Exam (elaborations)
2016_Theories of Marketing Mid Exam Question 3
- Course
- Institution
Answers for two questions gain a grade of PASS.
[Show more]
Seller
Follow
MindyR
Content preview
Question 3) Consumer responses to digitization and globalizationThe marketing team of EatBetter, a small NGO operating in the Netherlands is trying to
promote healthier eating in young adults. They have designed the following advertisements
that they want to distribute in school cafeterias:
MACHINES DON’T USE MORE FUEL THAN
THEY NEED!
BE LIKE A MACHINE – ONLY EAT WHAT YOU
NEED!
Maria is a very impulsive person, often guided by her emotions. She is hot tempered and
makes decisions based on individual situations. Marc has a very different personality. He is
unemotional, cold, always tries to make decisions rationally. Friends sometimes call him
“Marc – the computer”.
a) Based on what you learned in class and in the readings about Dehumanization Theory,
place Maria and Marc on the continuum below and explain your answer.
Machines Animals
Marc Maria
Marc
The following analysis places Maria and Marc on the continuum of the Dehumanization
Theory. I begin with Maria.
Uniquely human (UH) traits described in the Dehumanization Theory include: refinement,
rationality, logic and maturity which distinguish humans from the related category of
animals. In this case, Maria is emotional, impulsive and makes decisions without logical
thinking. This can be seen as lacking in refinement, rationality and maturity. In other words,
Maria’s UH characteristics are denied to others. If people are perceived as lacking what
distinguishes humans from animals, they should be seen implicitly as animal-like or
animalistic. Maria’s UH characteristics are denied to others so she is therefore associated
with the view of others as animalistic.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller MindyR. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.18. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
59804 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now