Lecture 1 Branding

7/26/2019 Lecture 1 Branding

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Lecture 1Introduction to Consumer Behaviour


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Lecture Outline

I. Module Overview

II. Introduction to Consumer Behaviour

A. Defining consumption

B. Consumption as an economic process

C. Consumption as a psychological process

D. Consumption as a commercial process

E. Consumption as a social process

F. Consumption as a political process

III. Consumer behaviour in historical contextIV. Module Preview


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I. MODULE OVERVIEW


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Module Outline

Can find objectives, assessment guidelines, readings, and other

useful information

Helps you follow course on a weekly basis

Will be available on Blackboard

Blackboard will also

Host all lecture slides

Post seminar/workshop exercises

Weekly essential readings

Supporting materials (readings, video clips, etc.)


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Learning Outcomes

Understand the importance of studying consumer behaviour

Relevance of consumer behaviour to study of marketing

Understand connections between consumer research and

parent disciplines (psychology, sociology, cultural studies,

anthropology, and economics)

Critically assessing competing theories of consumer behaviour

Ability to evaluate between research methods used to study

consumer behaviour Reflexivity toward the subject matter

Ability to communicate in lectures, seminars, and exam


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Module Reading

Core textbook

Other readings from journals

and library books


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Lecturer Background

Cognitive and clinical psychology:consumer decision-making andcompulsive shopping

Chinese and Asian-American culturalstudies

Social psychology: Consumer values,materialism, fashion, utility, and design

Editorial work across the social sciences(anthropology, sociology, politicalscience, philosophy)

Cultural/sociological perspective on foodproduction and consumption

Finally, political science approaches toactivism, cultural productions (TV andfilm), consumption


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Perspective: Political Science

Politics as the exercise of power

in a social system

Interested in power and how it

influences everything else in

society

Political analysis: Who getswhat, when, and how


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II. INTRODUCTION TO

CONSUMER BEHAVIOUR


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A. Defining Consumption

Etymology:

Latin consumptionem a using up, wasting

Old English yfeladl"the evil disease"

14th English consumptionwasting disease


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B. Consumption as (Economic) Transaction

Perhaps the oldest approach to the study of consumption can

be found in the discipline of economics. Consumption is

defined here in terms of expenditure and purchase.

Consumption as a foil toproduction

Buyerbehaviour

Limitations The process of preference formation

The qualitative characteristics of goods

The question of power


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B. Consumption as (Economic) Transaction:

WHAT is consumed?

Material goods Needs

Wants

Capitalism and the expansion of

wants and needs

Limits of sustainability

Questions of financial

sustainability


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B. Consumption as (Economic) Transaction:

WHAT is consumed?

Increasing immateriality ofconsumption

Media and immateriality

Experience as immateriality

Immateriality and conspicuous

consumption


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B. Consumption as (Economic) Transaction

What are the implications ofthinking of consumers in

economic terms?


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C. Consumption as

(Psychological) Process

Attempt to speak of consumption in a moremeaningful way

Drive to understand WHY and HOWconsumers engage in economic transactions

The influence of the Marketing ManagementSchool

Towards a science of marketing

Consumption process

Pre-purchase

Purchase

Post-purchase


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C. Consumption as

(Psychological) Process

Decision-making

Rationality


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D. Consumption as

(Commercial) Process


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D. Consumption as



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D. Consumption as



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D. Consumption as (Commercial) Process


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D. Consumption as (Commercial) Process


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E. Consumption

as a Social Process

The Association for

Consumer Research

Wider Sociological Interest

in Consumption and the

Consumer


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E. Consumption as a Social Process:

Culture

Values of consumer culture Achievement through consumption

over work

Style determined by culture, not

work

Purchasing instead of homeproduction


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Culture

Values of consumer culture, cont. Purchasing instead of home

production, example


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Culture

Values of society, cont. Ideas of progress and utility


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Culture

The Actor Consumer

Scripts

Costumes

Props

The Usual Cast

Purchaser - customer

User - consumer

Influencers

Organisations (company agents, the family, schools, etc)

Culture (Industries)


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F. Consumption as a Political Process

Where does consumer culture

come from?

Who determines what we buy?

Role of marketers in development of

consumer culture

Cultural authorities


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Where does it come from?, cont. Government and the management

of the economy


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F. Consumption as a Political

Process: Ideology

Consumerism as a moraldoctrinein developed countries.

Consumerism as the ideologyof conspicuousconsumption.

Consumerism as an economicideologyfor globaldevelopment.

Consumerism as a politicalideology.

Consumerism as a social

movementseeking to promote

and protect the rights of

consumers.


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F. Consumption as a Political Process Who benefits?


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End point

Politics expressed through

consumption

Citizens treated as consumers


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III. Consumer behaviour in

historical context


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Early Roots of Consumer

Society

Opulence in Ancient Egypt

Leisure and sport in the Roman Empire

Art in the Ming Dynasty

Consumption in Elizabethan England


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The Importance of the

Industrial Revolution

The consumer revolution in 18thcenturyEngland

Mass production = need for mass

consumption. Leads to mass marketing andimperialism.

Growing work force and increases inhousehold income

Social emulation, in Veblenesque terms, as adriving force

Marketing pioneers


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19th Century Consumer

Behaviour

Key Site of Consumption: Department Store

The Archetypal Consumer: Women, the Flaneur and the Dandy

The Dangers of Consumption: Moral Degeneration

h ( )


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20th Century Mass (Western)

Consumption Key Site of Consumption: Shopping Malls

The Archetypal Consumer:

The Housewife, the Teenager

The Dangers of Consumption: Social Decay

l 21 C Gl b l


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Early 21st Century Global

Consumption

Key Site of Consumption: Internet

The Archetypal Consumer: The International

Consumer

The Dangers of Consumption: Environmental

Destruction


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IV. Module Preview

L t C t t


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Part 1: Consumption and the Self

The All-Consuming Self

Motivation, Desire and Compulsive Consumption

Learning, Memory and the Commercial Power of Nostalgia

Perception and Interpretation: Making Meaning from MarketingStimuli

Part 2: Consumption and Social Identity

Social Class, Lifestyles, Group Influence, and ConsumptionGender and Consumption

The Embodied Experience of Consumption

Citizenship and Consumption

Lecture Content


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The Self vs. The SocialThe Self The Social

Decision-making Psychological process Social and political

process

Level of analysis The individual Culture, communities,

countries, ethnic groups

Identity Experienced Culturally formed

Disciplines Psychology, sociology Cultural studies,

anthropology, sociology,

history, political science


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Lecture 2: The Self

The Self as a psychological

concept

Importance of this concept, and

psychology in general, for study

of consumption

Idea of the extended self in

consumer research

Ways in which consumption

contributes to our ideas of

ourselves


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Lecture 3: Motivation

Motivation as a psychological

concept

Understanding the boundary

between wants and needs

Desire and consumer culture

Motivation malfunction:

Compulsive consumption

L t 4


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Lecture 4:

Learning and Memory

Learning as a psychological

concept

Various approaches to memory

The role of these concepts for

studying consumption topics (e.g.

evaluation, decision-making,

choice, and post-purchase regret)

Applying study of memory to

nostalgia, as a marketing appeal


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Lecture 5: Perception

Perception as a psychological

concept

The use and manipulation of

perception in marketing

Place of perception within typical

consumer behaviour processes

How perception affects the

interpretation of marketing

messages


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Lecture 6: Social Influences

Class, community, and subcultures

as sociological concepts

Importance of these variables in

determining consumer behaviour

How these social stratifications

are mobilised by marketers

Connections to everyday life and

consumption


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Lecture 7: Gender

Gender as a sociological (and

socially constructed) concept

Gender as distinct from biological

sex

The way consumption has changed

gender

In turn, the way gender changes

consumption Understanding how gender is

presented in advertising (and why)


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Lecture 8: The Body

Understanding the body insociological and cultural

terms (not biological)

The way consumption is

embodied (bodies are

shaped by consumption)

Ways that consumers

experience and resist theshaping of their bodies


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Lecture 9: Citizenship

Citizenship as a sociological and political

concept

Understanding the blurred lines between

citizenship and consumption

Seeing this in terms of historical shift

from labour politics to consumer politics

In other words, how politics are

increasingly expressed through

consumption

Also, how governments see citizens as

consumers to appease

Evaluating the politics of consumer

culture


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Lecture 10: Exam Review

Exam will be pre-seen(you will have seen all of the questions,

but not all will appear on the exam)

Will have to answer 2 questions, which carry equal marks

Goal is to assess comprehension of the lecture topics

Questions may be answered in a variety of ways (for example,

either depth or breadth)


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Bringing it all together

Consumption as a broad realm of social activity

Many different behaviours to be studied

In many cases, different lenses can be applied to the study ofany particular behaviour


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Bringing it all together

Learning how to evaluate

situations from the perspective

of the consumer and citizen, as

well as manager

Using political analysis to

consider who benefits from a

given situation


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Bringing it all together: Fashion
https://www.youtube.com/watch?v=kzu-RgorcSohttps://www.youtube.com/watch?v=kzu-RgorcSo


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Readings for NEXT week:

Preparatory reading

Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. (2013) Consumer

Behaviour: A European Perspective - chapters 1 and 2

Follow-up reading Gabriel, Y. & Lang, T. (2008) New Faces and New Masks of Todays

Consumer,Journal of Consumer Culture, 8(3): 321-340.

Hudson, L.A. and Ozanne, J.L. (1988) Alternative Ways of SeekingKnowledge inConsumer Research,Journal of Consumer Research,

14(4): 508-524. Zukin, S. and Smith Maguire, J. (2004) Consumer and Consumption,

Annual Review ofSociology, 30: 173-97

Bocock, R. (1993) Introduction in Consumption. London: Routledge

Documents

Lecture 1 Branding