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Why Consumers Consume |
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1) People consume because they "want" something
2) People consume to establish relationships
3) People consume to help define their place and role in society - Defining Boundaries
4) People consume to help define who they are as individuals - Social Membership
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Click for larger image
© Cathy Guisewite |
3) Defining Boundaries
We also use advertisements to determine what various goods mean, what is their "status."
In the other direction, advertisers target products to the perceived "status" of the users.
The chief thrust of anti-drug and smoking campaigns is to "de-status" the use of those products.
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Below are two ads for a feminine hygiene product, separated by only two years but a significantly different advertising strategy.
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This ad targets women by appealing to the traditional home and family. The settings are easily recognizable and apply to a large segment of the population. In addition, the copy emphasizes natural aspects of human beings.
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This ad appeals to women who want the feelings associated with "high class". The images and the copy
concentrate upon the feelings of luxury and the desirable status pictured.
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4) Social Membership
We consume for "social membership".
As we learned in Module 3, by consuming, we can form bonds with others in our "bounded culture". And, as we learned in Module 4, consumption can create a "linkage" between ourselves and a product that helps define who we are.
Uniting the entire world through consumption was the goal of this classic commercial.
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"Younger" consumers are an especially desirable target for consumption. They have both leisure time to consume and disposable income to spend.
As the ad to the right proclaims, "More delicate in flavor ... for those with keen, young tastes."
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Sometimes, "social exclusivity" is the goal. I don't think the "Denny's crowd" will be frequenting Beth's Cafe! |
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Another tactic of anti-drug campaigns is to create a socially "cool" and exclusive group of non-drug users.
The ad below mocks specific social groups not "hip" enough to consume the product. This approach reinforced the appeal of Budweiser as "exclusive" to the "right" social groups.
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To complete this part of the module, go to the Assignments page and do the Assignments for Module 5, Part 1.
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Why Consumers Consume |
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Go on to Part 2 - The Development of a Consumer Culture
Go on to Part 3 - How Consumers Make Choices |
This is an official FGCU web page. Revised 01/01/2011
©2011, Terry Dugas
All media, Copyright, respective owners. Media used within copyright Fair Use guidelines as outlined by the University of Texas, Stanford University, and others.
Florida Gulf Coast University is an equal opportunity/affirmative action institution.
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