MARKET 1 Lecture Notes - Lecture 14: Materialism
Document Summary
Marketing (promotional side) does not create needs. Promotes the idea of: helping yourself to happiness. This promise of: buy this and you"ll be happier. Marketing research is conducted to find unserved needs before product is developed and promoted. Macro effects of promotion leads to focus on possessions=happiness. Un just reported a 99% certainty that global warming is going to cause this because of human activity. The idea of marketing in a macro sense- if you buy things and they make you happier. If you buy things and they don"t make you happier, and they contribute to other horrible things Tv ad study showed ad viewing led to higher degrees of materialism among children. The whole reason for advertising is to promote growth for the sake of product. Can lead to a higher standard of living (jobs) People who want more produce more and it"s healthier and are more likely to have kids. It"s a very hot topic with the un.
