Over the years, certain patterns of consumer consumption have emerged. In Part 3, we'll take a look at the environment in which a consumer makes a choice of what to consume. In Module 6, we'll look at the techniques used to influence that choice.
1) Consumption is not always rational
Our choices can be (and some critics say nearly always are) driven by emotional and psychological factors.
"Let's face it. We all sometimes buy things we don't really need, whether it's a pair of expensive designer jeans, an extra slice of cheesecake, or an upgrade of the smartphone we bought last year. More than just our taste and available income drive those unnecessary acquisitions."
"Consumption Through Linkage" from the previous page is a good example of irrational consumption. Critics sometimes call this "Competitive Consumption," consuming based on social comparison.
This desire to possess what our neighbors possess is clearly stated in this VW ad.
3) Consumers are influenced by the consumption of others
The influence of others is a theme throughout the course. From role models through the group behavior model, to linkage, we are influenced by the consumption of people in the media.
In Module 6, we'll study both the "bandwagon effect" and celebrity endorsers.
Perhaps even more powerful than media images in driving consumption is "word of mouth" because of the power of interpersonal relationships. Family and friends have a great influence on both our general level of consumption and on the consumption of specific brands and products.
Ideally, people consume only as much as their resources allow.
In reality, we consume regardless of our resources.
When I was a child and took more food than I could eat, my mother would say "Your eyes are bigger than your stomach." Sometimes we consume goods the same way, often "our eyes are bigger than our lives."
There is a movement in American aimed at breaking these patterns of consumption. But is it strong enough to overcome our obsession with "stuff"?
"In contemporary American culture, consuming is as authentic as it gets. Advertisements, getting a bargain, garage sales, and credit cards are firmly entrenched pillars of our way of life. We shop on our lunch hours, patronize outlet malls on vacation, and satisfy our latest desires with a late-night click of the mouse.
Yet for all its popularity, the shopping mania provokes considerable dis-ease: many Americans worry about our preoccupation with getting and spending. They fear we are losing touch with more worthwhile values and ways of living."
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