Learning Plan #2: External Influences on Consumer Behavior

The first category is Culture. I have chosen a commercial produced by the Got Milk? campaign.



I think that this commercial demonstrates the values of the United States. It shows building strong families, helping one another, and volunteerism. I believe that people are more willing to support and buy from a company that reflects their own values. The marketers have developed this campaign to correspond with Facebook, which has become a huge part of the American culture.

The next category is Subculture. I have chosen a Dove commercial.



This commercial focuses on the subculture of women, as well as, presenting what is happening to young girls, to the older women in their lives. Dove is presenting the values of feeling beautiful and accepting who you are, which sets women apart from a larger cultural audience. I think that women would be more likely to purchase Dove products, knowing that the company is providing opportunities for young girls to learn they are truly beautiful.

Third is Social Class. I have chosen a Hyundai Equus commercial.



This commercial is targeting the upper social class. By giving the purchaser an iPad as an owner's manual, the company supports the product and shopping habits of the upper class. While other classes may see this as not essential, members of the upper class may see this as a way to demonstrate their lifestyle, income level, and status to the rest of the world.

Fourth is Reference Groups. I have chosen a Nike commercial for this category.



I believe that this commercial demonstrates an aspirational reference group. People may use this commercial as motivation to be better, and to be able to say that they are better than the next person. While they aspire to be better, people may decide to wear Nike clothes, the clothing that the "better" wear.

Finally, there is Situational Determinants. I have chosen a Campbell's Soup Commerical.



This commercial tends to run once the temperatures start to drop. I believe that this demonstrates situational determinants, because people tend to buy more soup during the winter.

Commercial

Introduction

Hello,

My name is Kayla Rhyner. I am a marketing major, and will graduate in December. I am originally from Milwaukee, but currently live in Wisconsin Rapids.