Instruction
• Where possible, include examples in your answers to further help make your arguments.
• Include a title page that clearly provides your name and student number with your
submission.
• If you make any assumptions in order to answer a question, please include a written
explanation of the assumption(s) being made to start your answer.
Begin by reading the following article:
https://www.fastcompany.com/90310006/we-need-to-debunk-some-big-myths-about-
conscious-consumers
1. In his article on conscious consumers, Heath Shackleford reports that record low numbers of
consumers are consuming socially responsible products and services. To account for this,
Shackleford asserts that: “I used to assume people just didn’t know about socially responsible
companies. They needed education. But what they lack isn’t education. It’s motivation. We
must do a better job showing consumers how small, daily actions can lead to seismic,
positive change.”
Using our discussions of individual personality traits (i.e. not brand personality), the role of
situational factors, and self-esteem, provide an alternative explanation for why consumers
might not be consuming socially responsible products and services. (5 points)
2. In trying to encourage more conscious consumerism, Shackleford is also surprised that word-
of-mouth and the use of social media influencers doesn’t seem to be that effective. How
might we encourage conscious consumerism by leveraging insights into changes in modern
gender roles and consumption to alleviate identity burdens? (5 points)
To continue, watch the following YouTube video on the history of the Nike Cortez:
https://www.youtube.com/watch?v=-xIXKmTL9Ug
3. The Nike Cortez is an example of a product whose evolving story (narrative) is complex and
multifaceted. Started as a mainstream jogging shoe, the Nike Cortez story includes adoption
by west coast gangs like MS-13, as well as artists and hip-hop artists more recently. Using
our discussions of a brand community, explain how the Nike Cortez could become the focal
point for such diverse groups of consumers. (5 points)
4. Use symbolic self-completion theory to provide an explanation for how adopting the Nike
Cortez might help members of a community or group (like MS 13) bridge self-discrepancies,
such as liberatory vs. burdensome roles.