When I first signed up for a marketing class I thought it was going to be another business class that taught me about being ethics and relate to large companies that I would be unable to form connections with, like Enron or WoldCom. I was very surprised throughout the entirety of the semester that I was being exposed to real-life examples of marketing that I could connect with in my everyday life. As opposed to most business classes, I looked at my marketing course as a half business class, half psychology class as we spent many class periods discussing human nature in relation to business practices.
Human Nature as a Consumer
Before taking a marketing class I was completely unaware that consumer buyer decision processes could be analyzed so extensively. When purchasing something I always figured that the process was as simple as: “Oh, that’s cute. I need that. I’m going to buy that.” The knowledge I have gained from this class has taught me otherwise. When it comes to the decision process I now know that marketing plays a key role in manipulating the consumer’s human nature. It is considered human nature for many consumers to be attracted by flashy and shiny objects that will grab their attention. While compiling the information needed to create our group practicum presentation on Old Spice this manipulation was made very clear. The Old Spice commercials are loud, obnoxious, and completely absurd, which attracts consumers from all walks of life. Before making this presentation I thought that I was buying Old Spice because I liked the smell of their products. This marketing class has pushed me to grow as a consumer and realize how the different ways that products are marketed appeal to different aspects of human nature.
When Human Natures Clash
My Fall 2013 semester was filled with countless group projects and team presentations. The constant group meetings and projects gave me a great intel on how different peoples’ natures mesh and conflict with each others. When it comes to thought processes, human natures really clashed in my marketing team meetings. With many difficult concepts to grasp, the frustrations boiled over and many people started to give up whereas others quieted down and took the time to think the concepts through on their own. When others benefitted from the sharing of ideas and community aspect of group projects, I found that my own human nature clashed and my desire to retain independence created obstacles. Others obtain a human nature that makes it easy for them to rely on the work of others, while members like me prefer to do everything by themselves. This aspect of human nature can be related back to marketing as I am more willing to buy items that conflict with norms and crete my own style with the products I buy. The independent nature that I have affects every aspect of my life, and the lives of my fellow group members.
Changing Human Nature
As society evolves, so does the human nature that its citizens have developed. The initial human nature of our society was the instinct the supported hunters and gatherers. In this time period it was common for people to be independent and go out and get things they wanted for themselves. In comparison, society today embraces the fact that humans are reliant on companies and marketing to tell them what they need or even want. Before the marketing campaign of the Snuggie, individuals simply threw on sweats and a sweatshirt to stay warm while performing activities that required arm mobility. Marketers have managed to play on society’s increase in laziness and reliance to promote products that “add convenience,” reshaping the human nature with every purchase. As a society we have lost all nature of hunting and gathering, making a marketers job that much more impactful in our everyday lives. Why would we hunt and gather when we could have a pizza delivered to our door in under 30 minutes?