Deepen your knowledge with these carefully selected journal articles that provide extra commentary and analysis on important topics.

Hill, R. P. (2002). Consumer Culture and the Culture of poverty: Implications for Marketingtheory and Practice. Marketing Theory, 2(3), 273–293.

1. What is ethnography? What do you think the strengths and weaknesses are with this data collection strategy?
2. What are the five interrelated thematic categories found among these six groups of people?
3. How does benchmarking against media portrayals of material life affect these families?

Wayne DeLozier, M., & Woodside, A. G. (1976). Pricing and Marketing Communications: The Noneconomic Factors. Journal of the Academy of Marketing Science, 4(3), 814–824.

1. What is the ideal price for a product?
2. Does price indicate quality with a product such as salt?
3. Describe skimming and penetration pricing for new products.
4. If a consumers lack experience and information about a product, is price important? Why?
5. How do the authors say you can desensitize consumers to price?