the Overspent American Response

"The Overspent American: Why We Want What We Don't Need" is a video concentrating on the new wave of consumerism in America. It shows the transition of what persona Americans want to portray from keeping up with the jones' to a new millionaire appearance. This shift has led to increase awareness and concern with appearance, and living a life of luxury. Throughout this film we see how Americans are increasingly going into debt. They say the price to live comfortable and for essentials is unreachable. 25% of Americans with a household income of over $100,000 say that it is not enough for basic necessities. The spread of rich and poor and our values in the United States are deteriorating. It is a large concern that the United States is going to lead to its own deterioration. Everyone has to be bigger and better instead of comfortable, or better for the environment, or better for themselves!
This want for more is being taken advantage of by the marketing world. Using celebrities to model a new clothing line ect. I work in a Williams-Sonoma, a kitchen chain, where constantly items are promoted by food network stars. The stress on appearance is driving Americans into debt because of big houses in developments, fancy cars, and fancy clothes.
Personally I find myself falling into this downward trend when it comes to clothes and shoes, and I hope I do not slide to deep. Now I am looking at the negative sides of it, and am trying to support local, live in moderation, and increase awareness of the green movement. Also, watch my credit card, and be aware of what I have. How can I avoid being an overspent American?

Problem Recognition

Did you know for most decisions you go through atleast a five step process?
1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Postpurchase evaluation

The marketing team tries to adjust to your five step process. They want their product to be in the right place at the right time. When you are buying that new outfit, if you dig deep you recognize a problem, that you need a new outfit. You search the mall for that new outfit. You evaluate by trying outfits on or asking your shopping partner. Then you make the purchase! But it is not done, you evaluate the purchase that first time you wear that outfit all the way through the last time you wear that outfit. If someone compliments you, you say wear you got it!
Every aspect of this process is studied and analyzed. Top priority products are placed at the entrance of a store, or at eye level. Marketers are trying to influence your decision in ways you wouldn't imagine. Part of the information search is internal, what do you remember about the product? Have you seen an add on tv online are your really informed? The technology age has advanced this process. They have customer service areas assist with postpurchase remorse, and make you feel better about your purchase. I have worked in retail and at checkout we suggest addons and compliment your purchase so there is no doubt in your mind.
I thought everything was more instinctive, how can the actual purchase only be one step?