Social Power

In Chapter 11, social power is described as “the capacity to alter the actions of others.” To the degree to which you are able to make someone else do something, regardless of whether that person does it willingly, you have power over that person.

Referent power
Courtesans
—If a person admires the qualities of a person or a group, he tries to copy the referent’s behaviors (e.g., choice of clothing, cars, leisure activities).




Information power
Eunuchs
—A person possesses information power simply because he or she knows something others would like to know.



Legitimate Power
Generals, doctors, shamans
--The legitimate power a uniform confers wields authority in consumer contexts, including teaching hospitals where medical students don white coats to enhance their standing with patients. Basically, when the station or symbolism of that station holds power over others.



Expert Power
Doctors, shamans, astrologists
--derives from the knowledge one possesses about a content area.



Reward Power
Monarchs, lords
—A person or group with the means to provide positive reinforcement





Coercive Power
Raiders, armies
Brute force

Buying, Using, Disposing

Courtesans Throughout History and How their Purchases Tied Into their Identities

Situational Self Image-- The role he or she plays at any one time—helps to determine what he or she wants to buy or consume. ((examp. A guy who tries to impress his date as he plays the role of “man-about-town” may spend more lavishly, order champagne instead of beer, and buy flowers; purchases he would never consider when he hangs out with his friends, slurps brew, and plays the role of “one of the boys.”))

These dynamics affect the way people think about what they buy. If we systematically identify important.

Phryne was a Grecian hetairai (courtesan) that used her immense wealth from prostitution to rebuild the Athenian wall that Alexander the Great knocked down. People resented this at first because of her profession but later recanted their hesitation and engraved her name on the new wall.

Phryne did not do this simply because of a impulse purchase.  She did it because of the role she was attempting to play. She did it thinking of her identity, her reputation, and the new role she was trying to adopt. People had mixed opinions on her at the time due to her job and her infamous court case. To better her reputation in the eyes of her peers as well as make herself appear to be an activist and a valued Athenian citizen, she rebuilt this wall for the city. The purchase effectively improved her reputation as later writings recall her fondly in contrast to earlier writings.

La Belle Otero was a Parisian courtesan of Greek and Romani heritage. She posed herself as a Spanish dancer and used the purchase of mass amounts of jewels to play the role as a prestigious woman. Though looked down upon, she set trends in France with her glitz-and-glamour outfits that made many housewives jealous. She was written to have worn more jewels than duchesses or queens themselves, catching eyes everywhere.

Decision Making

What do you do when you wash your face at night? The new trend in the global market is multi-step skincare.

Skincare is important for smooth makeup application, signaling for health status, and overall beauty. Many people have hopped onto the bandwagon of Korean skincare products. Why? It is a mixture of cute packaging, Korea's consistent output of natural products into the skincare market, and celebrity influence.




Purchase momentum- When the intial purchase kickstarts even more purchases.






Consumer hyperchoice- Having so many choices that you cannot commit to any!

Cognitive


Habitual


Affective


Self regulation

stufff

Associated Products and Motives in Ancient Times: Guessing Game

Power, Masculinity, Virility

-phallic statues

Located in most regions and cultures! Google it!

-obelisks





Egypt, Assyria, Greece

-larger stature in commissioned statues compared to others

Located in most regions and cultures! Google it!

-weaponry, armor

Japan, many parts of Asia

Security

-horses

Mongols, the Huns, China

-armies

Everywhere!

-women


Asia

-children

China

Eroticism

-scarification


Africa, South America

-paints

Everywhere!

-fabrics, silks

Located in most regions and cultures! Google it!

-fans, slippers, jewels

Everywhere!

-belts

Japan

-headdresses


Victorian England 

-flowers

Everywhere!

Moral Purity

-broken bones

China

-bows

Egypt

Ancient stuff

OREGON TRAIL CHOICES and motivational direction

Chapter 5 covers a lot of things about marketing, particularly choices and how consumers make them. A good analysis to this concept would be to observe it through the lens of migrant Westerners from the America's 19th century period of colonization and expansion.

APPROACH-APPROACH CONFLICT- when he or she must choose between two desirable alternatives.

Situation: Everything is going swell for you wagon train. Where do you want to go, California or Oregon?

CALIFORNIA

or

OREGON

 

APPROACH-AVOIDANCE CONFLICT- when we desire a goal but wish to avoid it at the same time.

Situation: Another wagon train wants to trade with you. Do you trade?

YES, TRADE

or

NO, DON'T TRADE

AVOIDANCE-AVOIDANCE CONFLICT- stress the unforeseen benefits of choosing one option.

Situation: Your Conestoga wagon has a busted axle on the way West. Your team is pretty close, but you risk breaking the wagon irreparably and suffering the winter, possibly even death. You also have a few sick, yet vital wagon members who seem to be developing a more serious illness. You are close enough to a town to buy medicine, for if you don't, their illnesses could develop and all members may catch it, even die.

You only have enough money for one option. Both are desirable. Which one do you choose?

AXLE

or

MEDICINE

Perception Learning and Memory

Stimulus Generalization- Refers to the tendency of stimuli similar to a CS to evoke similar, conditioned responses.

Nubian Archers and their bow reflexes

"Nubia’s elite warriors of the time loosed their arrows from horseback and employed thumb rings to increase the force and accuracy of their shots. In the 8th century Nubian archers fought back Muslim invaders. In their account of the event, the Muslims noted the accuracy of Nubian arrows that drove them away."

Mongols and their horseback archery alongside falconry

Japanese martial artists and reflex training associated with stimulus generalization

Internal Influences

In Chapter 2 of our marketing textbook, sensory marketing is an important key issue that is covered. It relates to how marketers use all of the five human senses in their campaigns to lure customers in (sight, taste, touch, smell, sound). Ancient Grecians and Persians were very familiar in these tactics of marketing, though they themselves may not have called it the same thing.

Sensory marketing relies on the basic logic of getting peoples' attention in any way possible to sell a product or service.





SIGHT- Grecian hetaerai would walk with imprinted sandals leaving contact information in their tracks, which attracted men would often follow. They also  made sure to make themselves up dramatically so that they stood out from other common women. Persian merchants often relied on bright, colorful spice mounds as well as shiny metals like silver or gold to draw customers.

TOUCH- Included in the Grecian service. Persians likely did not allow touch of food products unless they were selling fabrics.

SOUND- Grecian hetaerai would attend male symposium parties to entertain guests with meaningful, stimulating conversation. The better their talk was, the more likely they would gain a new client. Some played music. Persians often hired young criers or relied on yelling to draw the attention of passerby.

TASTE- I don't think either the hetaerai or the Persian merchants fulfilled this factor. I could be wrong, though.

SMELL- Hetaerai would wear heavy fragrances based off of oils or flowers whereas Persian merchants might have done the same, or relied on whatever they were selling to emit the smell (food, etc.)