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University of Massachusetts Amherst
COMM 287
Sut Jhally

High and Mighty: The Dangerous Rise of the SUV” by KeithBradsher 1. Why is safe image of SUV's an illusion Suv's roll over easy, cause horrible damage due to size, hard to see around them, guard rails are not built for the height of an SUV 2. What have manufacturers' market researchers decided? baby boomers want an adventurous image and care almost nothing about putting others at risk 3, What has this resulted in? Unusually tall, menacing vehicles that resemble jungle cats 4. What loopholes in government regulations were automakers able to exploit? Tougher standards are set for cars, than large vehicles like trucks and vans 5. What automotive safety issue intensely captured the nation's attention? Rollover crashes which were the fault of failed Firestone tires that were on Fords because the industry was cutting corners in the design process 6. Why are SUV's dangerous to other motorists? They are hard to see around, do not absorb force of collision like cars, and cause traffic congestion 7. Why are SUV's less safe than cars? Guardrails are designed to deflect cars, when an SUV hits a guardrail they are likely to flip 8. Why are SUV occupants at higher risk for paralysis? Roller overs account for over half the cases of paralysis 9. What is the only thing more frightening for traffic experts than a bad driver behind the wheel of an SUV? a bad driver behind the wheel of an older SUV with failing breaks and other maintenance problems 10. How are SUV's a problem for the environment? emit 50% more carbon monoxide, spew 5.5 times more smog causing gases 11. Why are the gains that automakers made with fuel economy eroding? displaced by big SUVs like Duragngo 12. What accounts for the 3000 needless deaths every year as a result of cars being replaced by SUVs? 1000- SUV rollovers 1000- die hit by an SUV 1000 succumb to respiratory problems because of extra smog 13. How does the term "networks externalities" explain the rising sales of SUVs? they advertise that they are inferior to cars in safety, pollution, comfort and driving performance 14. What has a big chunk of automakers' ad money gone towards? ads that subtly or blatantly undermine people's confidence in cars 15. Why does Bradsher think that the claim in Escalade advertising that "its good to be a cadillac" is false? scored poorly for driver survival = 3/5 = "so-so" rating in tests of front crash with vehicle of same height plus higher risk in serious fractured femur in front crashes than other vehicles 16. Why is the Escalade's advice to other drivers to yield good advice? steering is sluggish, suspension vague, and breaks are not as effective as car breaks 17. What is the key to how automakers have made enormous profits? took a cheap frame of vehicle (suppose it costs 20) and "tricked it out" with chrome, leather seats and a fancy stereo (sold it for 50) 18. How long will automakers continue to make SUV's? automakers will continue to make SUV's as long as: american remain enamored of big macho vehicles of the american frontier gas prices stay low government stays titled against cars Reptilian Dreams 1. What did Rapaille become convinced of when he applied principles of psychological research? a person's first encounter with a thing or idea shapes his or her emotional relationship with it for life 2. What are the three levels of brain activity? 1.) Cortex- intellectual assessments of a product 2.) Limbic- emotional responses 3.) Reptilian- survival and reproduction 3. What do SUVs appeal? Our reptilian brain activity of survival and reproduction 4. How do teenagers respond to feelings of fear? They want to give back the message, "don't mess with me" 5. Why does Rapaille think we are going back to medieval times? We live in ghettos with gates, private armies, and drive huge armored cars for the battefield 6. Which idea has disappeared, as epitomized in the Mad Max movie? 7. What were Bob Lutz’s instructions to Chrysler’s director of vehicle exterior design? "Get them up in the air and make them husky" 8. How did Lutz establish the Grand Cherokee’s credentials as a rough and tough vehicle? He drove up the front stairs of the Detroit's Convention Center crashing through a glass wall/door 9. What was the result of research that found 80% of consumers disliked the aggressive design of the Dodge Ram? Share of market shot up 20% 10. What did the Dodge Ram’s menacing front end result in? Other SUV makers began to adopt the idea, and "fed highway arms race among SUVs" 11. What were women telling Rapaille about driving a convertible? "if you drive a convertible with the top down you are asking to be raped" they were afraid of being assaulted by an intruder who could easily climb inside 12.How do the interiors of SUV’s have to be designed like? Gentle, feminine and luxurious as possible 13. Why does Rapaille drive a Porsche? A porsche allows him to "control his destiny", because they have excellent breaks and tremendous stability 14. What characterizes SUV buyers? Insecure, vain, frequently nervous about their marriages and uncomfortable with parenthood, lack confidence, self centered 15. What are SUV buyers often uncomfortable with? marriage and parenthood 16. What is the tough challenge of designing SUV’s? they must sell based on their fashion appeal, but are suppose to appear as if fashion is the last thing they had in mind when designing 17. What are SUV owners willing to trade off? will trade flexibility and functionality for how people view them 18. Why do automakers mount the seats in SUV’s higher than in minivans? to give the driver a feeling of control, visibility ranks highest in attribute customers are seeking 19. What are the higher seats of SUV’s a recipe for? Rollovers, because higher seats throw off the "center of gravity", every pound above this center makes the vehicle more top heavy = more likely to rollover 20. What is the height of SUVs making it more difficult for car owners to do? Look ahead for hazards 21. What is the generational preference regarding wanting an SUV? teens today are obsessed with SUVs and will most likely dominate the market when they are able to purchase them people born before WWII buy fewer SUVs 22. When affluent men and women in warm cities are walking around in hiking boots and parkas, what are they subscribing to? "Preparedness Chic" 23. For baby boomers who have office jobs and mortgages, what does owning an SUV provide? reassurance that they have no grown up or changed much, owning one says "I'm adventurous" 24. How is the European view of car safety different than the American view? safety to europeans is a nimble vehicle with excellent brakes that can swerve or stop quickly so as to avoid accidents safety to americans differ because they feel accidents are inevitable and buy tank like vehicles to protect themselves 25. What are SUV owners less likely to be doing, than owners of other kinds of family vehicles? Volunteer work, attending church 26. What does the declining sales of minivans represent? Americans care more about image than anything else 27. What do minivan drivers tend to be? extremely nice people, not necessarily "soccer moms", 1/4 senior citizens with no children, 1/2 are men 28. Why is the minivan market neglected by auto executives? executives can not relate to such "good people 29. What theme do many television ads for SUV’s emphasis? Physical Size, individualistic, sybaritic, epicurean vision of life, driving other cars is unsafe, intimidation 30. What has happened to SUV adverting in the last decade? spent 9 billion dollars in 10 years resulting in sales increasing from 172.5 million to 1.51 BILLION 31. According to J.C. Collins, when is the only time most SUV’s are going off-road? when they miss their driveway at 3 am 32. What did one woman in a Toyota focus group say see wanted a SUV for? to drive up over the curb and onto lawns to park at large parties in Beverley Hills 33. Why do most SUV drivers not engage in off-road driving? they have no place to do it, because it is illegal in most/all public places, so those with lots of land are the only ones who can legally do it 34. How have automakers fomented demand for four-wheel drive vehicles? created places for drivers to test the off-road capabilities of their SUVs, Land Rover and hummer have off road courses and charge customers to use them. Ford and Chrystler have traveling shows with man made courses 35. What is the popularity of SUV’s a response to? "income gap" 36. How much of the new automobile market do the richest 20% account for? 60% of spending which should up from 1990(45%) 37. What is one practical effect of SUV’s being so big? 38. When it comes to gasoline, what do affluent families care about? availability of gas, not about the price or fuel economy 39. What last factor does Bradsher identify as helping SUV’s become so popular? politicians and Hollywood celebrities have embraced SUVs which has given the SUV media exposure 40. What, mechanically, is the SUV a poor substitute for? the family car Juliet Schor “Born to Buy” Chapter 1 Intoduction 1 .Why have people, for the most part, been okay with working longer hours? cycle of work-and-spend lifestyle, compensation for longer hours has raised the standard of living 2. What are “downshifters”? millions of americans who reject work-spend lifestyle, work less, spend less, live simple 3. Why do so few “downshifters” have kids? 4. What does the term “tweens” refer to? children 1st grade to 12 years old 5. As they have tried to explain evidence of rising stress and distress among kids, researchers have unfortunately limited their focus to what? adverse effects of a particular consumer experience or production on a child, relations between junk food and obesity, television and violence 6. What does Schor mean by “moral panics”? exaggerated adult fears about children's fad 7. What has replaced “unstructured socializing” for kids? "marketed leisure = shopping and watching television 8. How do today’s youth differ from the youth of the baby boomers in terms of exposure to adults? earlier exposure to and more involvement in adult world 9. What original 1920’s formula for selling children’s products has been overturned by marketing and advertising? "gate keeper model" alliance with mother 10. What does Schor’s research say about the relationship between dysfunction and consumption? dysfunctional kids are drawn to consumer culture, consumer culture cause dysfunction in forms of depression, anxiety, low self-esteem.. CHAPTER TWO: THE CHANGING WORLD OF CHILDREN’S CONSUMPTION 11. What kinds of imagery and metaphor dominate the literature of the youth marketing industry? biological warfare, using terms like viral marketing, targets, converting user, collateral 12. How have youth marketers “gone anthropological”? started to pay attention to the smallest details of a childs life, from video taping, paying trusted adults to gather information, paying children directly for their views/opinions 13. What are the top three spending categories for kids 4 to 12 years old? 1. Sweets 2. Toys 3. Apparel 14. Where does the industry term “the influence market” derive from? children's influence on parental purchases 15. What has driven the growth in children’s influence? changes in parenting style; giving children more power over food, videos, books, restaurants, health, cars 16. What do the “sign wars” refer to? corporate competition centered on images, has led to spiral changing symbolism and brand vulnerability 17. Beyond kids having more money and say, what does Schor say is the other side to the commercialization of childhood? corporate construction of childhood, power of mega corporations that sell most of what kids buy 18. What has been the result of the children’s market being dominated by just a few powerful companies? monopoly which causes uniformity, more profits and power for producers, political power, less value and influence for consumers 19. What have studies of trends in children’s time use revealed? children are feeling stress and pressure because of the overload of activities and would like time to relax, which explains why kindergarteners are taking stress management classes 20. According to experts, what is the new “postmodern childhood” driven by? television, internet, video games 21. According to the Kaiser Family Foundation study cited by Schor, how much time does the aver
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