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consumer behaviour topic 1 b (learning objectives (experiential…
consumer behaviour topic 1 b
learning objectives
experiential consumption
consumer culture theory CCT
behavioural economics
role of technology and nature of innovations
rise of contemporary consumerism
social media
the emergence of contemporary consumerism
1
by contrast the word "customer was a more positive term
the word "to consume" has negative connotation
2
Gradually the meaning of ‘to consume’ shifted
from the object that is dissipated to the human
need that is fulfilled in the process (Williams, 1976)
• Consumption moved from a means to an end
– Initially: Consume in order to live
– Now:
• Consumption as the end: Live to consume
• Living life to the full became increasingly synonymous with
consumption
3
today the consumer is no longer a person who merely desires, buys and uses up a commodity
The consumer is one who chooses
– Buys or refuses to buy
– Displays or is unwilling to display
– Offers or keeps
– Feels guilt or has moral qualms
– Explores or interprets
– Reads or decodes
– Reflects or daydreams
classifying consumers
complexity of consumers has led to a range of new attempts to classify types of consumer
such classification have generally involved the development of wider ranging catergories
not necessarily mutually exclusive
still often some categories in opposition to one another
early classification of consumers were by age, gender, occupation
Gabriel and lang's (1995, 2006) typology of consumers
type of consumer
hedonist/artist
to fulfil emotional aesthetic pleasure and fantasy
victim
the exploited consumer
identity seeker
creating and maintaining social identity
rebel
consuming differently or boycotting
explorer
explore with little idea of what
actvist
fighting against corporate greed for ethical consumption
communicator
uses goods to communicate
citizen
has rights and resposubilities
chooser
rational problem solving consumer
Edwards (2000)
Edwards differentiates between 5 perceptions of the consumer , all to some extent at lest , stereotypes, yet contain a grain of truth
consumer as criminal
consumer as anti consmer
consumer as victim
consumer as voyeur
consumer as king
dagevos (2005)
Proposed 4 consumer ‘images’ based on two key
dimensions, materialistic/non-materialistic and
individualistic/collectivist
traditonal
is conformist, cost conscious, self-disciplined, fearful of new things, community oriented
unique
is described as fun and impulsive, seeks variety, seeks status, distinction and new things
calculating
is rational, mainstream, efficient, and effective, keep up with the joneses, concerned with convenience
responsible
Is captured by involvement, altruistic, ‘keep down with the
Joneses’, informed and environmentally aware
behavioural economics two modes of thinking
automatic mode
you are operating routinely with little effort and no feeling of voluntarily being in control
reflective mode
a person gives effortful attention to mental activity and this is often associated with considered choice and concentration
incentives and loss aversion
loss averion
We generally dislike losses more than we like gains
of an equivalent amount
endowment effect
owning an object seems to make it more valuable to us
norms are informal rules
what most people would do in a given situation
what people ate expected to do in a given situatuion
defaults
Default is a preselected option without active
choice
– E.g. opting in or opting out
people are more likely to choose defaults