Chapter 2 Library of Video Links

Consumer Buying Behaviour

Resource Title: Ethnic marketing - One size does not fit all

Brand and/or Topic: Ethnic Marketing

Resource Description: The days of one-size-fits-all marketing are over. Companies must use multicultural marketing approaches and target ethnic segments based on their own cultural framework. However, RSM's Anne-Sophie Lenoir discovered that when marketers create ethnic targeting strategies for each cultural group, they usually profile everyone within that group the same way, and overlook the differences between first and second generation minority consumers.

Channel: Rotterdam School of Management, Erasmus University

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Resource Title: How to get your ideas to spread | Seth Godin

Brand and/or Topic: Spreading Ideas

Resource Description: In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.

Channel: TED

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Resource Title: How should marketers think about consumer behavior today?

Brand and/or Topic: Consumer Behaviour Patterns

Resource Description: An interview with Peter Fader, Co-Director, Wharton Interactive Media Initiative, Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School. He talks about patterns of human behaviour and how we are similar in our patterns.

Channel: FastForward

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Resource Title: Why do we love Jingles?

Brand and/or Topic: Human memory, Jingles, Music in Advertising

Resource Description: With Super Bowl Ads just around the corner, University of Minnesota Carlson School of Management professor Joe Redden explains why we love commercials that have jingles. Jingles are so fun for the viewer and listener because while we may be singing them over and over again in our head, it also gives the consumer a strong memory of a specific product - which advertisers love. From the McDonald's Fillet of Fish commercial to the classic, ‘I want to be an Oscar Mayer wiener’, advertisers have a history of producing memorable ear worms. Redden's teaching and research focuses on consumer experience with satiation, variety, and quantity.

Channel: UniversityofMinnesota 

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