From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

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Today's consumers don't distinguish between reality vs. fantasy

Today's consumers don't distinguish between reality vs. fantasy

From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

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Today's consumers don't distinguish between reality vs. fantasy

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- [Instructor] Earlier in my career, I spent a few years as a media spokesman for a major apparel company. I made several appearances on national TV talk shows to discuss my research on why some everyday clothing items assume huge psychological significance. When the client prepped me for these interviews, I was given a quota of how many times I needed to offhandedly mention the company's name during the interview. I thought this was an aberration, until I discovered that many of the other guests on these shows came on with similar quotas. However, even these subtle plugs seem to have become much more blatant in the last couple of decades. Modern TV viewers readily accept and seem to expect that the shows they watch will feature real, branded products as part of the scenery. The widespread use of product placement is one prominent example of a cultural shift that I have called reality engineering. This occurs when…

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