I’m Americus Reed, Professor of Marketing at the Wharton School, University of Pennsylvania. I spend my days (and sometimes nights) diving into the intriguing world of brand equity and Identity Loyalty. During a recent appearance on CNBC’s Last Call, we discusses the current FTC lawsuit against Amazon and what it might mean for us, the everyday consumer.
Where Consumer Behavior Meets Digital Marketing
During the show, hosted by the insightful Brian Sullivan, we examined the intersection of consumer behavior and digital marketing, using Amazon’s situation as our case study. In today’s tech-driven world, we consumers often face what I like to call an ‘attentional deficit,’ which can make us easy targets for subtle manipulations or ‘dark patterns’ that businesses may employ. It’s a fine line to tread, and we spent a good chunk of our time unraveling it.
The Catch-22 of Online Shopping
Amazon, with its smooth and easy buying experience, presents a unique challenge. As consumers, we’re entrenched in Amazon’s ecosystem, partly due to the frictionless buying experience it offers, even if there might be a touch of cognitive trickery at play. It’s a curious paradox, one that came under the spotlight during our conversation.
Takeaways from CNBC’s Last Call
The episode throws light on the intricate world of consumer behavior in the digital landscape. Using both research and a healthy dose of personal insights, we aimed to provide some food for thought, as well as possible strategies for empowerment and vigilance as consumers. Regardless of how the lawsuit turns out, it’s a wake-up call for all of us to stay alert.
Invitation to Join the Conversation
I invite you to join in this fascinating exploration. By getting to grips with the crossroads of consumer behavior and digital marketing, we can help shape a more conscious, savvy consumer community. It’s through discussions like these that we can better navigate the twists and turns of the digital world, making sure our interaction with platforms like Amazon is not just convenient, but also informed.
“Consumers are always faced with an attentional deficit,” says @Wharton Professor @amreed2 on the FTC suing $AMZN. “I think this is a good awareness lessen for everybody because it points to the fact that consumers need to be more vigilant.” pic.twitter.com/uhkGdDSpjG
— Last Call (@LastCallCNBC) June 21, 2023
