Consumer Behavior
Question 1:
Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft that wanted the classic song to promote its
Windows 05 launch. The Beach Boys sold “Good Vibrations” to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered its “Born to be Wild” to promote the
Mercury Cougar and Bob Dylan sold “The Times They Are A-Changin’” to Coopers & Lybrand (now 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, it is undignified to put that
creative effort and hard work to the disposal of a soft drink or beer or car.
What is your opinion on this issue? How do you react when one of your favorite songs is used in a commercial? Is this use of nostalgia an effective way to market a
product? Why or why not?
Question 2:
Provide examples of products and the promotions used for each of the principles of:
Reciprocity –
Scarcity –
Authority –
Consistency –
Liking –
Consensus –