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This article by Angela Baca explores some of the reasons that people resist change and suggests ways to overcome this resistance and become more adaptable when necessary. I have noticed the ability to adapt to change is one of the most important attributes for a webmaster to have, especially if he or she is not simply blogging for pleasure or rambling purposes but is actually trying to make a living at it. Fortunately, technophobia has not been much of a problem here at Karlonia, although adapting to the constantly changing Internet trends and search engine algorithms is becoming tiresome.

Here is a good axiom to live by — if a situation doesn’t change, then change your situation. This axiom sounds great. Can you put it to good use?

The tendency to resist change is evident in the human experience. Call it animal instinct if you like. It is just like the puppy who returns home for his owner to feed him. Some personalities resist change more than others. How has your capacity for adapting to change affected your opportunities and your happiness?

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Although not my favorite genre, this movie review of the Black Book by Nicholas Cockayne paints an interesting portrayal of a WWII spy thriller that takes us back to what is probably the darkest period of the 20th century. Carice van Houten and Thom Hoffman play the starring roles while Paul Verhoeven directs.

While period spy thrillers usually have a limited appeal to the mainstream audience, Black Book proved such a refreshing change from all the tired clichés of the genre that this film totally blew all audience expectations out of the water.

Director Paul Verhoeven does a terrific and often unrelenting job keeping the audience immersed in the film, whether it be in the pomp and splendour of the Nazi party or in the brutal murder of Jews fleeing for the border, Verhoeven pulls no punches and offers the audience no opportunity to distance themselves comfortably from all that goes happens on screen. From the horrific injuries of someone being shot in the head to the heroine giving herself sexually to the head of the Gestapo in the name of the Resistance, the audience is right there with the characters, totally involved in it all. This is probably the film’s main achievement as although it offers a stylish portrayal of the World War Two resistance spy thriller, it is hardly ground breaking within this tradition. Where it diverges from similar films of the past is in its willingness to show the more shocking aspects of the story, such as the heroine being showered in feces, dying her pubic hair, and much full frontal nudity, that films in the past have been content to imply rather than explicitly depict.

Normally with a film 145 minutes in length, by the end of the second hour the audience would be hoping for the ending, but Black Book holds the attention riveted throughout, and leaves the audience still wanting more as they leave the cinema.

This is never a comfortable or easy watch, but the cast throw themselves wholeheartedly into their roles, with Carice van Houten as Rachel and Thom Hoffman as Hans Akkermans in particular shining in a more than able cast. Carice deserves a special mention as the captivating Rachel/Ellis, her performance surely launching her into more big mainstream films in the future.

This film is highly recommended for fans of the genre, and an engaging watch for those that aren’t.

This article by Shannon Christman provides a good overview of the concept of fair trade products and organizations. The idea is an intriguing one for libertarians like me because it allows us to maintain an environment of voluntary exchange (that is, actual free trade) while also ensuring a degree of fairness and helping to alleviate some of the social problems that may arise from excesses of unrestrained capitalism.

I was reminded of this topic when I ran across a product from our local HEB store that seems to fall under this category. It is a bag of fair trade organic coffee that is sold by a company called Ruta Maya. The company is based in Austin, Texas but the product itself (coffee beans) is grown and harvested locally in the Chiapas region of Mexico. Here is the description from the label:

Shade-grown and handpicked by farmers on small, family-owned farms in Chiapas, Mexico, Ruta Maya organic coffee has exceptional richness that combines ancient growing techniques with gentle roasting to extract the ultimate in coffee depth and flavor. Founded in 1990 in Austin, Texas on the simple premise of creating a marketplace of superior products produced in Latin American countries and to return to the producers of those products a fair portion of profits generated, the Ruta Maya guiding principle is Oportunidades para las Americas (Opportunities for the Americas). The complete Ruta Maya line of products embodies Mayan, Mexican, and other Latin cultures working together with Texans to foster a universal message of respect and friendship through economic coooperation.

While I have not yet tasted the coffee or compared prices (my mother can probably give me a good review of these in the near future), the overall idea seems like a pretty good deal. Meanwhile, here is the text of Shannon’s article:

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Online article publisher Triond.com released its July newsletter last week, focusing most of its content on providing tips to authors in an attempt to help them maximize the site’s advertising revenue. Triond is a site much like Helium; aspiring freelance writers or other authors can submit articles to the site in exchange for a portion (in this case 50%) of the advertising revenues earned from the page on which the author’s article is published.

In theory, this seems like a pretty good deal because it allows authors to earn a passive, residual income on all published articles for the life of the site. In practice, however, most authors who work for Helium, Triond, or other similar sites have reported that the earnings derived from publishing their articles are so small that it is hardly worth the time of setting up an account with the site and going through the required motions. In most cases, a better alternative is to publish the articles your own site and keep all of the advertising revenue for yourself or sell your articles directly through a site like Constant Content and earn more of a residual income through recurring sales of usage licenses.

However, for those of you who may be interested in Triond, here is the text of their latest newsletter:

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In this companion to his other article on the advantages of algae-based fuels, Aaron Turpen discusses some of the possibilities for using algae to create different types of biofuels. Interestingly, the author claims that these types of biofuels can be used in most existing engines without modification, something that would make them more practical than some of the other suggestions for alternative fuel sources. Below the article, I have included a series of videos that explain the process and methods for growing algae and using it to produce biofuels on a potentially large scale.

Many people are under the impression that only diesel fuel, also known as biodiesel, can be made from vegetable oil sources. This is normally the case when you’re talking about most vegetable oil sources. A notable and well-known exception is corn oil, which is used to make ethanol, a supplement (not replacement) for unleaded gasoline.

These restrictions are not true of algae, however. Because algae are fairly simple organisms with many thousands of species in nature, there is much diversity available from which different types of oils can be made. Also because of its simplicity, algae are relatively easy to manipulate into anthropogenic species.

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With salmonella-related stories making their way into the news recently, I figured that it was time for me to put together an article on the subject. This essay will summarize and describe the recent news, causes, symptoms, prevention, and treatment of infections related to this species of bacteria. The picture to the left is a magnified electron microscope image of what a single salmonella bacterium looks like. The scaling used is one micrometer, which is one millionth of a meter or one thousandth of a millimeter.

Recent News

The Center for Disease Control says the current outbreak, as of June 27, 2008, is linked to a rare form of bacteria called Salmonella Saintpaul. Thus far, it has spread to include 810 cases in 36 states and the District of Columbia. The specific source of the outbreak has not been found. Cherry tomatoes, grape tomatoes, homegrown tomatoes, and those sold with the vine still attached are considered safe, but health authorities are advising people to avoid eating raw Roma or red round tomatoes. However, tomatoes cooked to 145 degrees for 15 seconds will kill the bacteria, which generally causes fever, diarrhea and abdominal cramping. The outbreak, which has affected several types of tomatoes, has hit hardest in New Mexico and Texas.

What is Salmonella?

Salmonella is a bacterial infection that lives in the intestinal tracts of humans and other animals. Bacteria are transmitted to humans when they eat foods contaminated with animal feces. Salmonella bacteria are subdivided into serotypes based upon their biochemical properties. Although salmonellosis can occur throughout the year, most cases occur during the summer months.

Several people have asked about the color of the salmonella bacterium itself. This can be somewhat difficult to track down because most images show the specimens only after they have been treated with some type of colored dye or other agent. It turns out that natural salmonella are nearly colorless but are opaque and can be seen on a nutrient plate after sufficiently large colonies have been nurtured. For an image of what plain salmonella looks like, see this picture from MicrobeLibrary.org.

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In the last article about saving gas through safe driving techniques, we looked at ways in which people could save money by reducing their personal consumption of gasoline. However, another possibility for getting around the high gas prices is to develop some type of alternative fuel source. This article by Aaron Turpen suggests that algae-based biofuels may become practical enough come onto the market in the near future. Below the article I have included some relevant videos that discuss the current developments and possibilities for growing algae and using it to produce biofuels on a commercially viable scale.

With all the hype about biofuels and their great potential for replacing our current fossil fuels as alternatives, there is usually very little talk about when exactly this replacement might take place. Or the talk is in vague terms like “the next thirty to fifty years” or “the next few decades.”

The reality is that most biofuels on the market are not very well positioned to replace anything more than a fraction of our current fossil fuel use. Current numbers from the Department of Energy, for instance, show that ethanol only accounts for about 3.5% of our total gasoline usage in the USA. Biodiesel holds a larger market share worldwide, accounting for almost half of Europe’s total diesel fuel usage (according to the European Union).

Given these numbers, the future might look bright. The problem is that both standard biodiesel and ethanol require the use of crops that would otherwise be eaten by humans or animals or of croplands that would otherwise be used to grow them. This takes food off our tables or at least raises the price of it, which limits our economic freedom in other areas.

Alternatives such as hydrogen are becoming more and more viable, but it will still be decades before the fuel cells can be made at a cost low enough to make the vehicles they power marketable. Similarly, electric-only vehicles are plagued by their relatively short range because of limitations in battery storage.

This summer, however, marks a huge stepping stone for algae as a production-level biofuel. Despite setbacks due to funding cuts by the Clinton administration of the 1990s, new funding and a renewed interest by large corporations in the energy industry have rekindled algae’s possibilities.

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This article by Shery Russ addresses the issue of excess clutter in the bathroom. The author’s main suggestion is that the use of a bathroom or shower caddy like the one displayed in the image to the left can improve the overall appearance of your bathroom while also optimizing your available space.

The bathroom is the one room in the house that is often overlooked when it comes to both tidying and organizing. This is because the bathroom isn’t specifically any one person’s room. However, it is easy to organize the bathroom in such a way that will make items easy to locate, identify, and assign to each member of the house.

The bathroom is the one area of the house that has items belonging specifically to each family member and also a room that can generate a lot of arguments if items are misplaced or used by the wrong person.

A bathroom caddy is the single most useful item when it comes to organizing the bathroom. More specifically, one bathroom caddy per person is ideal. This useful item can provide you with the room to house all personal items including toothbrushes and other hygienic items that are considered to be personal to each family member.

Bathroom or shower caddies also allow each family member to put in his or her own shampoo and other bathroom essentials. The unauthorized use of these items is probably one of the biggest reasons for family fights, so organizing the bathroom may help to prevent accidental misuse.

Of course, another reason for organizing the bathroom in this way is that it looks neater. The bathroom then becomes a lot easier to manage. When there is mess, items get lost, damaged or broken and the bathroom is no different in this respect.

Clutter in the bathroom can be dangerous, causing people to have accidents or at the very least to injure themselves. By ensuring that everything in your bathroom has its place, and is in its place, you can easily prevent accidents, injuries and arguments from happening.

Although real estate prices have declined somewhat in many areas, even in a bear market there is still money to be made by fixing up homes and selling them for profit. This article by Ariana Thompson discusses how to improve a home’s “curb appeal” so that it can appear more attractive to potential buyers and therefore retain a more favorable selling price.

The secret to great curb appeal is making a home look loved, cared for, and ready for a new owner. Whether you are selling your family home or an investment property, the key is ensuring buyers know the home has been looked after. A house that has earned its owner’s affection is universally appealing. A house that appears to have been neglected raises fears of unaddressed maintenance issues, which often scares off buyers.

The first thing thing to do in your quest for curb appeal is to freshen your perspective. Go for a drive and take note of the houses and yards that are appealing and inviting. This is a great way to get ideas for the general mood and feel you want to create. Return from your drive using a route that is different from your usual one, approaching your house from a new direction. Try to see your home through fresh eyes. What strikes you about the front yard or the facade?

Decluttering and cleaning are the best way to start; then a few extra touches are all you need to polish off your look. The yard needs to be clear of equipment or toys. Make sure the driveway, porch and facade of the house are all clean. Rent a pressure washer if necessary. Make certain everything works, from the front porch light, to the doorbell, to the garage door opener. The lawn must be kept mowed and trimmed, and shrubs and flower beds should be watered and groomed. This is especially important for investment properties. A house that has not been lived in can appear forlorn, so create a welcoming yard by giving it the love and attention a family would. Trim or remove shrubs that have become overgrown and are obscuring the house and address any tree branches that extend over the house or block the view. Garden and lawn edging is a great way to add a finishing touch to your well-groomed presentation. Also consider giving the door or trim a fresh coat of paint. Choose a color that is eye-catching without being over the top.

Finally, don’t forget the back view and the night view! Extend your curb appeal efforts to any side or back yards that could be visible. Pack up garden implements as well as lifestyle items like wading pools or trampolines. They take up valuable visual space, making the yard appear smaller. They also create the impression the house is still yours, making potential buyers feel awkward. The evening or night view of your home is important for buyers who may be house hunting after work. The porch lights and driveway lights should be left on all night. If you don’t have any yard lighting, look into low-wattage or solar-powered lights to highlight paths and landscape features. Remember also that the inside of your home is visible at night, so your window treatments and room presentation influence your evening curb appeal. Again, this is especially important for properties that are not occupied. Consider leaving the drapes or blinds of an empty house partially open and putting lamps on timers to give the house more life. Choose bulbs that cast a warm, golden light that looks inviting.

Remember that you are starting a new life and your home needs to be a blank slate for another family. Your personal tastes will be traveling with you to be expressed in your next house. The house you are selling must be redressed to look less like it belongs to you and more like it is ready to fulfill someone else’s dreams.

This article by Francis Leary describes some of her ideas for ways in which parents who have successfully implemented the work-at-home lifestyle can spend some “quality time” with their kids. Interestingly, the last time I published an article that had anything to do with kids turned into an unexpected controversy in the comment section when someone submitted the article to StumbleUpon under the “Parenting” category. Apparently some of the Stumblers disagreed with the author’s suggestions for relatively healthy snack foods that parents could get their children to eat without too much fuss. If you want to read the article and register your opinions on this topic, it can be found here at Healthy Snacks Your Kids Will Love.

As work-at-home parents, we’re due some time to reflect on how we can thrive in our businesses and continue to be good parents too. Sometimes it’s easy to get caught up in the work. It’s easy to tell our children “wait a minute” or “as soon as I finish this”, and then before we know it the day is gone.

The reason we’re working at home in the first place is so we can be with our children, so it’s absolutely necessary that we not only make time for them but that we enjoy them each and every day. Independent play is an important skill to learn, and our children can develop that during the parts of the day when we’re working. But…this CANNOT be the entire day. They need direct interaction and affection from their parents.

So…how do we fit it all in? Well, preparing a schedule is essential. What else can we do to make sure we spend enough time with our children?

Here are some fun and easy ways:

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This article by Kristie Leong provides four tips for killing, eliminating, or otherwise getting rid of dust mites. These little critters are only half a millimeter long and have a pretty short life span (up to 75 for females and 30 days for males), but they also reproduce quickly, so they can be very difficult to completely get rid of if you wind up with a major infestation. A highly magnified picture of a dust mite can be found in the upper left corner of this paragraph. Meanwhile, reading through this article has reminded me that it is definitely time to change my bed sheets and wash the old ones.

If you have a history of allergy symptoms, you may be suffering from the effects of pesky, indoor dust mites. These tiny bugs are members of the spider family and have the ability to wreck havoc with your allergy symptoms if you’re unfortunate enough to be sensitive to them. They tend to thrive in areas that are warm and moist and are a common resident in most homes in America.

Whether you like it or not, these little bugs may have taken up residence in your bedding, clothing, furniture, or other areas of your home where conditions are ripe for their survival. Once they’ve established themselves in your house, you need to take immediate measures to eliminate them. This can help to reduce your allergy symptoms if you’re sensitive to them. Here are some effective ways to get rid of dust mites:

1. Wash bedding at least every two weeks

Since bedding is one of the most frequent places for dust mites to hide out, it’s important to wash it at least once every two weeks. Use hot water to make sure you kill all of the mites. Generally, water should be at least 140 degrees Fahrenheit to destroy mites.

2. Reduce indoor humidity

Since dust mites thrive in warm, high humidity environments, it’s important to keep the humidity of your home less than 50 percent. To measure indoor humidity, purchase a hygrometer, available at most hardware stores. If it’s above fifty percent, consider purchasing a dehumidifier to help bring it down.

3. Remove unnecessary carpeting

Dust mites thrive within the fibers of carpeting. If possible, remove the rugs in your home and replace them with hard flooring. This step can go far towards reducing the number of dust mites in your home. Vacuuming is generally not effective at eliminating dust mites, although it may reduce the population. Never vacuum without a mask if you suffer from allergies.

4. Encase your pillows and mattresses in vinyl

Covering your mattress and pillows in vinyl can significantly reduce the dust mite population in your bedroom. This step is generally not cost prohibitive and can have a positive impact on allergy symptoms.

Taking these four steps to eliminate dust mites can be quite effective and may allow you some relief from your allergy or asthma symptoms. Why not give them a try?

Related article: How to Get Rid of Ants in Your House

This article by Kristie Leong provides some interesting ideas for using natural remedies to treat the painful symptoms of arthritis. It should serve as a good companion for the articles that I have already written on scurvy and tuberculosis. If I can manage to tackle a few more disease-related issues, I may eventually make a separate category for them.

Arthritis can be a painful and debilitating condition that can interfere with the ability to carry out normal, everyday activities that many of us take for granted. The pain, stiffness, and joint swelling can take its toll on even the most stoic of patients. Traditionally, prescription anti-inflammatory medications have been used to treat the symptoms of arthritis but with recent studies showing the potentially serious side effects of these drugs, many people are seeking natural remedies for arthritis pain. Fortunately, there are a variety of natural ways to reduce the pain and discomfort of arthritis. Here are some of the most promising:

Lifestyle modifications

This is probably the most important way to naturally relieve the pain and discomfort of arthritis. The two main lifestyle changes that can have a major impact on arthritis symptoms are daily exercise and weight reduction. Daily exercise such as a brisk walk or a daily swim can help to increase joint mobility and reduce stiffness. Swimming is an ideal form of exercise for the arthritis sufferer as it doesn’t place additional stress on the joints. If you choose to walk, be sure to select a quality walking shoe with good support to lower the impact of your foot against the pavement. Weight loss also helps to reduce stress on the joints which can help relieve arthritis symptoms. Make a commitment to a healthy diet and exercise plan and you’ll go a long way towards soothing your aching joints.

Fish oils

The omega-3 fatty acids found in fish oils have been shown to have anti-inflammatory properties similar to prescription anti-inflammatory medications without the negative side effects. If you’re unable to add more fatty fish to your diet, consider supplementing with three 1,000 milligram omega-3 fatty acid capsules on a daily basis. These can be found at your local health food store.

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In our third and final article review of this series, Eliot Erfurt examines the cultural aspects that affect any successful marketing campaign. The review includes some rather humorous examples of what can happen when marketers fail to educate themselves about the cultural differences between the people of their own region and those of their target markets.

Article Reviewed:

Reese, S. (1998). Culture shock. Marketing Tools, 5 (4), 44-48.

Purpose of the article: Culture affects the buying behavior of consumers. If a business does not familiarize itself with the culture of a specific marketing group, advertising dollars and product sales may suffer. The article lists numerous examples of the adverse effects that may result if the culture of specific groups are ignored and also gives suggestions on how to avoid the pitfalls of ethnic marketing.

Summary: Culture is the system of shared beliefs, values, customs, behaviors, and artifacts that the members of society use to cope with their world and with one another, and that are transmitted from generation to generation through learning. The author, Shelly Reese, begins the article with numerous and often humorous examples of what can happen if cultures clash in the marketplace. The author cites relevant facts to back up the assertion that culture cannot be ignored in today’s marketplace. Finally, a list of helpful suggestions on what and how to incorporate cultural differences into product design and advertising is given.

Excellent examples of cultural ignorance are listed in the article. Some of these include:

• The Coors slogan, “Turn it loose”, was unfortunately translated into Spanish as, “Suffer from diarrhea”.
• Pepsi’s slogan, “Come alive with the Pepsi Generation” translated into Chinese as, “Pepsi brings your ancestors back from the grave”.
• A horrible implication was made in Africa when Gerber sold its baby food with a picture of a beautiful baby on the jar. Since most Africans cannot read English, the usual practice for companies, unknown or ignored by Gerber, was that the contents (not the consumers) were shown on the front of the product.
• The brand name of the facial tissue “Puffs” means brothels in colloquial German! The product had been marketed before the mistake was discovered.
• The people at Parker pen assumed the Spanish word “embarazar” means “to embarrass”. Unfortunately, part of their pen ad, “It won’t leak in your pocket and embarrass you” became “It won’t leak in your pocket and make you pregnant.” The word “embarazar” means “to impregnate”.

As the world leans toward more free trade and accommodates an expansive global market, the necessity of incorporating culture into product decision making becomes clear. Even within the United States, the white population is becoming more fragmented. Reese explains, “…immigration from Europe has been on the rise. Between 1985 and 1995, more than 1.2 million European migrants settled in the U.S. That represents 14 percent of total immigration.” New immigrants offer a distinctly different target market as they acculturate into the mainstream American society. The minority populations in the United States will make up 50% of the total by the year 2050. Certainly, all Americans will continue to have many things in common, but the future points toward increasing growth from immigration and therefore more specific and numerous target markets.

Reese suggests some common sense, yet often overlooked, factors to consider before marketing a product. These timely ideas include:

• Never assume you know a population different from your own. Many times your assumption many be based on erroneous stereotyping.
• What works in one area of the market will not necessarily work in all places.
• Advertising in an ethnic market means more than simply translating your brochure or ad. The words, although translated correctly, may not connect with the cultural norms of the group. As the author explains, “Real target marketing demands the creation of messages that appeal to the specific sensitivities of an audience.”
• Even the colors used in an advertisement may carry significance. Koreans or Japanese would recognize the color red or gold as targeted for Chinese consumers – not for them.
• Cultural relevance, explains Reese, means understanding a group’s values and customs and is very different from cultural opportunism.
• Take the time to understand and learn what is important to a particular market. Brand names are not always enough.

Conclusion: The best ethnic marketing results from an understanding of what carries values within a culture. The business must make a commitment to the community and culture to establish a lasting relationship between themselves and the consumers.

Implications: The study of consumer behavior is a basic tenet of marketing strategy. It is used to promote the marketing approach and enhance the effectiveness of marketing strategy. Culture plays a vital role in consumer behavior particularly because of the increasing trend toward a global marketplace. The culture of specific consumer groups, therefore, has implications in brand image and branding, product positioning, marketing segmentation, new product development, pricing, choosing distributing channels, advertising, and promotion.

This second article in our series about consumer behavioral trends and marketing was written by Angela Cantu along with some much-needed copyediting by me in order to make it suitable for publication. It is a summary and analysis of some important statistical information on consumer behavior and marketing trends.

Articles Reviewed:

Gunter, M. & Smith, J. W. (2001, December 24). What Shoppers Want. Fortune Magazine. Retrieved March 1, 2002, from http://www.business2.com/articles/ mag/0,1640,36161,00.html

Princeton Survey Research Associates. (1999, March). Consumer Behaviors, Experiences, and Attitudes: A Comparison by Age Groups. Retrieved February 14, 2002, from http://research. aarp.org/consumer/d16907_ behavior_1.html.

Wirthlin Report. (1999 March). Buying Influences: Consider the Source. Retrieved February 14, 2002, from http://209.204.197.52/publicns/report/wr9903.htm.

Summary and Analysis:

What do consumers want when they are looking to purchase products? That is a question many executives ask themselves when trying produce advertisements for the public. While many marketers depend on research and economic studies, others turn to surveys by using information sources from within their company such as questionnaires or customer feedback information.

J. Walker Smith, president of Yankelovich Partners, one of America’s leading analysts in consumer trends, believes that many “came out of the nineties feeling prosperous, self-confident, and in control.” However, consumers now are at a point where especially the baby boomers need to feel a sense of satisfaction with products that are “nonmaterial and intangible”.

In order for consumers to feel a level of satisfaction when it comes to purchasing products, many Americans turn to five different forms of media. They are television news sources, newspapers, radio, Internet, and news magazines. In the Wirthlin Report, 58 percent of consumers turn to the television, 23 percent to the newspaper, 13 percent to the Internet, and only one percent to magazine articles. According to research done by the Wirthlin Report, they know that Americans are conscientious shoppers who like to comparison shop before spending their money.

Research done by their associates has found that when consumers are looking to purchase certain items, they turn to certain kinds of media. The television seems to have a major impact on consumers who are looking to purchase less expensive items such as medications or household items. The newspaper has an influence among consumers looking to purchase appliances or investment items such as stocks. In addition, magazine articles tend to influence larger purchases like computers or vehicles.

Along with the decision to purchase also comes the need for a certain level of education. In this regard, researchers say that television is a medium used by many who have little or no education while those who are “highly” educated turn to print media like magazine articles and newspaper advertisements. The Internet also seems to have an impact on large numbers of consumers who are turning to the web for customized items. Internet research allows consumers the flexibility to virtually create their items as they would like them. For instance with vehicles, the consumer can choose the color they want for the vehicle, decide on what options they want, and even have the choice of having it delivered to their homes. Similar options are available for computers.

When consumers are deciding to purchase items, the question of how credible the companies are comes into play. Consumers turn to a variety of sources when it comes to determining how credible the product’s brand is. Some of those sources are consumer reports, friends, radio news, network television, news articles, and the Internet. Everyone is different and depending on your level of education, one has the right to determine what sources are believable, somewhat believable, or not believable at all.

Another study done by the American Association of Retired Persons (AARP) closely relates to the information sources chosen by consumers, and that is also their level of vulnerability. Their research found that a large number of consumers are vulnerable to advertisements that are fraudulent or deceptive.

Many reasons contribute to consumers who are taken advantage of by deceptive advertising or fraudulent claims. These include factors such as what level they conduct their business, what behavioral patterns they have, their attitudes, and their level of education. The AARP study was conducted with participants from the older group aged 65 years or more and the group of younger consumers aged 18 to 64. They analyzed the group with the vulnerability index, the lowest score being zero for low vulnerability and the highest score being 29 for a high vulnerability, and they found that the older consumers were more affected by deceptive advertisements.

In one survey, the AARP found 21 percent of those aged 75 or older and 11 percent of those aged 65 to 74 had a high vulnerability index. In addition, those with a low vulnerability index were only 5 percent of those aged 75 or older and almost zero with those who were 65 and under.

As marketers begin trying to appeal to their audience, they also have to take into consideration whether or not consumers will be satisfied with their products. The AARP found that 82 percent of consumers in their survey were not satisfied with their purchases in at least one instance. Meanwhile, researchers found that the younger consumers had more complaints and were more adamant in doing something about the problem versus those over 65.

Advertisers have found it nearly impossible to appeal to everyone since Americans are very diverse in their expectations of brands and products. Most advertisers now turn to a variety of information sources to determine whether their products are successful. Once marketers have received feedback on their products, they begin to market them to the appropriate audience.

This is the first of a series of three article reviews related to various aspects of marketing and consumer behavior. In our first installment, Marilyn Knox presents an analysis of older consumers from the “baby boomer” generation and gives reasons why this market cannot be ignored.

Article Reviewed:

Abdel-Ghany, M. & Sharpe, D. L. (1997). Consumption patterns among young-old and old-old. Journal of Consumer Affairs, 31 (1), 90+

Purpose of article: On January 1, 1996 the first of the babies born during the Baby Boom turned 50. Maturing consumers are the biggest spenders. They are the wealthiest, best educated and most sophisticated purchasers. Baby Boomers are forming the most extraordinary middle-aged generation of all time – one that presents the most complex set of challenges to product and service providers and marketers in the history of modern marketing.

Summary of article: For several decades, the study of advertising and marketing has taken a historical approach. We have studied what has worked in the past. Unfortunately, this past does not resemble the immediate future. The youth-dominated markets of the past 30 years are slowly but surely being replaced by an America that has never been old before. To plan for tomorrow’s maturing marketplace using standards developed and tested in yesterday’s objective, youth oriented markets is as dangerous as driving using only the rear view mirror.

Conclusion: Marketers will be required to develop relationships with consumers that allow a marketer to “go with the flow” of consumers’ free will choices. This converts the often-heard slogan “customer driven” into today’s reality. New science has caused scientists to adopt new assumptions about the behavior of matter and energy as well as new investigative techniques. New marketing will likewise cause researchers and marketers to make equivalent changes to their thinking regarding consumer behavior.

Implications: The message for marketers is that the tidal wave of Boomers turning 50 will only intensify the trend toward youthfulness among the mature population. Boomers have changed every stage of life they have lived through so far, so they are likely to create a second middle-aged market, thus altering the very nature of maturing consumer markets. Understanding what distinguishes baby boomers as a group from the present mature population will be the key to planning for successful marketing to the maturing consumers’ population in the coming decades.