consumption

Question 1

5 steps to deciding what to buy

Answer 1

Grewal and; Levy 2015

1. Need Recognition
2. Search for Info
3. Alternative evaluation
4. Purchasing and consumption
5. Post purchase outcomes

Question 2

Factors that affect the purchase process

Answer 2

Psychological - hierarchy of needs, attitude, perception, lifestyle
Social - family, reference groups, culture
Situational - shopping enviro, temporal state

Question 3

conspicuous consumption def

Answer 3

Veblen (1899) consumers who buy expensive items to display income or gain social status rather than cover real needs of consumers

Question 4

Kuwait luxury clothing

Answer 4

Al-Mutawa et al 2015
western luxury fashion brands among muslim women in Kuwait help foster consumer escapism: allow consumers to identify with a certain practice without having to participate in them directly
- wearing a wealthy brand communicates felinity (sexual) & masculinity (financial) traits

Question 5

Anthropologists

Answer 5

Jacobs 2013 - hired because of the direct impact of culture on business

Question 6

rejectors of materialism

Answer 6

Jafari et a 2012 - those who don’t approve of mainstream consumption paradoxically become a new segment of consumers that become a target for marketers - green marketing

Question 7

customer journey

Answer 7

Edelman and Singer 2015
this is how people move from considering a product to purchasing it and bonding with the brand with the aim to establish a loyalty loop

Question 8

herd mentality

Answer 8

salganik et al 2006
the more info participants have about the decisions of others, the more in agreement they show about what products are superior

Question 9

social networks and self esteem

Answer 9

wilcox and stephen 2013
individuals with close social networks experience a boost of self-esteem while browsing which reduces self contral (see purchasing happen here)
5 minute does of FB has tangible effects on self control

Question 10

Milgrim experiment

Answer 10

people are willing to do a lot if they think they are listening to an expert

Question 11

national & global identities and consumption

Answer 11

Barikowski and Walsh 2015
how consumers national and global identities relate to a reluctance to purchase foreign products in favor of domestic alternatives
it is important to remember that contact with other cultures does not systematically increase cultural homogeneity

Question 12

why is culture important to consider

Answer 12

it is the most profound shaper of consumption - cleveland et al 2011

Question 13

globalization

Answer 13

we now have similar markets with similar needs but different cultures populate them with different wants - cleveland et al 2011

Question 14

ethnocentrism

Answer 14

cleveland et al 2011

judging a culture based on the values and standards of ones own culture

Question 15

consumption and nationalism

Answer 15

lekakis2015 - political consumption after greece’s austerity measures
BUT MY CRITIQUE could just play on innate nationalism of a country - Chubbies

Question 16

GLOCALIZATION

Answer 16

ustunier and holt 2010

commodities originated in the west are subjected to reinterpretation to make them locally meaningful

Question 17

creating urgency on internet example

Answer 17

Zappos alert customers when items they have put in their shopping cart are almost sold out

Question 18

example of reference groups affecting consumption

Answer 18

the Kate Effect during engagement and wedding, etc, the whatkatewore website helped consumers to be influenced by social factors

Question 19

conspicuous consumption examples

Answer 19

Hermes Birkin Bag, any luxury items
Instagram and holidays
pinterest

Question 20

example of conspicuous consumption for alternative consumers

Answer 20

green halo and the prius

Question 21

example of ethnocentric consumption

Answer 21

chubbies - flags

Question 22

loyalty loop example

Answer 22

L’oreal makeup genius
virtual makeup app created to understand the combinations people use
primary focus on being the scenes options and allows for experience
streamlines the decision journey with a smaller loop: loyalty loop
compresses consider stem and eliminates the evaluate stem - locks consumers in
customer enjoy the product, advocate, bond with it, and maybe bit it