Assignment:
Rae & Wong, Beyond Integrity, 3rd Ed. (Zondervan) 2012, ISBN: 9780310291107 Review Case Study (pg. 384 of the text) concerning the "creation of need." Is the prevalence of the belief of the "two months' salary rule" proof of the power of advertisers to create needs by exploiting human insecurity? Why or why not? The well-written answer for the selected Case will involve some discussion of the following points:
•As the fact pattern points out, the "two-months" rule is not a protocol disclosed by any authority on engagement etiquette.
•But the ad tends to portray the "two-months" rule as a normative or standard? It was not adopted as a matter of custom and usage Rather, custom and usage arises from awareness of the ad.
•This is a prime example of the ad railroading the autonomy of consumers to decide what to spend on an engagement ring. Dependent on resources and attraction to the style and look of the ring.