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P Ening Vignette:: Ethics in The Modern World

Gail spends time on her iPhone browsing various websites like iVillage, Oxygen, and HerCampus between studying for her exams. She is notified of a jewelry recommendation from Jewelmint based on her profile and purchases a pendant. Gail also posts a review of her Consumer Behavior professor on RateMyProfessors.

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yng hyuna
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143 views1 page

P Ening Vignette:: Ethics in The Modern World

Gail spends time on her iPhone browsing various websites like iVillage, Oxygen, and HerCampus between studying for her exams. She is notified of a jewelry recommendation from Jewelmint based on her profile and purchases a pendant. Gail also posts a review of her Consumer Behavior professor on RateMyProfessors.

Uploaded by

yng hyuna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ethics in the modern world

P ENING VIGNETTE:
gail

G ail has some time to kill before her Accounting class, so she pulls out her trusty
iPhone to see what’s going on in her social networks. Between studying for her
Accounting and Marketing exams, she hasn’t checked out anything interesting in
days - even her Facebook friends around campus have been quiet. Enough of the serious
stuff, she decides. It’s time for some really educational surfing. So, where to go first? Gail
figures she'll start at one of the popular women’s portals and see what happens. She goes to
iVillage.com, where she quickly scans a feature on the top 10 virtual makeovers. At
Oxygen.com she watches a streaming video preview about a new reality show and some
scenes from the latest episode of Bad Girls Club. She flicks over to HerCampus (“a collegiette’s
guide to life”) to quickly check out the male students they’re featuring in today’s Eye Candy
section. Just then Gail gets a text from Jewelmint.com to notify her that the site has a new
jewelry option for her that’s based on the profile she filled out when she registered-and it’s
recommended by actress Kate Bosworth. Wow, a gorgeous pendant for only $29.99! With
her PayPal account, it doesn’t take Gail long to throw it in the cart and order it-and to share
a photo of her haul on Facebook. As Gail glances at the clock, she realizes she’d better come
back to the real world or she’ll miss her exam. OK, enough time for one quick post before she
runs to catch the campus shuttle: Gail logs on to Ratemyprofessors.com and writes a quick
but glowing paragraph about how great her Consumer Behavior professor has been this
semester - not to mention that awesome textbook they’ve been using.

QUESTIONS:
1. What useful ways can marketers categorize Gail as a consumer?
2. How do others influence Gail’s purchase decisions?
3. What role did brand play in Gail’s surfing habits?
4. What other factors influence Gail’s evaluation of products?

HAENG-UN-EUL BIBNIDA
-daekeul -

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