Hey The_Ideas, *Red color instructions is written by me (Rava), where the black color instructions are written by the teacher. Below is my teacher instructions: Extra Credit Assignment -- Psychographic segmentation Marketing to women -- and everyone else -- changed dramatically in the early to mid 20th century with the introduction of psychoanalysis as described in an old, but still relevant 4-part documentary entitled "The Century of the Self." The psychoanalysis field led to the creation of market segments based on psychological and behavioral information, which are far richer than the traditional demographic segmentation information. We still use demographic segmentation to describe target markets, but today's sophisticated marketer uses much, much more than just demographics. For 10 points extra credit, watch the 10-minute snippet from the last part of the documentary called "The Century of the Self -- The Engineering of Consent." I added this extra credit assignment late in week 3, so make sure to answer and upload these questions: 1- The assumption that "the masses in America are fundamentally irrational" led to the use of psychological techniques to control irrationality in mass communications (advertising and public relations). Do you think Americans are fundamentally irrational? For example, is it irrational to see expensive BMWs and Mercedes Benz autos in the Walmart parking lot? Support your answer with personal observations or citations. 2- American psychologist Edward Bernays is called the father of mass persuasion. His contribution (and that of fellow psychologist Ernest Dichter) to advertising changed how products are marketed from a "needs-only" basis to a "wants" basis. This change was thought at the time to be a savior of American democracy. Dichtersaid, "The consumer may have basic needs that the consumer himself or herself doesn’t understand. Is it wrong to give people what they want by taking away their defenses?” What is your answer to his question? 3- What have you learned from the video about the use of psychology in marketing that motivates marketers to target certain market segments? "The Engineering of Consent" video: https://www.youtube.com/watch?v=9WBPNLQgfGY Note: You may also want to watch the first segment of the 4-part documentary entitled "The Century of the Self -- Happiness Machines" for further understanding. It is quite interesting and you get to see a lot of very old films from the early part of the 20th century. "Happiness Machines" video: http://freedocumentaries.org/documentary/bbc-the-century-of-the-self-happiness-machines-season-1-episode-1#watch-film *For any further question, lease contract me immediately on What’sApp. ...

1. Hey The_Ideas,
*Red color instructions is written by me (Rava), where the
black color instructions are written by the teacher.
Below is my teacher instructions:
Extra Credit Assignment -- Psychographic segmentation
Marketing to women -- and everyone else -- changed
dramatically in the early to mid 20th century with the
introduction of psychoanalysis as described in an old, but still
relevant 4-part documentary entitled "The Century of the Self."
The psychoanalysis field led to the creation of market segments
based on psychological and behavioral information, which are
far richer than the traditional demographic segmentation
information. We still use demographic segmentation to describe
target markets, but today's sophisticated marketer uses much,
much more than just demographics.
For 10 points extra credit, watch the 10-minute snippet from the
last part of the documentary called "The Century of the Self --
The Engineering of Consent." I added this extra credit
assignment late in week 3, so make sure to answer and upload
these questions:
1- The assumption that "the masses in America are
fundamentally irrational" led to the use of psychological
techniques to control irrationality in mass communications
(advertising and public relations). Do you think Americans are
fundamentally irrational? For example, is it irrational to see
expensive BMWs and Mercedes Benz autos in the Walmart
parking lot? Support your answer with personal observations
or citations.

2. 2- American psychologist Edward Bernays is called the father
of mass persuasion. His contribution (and that of fellow
psychologist Ernest Dichter) to advertising changed how
products are marketed from a "needs-only" basis to a "wants"
basis. This change was thought at the time to be a savior of
American democracy. Dichtersaid, "The consumer may have
basic needs that the consumer himself or herself doesn’t
understand. Is it wrong to give people what they want by taking
away their defenses?” What is your answer to his question?
3- What have you learned from the video about the use of
psychology in marketing that motivates marketers to target
certain market segments?
"The Engineering of Consent" video:
https://www.youtube.com/watch?v=9WBPNLQgfGY
Note: You may also want to watch the first segment of the 4-
part documentary entitled "The Century of the Self -- Happiness
Machines" for further understanding. It is quite interesting and
you get to see a lot of very old films from the early part of the
20th century.
"Happiness Machines" video:
http://freedocumentaries.org/documentary/bbc-the-century-of-
the-self-happiness-machines-season-1-episode-1#watch-film
*For any further question, lease contract me immediately on
What’sApp.