and an impulse
that seems like it cancels each other out yeah so in this case what you're saying is that the
purchase itself is an impulse and that's what makes it important to the fact that its plan is that
you know that you always need it and so you look for it when it's on sale so that's how how
makes it a planned idea but because you are not saying no matter what I'm going to go buy
Kraft dinner that would be a plan no matter what no matter what the price I needed I'm going
to buy it but the fact that you're like it's either or that's what makes it the info whether or not
you buy it what else was the issue in this theory how was the data collected for this theory John
to remember was it lots of people were a few people a few who were those people in relation
to maslow exactly right so when Maxwell created a theory he interviewed 20 people 20 and
those twenty were his old white rich PhD friends does that sound like the majority of the
population though so why is a huge theory that is based on 20 old white Ridge dues all of us by
illogical consumerism now last week you created your 18 questions yes yes yes right now i need
you to go an