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Scholars Day: April 9, 2014

Buying the Good Life: How QVC Manipulates Viewers to Materialistic New Heights

An analysis of the history behind home shopping network QVC, and the strategies employed by the network during every mode of production to manipulate viewers - and in particular, women - to spend. The presenter's curiosity, originally piqued by the marketing surge surrounding the Christmas seasoon, which was seemingly aimed disportionately at women - led to startling discoveries about the intentional and calculated nature of the "casual" interactions QVC hosts appear to be having, with one another as well as callers. Hosts are trained to be product experts and promoters, maintaining a rapport mimicking real-life friendship with viewers and callers while simultaneously responding to real-time prompts from producers (delivered via earpieces). By many accounts, QVC employs marketing geniuses and the results for viewers can range widely, from insignificant to utterly devasting.


Please note that presentation times are approximate. If you are interested in attending sessions with multiple presentations, please be in the room at the start of the session.
Presenter: Sara Martinen (Undergraduate Student)
Topic: Women and Gender Studies
Location: 217 Hartwell
Time: 1:55 pm Session III