Exam 1: Buying, Having, and Being: an Introduction to Consumer Behavior

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In trying to take action in the face of disasters and tragic events, retailers and brands can find themselves walking a difficult line. On one hand, it's important for businesses to take authentically charitable steps in such instances. High-profile charitable acts can also encourage other brands to step in and donate or act.
However, the fact that businesses are motivated by profit can make such efforts appear like cynical branding exercises if not handled properly.
For example, when Hurricane Sandy devastated cities on the East Coast in 2012, some marketers rose to the occasion, whereas others stumbled in the wind. Gap, for example, tweeted, "We'll be doing lots of Gap.com shopping today. How about you?" American Apparel offered an incentive to shoppers: "In case you're bored during the storm, just Enter SANDYSALE at Checkout." Many of the storm victims were not amused. One tweeted, "Hey @americanapparel people have died and others are in need. Shut up about your #Sandy sale."
In contrast, Allstate ran radio commercials to let policyholders know how to file claims quickly. JetBlue Airways waived change and cancellation fees for people who had to rebook. How's this for a relationship builder? Duracell batteries sent a truck to New York City that offered free batteries and access to charging lockers for mobile devices and computers to desperate people who had been without power (or even worse, access to social media).