Transcript How does individual consumer behaviour impact quality of

“Does buying a lot of ‘stuff’ make
you a good citizen?”
“How does individual consumer
behaviour impact quality of
life?”
9.2.5
“How does consumerism
provide opportunities for and
limitations on impacting quality
of life?
Consumer Sovereignty:

Consumers are the kings
or queens of the market
economy because they
have the power to put
businesses out of
business.

When enough consumers
choose to buy a product or
service, that business is
able to survive because
they are making a profit.
Understanding Consumerism:
A consumer is…
 one that acquires goods or services for direct use or
ownership

Consumption is…
 The using up of goods and services by consumer
purchasing or in the production of other goods.

Consumerism is…
 An economic theory that links prosperity to
consumer demand for goods & services…consumer
behaviour is central to economic decision making.


What is Lily Allen’s perspective toward
“Consumerism”?

What is the “fear” Lily Allen is referring to?

How does the song explain the link which
exists between consumerism and quality of
life?
The Fear by Lily Allen
I want to be rich and I want lots of money
I don't care about clever I don't care about funny
I want loads of clothes and I want loads of
diamonds
I heard people die while they are trying to find
them
And I'll take my clothes off and it will be
shameless
Cause everyone knows that's how you get
famous
I'll look at The Sun and I'll look in The Mirror
I'm on the right track yeah I'm onto a winner
And I am a weapon of massive consumption
And it's not my fault it's how I'm programmed to
function
I'll look at The Sun and I'll look in the mirror
I'm on the right track yeah we're onto a winner
I don't know what's right and what's real
anymore
And I don't know how I'm meant to feel
anymore
When do you think it will all become clear
Cause I'm being taken over by the fear
Forget about guns and forget ammunition
Chorus
Cause I'm killing them all on my own little
I don't know what's right and what's real
mission
anymore
Now I'm not a saint but I'm not a sinner
And I don't know how I'm meant to feel anymore Now everything's cool as long as I'm getting
When do you think it will all become clear
thinner
Cause I'm being taken over by the fear
I don't know what's right and what's real
Life's about film stars and less about mothers
anymore
It's all about fast cars and cussing each other
And I don't know how I'm meant to feel
But it doesn't matter cause I'm packing plastic
anymore
And that's what makes my life so rocking
When do you think it will all become clear

What is Lily Allen’s perspective toward
“Consumerism”?

What is the “fear” Lily Allen is referring to?

How does the song explain the link which
exists between consumerism and quality of
life?

There are several beneficial effects of buying
“stuff”, but there are also adverse effects.
With a partner, fill in the chart in TASK TWO
using examples from the song as well as your
own ideas.
Are the consumers
REALLY in control?
The Story of Stuff

https://www.youtube.com/watch?v=9Gor
qroigqM
The Story of Stuff

Planned obsolescence is…
 Stuff designed for the dump!

Percieved obsolescence is…
 Stuff made that makes us believe it is old
when it isn’t

Do these factors place more consumer power in
your hands, or less? Explain your answer.
 They are designed to ensure we want to OR
have to buy more stuff that we don’t
need…so they are taking choice away from
us!!
The Story of Stuff…

What is Annie Leonard’s perspective toward
“Consumerism”?
Are the consumers
REALLY in control?
What Guides Consumer Choices???

It’s payday, and you just cashed your cheque.
You decide to head to the mall to reward
yourself for a hard months work. What are
you going to buy?
– What factors do you take into consideration when
you spend your money?

Listen to the following perspectives – which
ones do you agree with, which ones do you
disagree with? Explain your answers.
What Guides Consumer Choices???
Consumer Influence

Identity…
– We display our identity through our purchases (Music)

Health & Wellness…
– We can demand healthier products, but it may cost more to do
so as it impacts production as well (fresh, travel cost etc)

Jobs…
– Our jobs allow us to purchase more or less goods, but we also
need people to buy goods to make sure we have a job!

Environment…
– We can contribute to or fight against the destruction of our
world based on what we purchase…we need to consider how
the good was produced!

Which of these influences your decisions the most?
Consumer Influence

Bandwagon Effect:


Toytota Environment: http://www.youtube.com/watch?v=C6yDNfHaoYA
Roughriders: http://www.youtube.com/watch?v=fOgx9LoCW3k&feature=related

Emotional Appeal:
– Most Interesting Man in the World: http://www.youtube.com/watch?v=p2SSZA0CjdQ

Glittering Generalities
– Axe Body Spray: http://www.youtube.com/watch?v=I9tWZB7OUSU&feature=related

Plain Folk Appeal
– Excedrin: http://www.youtube.com/watch?v=Q8c2pYBmLxE&feature=related

Testimonials
– Like Mike: http://www.youtube.com/watch?v=b0AGiq9j_Ak
– Jackie Moon: http://www.youtube.com/watch?v=ecqiZn2DDFQ

Scientific Appeal
– Toothbrush Ad: http://www.youtube.com/watch?v=sYJeYSDR5nY
What impact is the consumption of
all our stuff having on our world?
Changing Choices
Before mass production, consumers
ordered goods that were made
especially for them, or they had very
little choice.
 Today, produces “guess” at what
consumers may want and mass
produce a good. Producers who
guess correctly succeed – those who
guess incorrectly fail.

A Critical Look at
Advertising:

Take a look at the following ads
http://www.youtube.com/watch?v=031V-jps9ws&feature=related
http://www.youtube.com/watch?v=d7fe1DclOeY . Fill in the
following chart.
Who is the
audience?
What is used
to catch the
viewer’s
attention?
What is the
message?
A Critical Look at Advertising:
What do you think are the good
things about advertising?
 What do you think is bad about
advertising?

For Advertising:
Inform consumers
about new products.
 Advertise lower prices
so consumers can
make informed
decisions about the
best value.
 Advertising gives
consumers more
choice.

Against Advertising:
Ads can mislead
and misinform
consumers to make
poor choices
 Ads are designed to
sell not educate
(make poor
products look
good).
 Ads encourage
dissatisfaction with
what you have.

Perspectives on Advertising
What is this
cartoonist’s
perspective on
advertising?
 Interpret the
cartoon using:

–
–
–
–
–
Symbolism
Size
Text
Imagery
Colour
Create your own…





With a partner/ group of three, choose a
product that you are going to advertise.
View Advertising Techniques – identify them:
http://www.youtube.com/watch?v=awwIfaWq_q
g
Choose a product to advertise.
Write a 30 sec. commercial (you must write a
script), make sure you use at least one prop.
Perform your commercial for the class. The class
will rank the commercials between 1-5 for
persuasiveness.
Consumers and the Market Economy:


Producers tried to cut corners in what they were
producing.
1962 John F. Kennedy formalized American
consumer rights as,
–
–
–
–


Safety
Information
Choice (no monopolies)
Be heard
In 1966 Ralph Nader wrote a book, Unsafe at any
Speed, asking the government to protect
consumers. In the 1960-1970 Congress passed
laws which resulted in stricter regulations on
producers.
Government had to be involved in this area.
1.
2.
3.
4.
5.
Activities
What is meant by consumer
sovereignty?
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
groups of consumer groups who want
more regulations on producers – why?
What are the responsibilities of
consumers in a market economy? What
are the responsibilities of producers?