SEM WEEK 2.1

8/12/2019 SEM WEEK 2.1

1/28

CONSUMER RESEARCH

Seminar Week 2

Module Leader :Amanda Earley

Seminar Tutor : Hidayet Kislali

E-Mail : [email protected]

1

8/12/2019 SEM WEEK 2.1

2/28

Todays Agenda

Introduction

Motivations

Values

Attitudes

Discussions

2

8/12/2019 SEM WEEK 2.1

3/28

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

3

8/12/2019 SEM WEEK 2.1

4/28


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

4

8/12/2019 SEM WEEK 2.1

5/28


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!!!

5

8/12/2019 SEM WEEK 2.1

6/28

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)

6

8/12/2019 SEM WEEK 2.1

7/28

Extended Self

What do you think about possessionsand the extended self? Do you

believe we express ourselves through

what we have?

7

8/12/2019 SEM WEEK 2.1

8/28

8/12/2019 SEM WEEK 2.1

9/28

Motivations and Attitudes

Motivation: the processes thatcause people to behave as they

do,(Ch. 6, p. 187)

Explains whyconsumers do what

they do

9

8/12/2019 SEM WEEK 2.1

10/28


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

10

8/12/2019 SEM WEEK 2.1

11/28


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

11

8/12/2019 SEM WEEK 2.1

12/28


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

12

8/12/2019 SEM WEEK 2.1

13/28


Do you believe we can isolatebiological needs (biogenic needs),

from psychogenic needs? Or are the

two always intertwined?2Minutes

13

8/12/2019 SEM WEEK 2.1

14/28

8/12/2019 SEM WEEK 2.1

15/28


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

15

8/12/2019 SEM WEEK 2.1

16/28


How can marketers deal with the factthat approach and avoid tendencies

are not the same for all consumers?

3 Minutes

16

8/12/2019 SEM WEEK 2.1

17/28


How do you think core values likespirituality or collectivism intersect

with consumer culture?

3 Minutes

17

8/12/2019 SEM WEEK 2.1

18/28

Materialism & Sustainability

18

8/12/2019 SEM WEEK 2.1

19/28

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.

19

8/12/2019 SEM WEEK 2.1

20/28

Materialism

8/12/2019 SEM WEEK 2.1

21/28

Materialism

21

8/12/2019 SEM WEEK 2.1

22/28

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

22

8/12/2019 SEM WEEK 2.1

23/28

Materialism: Relatedphenomena

Downshifting: Rejectingmaterialism

Hedonic adaptation: Webecome used to a standard of

living, and need more tosustain the happiness

Cosmopolitanism: A 23

8/12/2019 SEM WEEK 2.1

24/28

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

24

M i li & S i bili

8/12/2019 SEM WEEK 2.1

25/28

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

8/12/2019 SEM WEEK 2.1

26/28

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

26

8/12/2019 SEM WEEK 2.1

27/28

Any Questions ?

27

8/12/2019 SEM WEEK 2.1

28/28

28

SEM WEEK 2.1

Documents

Transcript of SEM WEEK 2.1