Week 2 - Contemporary Perspectives
Week 2 - Contemporary Perspectives
Week 2 - Contemporary Perspectives
Week 2
Semester 2, 2023
Course overview
Assessment overview
Consumption
The different approaches to studying consumers
2
Lecture Outline
3
Approaches to studying consumers and
consumption
4
Consumer behaviour as a field of study
6
Source: Adapted from Laurel A. Hudson & Julie L. Ozanne (1998, March). Alterative ways of seeking knowledge in consumer research.
Journal of Consumer Research, 14(4), 508-21.
Big ideas this week
Uncontrolled Effortless
Associative
Fast Automatic
Mode
Unconscious Skilled
9
Reflective Mode
Deductive
Slow Reflective
Mode
Self-aware Rule-following 10
Mental accounting and loss aversion
Consumers age 14-17 Unacceptable & illegal in Alcohol is part of a nice family meal in
consuming beer or wine in a many areas many Western cultures. Not
restaurant considered “drinking”.
Supervisors and employees Supervisors and co-workers Employees and supervisors should
socialising together can be friendly with each keep their distance away from work.
other An employee who acts too casually
with a ‘senior’ could incur a sanction.
Kissing Purely a family greeting or In many nations, kissing is common
romantic activity when making a new acquaintance or
greeting a friend.
12
See Steve Martin (2012) Idea Watch, Harvard Business Review, pp. 23-25
13
Discussion 1
14
Behavioural Economics
15
the “Usain Bolt of nudges”
When nudges becomes shoves
Cass Sustein, 2018
Automatic enrolments “has far more impact than other kinds of nudges”
such as making choices simpler and easier for people
SO_P?
17
Discussion 2: How easily are we
influenced
18
Sight Smell
Experiential Marketing
Consumers as experience-seekers
Emphasizes sensory hedonic aspects of consumers
rather than rational maximizers.
Remembere
Pre- Core
Purchase d
consumptio consumptio
experience consumptio
n n
n
19
Experiential Marketing
20
Discussion 3
Interested in:
• Market-made commodities and
desire-inducing marketing symbols.
• Commercially produced images
• Social situations, social roles and
relationships
22
Source: Arnould, E.J. & Thompson, C.J. (2005). “Consumer Culture Theory (CCT): Twenty Years of Research”. Journal of Consumer Research, 31(4), pp. 868-882.
CCT: Marketplace cultures
Source: Arnould, E.J. & Thompson, C.J. (2005). “Consumer Culture Theory (CCT): Twenty Years of Research”. Journal of Consumer Research, 31(4), pp. 868-882.
Tough Mudder: A research
perspective
24
25
What to take away
Briefing on Assessment 1
• Structure and components
• Sample topics
• Formulation of research problem & questions
• Preparing to collect data and ethical requirements
• Qualitative (interview) vs. quantitative (survey) methods
Additional reading
Martin, S., (2012). “98% of HBR readers love this article”. Harvard
Business Review, October, pp. 23-25.
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