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Our Everyday Idols

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by

Wei Min Lim

on 23 June 2013

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Transcript of Our Everyday Idols

Our everyday idols
Introduction
The programs stimulate social acceptance in customers
The programs enhance consumers self and social identities
The programs are directly aimed at viewers' emotions
The programs can be educational, teaching a variety of life skills
Group
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Member
Member
Member
Member
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(cc) photo by theaucitron on Flickr
(cc) photo by theaucitron on Flickr
copy paste branches if you need more....
–Responsibility of the Government
•legislations or rules to protect consumers
•consumers has access to know the information about the product
•consumers have rights to voice their opinions on major marketing decisions.
–Responsibility of the producers and marketers
•They should set ethical guidelines
•do not promote the inappropriate use of potentially harmful products
•avoid negative stereotyping, for example, against women, minority racial groups or homosexuals.
These values can impact how the viewer may portray a television show
- some images shown may be considered morally wrong from
a person who comes from a totally different culture and had
strong standard of no drinking etc.

reality television shows and their effects are very much dependant on the viewers desires and motives. Each reality fulfills certain desires like power or influence, travel and a certain living lifestyle.
–Responsibility of the viewers
•form or join consumer organizations such as consumer association.
•Newsletters, articles and information will be provided
•Make sure they have the knowledge and are aware of consumer issues.

–Responsibility of the Media
•media literacy
•shows and advertisements are mostly manufactured and fabricated. Especially reality TV shows.
•The more capable the viewers in understanding this, the wiser they will be when they make purchases.
Recommendations
Concept:
Hemispheral lateralization/ Split brain theory
- Left brain
- Right brain responsible for non- verbal,
timeless, pictorial and holistic information
processing.

Viewing television were fairly passive
Impacts of Viewer's Involvement in Reality Shows on Their Perceptions
Stimulus discrimination When contestant uses a product in his dish and got highly praised by judges, it unconsciously creates an illusion in consumer’s mind that it is good and they should buy it.

3. the programs are directly aimed at viewers' emotions
- often, the 'real life' scenarios are actually exaggerated
re- enactment, designed to affect the viewer emotionally. The
addition of dramatic music and clever editing also affects the
viewer.
- viewers feel connected to the show based on emotions, thus
their purchasing choices will also be influenced in the same way

4. the programs can be educational, teaching a variety of life skills
- for example, MasterChef teaching cooking skills
- viewers are also drawn into the educational aspect
- viewers feel that they need to buy products so that they can
improve their skills

5. In each episode of Masterchef, contestants would promote a particular product by using and competing with a variety of dishes. It helps to create the perception that this product can be used at different cuisines with different flavors and touches to the dish. These create repetitions of the products. Duration of the product shown was shortened when presented by different contestant.
The influences of Reality TV programs on consumer purchasing decision
1. the programs stimulate social acceptance in customers
many of these shows are competition based, which creates a team mentality among viewers, who will support a competitor based on likeability.
Thus viewers identify themselves with the products and services associated with the program, based on this emotional response.

2. the programs enhance consumers self and social identities.

3. Uses of repetition to decrease the process of forgetting the product aired in the program as it enhance relationship between conditional and unconditional stimulus. Eg. Masterchef Australia


The influences of Reality TV programs on consumer purchasing decision

The Real Sex and The City Girls
In the recent years television has become a big hit amongst Australian Television viewers.

Question? What reality television shows have you watched?
Reality based TV shows provide a more effective media platform as they have a higher success rate while lower cost almost as low as half of the conventional television shows.
Doris
Felix Lam
Gan Jay Xin (31212264)
Rahim (31046982)
Chua Chiew Shing (30969288)
OUR EVERYDAY IDOLS
Repetition
http://www.youtube.com/watch?v=5NFP0TKPpJ8&feature=share
Stimulus Generalisation
Viewer's involvement intensity level impact their perception.
- tagline of an advertisement can be a catalyst for your
involvement with the information.
Viewers perception can be influenced by the level of involvement on information search of the contestants.
- singing and dancing skills
- background of the contestants
- attitude formations (personalities of contestants)

Highly involved viewers tend to use more attributes to evaluate contestants than the less involved.


Viewer's Involvement in Reality Shows Impact Their Perceptions
Viewer's involvement is now recognise as a casual or motivating factor
- drives attitudes
- influences viewer's decision making

For example: American Idols
- Voting for or against the contestants

Evoked by the stimuli
- singing skills
- talents
- physical appearance of the contestants


Viewer's Involvement in Reality Shows Impact Their Perceptions
Question:
Class values and different cultures in the class?

Social values are certain qualities and beliefs that are shared within a specific culture or group of people.
- religious
- economic
- political, etc.

The commonly held standards of what is acceptable or unacceptable, important or unimportant, right or wrong

The Case Issue: what is the impact of reality TV based shows on social and cultural values?
Thank you
Advertisers often promote in campaigns = remain fresh with changing variations

Marketers can place their products in the program and force audiences to view the products every day

Learning occur through repetition

- eg using ARTISON’s kitchen appliances during master chef Australia TV program

show=unconditioned stimulus that engenders positive feeling and excitement (unconditioned response) in the viewer Brand product insert into Show after repeated exposures an excitement response in the viewer

Viewer learns to associate the brand product = positive feelings
Positive reinforcement:

an effective implement to help shape and change behaviour

works by presenting a motivating item to the person after the desired behaviour is revelled, making behaviour more likely to happen in the future

Negative reinforcement :

when a certain stimulus/item is removed after a particular behaviour is exhibited the likelihood of the particular behaviour occurring over in the future is increased because of removing/avoiding the negative stimuli

should not be thought of as a punishment

Customer Satisfaction:

Marketers use the concepts of consumer instrumental learning when they provide positive reinforcement by guaranteeing buyers satisfaction with the product, service and the total buying experience
Involvement Theory

which assumes that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the purchase.

Reality TV programs viewers as a role players = high personal relevance and engage in limited information processing when the purchase is in low personal relevance.

Classical Conditioning Theory- Repetition
Instrumental Conditioning Theory
Discussion questions
A. How can the principles of classical conditioning theory and neo-pavlovian theory be applied to the development of the marketing strattegies?

B. How is the classical conditioning concept of repetition applied to advertising?
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