Michael Schudson - Consumer Quotes

4 Sourced Quotes

View all Michael Schudson Quotes
Advertising generally works to reinforce consumer trends rather than to initiate them.

Michael Schudson
The effectiveness of advertising depends on the amount and kind of product information available to consumers.... advertising will be more successful the more impoverished the consumer's information environment.

Michael Schudson
Different groups are differentially vulnerable to advertising; and their vulnerability varies not so much with the character or quantity of advertisements as with the informational resources they can claim by age, education, station in life, and government guarantees of consumer protection.

Michael Schudson
It is entirely plausible... that advertising helps sell goods even if it never persuades a consumer of anything. So long as investers, salespeople, and retailers believe advertising affects consumers, advertising will influence product availability and this, by itself, shapes consumer choice. Availability, as marketers sometimes say, equals sales. Advertising may be an important signal system within the business world." "Despite efforts at 'psychographics' which, here and there, have proved useful guides for advertising, the most consistently used and efficient criteria for describing consumers are the most psychologically blunt — demographics.... It is the most consistently employed kind of data in advertising work.

Michael Schudson