Introduction to consumer behaviour & consumer well-being Flashcards
What is consumption according to Arnould, Price and Zinkhan 2002
Individuals or groups acquiring, using & disposing of products, services, ideas or experiences
What are the 9 consumer types
Chooser, Communicator, Explorer, Identity-seeker, Hedonist, Victim, Rebel, Activist, Citizen
Explain the consumer type: Chooser
The rational, problem-solving consumer, requiring genuine options, finance options, information
Explain the consumer type: Communicator
Uses goods to communicate. This can be functional as in the use of a burglar alarm to convey status or taste.
Explain the consumer type: Explorer
Consumers increasingly have places to explore, from car boot sales to the internet. Often we explore with little idea of what, or even if, we wish to buy
Explain the consumer type: Identity-seeker
Creating and maintaining personal and social identity through consumption.
Explain the consumer type: Hedonist
Consumption as pleasure. Consumption can fulfil needs for emotional, aesthetic pleasure and fantasy
Explain the consumer type: Victim
The exploited consumer. The consumer may be uneducated or unaware of choices, or because of their socio-economic situation, they may have limited choice
Explain the consumer type: Rebel
Using products in new ways, as a conscious rebellion. It can include consuming differently, or less or boycotting. It can also refer to active rebellion (joyriding, looting, taking over consumption spaces etc.)
Explain the consumer type: Activist
Presented historically from co-operative movement, value-for-money movement, especially fighting against corporate greed and political activism, seeking more ethical consumption.
Explain the consumer type: Citizen
Consumers are also citizens with rights and responsibilities. Awareness that consumerism encroaches on areas such as housing, healthcare and education as well as consumer goods.
Name the three ways of doing business
Undifferentiated marketing, Differentiatied marketing and Niche marketing
What is undifferentiatied marketing
Product –> 1 Segment
What is differentiated marketing
Product 1 –> Segment 1
Product 2 –> Segment 2
Product 3 –> Segment 3
What is Niche Marketing
Product 1 –> Segment 1
Name 4 types of market segmentation
Demographic - Age, Gender, Social class, Ethnic group, Religion, Stage of Life
Geographic - Region, Country
Psychographic - Self concept, personality
Behavioural - Brand loyalty, Usage situation, Benefits desired
What are the key elements of a brand community
Shared consciousness
Rituals and Traditions
Moral Responsibility
Explain shared consciousness
Feeling of belonging
Explain rituals and traditions
Specific behaviours and interactions
Explain moral responsibility
Commitment to the brand and its community
What are key factors shaping modern consumer behavior?
Internationalization – Global markets influencing purchasing.
Technological Changes – AI, IoT, and mobile commerce.
Big Data – Large-scale collection and analysis of consumer data.
Changing Communications – Rise of UGC, transmedia, and ad-blocking.
Changing Demographics & Economy – Shifting cultural, economic, and social trends.
What are some major consumer trends?
Sharing economy
Authenticity & personalization
Blurring gender roles
Diversity & multiculturalism
Social shopping
Income inequality
Ethical & healthy living
Simplification & anonymity
What ethical concerns arise in marketing?
Do marketers create artificial needs?
Do they manipulate consumers?
Issues: deceptive ads, materialism, idealized images, advertising to children, planned obsolescence, unethical practices.
What are forms of problematic consumer behaviour?
Materialistic consumption
Addictice consumption
Consumed consumers
Illegal activities
Compulsive consumption
Consumer terrorism
What is transformative consumer research?
A research stream that focuses on consumer well-being, tackling issues like poverty, addiction, risky consumptiopn behaviour
What is social marketing?
Encourages positive behaviours, discourages negative ones
E.g patagonia promoting second-hand clothing
What are the perspectives on consumer research?
Positivist perspective - Objective, data driven analysis
Interpretivist perspective - focus on meaning and context
Consumer culture theory - Examines consumption as a cultural and social practice
What are key postmodernist concepts in consumer research?
Hyperreality – Blurred lines between reality and media representations.
Fragmentation – Diverse brand identities, media platforms.
De-differentiation – Breakdown of traditional hierarchies (e.g., gender roles, high vs. low culture).
Anti-foundationalism – Questioning traditional marketing foundations.
Consumer as Producer – Active rather than passive consumers.
