Deck 17: Ethics, Social Responsibility, and the Consumer Society

Question 1

Which is likely to be more effective-marketing baby carrots to young consumers or to parents of young consumers? Why?

Answer 1

Baby carrots are marketed as junk and quick snacks in a flashy big covers. The marketers have used vending machines, fun games and app, social media sites, TV commercials to promote baby carrots. It would attract the young consumers more than parents of consumers.

Question 2

Why is balance needed in decisions that involve social dilemmas and temporal dilemmas?

Answer 2

Individuals are often faced with dilemmas in life. These can be as follows:
- Social dilemma : The difficulty in choosing between self-interest and common interest or other's interest is social dilemma. One example could be of a person confused between buying a house and saving for future for children's need.
- Temporal dilemma : As the name says, this talks about the indecisiveness regarding timing. The individual should sacrifice his present need for future needs or vice-versa.
This is common among almost every consumers and marketer. One needs to focus on the right and required decision.

Question 3

Does the marketing of baby carrots raise any social or temporal dilemmas?

Answer 3

Baby carrots raised social dilemma over preference like junk food.
- Social dilemma is a situation when individual is unsure about the preferences. For example, career or family.
- The marketers were unsure about the preference by consumer to baby carrot like that of snack and junk food.

Question 4

What is deviant consumer behavior, and is it always unethical?

Question 5

Is there a potential "dark side" to marketing baby carrots as junk food?

Question 6

How does addictive behavior differ from compulsive behavior?

Question 7

Do you agree with this strategy of marketing baby carrots as junk food instead of as a healthy snack? Explain your answer.

Question 8

How do temptation and rationalization affect consumer theft?

Question 9

What is social comparison theory, and how does it apply to advertising?

Question 10

What influences conservation behavior and charitable behavior?

Question 11

What can consumers do to resist unwanted marketing practices?