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It may be argued that society today is too materialistic. What exactly does materialistic mean? Is materialism good or bad? Do marketers then take advantage of this materialistic behavior to their advantage? If a person is not materialistic, what would they be? What is the opposite of materialism? For this assignment talk to five different people and interview them regarding their perspective on materialism. (Ask these types of questions) Do they ever feel the need to keep up with their friends? If a friend has purchased a new item, do they feel the need or desire to match them and buy something new for themselves? Have they ever purchased something to show off, to make themselves feel better? Do they feel it is important to have the most? The best of everything? If they are not materialistic, then what personal values do they hold to restrain themselves from the need to show off? If they admit to having materialistic tendencies, why is this? Finally, ask about their credit card usage and debt, do they carry a credit card balance or pay the balance in full when the bill comes? Have they ever purchased something they could not afford at the time of the purchase? Write this as a research paper where you are trying to discover how your friends think about the challenges of keeping up with their friends, of having the right things, buying the right brands, of having the need to be accepted, the need to impress, and has it ever got them in trouble with their personal finances, have they ever overspent and how did they feel after their purchase? You can certainly come up with your own questions and line of questioning to answer this, but the point is we want to know something about how your friends perceive the issue of materialism. Are they savers or spenders? Do they have the latest fashions? The latest phone? The latest electronics? The latest car? What would be the most extravagant thing they have purchased? Are they more utilitarian or hedonic in their purchases? What examples might they have to prove this? Then, based on their responses and your observations of them, do you think they are answering correctly? Show your questions, the responses, the age, gender and relationship to you of the respondents. Then end your paper with your conclusions of what you learned and how does this relate to what you have learned to date about consumer behavior? Note this assignment should result in a paper that is 5+ pages in length, 1,250 words or more.
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