(towards sustainable consumption) models of consumer behavior
TRANSCRIPT
(Towards Sustainable Consumption)
Models of Consumer Behavior
Sustainable Consumption
Selection, use and disposal of products and services so that:
Conserving energy and materials Minimizing the depletion of natural
resources Avoiding toxic and hazardous substances Satisfying basic needs Optimizing the quality of life
The Role of Models and Difficulties
Find strategies to influence human behavior
Scale, complexity and historical depth Marketing / Public Interest Empirical (simple) / Theoretical and Conceptual
(complex) Internal / External Individual / society
The Models
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Rational Choice
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Rational Choice TheoryElster 1986, Homans 1961, etc
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Expected Benefits
Behavior
Costs
Rationality
Consumer Preference TheoryBegg et al 2003
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Behavior
Preferences
Price of goods
Available income
Utility Maximization
The Attribute ModelLancaste 1966
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Behavior
Preferences
Price of goods
Available income
Utility Maximization
Values
Attributes
Rational Choice
Information Preferences (exogenous to the model) Individualism Egoism
Need for sufficient information Need for internalization of social
costs
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Against Rational Choice
Bounded Rationality Mental shortcuts: habits, routines,
cues, heuristics, etc Automaticity Emotion Morality Social context Society (against individual)
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Adjusted Expectancy Value
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Adjusted Expectancy ValueFishbein 1973
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Expected Outcomes
Behavior
Values of the Outcomes
Rationality
Simple Expectancy-ValueAttitude Theory
n
iiiobj beA
1
Beliefs about the characteristics of the product (Expectations)
Consumer’s evaluation of the characteristics (Values)
Consumer’s overall attitude towards the product
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Means-End Chain TheoryGutman 1982, Reynolds & Gutman 1988
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Consequences
Attributes
Value
Consumer Goals
Behavior
Theory of Reasoned Action (TRA)Ajzen & Fishbein 1980
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Theory of Planned BehaviorAjzen 1991
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Perceived BehavioralControl (PBC)
Personal Experiences
Modeling
Self-EfficacyBandura (1977, 1982)
Moral and Normative Conduct
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Ecological Value TheorySchwartz 1973, 1977
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Behavior
Biospheric Values
Moral Values
Pro-social Values
Ecological Value TheorySchwartz 1973, 1977
4 key difficulties in ecological value theory:
Attitude-Behavior gap (Value-Action gap) Fundamental attribution error: Dispositional influences (like attitude or values) /
contextual or situational variables ??? Instability of individual values across different
contexts and situations Values change according to context or situation
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Norm Activation TheorySchwartz 1977, 1992
Pro-social Behaviors:
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Value Belief Norm TheoryStern et al 1999, Stern 2000
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
New Environmental Paradigm
Awareness of Consequences
Ascription of Responsibility
Personal Norm
The Focus Theory ofNormative ConductCialdini et al 1990, 1991
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Descriptive NormInjunctive Norm Behavior
Context
The Matter of Habit
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
The Matter of Habit
Difficulties: Intention Motivation Relation between social practices
and policy
Cognitive effort-control, automaticity
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Controlled cognitive Processes Automatic Processes
Routines
Habits
Heuristics
Learning
Procedural Rationality
Simon 1957
Cognitive effort-control, automaticity
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Con
trolle
d c
og
nit
ive B
eh
avio
r
Au
tom
atic B
eh
avio
r
1- Involvement of the decision-maker in the process (the level of importance)
2- Perceived complexity of the decision task
3- Degree of constraint imposed by the decision (time, cognitive capacity, access to knowledge, etc)
Automaticity
Disadvantages: Stability in change of context The reinforcement of habits by
short-run rewards and incentives=> counter intentional habits
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Framing, Priming and bias
Advantage: Frame the situation to bias the consumer
Difficulty: Different responds to situational cues
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Framing of a situationUnconscious cues Behavior
Procedural Rationality
Simon 1957
Sociality and self
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
The Social Symbolic SelfMead (1934, 1956), Blumer 1969
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Conversation of significant gestures(Social Conversation)
Selfnegotiation and internalization of
values, attitudes and beliefs of the social group
Negotiation and
perpetuation of culture
Symbolic Meanings
Social interaction
Negotiation of the meanings
Interpretative process
Behavior
Symbolic Self CompletionElliott and Wattanasuwan 1998
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Self, attitude and behavior
The effect of self-identity on intentionSparks and Shepherd (1992)
Internal feelings of discomfort motivate people to reduce inconsistenciesFestinger’s (1957) cognitive dissonance theory
Positive attitude toward one pro-environmental behavior Positive attitude toward another pro-environmental attitude (positive spillover)Thøgersen (1999)
direct influence of behavior on the attitudeThøgersen and Ölander (2002)
priority of behavior to the attitudesBem (1972)
=> policy: changing the behavior leads to changing the attitudes
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Spillover effects
Own
Other
Actu
al
Pote
nti
alId
eal
Ou
gh
t
Ideal-OwnOught-OwnActual-Own
Ideal-OtherOught-OtherActual-Other
Self discrepancy theoryHiggin (1987)
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Discrepancy can arise between any two different kinds of self-conceptExample: advertisement to make discrepancy: “what does your house say about you?”
Social Identity theory Wetherell (1982), Tajfel & Turner (1979), …
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Society
Social
group
Social
group
Social
group
Social IdentityFavoring the in-groupDiscrimination against out-groups
=> behavioral change must occur at collective and social level
Self
Self-
este
em
pro
cess
Other
social
groups
effect
Inter-group competition
Social Identity theory Wetherell (1982), Tajfel & Turner (1979), …
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative TheoriesSocial change
Social Identity theory Wetherell (1982), Tajfel & Turner (1979), …
Consumer behavior: Social norms Changing salience of social norms
Similar theories: Bourdieu(1984)
Consumer goods distinctive social identities Douglas (1997)
coherence of the group protest against other cultures, …
=> difficulty in policy
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Cultural TheoryThompson (1990), Douglas (1966, 1970), …
Group and grid => 4 types of organization and cultural type &4 types of individual
Type of organization Type of rationality
=> Different policies according to different cultural types
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Integrative theories of consumer behavior
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Structuration theoryGiddens (1976, 1984)
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Recursiveness
Reflexivity
Social interaction Individual subjectivityregionalization
Social Institutions
Practical consciousness
Discursive consciousness
=> Policy: raising the routine behaviors from the level of practical consciousness to discursive consciousness
Consumption as Social PracticesSpaargaren and van Vliet 2000
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Attitude-Behavior-Context(ABC) ModelStern (2000) and his colleagues
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Context
BehaviorAttitude
Theory ofInter-Personal BehaviorTriandis (1977)
Injunctive norm
Social group Expectations of the individual
Individual’s expectations of himself (~ ought own)
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
The motivation-opportunity-abilities (MOA) modelÖlander and Thøgersen (1995).
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Theory of tryingBagozzi (2002)
Rational Choice
Adjusted Expectancy Value
Moral and Normative Conduct
The Matter of Habit
Sociality and Self
Integrative Theories
Conclusion
Egoism
Altruism
Emotion
AutomaticityMotivation
Environment
Society