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Kathleen Murphy January 15, 2012 CSR 331 No Such Thing as a Free Lunch The moment the words “free” or “money” appears on the television, the viewer’s attention is automatically captured. Kevin Trudeau was well aware of this fact when he wrote his “get rich quick” book titled, Free Money. In the infomercial promoting his product, Trudeau claims that through the purchase of this book, you will find a large sum of money that the government has been keeping from you. Throughout this infomercial, various consumer behavior challenges are employed. A consumer is someone who identifies a need or desire, and in the case of this infomercial, that such desire is the attraction to fortune. In consumer behavior challenges both five and seven, there happens to be an “influencer.” This is a person who has never before purchased or used the product, yet is willing to support it. In the “Free Money” infomercial, it is unlikely that every person who spoke on the ad actually had successful results from the product. However, the viewers do not know whether these testimonies are, in fact, truthful accounts given by consumers or fictional stories told by actors who were hired for their talents to sell the product. For example, we do not know if Lisette Kramer was truly given over $1,000,000 through this program. She may be a family member or friend of Kevin Trudeau’s who offered to help him sell the books through her “story.” Through the act of segmenting consumers, Kevin Trudeau is able to discover who his audience is and how to appeal to them. The process of market segmentation focuses on groups of consumers who are similar to one another. Companies begin to indentify these types of people and develop strategies to appeal to their consumer interest. Trudeau recognized that the lower middle class individuals or families who will see this infomercial would gravitate towards this product. These would be considered the “heavy users” of the program and would be more likely to purchase the product. There are many instances within this infomercial that make it clear that such a product would appeal most notably to those living in the lower middle class. One of the most obvious examples would be the struggling Americans who live paycheck-to-paycheck trying to make ends meet. For example, the struggling schoolteacher whose husband was forced to retire was given $91,614 from the program. Other viewers of this infomercial within the same demographic could relate with this woman’s story and desire to have one of their own. While viewing this infomercial, it is difficult to believe that the government is withholding money, especially of such significant value, from Americans. It seems that there must be some type of catch involved with this product. Kevin Trudeau, along with his marketing team, does a phenomenal job of taking many consumer behavior challenges and translating them into this infomercial. They know how to attract customers and prey on those who will believe this sort of scam. The saying will be forever true that there is no such thing as a free lunch. Works Cited: Feinberg, Richard. "What Is Consumer Behavior." What Is Consumer Behavior. Web. Jan. 2012.
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