The Consumer

Question 1

What are the 5 components of Maslow’s Hierarchy of Needs?

Answer 1

1. Self-Actualisation.
2. Self-Esteem.
3. Belonging.
4. Safety.
5. Physiological.

Question 2

What is the rational model of consumption?

Answer 2

The concept of rational consumers is based around the idea of the ‘economic man’ who tends towards maximising total utility with limited income by seeking value for money.

Question 3

What is the “Utility theory”?

Answer 3

The feeling of satisfaction as a result of consumption.

Question 4

Explain what is meant by “Marginal Utility”.

Answer 4

Satisfaction gained as a result of additional consumption, which decreases with increasing purchase.

We reside in something that needs to be replaced.

Question 5

Explain Traditional Replacement theory.

Answer 5

1. Wear and Tear.
2. Improved Utility.
3. Improved expression and new desires are emotionally significant.

Question 6

What are the 7 stages of the consumer decision making process?

Answer 6

1. Needs recognition.
2. Search for information.
3. Evaluation of alternatives.
4. Purchase.
5. Consumption.
6. Post - consumption evaluation.
7. Divestment.

Question 7

What is “tension”?

Answer 7

Tension is the measure of discomfort or a measurement of need. I.e. the bigger the difference between the actual state and desired state, the greater the tension.

Question 8

What is the goal objective of consumption?

Answer 8

To reduce discomfort or provide satisfaction through a product, service or experience.

Question 9

What is a “dynamic need?”

Answer 9

A need driven by the decision to buy a product based on a hierarchy of needs - which in turn are driven by functional, emotional and cultural factors.

Question 10

What are the 4 themes that make up the complexity of needs for clothing?

Answer 10

1. Observable features.
2. Physical Performance.
3. Expressive.
4. Extrinsic.

Question 11

What are the main functions of desire?

Answer 11

1. Satisfy needs and indulge desires.
2. Compensates for individual’s insecurities.
3. Symbolises achievement and success.
4. Communicates and reinforces social position.
5. Expresses attitude and state of mind.
6. Communicates specific messages to other individuals.
7. Confirms an individual sense of self.

Question 12

What are the 4 ways in which we can define needs?

Answer 12

1. Biogenic: to maintain life - water, food, shelter.
2. Utilitarian: desire to achieve some practical benefit.
3. Hedonic: Experiential needs involving emotional response (aspects of excitement, self-confidence, fantasy).
4. Psychogenic: power status, affiliation.

Question 13

What is a reference group for consumption?

Answer 13

‘An actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluation, aspirations or behaviour ’

Question 14

Why do reference groups such as celebrities drive further consumption?

Answer 14

The fact that the reality cannot live up to the dream drives immediate craving for further consumption.

Question 15

What has the dominance of marketing powerhouses such as Apple and Louis Vuitton led to?

Answer 15

Created a globalised consumption ethic - people are surrounded by the tempting images of Western success stories that symbolise prosperity.

Question 16

How does peer to peer marketing consumption work?

Answer 16

Bloggers, Sloggers and online feedback motivate higher levels of consumption.

Question 17

Define ‘desire’.

Answer 17

More than a want and much more than a need - it is an intense motivation that can be all consuming and almost addictive in nature.

Question 18

What is ‘fantasy consumption’.

Answer 18

The desire for unattainable goal objectives by fantasising about them.

Question 19

Explain the 5 steps for the science of desire.

Answer 19

1. Need is the difference between the desired state and the actual state.
2. Design intensifies the difference and increases the tension.
3. Desire is driven by the newness of design.
4. Marketing urges consumers to buy the latest version.
5. Society and Culture implies consumption needs.

Question 20

Outline the cultural modulation of the traditional replacement theory.

Answer 20

1. Consumption bridges the gap between the real and the ideals of individuals.
2. Consumption is an attempt to improve an individuals wellbeing by meeting individuals wants and desires.
3. Consumers are in a continual process of constructing and deconstructing their multiple identities.

Question 21

What are the two ways in which the ethical consumer will try to work towards sustainability?

Answer 21

1. Positive buying: favouring the ethical producer.

2. Moral boycotting: no-purchase of products from non-ethical companies.

Question 22

Give an example that highlights complex consumer behaviour.

Answer 22

Primark Profits Jump 44% despite criticism over the Rana Plaza Disaster.

Question 23

How has design and marketing influenced the consumer decision making process?

Answer 23

The stage of evaluation becomes more complex: evaluation of needs, aspirational aims, product innovation and current state of consumption.

Question 24

What is the intention behaviour gap?

Answer 24

Intention is modulated by value beliefs, attitudes and context - therefore behaviour is complex and difficult to predict.

Question 25

What are the limitations of using survey’s and questionnaires to predict consumer behaviour?

Answer 25

Participants will self edit their personal and private beliefs for reasons of self-presentation to protect their social status.

Question 26

Why is Green Behaviour highly complex?

Answer 26

Consumers do not want their status or position to be eroded by poor fashion choices.

Ethical fashion must provide all the non-verbal communication functions for status, identity, wealth, sexual attraction and alignment with groups.

Ethical concerns are more likely to sacrificed before these hedonistic functions are compromised.