• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Is marketing responsible for Affluenza? Affluenza, which is defined as the cycle of stress, overwork and indebtedness that fosters a human drive toward materialism, has been identified as a central problem for the ethical and moral development o

Extracts from this document...

Introduction

Dimitri Psarianos "Is marketing responsible for Affluenza?" 'Affluenza, which is defined as the cycle of stress, overwork and indebtedness that fosters a human drive toward materialism, has been identified as a central problem for the ethical and moral development of society'(Harmon, 2001). Affluenza is a harmful, unbalanced relationship with money that is being driven by the expanding development of technology and the mass media. The ever expanding industry thrives on its marketing strategies to obtain its customers and withdraw them to spend their money on the most recent items and gadgets, just to keep up with the "Joneses". The major culprit of Affluenza is the marketing industry and through their exploitation they have encouraged: over-consumption, 'luxury fever', and self-centered gratification. ...read more.

Middle

The marketing industry pushes us to consume beyond our income capacity, leading to unsustainable debts. Affluenza is having a negative effect and impact upon society and may be responsible for the decreasing standards of ethics in the context of business. Marketing's role is so enormous it comprises the process of creating, distributing, promoting and pricing of goods and services. Within this role they are meant to promote their merchandise to consumers of the public appealing on those who are more vulnerable and susceptible to purchasing their product. Although marketing's role is affecting us in many ways, for suppliers, marketing is essential. Without their involvement many companies and business wouldn't function properly without proper proceeds and revenue coming through. ...read more.

Conclusion

Consumers afflicted with Affluenza have revised the great Australian dream from owning your own home to owning a really, really big home as well as two cars and having an annual holiday. Overall, Affluenza argues that the mass media has pushed the average citizen toward materialism as a central means for social development, ultimately having the potential to have a negative impact, not only on the individual but also on business as a whole. The marketing industry comprised within the mass media is solely responsible for these growing affects of Affluenza. Reference List Harmon, M.D. (2001). Affluenza: Television use and the cultivation of materialism. Mass Communication & Society, pp 405-418 Sheridan, R. (2001, October). The psychopathology of affluence. International Money Marketing, pp 40 Pride, Elliott, Rundle-Thiele, Waller, Paladino, Ferrell, (2007) Marketing: Core Concepts and Applications, John Wiley & Sons, pp 77. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    the buyers off the guard * Dramatization Personal Selling: Most effective tool at the later stages of the buying process, particularly in building up buyer preferences, conviction, and action. Three distinctive qualities are: * Personal confrontation: immediate interactive relationship between two parties and ability to observe the other's reaction at close hand.

  2. Transforming Greenwich as a tourist centre

    And also taxpayers can understand how they can maximise this development. However this will be of great benefit to tourist, even though in cases of high earners when they are been taxed they will have clarity and understanding of how and why they are paying more.

  1. MANAGING HUMAN RESOURCES

    "hard HRM" and "soft HRM," on which the foundations of human resource management rest. The critical perspective: The critical perspective of human resource management is a reaction against the normative perception. This highlights some inherent contradictions within the normative perspective Behavioral perspective: This theory holds that the purpose of human

  2. Antecedents of Consumer Ethical Beliefs and Intention: The Development of Conceptual Framework and ...

    Although there are many factors influencing consumers' ethical behaviour, it is still not clear how these factors affect ethical beliefs and intention especially in the Malaysian context. Young consumers will be the focal point of the study as this group is growing rapidly and has been the target of many marketing and promotional efforts.

  1. Application and Evaluation of SSM as a Problem Solving Methodology

    Usage of SSM applications: Any complex, organizational situation where there is high social, political and human activity component. Steps in Soft System methodology: There are seven stages in SSM they are given below: 1. Investigate the unstructured problem. 2. Express the problem situation through "Rich Pictures".

  2. Application and Evaluation of SSM as a Problem Solving Methodology

    which should be adapted to any given situation. It deals with "fuzzy" problem situations - situations where people are viewed not as passive objects, but as active subjects, where objectives are unclear or where multiple objectives may exist (Rosenhead, 1989).

  1. TeraTech Problem Solution

    Based on the customer research feedback Jack Dwyer (CEO) wants Christine Defalco (CMO) and Paul Ridner (SVP Customer Service) to develop a plan and research the pharmaceutical CRM industry. Christine is having her team develop a marketing mix with, product, price, promotion, and placement.

  2. Research Proposal: Ethical Implications of Stealth Marketing

    The main objective is to get the right people talking about the product or service without it appearing to be company-sponsored" (Kaikati and Kaikati, 2004:6). This research is important because it may make more consumers aware of malicious marketing attempts of firms, and could help them create a more unbiased state of mind when choosing products.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work