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讲座1
Well my current research is really about consumer behavior. So recently
I've looked at young people's drinking and it's obviously a major concern to
Government at the moment.
I've also looked at how older people are represented in the media; again,
it's of major current interest with older people becoming a much larger
proportion of UK and indeed world society.
I'm also interested in how consumers operate online, and how that online
behavior might be different from how they operate offline when they go to the
shops.
Well, I think that the important thing here is to actually understand
what's happening from the consumer's perspective. One of the things that
businesses and indeed Government organizations often fail to do is to really see
what is happening from the consumer's perspective.
For example, in the case of young people's drinking, one of the things that
I've identified is that drinking for people say between the ages of 18 and 24 is
all about the social activity.
A lot of the Government advertising has been about individual
responsibility, but actually understanding that drinking is very much about the
social activity and finding ways to help young people get home safely and not
end up in hospital is one of the things that we've tried to present there.
The key thing about consumer behavior is that it's very much about how
consumers change. Markets always change faster than marketing; so we have to
look at what consumers are doing.
Currently I teach consumer behavior to undergraduates in their second year
and we look at all kinds of things in consumer behavior and particularly how
consumers are presented in advertising.
So they get involved by looking at advertising and really critically
assessing the consumer behavior aspects of it and getting involved sometimes
doing primary research.
For example, last year my students spent a week looking at their own
purchasing and analyzed it in detail from shopping to the relationship that they
have with their retail banks and their mobile phone providers. I think they
found it very useful and it also helped them identify just what kind of budgets
they had too. The fact of the matter is that there's a whole range of
interesting research out there and I think as the years go on, there's going to
be much more for us to consider and certainly much more for students to become
involved in.
16. What is the speaker currently doing?
17. What has the speaker found about young people's drinking?
18. What does the speaker say that his students did last year? 【考后估分】 新东方四六级估分系统，逼真还原6月试题，精准估分提早了解过没过线！具体估分规则，敬请关注新东方网四六级真题解析专题！
发表于 2017-6-17 20:40:51
