1. Trad. resp.

W CHAPTER 1

* Resp.:

- take care of hm & chldrn

- Create lifestyle: focus now

*Spending:

- mk purchase: daily need fam.

2. Trad. resp. M

* Resp.:

- fix thing

*Spending:

- thing last long time (thứ kéo dài thời gian)

(- concern long-term value purch. )

(- high long-term value item = import. = big ticket item)

- focus: future

3. Δ trad. roles

- 27% hhold US head single W

- w wrk outside

4. Δ speding:

- 75% hhold purch. Made W

- 80% W mk purch. dec.

( poll US: 75% control hhold. finace ; 80% control purch. dec.)

(+ 62% w mk car purch.)

5. Mean. Bus.

- female eco.:

+ new spend/ purch done W

+ result: movement bus → female friendly

FF: run bus = comfort. + attr. W

6. Market. W

- Cos Δ way market prod appeal W

- Ex.: Jiffy Lube ( female friendly)

+ Want: W come & hav car fixed

+ made Δ:

Build nice comfort. W. room ( soft comfort chair + magazine)

Taught wrkrs explain car serv. Clealy, careful. W understand

1 .One new kind of Advert.: CHAPTER 2

- Public ads.:

+ ads (placed) in pub place ( school, park benches, elevator..)

+ ex.: school kids carry book w/ shoe co. logo

2. Another new kind of advert.:

- hidden ads

+ ads ≠ seem like ad ( ≠ realize ads)

+ Ex.: famous star/ ppl interviewed TV wear T-shirt w/ co logo

+ > cost-effective

+ prod placement:
Co pay prod appear movie TV show

Ex.: movie: man woman in rest, waiter arrive w/ bottle soda, if viewer see brand name
→ ads for soda

3. From Advert’s perspective:

- New kind advert = good

+ Inno approach; hidden ad= advert ad more; consum pay att

long run: if consum ≠ notice/ aware ads; advert ≠ lose consum

4. Reasons for increase in advert.:

- spread new kind entertainment

- Techno.

1. research on how US ppl wrk…CHAPTER 3

- RQ: ppl wrk > hrs or < hrs?

- R. method:

+ R1: ask ppl general way: how much ppl work?

Result: ppl wrk > hrs than past

+ R2: ppl keep time diary wrk hr

Result: ppl wrk < hrs than past

→ ppl think wrk > hrs than actually

2. Reasons ppl feel busy ( feeling of busyness)

- M & W have 2 roles

- trend: wrk = no longer limited job/ regular schedule

- Δ Am. Workplace
3. In the wrkplc

- tech mk commun faster

- result: ppl mk/ resp dec quickly

- create faster wrkplc

4. additional point:

Am busy but like job

1. how ppl spend time at wrk CHAPTER 4

- wrkplc: efficiency = No 1 value: sped-up

- feeling: ≠ enough time do things needed + relax

2. 1st way ppl organize leisure time:

- value efficiency

- 1st ex.:

+ tourist sites: ppl drive car w video camera out window → try play as efficiently
limited amount time

- 2nd ex.: multitasking

+ ppl watch TV + surf inter

3. second way ppl organize leisure time:

- low-energy choice ( no brainer choice): watch TV; read; relax

- Ex.: watch TV

+ couch potato: ppl sit couch watch TV

+ resp stress wrk

+ reason: TV provide easy escape busy wrklife

4. Concl.:

2 respond pressure wrklife:

+ play as efficiently as poss

+ withdraw & do little ( low-energy choice)

1. two basic purposes of food: CHAPTER 5

- nourishment ( dinh dưỡng )

- pleasure

2. reasons ppl don’t take USDA advice

- nutritional adv = confusing

+ findings studies= controversial gây tranh cãi

+ much conflicting info good nutri

+ # marketing

3. French & Am. Attitudes toward food

a. Differences in Fr & Am. Att toward food

- French Am.

Choose food for pleasure choose food: two feelings:

Pleasure & guilt

Ex.: “ chocolate cake”

Celebration guilt

b. Fr. approach to food:

- focus what & how eat; how feel abt eating

+ eat w strict rules: small portion, ≠ go back second; ≠ snack; rarely eat alone
c. Am. approach to food:

- take > nutritional POV when mk choice abt diet = focus what eat:

+ have < strict social rule: ≠ control portion; eat 2nd helping;

Snack bw meals

4. Concl.

Choice food influenced: science; social habits; pleasure; feelings

CHAPTER 7: Getting the News in the High Tech Age

1. Trends in the way ppl get news:

No ppl get news NP ↓; Inter = import source info

2. Aspects of trend:

a. Stats on trend:

- Research:

+ 2000: 70% ppl said NP= import source

+ 2003: 51% “ “

- Young ppl represent trend away NP→ inter

+ key study 2004:

· 35-54 yrs: 38% said NP = import part

· 18-24 yrs: 17% “ “

b. Reasons for this trend:

- inter news = > up-to-date

- inter = > complete

- “ interactive
C. Negative aspects (downsides) of trend:

- inter news = < accurate; < reliable

- inter user limit news & miss import info they should know

- online news reader = < informed