sem week 2.1
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CONSUMER RESEARCH
Seminar Week 2
Module Leader :Amanda Earley
Seminar Tutor : Hidayet Kislali
E-Mail : [email protected]
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Todays Agenda
Introduction
Motivations
Values
Attitudes
Discussions
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Essay Guidelines, pt. 1
Imagine you are a consumer researcher. Explainhow 2 of the 3 perspectives on consumptioncould be used to study one of the following broadconsumption contexts:
-Food
-Media (television, film)-Fashion
-Art
-Sport
-Home dcor-Advertising (from consumer perspective)
Then briefly explain a more specific context, andhow you would study it
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Essay Guidelines, pt. 2
Examples:
-a study of consumer perceptions of ads onYouTube and Facebook
-studies of how people consume their favouriteteams brand (e.g. Arsenal fansencounters withbranded merchandise)
-gendered ideologies in romantic comedies
-subcultures of consumption around a fashion
brand like Vivienne Westwood-how people consumea particular art gallery, or
art museums more generally
-the growing concern with refined design in thehome
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Essay Guidelines, pt. 3
Structure of Essay:I. Explain first perspective on consumption
(900 words)
II. Explain second perspective on consumption(900 words)
III. Compare the two perspectives in the broad context
(500 words)
IV. Propose how you would study a specific context(700 words)
Last but not least: Have Fun!!!
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Introduction : Why Do We Study
Consumer Research?
What do you think the benefits are ofhaving a research field defined by
subject area rather than method
(consumer research as opposed toanthropology)?
it allows multiple perspectives on a broad phenomenon likefashion (or any of the other domains), and the ability to
study the domain at multiple levels of analysis)
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Extended Self
What do you think about possessionsand the extended self? Do you
believe we express ourselves through
what we have?
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Motivations and Attitudes
Motivation: the processes thatcause people to behave as they
do,(Ch. 6, p. 187)
Explains whyconsumers do what
they do
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Motivations and Attitudes
Values: a belief about somedesirable end-state that
transcends specific situations and
guides selection of behaviour(Solomon et al., 2009)
Like a higher levelattitude, whichguides behaviour in many arenas
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Motivations and Attitudes
Attitude : An attitude is a lasting,general evaluation of people,
objects, advertisements, or
individuals,(Solomon et al., p.292)
Anything one has an attitude
towards is defined as an attitudeobject
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Motivations and Attitudes
Do you believe in the distinctionsbetween WANTS and NEEDS in the
book? The book argues that needs
become more specific wants whenthey mix with individual and cultural
factors. Do you believe this is true, or
do you believe that wants and needsare very different things?
2Minutes
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Motivations and Attitudes
Do you believe we can isolatebiological needs (biogenic needs),
from psychogenic needs? Or are the
two always intertwined?2Minutes
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Motivations and Attitudes
Do you believe in the distinctionbetween 'approach' and 'avoidance'
objects? Or is it difficult to classify
some objects? (e.g. do you eat lowfat yogurt to avoid getting fat, or to
approach the goal of great health?)
3Minutes
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Motivations and Attitudes
How can marketers deal with the factthat approach and avoid tendencies
are not the same for all consumers?
3 Minutes
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Motivations and Attitudes
How do you think core values likespirituality or collectivism intersect
with consumer culture?
3 Minutes
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Materialism & Sustainability
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MaterialismMaterialism refers to the importance an
individual associates with wordilypossessions,(Solomon et al., 219)
A higher-level value that may guide more
specific consumer values. For example, amaterialist may be more interested instatus goods that can be consumedpublicly.
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Materialism
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Materialism
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Materialism
-Socially/culturally produced-May occur with lifetransitions, such as entry into
adolescence or after divorce-Less likely to list sentimentalitems as favourite things
-More likely to be depressed-Can be used to compensatefor loneliness
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Materialism: Relatedphenomena
Downshifting: Rejectingmaterialism
Hedonic adaptation: Webecome used to a standard of
living, and need more tosustain the happiness
Cosmopolitanism: A 23
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SustainabilityCan be a general value
Becomes a consumer value when it isconceptualised at the consumer level ofanalysis, and is focused on purchase
behaviour (e.g. thegreen
or
environmentalistdemographic)
Values-driven marketers must be careful!
Marketers must be wary of makinggreen
claims for products that are not sufficientlygreen, lest they be attacked by the marketsegment
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M i li & S i bili
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Materialism & Sustainability
Do you think materialism really is anindividual value? Do you think there
are particularly 'materialistic' people?
Or do you think it is the culture that ismaterialistic? Is consumerism (a
cultural ideology, or cultural value) a
more appropriate concept for
studying the acquisitive nature of
consumer culture?
3 Minutes25
Attit d
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Attitudes
Do you think attitudes predictbehaviour? Or do you think we don't
necessarily have attitudes? Are we
necessarily aware of our attitudestoward things?
4 Minutes
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Any Questions ?
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