Consumer Psychology & Marketing Ethics

Question 1

What are the common areas of exploitative marketing?

Answer 1

• Marketing to children(especially unhealthy food)
• nutritional labelling
• pharmaceutical marketing

Question 2

What are the key concerns on marketing to children?

Answer 2

A. Impressionable age; susceptible to marketers’ influence
B. Increased use of devices and exposure to embedded advertisements
C. Marketing of unhealthy food to children may lead to health problems e.g. obesity

Question 3

What are the common tactics for marketing of unhealthy food to children may lead to health problems?

Answer 3

• Appealing Colours and Shapes
• Use of Cartoon Characters
• Use of Toys and Games

Question 4

Who are the regulators? (marketing of unhealthy food to children may lead to health problems)

Answer 4

• World Health Organisation (WHO)

- The Advertising Standards Authority of Singapore (ASAS)

Question 5

What is cause-related marketing?

Answer 5

Marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.