Group items tagged

This article gives Oprah the name "queen of commercial endorsment." It talks about some of the different endorsements Oprah has made and how succesful they ended up. Not only does she do this with books but people also. I found this article intresting because it talked about how Oprah decided on her own what to talk about and which product, books, people, etc. to discuss. She gets no incentive or money from these writers or product makers. This could be a good explanation for why she is so succesful. People like to know that the recomendations they are getting are with good intentions not only becaus the person is getting paid. People really appreciate that in endorsments.

Literacy is a continuous, multidimensional indicator of proficiency in using written language. This essay reviews several recent books on literacy, and suggests some profound theoretical issues about consumer behavior inspired by a sociocultural perspective on literacy. In particular, ties between literacy and six diverse research programs on consumer behavior are highlighted: responses to persuasion; affect and decision making; the meanings of products and brands; social marketing of health behaviors; consumption, identity, and resistance; and the impact of the internet on consumer behavior. In addition, questions both interesting and troubling about the impact of consumption on literacy are raised in the hope of encouraging future research. (Abstract taken from JSTOR.)

Good for background information.