Chapter 6 The Emergence of New Consumer Patterns (not covered in class)

A Case Study of the Cigarette

            In the 1920’s the United States became the first consumer society with the development of installment buying, the marketing of the automobile, and the start of national tastes through movies and radio. – And again in the 1950s with such things as rapid family income, two car ownership and the emergence of advertising on television.  There were more brands purchases, products became more standard when produced for mass audiences and they become more easy to use.

Moreover, in the 1920s was also known as the women and cigarette movement.  Women were the biggest consumers of not only cigarettes, but all products at the time. So whenever a company was advertising they were making sure to appeal towards women. Although, cigarette companies were advertising to appeal to women, advertising did not create smoking. Smoking got big so then they started advertising more. Even though, women were purchasing cigarettes in many cases during that time it was not socially acceptable for women to smoke. They were even being banned from smoking period at certain places such as college campuses and in railroad cars.  Eventually, that all passed by, but the popularity and selling of cigarettes never got old.  Cigarette companies continued to appeal towards women and use the sex appeal of women to appeal towards men. It was not until 1971 that cigarette ads were banned from television.

Ch.5 Uneasy Persuasion (not covered in class)

In chapter 5 the Historical Roots of Consumer Culture it deals with mainly the intro to manufacturing and the history of consumer goods. The main manufacturing company in the late 1800’s was the Quaker Oats company. They were the first huge business to start manufacturing, selling, distributing, and advertising their product. During this time agencies started buying up yearly advertising spaces in newspapers and would eventually sell these spaces to companies to advertise their product. Shortly after this time period is when fashion became more prominent and name brands became more important to the buying customers.

Furthermore, when first opening a business the chapter also discusses how it is more important to getting to know your customer rather than selling your products. The more you get to know your customer the more they will want to buy off of you in the future. It just so happened that during this time (early 1900’s) the main consumer of all products were females. For this reason the advertising industry started focusing their marketing schemes towards women.

Social Theories in Binge Drinking

1. Exposure- Providing information about health risks involved in alcohol abuse or binging; ie, DUI, STD’s, and fatalities.

2. Attention- Peer presenters provide a commonality with the student population, he/she is my age and can grasp that I am on their level.

3. Likeability- I do not want to face these negative consequences. I want to change my life.

4. Comprehension- Learn the difference between drinking socially and alcohol abuse.

5. Skill Acquisition- Learning new behaviors to help me change unhealthy drinking habits; ie- working out at the gym, attending non alcoholic social events such as the movies.

6. Yielding- accepting the message- If I continue to drink too much my life is going to be out of control. I need to change my drinking habits.

7. Memory- Keeping what I have learned fresh in my mind; example, picture on the fridge (DUI crash).

8. Information Search and Retrieval- Keep new information of topic coming in and revisit the program in the spring to make sure it is on track and working.

9. Decision- Take action, continue to make progress to achieve a healthier way of living. Offer students an alternative to drinking; ie, sports, hiking, school events, movie nights.

10. Performance- Adapting to behavior, hang out with people who drink responsible or leave if any situation starts getting out of control.

11. Reinforcement- Continue being positive. What advantages and rewards have you gaining from this experience; ie, calculate all the money you have been saving from drinking less.

12. Post Behavior Consolidation- Take in all the information you have learned and make it a part of your life. Reward yourself with all that money that you have saved.

Social Theories in Binge Drinking

1. Exposure- Providing information about health risks involved in alcohol abuse or binging; ie, DUI, STD’s, and fatalities.

2. Attention- Peer presenters provide a commonality with the student population, he/she is my age and can grasp that I am on their level.

3. Likeability- I do not want to face these negative consequences. I want to change my life.

4. Comprehension- Learn the difference between drinking socially and alcohol abuse.

5. Skill Acquisition- Learning new behaviors to help me change unhealthy drinking habits; ie- working out at the gym, attending non alcoholic social events such as the movies.

6. Yielding- accepting the message- If I continue to drink too much my life is going to be out of control. I need to change my drinking habits.

7. Memory- Keeping what I have learned fresh in my mind; example, picture on the fridge (DUI crash).

8. Information Search and Retrieval- Keep new information of topic coming in and revisit the program in the spring to make sure it is on track and working.

9. Decision- Take action, continue to make progress to achieve a healthier way of living. Offer students an alternative to drinking; ie, sports, hiking, school events, movie nights.

10. Performance- Adapting to behavior, hang out with people who drink responsible or leave if any situation starts getting out of control.

11. Reinforcement- Continue being positive. What advantages and rewards have you gaining from this experience; ie, calculate all the money you have been saving from drinking less.

12. Post Behavior Consolidation- Take in all the information you have learned and make it a part of your life. Reward yourself with all that money that you have saved.

Social Theories in Behavioral Change in Life

When I was 21 years old I decided to move out to
California. By turning 21 and moving across the country for me meant to transform into complete party mode.  Due to the social variables which were made up of this party atmosphere and the friends that I hung out with, I started going out and drinking just about every night. Even though it was an extremely exciting two years of my life I started realizing that I was not getting much accomplished. I went from going to college full time and playing college basketball to moving out there and dropping out of college. I was not exercising as much and gained about 30 pounds from all the drinking. In addition I was always broke and knew in the back of my mind there needed to be a change. I believe that the reason why I was partying so much was because this was what all the friends that I met out there were doing.  After those two years I took myself away from those social variables which were such a major distraction to me and moving back home. I still love going out and having fun but make sure I have a more balance schedule with work and play. With less social distractions I have been able to accomplish what I set out to.