Creating Consumer Awareness Through Children

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Creating Consumer Awareness Through Children

• Miriam Pierro-Ross and Leonard Sonnenschein

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Sustainable Fisheries Products Campaign

• Benefits
• Protect the Environment
• Fish Supplier
• Food Seller
• Government
• Entire Chain of Custody.

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Creation of Culture
Cultural Gatekeepers
Reality Engineering
Components of a Culture Creation
Communications
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Attitude Change
Source Credibility
Expertise
Trustworthiness
Attractiveness
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Message Elements
Pictures VersusWords
Message as Metaphor
Vividness
Factors Affecting Persuasiveness
Type of Appeal
Repetition
Argument
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Who Decides?
Four Factors Influencing Spousal Decision Making
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Children as Consumers
Socialization Influences
Family
Cognitive Development
Campaigns
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The Old Food Campaign
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The New Food Campaign
Now I Know!
We Are Educated Consumers!
Which Fish We Can Eat?
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The Sustainable Fishery Children Consumer
Campaign
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How to have a Successful Campaign

• Socio-Economic Factors and Communication Model

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The Fashion System
A Normal Public Campaign Cycle
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Prerequisites for Successful Adoption
Trialability
Compatibility
Observability
Relative Advantage
Complexity
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Global Marketing and Multi-Culture

• Areas Affected by Nationality
• Cultural Sensitivities
• Taste and Stylistic Preferences
• Modesty
• Advertising

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Communication Model
Source
Encoding
Transmission
Decoding
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The Interactive Communication Model
Communication Medium (e.g.Wallet Card/Brochure)
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The Elaboration Likelihood Model
Communication
High-Involvement Processing
Low-Involvement Processing
Central route
Peripheral route
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Purchase Issues

• Situational Factors
• Usage Contexts
• Time Pressure
• Mood
• Shopping Orientation

• The Shopping Experience
• Point-of-Purchase Stimuli
• Sales Interactions

Postpurchase Processes

• Consumer Satisfaction
• Product Disposal
• Alternative Markets

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The Purchase Environment
Retailing as Theater
Sales Person
Non-Store Shopping
Spontaneous Shopping
Strategic Uses
Store Image
Place-Based Media
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Postpurchase Satisfaction
Expectations
Importance
Defining
Actual Production Quality
Perceptions of Product Quality
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Reference Groups

• A reference group is an actual or imaginary
  individual or group conceived of having
  significant relevance upon an individuals
  evaluations, aspirations, or behavior.
• Forms of Reference Group Influence
• Informational
• Utilitarian
• Value-Expressive
• Types of Reference Groups
• Formal vs. Informal
• Membership vs. Aspirational
• Positive vs. Negative

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Defining the Modern Family

• Describing the Family
• Family Life Cycle
• Growth
• Age
• Composition
• Alternate Structures

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Opinion Leadership
Reduce Risk
Technically Competent
Key Characteristics of Opinion Leaders
Similar Values
Knowledge Power
Legitimate Power
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Creating Consumer Awareness Through Children
Electronic Traceability e.g. www.worldecologies.c
om
Consumer Information System e.g Seafood Cards