Fitting In

After going over some of these hilarious comics in class, it was quite surprising how many of these Pathetic Geek Stories I relate to. Most of them are embarrassing stories from the awkward phases we all endure through stages like puberty and junior high.

The comic above stood out to me because we have also been reading the book "Predictably Irrational" and have completed reading "Nudge." Both of these books suggest ways that consumers make decisions and how surprisingly irrational and impulsive we often behave. I think this comic exemplifies those ideas further by showing how many silly, irrational decisions we make based off of social influences and following our possy. I know that I have been guilty of "following the herd" and making certain choices because everybody else is doing it. 

In particular, the comic represents the risky shift effect.* The girls are much more likely to shoplift because the group has decided to have a different persona and get rid of their "nice, quiet, smart geek" identities. By shoplifting collectively, they are each held less accountable for their actions than they would be if they were stealing individually. Which brings me to my next point: they probably wouldn't shoplift individually. The power of the group leads them to make a decision that they would not have made on their own. This action can be referred to as deindividuation.** The group clouds the individual identities and morals and makes the girls perhaps go against their core values. 

Of course, this is just a comic strip. However these ideas of behavior that the comic represents I believe influence nearly everyone in everyday lives. Clouding personal values by becoming a homogeneous group can poison everything from politics to that pair of shoes or new gadget that you just have to have.

*Page 412 Consumer Behavior: Buying, Having, and Being by Michael R. Solomon

**Page 412 Consumer Behavior: Buying, Having, and Being by Michael R. Solomon

Have The Olympics Inspired You?

Despite much criticism about the 2014 Winter Olympics in Sochi, I find myself consumed in the competition. Watching these incredible      athletes compete and reach their lifelong goals is really special to watch. Especially when the athletes are representing our home country. 

While viewing these awesome events that the athletes have trained for their entire lives, I can't help but imagine being in their shoes. I find myself slipping away from my actual self and into my ideal self. Though my goals may not lead me to win an Olympic gold medal, I imagine myself landing that dream job, obtaining that prestigious award or diploma or designing my dream home. 

Perhaps, that is in fact why we enjoy watching competitive athletic events. I feel happy and satisfied  seeing other people achieve their goals and feel a sense of motivation and inspiration. Perhaps we only feel that way when it is our team. When Team USA wins a medal, I feel most inspired. And I certainly relate more with feelings of frustration than joy when a rival team is victorious. My point is to enjoy the Olympics for what they are and let yourself become emerged in their triumph. Let a victory consume you and help you visualize your ideal self reaching your goals. Here are a few great moments captured this winter so far. 

Gender Roles

We discussed gender roles a couple of weeks ago after reading Chapter 5 in our textbook. In class we talked about how it is acceptable for women to act masculine to a certain extent, but it is less acceptable for men to act feminine. Companies must pay special attention if they intend to appeal to one gender. Men in particular tend to be more sensitive to seemingly feminine products. For example, women generally don't have any problems using men's razors or smoking Marlboro Reds. On the flip side, you rarely see a man using Secret deodorant or smoking Virginia Slims.

We can see gender identification in commercials like Dr. Pepper Ten that advertises "It's not for women."

And check out this commercial for a woman's product

The latter commercial is unique because it's selling to a woman, but addressing the man's need for masculinity, creating a gap between genders. Interesting tactic!

XLVIII

The Power of social media is quite amazing. Whether you're scrolling through your newsfeed on Facebook or browsing Twitter, there is no possible way you can't know who won the Super Bowl last night. One thing I have noticed is that people tend to think of their favorite football team as an extension of themselves. Who "their team" is defines them. Last night, whether they were rooting for the Denver Broncos or the Seattle Seahawks, people referred to them as theirs or mine. A few lines I read/heard yesterday:

"Can't wait to see my Broncos take another ring."


"The Seahawks have been my team since day one, everybody else is just getting on the bandwagon."


We also tend to see people defending players like they were their own flesh and blood. Although, of course, most fans have never personally met the players.


"Richard Sherman is a good guy. He's brilliant too - graduated from Harvard."


"Manning still had the greatest season of all time and shattered multiple records."

While it is no secret how much Americans love football, it is astonishing just how much we let it define who we are. Like many consumer behavior revelations, it is absurd how much some people let the sport affect their lives. But then again... most of us wouldn't date a Montana Grizzly.

Cultural Norms

Five weeks of my summer in 2013 were spent with my cousin backpacking through Europe. We were lucky enough to visit eight countries and ten cities. This summer was unlike anything I had ever experienced, and has shaped my outlook this year at school. In Consumer Behavior class, we had a discussion about how socially acceptable behavior varies across different cultures. We spoke about how Japanese women often view plastic surgery as insignificant and our textbook*  offers that Nigerians view larger women as highly desirable. Studying how consumers behave to fit perceived social norms is a topic I find very interesting. I was able to connect our class discussion concepts to many of the behaviors I observed while traveling. 

Here is a list of five social/behavioral "norms" I observed and found far from normal. 

#1 The Netherlands

For the average American consumer, a coffee shop would be the destination of choice to grab a cappuccino. In Amsterdam, coffee shops appeal to another consumer. They are the city's only legal marijuana vendor and thus attract users from across the map. With names like Smokey Palace, Greenhouse Effect, and Happy House, these cafes are not catering to just caffeine addicts.

#2 Germany

Boasting the largest beer garden in the world, Munich and beer are practically inseparable. Many locals drink beer on weekdays, lunch breaks, dates, and business meetings. After visiting Germany for a few days it became clear that the beer gardens serve more of a social purpose than a drinking purpose. Check out these two print beer advertisements. Are they appealing to two different types of consumers or recognizing beer for different consumption purposes?

German ad

American ad

Hirschgarten in Munich

#3 Switzerland

In my opinion, Switzerland is one of the most beautiful places in the world. Unlike many other areas in Europe, you won't be the only one sporting sandals like Chacos or the only outdoor enthusiast in sight. You may think you are hard-core... until you strike up a conversation with a local who base jumps, parasails, and ice climbs at least once a week. The recreational lifestyles reciprocate in their thriving and growing tourist industry. With such breathtaking landscapes, Switzerland is an easy sell to tourists who contribute to its near $16 billion tourist industry.*

Outside Interlaken, Switzerland

#4 Italy

In parts of Italy, the female and male sex roles differ slightly from what many Americans are used to. My experience revealed that the men are just as stylish as the women. Instead of sandals and outdoor gear being the status quo, Italians were in general dressed very nicely with well-fitting quality clothes. Perhaps this is unsurprising as the country is home to high fashion names like Gucci and Dolce&Gabbana. 

Below are some irrelevant (but cool) pictures that I took in Italy.

#5 Spain
While being 15 minutes early in Munich is late, being 30 minutes late in Barcelona is early. The Spanish culture is much more laid back. I found it nearly impossible to accomplish any midday shopping due to afternoon naps called siestas that everyone seemed to engage in. Perhaps as a result, the purchase of goods appeared more frequent in the mornings while restaurants, cafes, bars, and nightclubs were most busy later into the night.  

Whether traveling across the state, country, or globe what cultural differences have you observed? How may these differences affect marketing tactics and buying behavior? Comment below! 


*Consumer Behavior: Buying, Having, and Being. 10th Edition. Michael R. Solomon
**Statistic found at: http://www.swissworld.org/en/economy/key_sectors/tourism/