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