Consumer Behavior - Do You Think This Tactic Works Better When Selling to Men Than to Women Does Exposure to Unbelievably Attractive Men and Women Models Only Make the Rest of Us “Normal” Folks Unhappy and Insecure

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CONSUMER BEHAVIOR

No. 1

The slogan for the movie Godzilla was “Size does matter.” Should this be the slogan for America as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains that the 32 – ounce Big Gulp is so popular because “people like something large in their hands. The large the better.” Hardee’s Monster Burger, complete with two beef patties and five pieces of bacon, weighs in at 63 grams of fat and more than 900 calories. Clothes have ballooned as well: Kick wear makes women’s jeans with 40 – inch diameter legs. The standard for TV sets used to be 19 inches; now it’s 32 inches. Hulking SUVs have replaced tiny sports cars as the status vehicle of the new millennium. One consumer psychologist theorizes that consuming big things is reassuring: “Large things compensate for our vulnerability,” she says. “It gives us insulation. The feeling that we’re less likely to die.” What’s up with our fascination with bigness? Is this a uniquely American preference? Do you believe that “bigger’s better?” Is this a sound marketing strategy?

NO. 2

Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft, which wanted the classic song to promote its windows 95 launch. The Beach Boys sold “Good Vibrations” to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered its “Born to be Wild” to plug the Mercury Cougar, and even Bob Dylan sold “The Times They Are A- Changin” to Coopers & Lybrand (now called price Waterhouse Coopers). Other rock legends have refused to play the commercial game, including Bruce Springsteen, the Grateful Dead, Led Zeppelin, Fleetwood Mac, R.E.M. and U2. According to U2’s manager, “Rock’ n roll is the last vestige of independence. It is undignified to...