What We Are to Advertisers by James B. Twitchell
Pages 182-186

• American Advertisers will pitch their products according to the personality profile they have concocted for you; stereotyping you.
• What Daniel Boorstin calls “consumption communities” is the movement of people that place themselves in certain groups. I.E Lifestyle, Zip code, Style, and etc.
• We make patters in are buying based on our taste.
• Advertisers lose interest because we’ve become predictable and have stopped changing brands.
• The object of Advertising is to brand consumers as they move through various groups.
• The art of advertising is to change the thinking of the consumers.
• In ad speak it’s called “positioning”
• Good analogy with advertising (183) Birds of a feather flock together. Don’t twist their feathers so they can flock to your product but make it presentable enough so they can at least fly by it and perhaps stop.
• SRI is the Standard Research Institute that supplies raw data of the group names and lifestyle of consumers.
• SRI describes labels the consumers as: Actualizers, Fulfilled, Believers, Achievers, Strivers, Experiecers, and Strugglers.
• Between the ages of 18-24 61% percent are Experiencers in desire and 1 % are Fulfilled.
• Between the ages 55-64 there are 15% each in Actualizers, Fulfilled, and strugglers. 5% are Believers. 10% are Makers, Achievers, and Strivers. 2% are Experiencers.

The Ables VS the Binges by John Verdant
Pages 152-158

• Two families that has the same income and same housing but spends money differently.
• A study of behavioral consequences.
• Ables Family makes good decision about their economic and social activities by saving money and wise spending.
• The Binges Family makes bad decisions and causes social and spiritual destruction by spending a lot of money and end up going into debt.
• Ables make a list of future things they want in their homes, making repairs on broken items rather than just getting a new one and bargains.
• The Binges eat with their eyes, though they may not need it they want whatever is appealing to them.
• Binges spends money recklessly. They succumb to purchases on impulse rather then doing proper research to see if it’s on sale somewhere else.
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