Subaru has a name for this consumer, whom it wants to attract: the “role-relaxed” consumer. “Role-relaxed consumers seek activities and products that satisfy their own criteria for quality and value,” says a company handout.
Advertisers are beginning to hear the message, loud and clear. How about the companies that sell the products and services touted in these pragmatic ads?
- Snob Appeal Loses Appeal For Consumers, Advertisers, The Seattle Times, July 28, 1992.
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