Chapter 2 (page 57)

Consumer and Social Well-being

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 Objective of this class
1. Ethical business is good business.
2. Marketers have an obligation to provide safe and
functional products as part of their business
activities.
3. Consumer behavior can be harmful to individuals
and to society.

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Business ethics means….

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What do we mean by this?

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 Assignment 2a
1. Which thing is more important for a business
(business ethics OR Profits or both)? Why

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Do marketers manipulate consumers?

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Do marketers manipulate consumers?

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Do marketers manipulate consumers?

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 Assignment 2b
1. Don’t you think that your chosen organization is
manipulating the consumers?

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Do Marketers Create artificial needs?

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Do Marketers Create artificial needs?

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Do Marketers Create artificial needs?

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 Assignment 2c
1. Don’t you think that your chosen organization is
creating artificial needs for its customers?

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Do Marketers promise Miracles?

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 Corrective advertising?
• Advertising required of companies found
guilty of deceptive advertising by law.
• Such advertising is designed to counter the
incorrect inferences deduced from the
deceptive advertisement.

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Any example of corrective
advertisement

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Are you in favor of corrective
advertising?

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 Assignment 2d
1. Any example of corrective advertising – by your
chosen company?

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 Is this an ethical activity?
Don’t you think that this a way to play with the minds of the
consumers…..

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Example of cause marketing

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 Assignment 2e
1. Is your chosen company involved in “Cause
Marketing” to manipulate consumers to generate
more profits?

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 Green Marketing
green marketing include advertising the reduced emissions associated with
a product's manufacturing process, or the use of post-consumer recycled
materials for a product's packaging

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The dark side of consumer behavior

Consumer behavior can

be harmful to individuals
and to society.

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Consumer behavior can be harmful to
individuals and to society.

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Consumer behavior can be harmful to
individuals and to society.

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 Consumer addiction

Consumer addiction is when a person is,

quite simply, addicted to having to acquire
“stuff” just for the sake of acquiring “stuff.”

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 Consumer addiction

A U.S. woman pled guilty to a charge of

second-degree murder in the death of her
three-month-old son. The 22-year-old mother
lost her temper when her child began
crying while she was playing FarmVille on
Facebook; she shook the baby until it died.

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Promoting Consumer addiction

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Promoting Consumer addiction

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 Assignment 2f
1. Do you think that your chosen company is
promoting “consumer addiction” through its
innovative advertising or marketing strategies?
Yes / no …how ?

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Are we addicted to social media?

Then marketers are getting the

benefit of this addiction by improving
sales through influencers

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Is this an example of “compulsive buying”???

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Do you think that this organization is
promoting “compulsive buying”?

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 Assignment 2g
1. Do you think that your chosen company is
promoting “compulsive buying habits” through
its innovative advertising or marketing
strategies? Yes / no …how ?

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 Three common elements characterize many
negative or destructive consumer behaviors
1. The behavior is not done by choice.
2. The gratification derived from the behavior is short-
lived.
3. The person experiences strong feelings of regret or
guilt afterward.

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 Assignment 2h
1. Based on previous slide, share your personal
experience…….means name of any product that
you bought and used ….

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Anit-consumption ads

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Anit-consumption ads

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 Assignment 2i
1. Don’t you think that your chosen organization
should advertise or promote anti-consumption
ads……does your chosen organization has this
level of ethics?????

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