Issue of Consumer Fanaticism - Coursework Example

Consumer fanaticism Name University Your course Instructor Date Consumer fanaticism Introduction Fanaticism can be defined as a belief or conduct that involves gullible zeal, probably, for intense religious and political cause or it might be sports for some cases. Sometimes, it turns to be excess enthusiasm for pastime or hobby. George Santayana, a great philosopher defined fanaticism as addition of efforts when one forgets the real aim. Moreover, Winston Churchill described it as something that cannot be easily changed1. On the other hand, a fanatic is described as a person who will never change his mind or subject. When comparing and contrasting the definitions or descriptions, there are displays of strict standard and very little tolerance for opinions and the ideas that are contradicting from fanatics. As Neil Postman book asserts on crazy talk, stupid talk, the only key to fanatical ideas for they are self confirming.2 Some of the ideas are seen as fanatical, for they are not false but because they are expressed and twisted in a certain manner that they will never be revealed on how false they are. The characters of a fanatic who has a overwhelming enthusiasm for specified subject is seen as different from fanatic behaviour by violation of fanatics on the prevailing social norms. On the other hand, the character of a fanatic might be considered to be eccentric or even odd and does not violate such norms. A fanatic is also seen to be different from crank, in that, a crank was described as a person who holds opinion or position which is very far from norm because it appears ludicrous or it is probably wrong, e.g. a flat earth belief. On contrary, the obsession by the fanatic is a normal subject that is being compared to the interest of a religion or politics, except, the scale a person who is involved or even devoted, sometimes the person is obsessed with ongoing activities or the cause that is compared to be abnormal or disproportionate. Therefore, consumer fanaticism can be described as the level of involvement or the interest that a person develops liking a particular trend, person, idea, group or even artwork. Fandom is seen as stigmatized and dangerous, abnormal or even silly. Moreover, fandom and fanaticism tend to become a central story and importance of the time to marketing theory and practice. There are various ways of utilizing and developing fanatical consumers are always counterbalanced through dilemma that often encounters whereby most of committed fanatics resist attempts by marketers3. Through this, market shares developed due to inclusion of less involved consumers. In a depth approach of fanaticism examination, there is provision of unique and also new insights in complexities and processes that leads to deep involvement of committed lifestyle and the consumer products or even the brands. The kind of fanatical consumers that exist New sports consumers They are known by each and everyone. These are old guard of the sports world, the ones that are considered to be loyal to fanatics who buy the tickets always as long as there is a game despite of bad or good weather. Moreover, they follow their teams as long as there is a game and it does not matter to them weather the team wins or loose. To add on that, they also accept high price tickets and pay premium for the gamut of the services and products developed to promote their sports experience4. Moreover, consumers always go online by paying for the information on the best team and happily shelling out or removing cash for parking and dining when attending to the functions organized by team and also not forgetting each and every game or tournament that the team participates in. In essence, these fanatics are defined as the true sports consumers who at all times feels of holding the financial pledge to the teams.5 The consumers of new sports are captured easily due to their nature of always seeking information and content on their best teams. These are the examples of sports consumers; Sports fanatics Fanatics are people or fans who share a persistent interest in a certain sport. Usually, fanatics are young males who attend sports activities of their preferred teams. Fanatics keenly follow all aspects of their favourite sports such as scores, the team’s history, team statistics, management and the players of the sport. In the past fans relied on newspapers, radio reports and the television to learn more about their preferred sports.6 Recently, with the emergence of advanced technology, fans use cell phones and computers to access sports content. Fans spend their money to purchase merchandise and products relating to their teams. These products are associated with loyalty to the team. Club and team loyalist This group of fans tend to have a lot of loyalty to a specific club or a team. They are attentive in following sporting events. Loyalist enjoys acquiring information on the club and analyzing their preferred teams on the media. Star struck spectators These kinds of fans pay more attention on superstars in the team rather than concentrating on the team or the sport. They keenly follow the performance of a particular player not the team in general. They engage in fantasy sports online. These stars capture the hearts of this fans that are later transferred into team fans. 7 Social viewers This group of people use sports for social interactions and meeting friends. Most fans in this category are corporate and use sporting events to meet clients and business partners. Social viewers are free like butterflies and can watch events of any team as long as they interact with their friends. Opportunity viewers They group of fans attend sporting events when the opportunity arises. These groups consume sporting activities via the television and attending sports events. Sports are a means of entertainment to this group of people. These kinds of fans attend sporting activities during their leisure time. Sports indifferent This group of people has no interest in any particular sport and attend no sporting activity. They only pay attention to major sporting events such as the world cup or Olympics. They learn this information through the television while surfing through channels. Sports indifferent persons have no interest in learning about any sport rather they have little knowledge on the major sports events. What kinds of appeals are used such as (fear, guilt, emotional etc.) in order to attract these consumers? The fear of appeals is mostly used in marketing and communication types, for example, social causes, ideas and products marketing. They are frequently used to force people and helping themselves; furthermore, they effectively and generally increased and added interest, involvement, persuasiveness and recall. According to literature, it conservatively agrees that, the fear appeals that is always efficient and result from higher arousal of the fear appeals which follows recommendations and the consequences in reduction of negativity8. Nonetheless, fear appeals are criticized for being exploitative, unethical, manipulative, eliciting negative responses and also unhealthy responses from viewers, they expose the viewers in images that are offensive against their will. Basing on critics, fear appeal in an ethical way is supposed to be boosted. This article can be used in reviewing and examining ethical use of fear appeals. Another appeal is put in place by advertisers in attracting consumers and also play anxieties is known as guilt. Guilt appeal is generally used in terms of failure in fulfilling or anti-participatory value or role; for instance, not voting or providing as the mother should or enlisting, inability in resisting desires and vice versa; slimming ads or smoking ads, sexual health and family planning, and failure in caring for others. Additionally, the psychological appeals that are widely used are known as the sex and humour appeals.9 Freudian theory is always related to sex appeals, according to the theory, it is noted that, people have reserved desires and perhaps, we always buy products or we are also attracted to it by hidden wants. Sex and humour appeals are universal appeals which are frequently used when advertising as a way of appeal to wider target of groups. These appeals are mainly used to link brands with certain associations and values. To conclude, a high involvement to advertisement will have direct or higher relevance to our needs, desires and perhaps, there is more persuasion and involvement tending to use more of the emotional appeals. 10The low involvement and advertisement is always having a very little or no relevance to our desires and needs; they are not motivational and are opting to maximize on the use of visual element and the background to gain attention and regularly relate to the products which always have very little differentiation thus focusing on the brand. The high involvement will lead to the central route of the persuasion and involvement which then results to peripheral persuasion route11. In which industries do fanatics consumers appear to be target by marketers? The partitioning of market with target in concomitant marketing (targeting), is always considered to be of most important concepts in marketing. Marketing real meaning segmentation is recognition of differences amongst customers and amongst customers and choosing the target segment of similar needs that reach its late zenith 20th century. Many consumer markets have already fragmented and doubled the need for sharply focused target on the market. The marketers who use information technology have reacted to the plans intended for smaller and more subtle consumer groups; furthermore, they also reacted to the point of programs targeting the individual consumer. The complexity of the market targeted and recognition of its importance is one way of achieving accuracy and its ability being greatest. Nevertheless, it plays a part in identification and serving customers need most focus from targeting market accompanied with increased criticism. Particularly, Media’s extensive attention has been devoted and targets the adult consumer segments and is perceived as vulnerable with products considered to be harmful and it is a focal issue being addressed. This criticism targeted products which includes, lottery tickets, weight loss products, fast food, and the rental furniture with electrical equipment, financial services e.g. the auto insurance and credit cards12. Targeting epitomises marketing idea in many ways. Yet, in some instances, it leads to controversy or even be criticized as being unethical. Apparently, this absurd outcome received very little theoretical or even experimental scrutiny, yet, it’s of big advantage to the marketing theory and practice. Undoubtedly, policy makers and marketers must also take action if there is public alarm when targeting and also ought to be very interested in its results and causes13. Marketers should be responsive particularly for their actions that end up or results as poor and reduced firm reputation, misplaced sales, and most importantly regulation of targeting. On the other hand, theoretically, the determination of whether the boundaries and conditions to assumed benefits of the targeted concept is seen to be very important. Also, there might be genuine concerns in regards to ethics that targets susceptible consumers with damaging products. Marketers may react to the public outcry that targets the possibility of severe economic effects. Nevertheless, they are expected to make the right marketing decisions having admiration which show concern for the welfare of the ones who are affected by their choices. How have marketers capitalised on fanatic consumers? Is this sustainable? There is pejoratively use of the label short-termism. Lack of ability to foresee or expect challenges in the future is often blamed for brands failure and this capitalizes on opportunities. Also, there is unwillingly welcoming of trends and then fending off fads with the others by the brand expert worth their salary. Furthermore, traditional market researchers tend to assume the lead users. They have a propensity thinking that they will never sell any or even much products to them for they are not targeted in the market14. Digital market cannot be exploited by brand, nonetheless, it is said to be consumer driven. Most of the majority transactions by consumers are practiced online. Marketers do capitalize on the fanatics who rely on sports and their teams thus spending in bulk. What are the implications of consumer fanatics for all consumers and marketers? There are several platforms and applications out there that are very difficult for a company to be sure of what to use and how it is put together or compiled in a useful report. The social media has been creating a section that is increasing the accountability and tend to impact on the community and brand equity. 15Historically, brands utilize any opportunity for the interaction of any customer so as to push or upgrade their promotions and product. the other impact is seen when an email is considered to be a king, for this reason, mentality brands prefer using social media to ensure people are driven to their list of email, this ensures they have acquired or secured them. Bibliography Bloch, Peter H. and Marsha L. Richins (1983), A Theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, 47 (summer), 69-81. Puymege, G. Fanaticism. (1987).A Historical and Psychoanalytical Study. New York: Schoken Books Mackellar, J. (2006). "Fans, fanatics or just good fun - travel behaviours of the leisure fanatic". Journal of Vacation Marketing 12 (3): 195–217. doi:10.1177/1356766706064622. 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Heaven knows I’m miserable now. Marketing Theory 6(4), 485-505. Trefalt, B., 2005. Fanaticism, Japanese soldiers and the Pacific War, 1937-45. In: Hughes, M. Read More