The Beginning of the Chapter Describes the Insurance Company Aflac

question 56

Essay

The beginning of the chapter describes the insurance company Aflac and the success of its advertising campaign.How did the company bring brand awareness from 10 percent to more than 90 percent and increase profits?

Understand the concept of animism in consumer behavior.

Recognize changes in consumer values and preferences over time.

Define and identify product complementarity.

Analyze how different lifestyles influence consumer choices.

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Definitions:

Electroconvulsive Therapy

A medical treatment most commonly used for severe major depression which involves electrically induced seizures for therapeutic effect.

Transcranial Magnetic Stimulation

A non-invasive procedure that uses magnetic fields to stimulate nerve cells in the brain to treat depression and other conditions.

Major Depression

A disorder involving disturbances in emotion (excessive sadness), behavior (loss of interest in one’s usual activities), cognition (thoughts of hopelessness), and body function (fatigue and loss of appetite).

FDA

The Food and Drug Administration, a federal agency responsible for protecting public health by ensuring the safety of food, drugs, and medical devices.