Framing

Consumers frame decisions based on subconscious past experiences, purchasing decisions, satisfaction, and the way they view their emotions. According to Rob Walker, framing is seen as the wording of a question and how the consumer responds to that question is how they frame a purchasing decision.

If framing is often related to the subconscious past emotions in purchasing, then how are branding and framing not directly related? When thinking back on my purchasing decisions I repeatedly consume products in which I know will satisfy my current wants. I have framed my mind to always and no matter what being satisfied when I walk into J.Crew. I instantly want anything and everything and because of this the price I am willing to pay for certain items is directly related to the store in which I am in. I compare the price of a shirt to the price in which I paid for a similar shirt in which I love. I relate the price of a new pair of jeans in one store to the price in which I can purchase them in a store 20 minutes from here. If the price is less 20 minutes away, I will drive there and not think twice about the price of the gas and the time I gave up to drive there.

When relating this to a product I have purchased I instantly think back to this summer when the pair of sunglasses I had my eye on were listed for $40 cheaper at a store an hour away. Nordstrom was having their anniversary sale which meant that a particular line of sunglasses was discounted to 50% off. I was jumping for joy not even taking into account that the closest store was located an hour away. I didn't even think twice about the fact that I could purchase the exact same item in the local mall, spending little to no money on gas. My frame of mind was set on these sunglasses being discounted and I would do whatever it takes to get them for that price.

After reading about framing and decision making, I realize that my decision was entirely irrational. We as consumers think nothing when it comes to spending money on food and gas, these items are necessities, we have no choice. But when it comes to clothing, accessories, etc. We have the power to control our decisions and determine the satisfaction and gratitude we will receive from these monetary savings. We will do whatever it takes to say that we saves, even if it doesn't add up in the long run.

Joining in

Around this time each year I begin my fundraising efforts for the American Cancer Society's Annual Breast Cancer walk. Since 2004 a group from my hometown forms a team in memory of Lori Baines, the mother of my sisters best friend. Lori was diagnosed with stage 3 breast cancer in 2001, and continued the fight for her life until June of 2003. Through out her battle with cancer she started a jewelry making business. She hand crafted beaded bracelets to signify every significant, special turning point in her life. Her breast cancer collection quickly spread like wildfire around Manchester and before you knew it everyone was wearing one of Lori's designs.

In October of 2004, National Breast Cancer Awareness month, everyone in town was representing a piece of Lori in everything that they did. Her designs were worn my mothers, daughters, teachers, friends and family throughout the community. Upon seeing one of Lori's designs you instantly felt apart of her there with you and could relate to the individual wearing a piece of her jewelry. It was extremely remarkable to see the connection that formed between a community in something so simple as a bracelet.

As the years pass and the memories begin to fade, Lori's bracelets continue to keep the Manchester community connected. My family and I will continue to Walk for a Cure in honor of Lori and the impact she once, and still has on so many.

The Pretty Good Problem

Recently I have been on the hunt for the perfect pair of track spikes. I didn't want just any average pair of spikes either. After running competitively for 10 years I felt as though it was time to amp up the style factor as much as I could for the "running world." My "most visited" site on the Internet soon became Nike Track and Field, in the attempt to spot the perfect pair that not only caught me eye, but "spiked" my interest as well.

After a few weeks the process started to become rather tedious, I was anxious and was not about to settle for something that I didn't absolutely love. After contemplating this problem with my mother, she told me that due to the fact that my sneakers are known to get extremely trashed in a matter of weeks, she didn't recommend I "fuss" over a pair of racing shoes that are known to brave even the worst of weather conditions. I was not particularly happy with her recommendations and continued to search high and low for the perfect pair.

After quite a few weeks of searching I finally found the perfect pair that had been the newest addition to Nike ID. They were not your ordinary racing spikes, and they were not like anything I had seen before designed particularly for a distance runner. Without a second thought I made the decision and ordered them. Upon arrival I quickly tried them on and decided to test them out for our first track workout. Although I have been racing for years, I have a feeling that this is going to be a good season mainly due to these "remarkable pink shoes."

Target Gives Back

Many of you are familiar with the retail super store Target. With over 1,700 stores nationwide located in 49 different states Target is committed to giving consumers the best shopping experience and driving that fast, fun, and friendly attitude. Although many of you are familiar with the store Target, what many people are not aware of is what exactly this multi-million dollar corporation gives back to the community on a weekly basis. Target gives 5% of its income to needy communities, organizations and charities. This number comes out to approximately $3 million per week. Whether it be through education, arts and culture, social services, grants, crisis relief and many more. Target volunteers are always looking to benefit not only the community, but the lives of the individuals within these less fortunate areas as well.

Over the next couple of weeks take time to think about the places in which you are spending your money. Are these companies known for the philanthropy they do outside of the workplace? Target is an extremely well respected brand and will continue to change the way we as consumers view retail.

Caffeine Fix

While trying to rack my brain around my consumption/spending over the long weekend, I have come to the pathetic conclusion that the only item of monetary value that I did consume were 4 sip n dip coffees... Four coffees in three days? This should clearly send a red flag in my direction telling me to slow down and back away from the heavy amounts of caffeine, sugar and creamy flavorings. The utterly sad thing is that as I sit here and blog about my need for caffeine, I am currently sipping on a freshly brewed cup of Starbucks...

College Consumption

College, a time for fun, friends, new experiences, and over spending...

The typical college student is tired, exhausted and run down, so why not splurge and treat ones self to a few new hot ticket items. Preferably the new fall collection that you just can't seem to get your mind off of.