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BSAD 329 Consumer Behavior

Answer these questions like you are writing like a marketing manager.

Provide at least one reference, do not write the questions, provide only answers, and you are encouraged to use additional research/examples in your answers.

• A physician borrowed a page from product marketers when she asked for their advice to help persuade people in the developing world to wash their hands habitually with soap. Diseases and disorders caused by dirty hands—like diarrhea—kill a child somewhere in the world about every 15 seconds, and about half those deaths could be prevented with the regular use of soap. The project adapted techniques that major marketers use to encourage habitual product usage of items such as skin moisturizers, disinfecting wipes, air fresheners, water purifiers, toothpaste, and vitamins. For example, beer commercials often depict a group of guys together, because research shows that being with a group of friends tends to trigger habitual drinking! The researchers found that when people in Ghana experienced a feeling of disgust, this was a cue to wash their hands. However, as in many developing countries, toilets are actually a symbol of cleanliness because they have replaced pit latrines. So, an advertising campaign included messages that reminded people of the germs they could still pick up even in modern bathrooms: mothers and children walked out of restrooms with a glowing purple pigment on their hands that contaminated everything they touched. These images in turn triggered the habit of handwashing, and the project resulted in a significant increase in the number of consumers who washed their hands with soap. How can other organizations that work to improve public health, the environment, or other social issues harness our knowledge about consumer learning and habitual behavior to create or reenergize positive habits?
• New passive monitoring systems allow us to pay tolls automatically or simply show our phones equipped with systems like Apple Pay. Convenient, for sure. But these systems also eliminate the transparency of the connection between the stimulus and the response. As a result we don’t think as much about the costs when we use them. Is this a problem for consumers?
• The Snapchat app provides a way for social media users to share content that disappears after a brief time with their friends. In Europe, Google is fighting an intense legal battle over what some call the “right to be forgotten”; users want the option to dictate to Google whether it will be allowed to display results when people search about them. On the other hand, some people who believe that “information wants to be free” say that if a person posts online it should be with the expectation that the content will be permanent and that you forfeit control over others’ right to access it. Which argument is correct?