CAFF Consumer Affairs Course Guides & Subject Guide

CAFF 427 Consumer Dynamics

Consumer Behavior / Consumerism Article Search 

• Find Trade journal articles. Trade journals are dedicated to a specific industry or profession and cover news, trends, developments, and issues relevant to that industry.

• Search Example: "social media" AND influence" AND "consumer behavior"
• Next, enhance your search precision by doing the following: 
  • Use quotation marks for phrases (2 or more words)
  • Use synonyms, grouped inside parentheses with OR between them: 
    • "social media influence" AND ("consumer behavior" OR consumer choices) 
• Next, use the filters on the left side of the resuts 
  • Source Type - Trade Journals
  • Publication Date 
  • Subject - select the subjects directly relevant to your area of interest.
  • Peer Reviewed 

Commercial/Ad Assignment

For the Commercial/Ad Assignment, locate a commercial for analysis at ISpot.TV/browse

Ad Analysis Research Tips

1. Access free advertising reports at: https://www.ispot.tv/ads/resources/free-reports/

Or

2. Search the Following Databases for Ad / Commercial Analysis Information

Try OneSearch

Or, the following Databases below:

Practice with the keyword examples below:

Begin with the [MARKETING TECHNIQUE USED] AND [YOUR INDUSTRY TOPIC]

Target market or audience techniques: 

(target market OR target audience) AND (advertising OR marketing) AND YOUR INDUSTRY TOPIC 

Social responsibility techniques:

"social responsibility" AND (advertising OR marketing) AND (food OR beverage)

Persuasive techniques:

(persuasion OR persuasive) AND (advertising OR marketing) AND (travel OR tourism)

Diversity and inclusion techniques:

"diversity and inclusion" AND (advertising OR marketing) AND (beauty OR fashion)

Cultural influences techniques:

(cultural OR culture) AND (advertising OR marketing) AND (food OR beverage)

Influence marketing techniques:

Influencer AND (advertising OR marketing) AND (travel OR tourism)

How to Cite an Ad in APA

The following information outlines how to give proper credit to the creative author/agency responsible for the ad (download pdf of examples below).

Cite an Ad from ISpot.TV

The name of the agency is listed in the author position, the year the ad/commercial was published, the title of the ad/commercial, also include the format by writing [Video] immediately after the title, and the full web address where the video can be found in iSpot. In iSpot locate the citation information below the thumbnail of the video.

Examples:

When there is a single agency (author)

Deutsch Inc. (2020). Perks: Delivery Dance [Video]. https://www.ispot.tv/ad/t5TI/grubhub-perks-

delivery-dance-song-by-bomba-estereo

When there are multiple agencies (authors)

Berlin Cameron United, Wongdoody & Initiative. (n.d.). A Low Price for Everybody [Video].

https://www.ispot.tv/ad/qVQp/amazon-a-low-price-for-everybody

Cite an ad from YouTube

The uploader's name is listed in the author position, the publication date includes the year, month & day, the video was uploaded to YouTube, the title of the video, also include the format by writing [Video] immediately after the title, specify the platform - YouTube, and the full web address where the video can be found.

Example:

Dunkin' (2024, February 11). The DunKings [Video]. YouTube. https://youtu.be/Ve2miT5iF2M?

si=oKEaV7MlpicQmAWk

Find Statistics and Public Opionion

Simple strategy for finding government statistics:

Go to Google--Type: statistics [topic] site:.gov

Other sources of statistics 

Census for demographics

Try these databases

Use the Following Databases to Find Company Information