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Read “The western brands in the minds of Vietnamese consumers” (2015) by Pham, H. C., & Richards, B. The Journal of Consumer Marketing, 32(5), 367-375 [ you can access this article online through Baruch Library]

  1. Pham and Richards mention dream and fantasy in their article. How do these concepts advance their argument?

( If you wish, you can draw on Harari’s discussion of social fiction (aka fantasy, dream) in his TED talk: https://www.ted.com/talks/yuval_noah_harari_what_explains_the_rise_of_humans/discussion#t-717294 )

  1. How do the concepts of dream and fantasy connect to their argument about how consumers express and manage socio-political tensions?
  2. Which part(s) of their argument can be employed to explain consumer behavior in NYC? Explain and provide an example.

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