Consumption and Marketing

• What does the term "Homo Economicus" refer to in consumer behavior?

  It refers to consumers not strictly obeying economic rationality.
• How do consumers behave according to the study material?

  They do not behave randomly or strictly rationally.
• What factors influence consumer behavior?

  Innate and acquired needs, conscious and unconscious processes.
• What are the contributions to consumer behavior from different fields?

  • Economics: Rational choice theory, law of demand, behavioral economics
  • Psychology: Decision-making heuristics, perception, attitudes, motivation
  • Sociology: Social identity, cultural capital, socialization
  • Anthropology: Rituals, symbolic consumption, material culture
  • Philosophy: Ethical consumption, phenomenology
  • Humanities: Literature, historical perspectives, cultural texts
• How is consumer behavior defined according to Solomon et al 2019?

  Processes of selecting, purchasing, using, or disposing of products.
• What does consumer behavior involve according to the AMA in Peter and Olsen 1994?

  Dynamic interaction of affect, cognition, behavior, and environmental events.
• What are the key points in Holbrook's definition of consumer behavior?

  1. Consumer research studies consumer behavior.
  2. Consumer behavior entails consumption.
  3. Consumption involves acquisition, usage, and disposition.
  4. Products can be goods, services, or ideas.
  5. Value occurs when a goal is attained or a need is fulfilled.
  6. Achievement leads to consummation.
  7. Consummation is the fundamental subject of consumer research.
• What is the dominant paradigm in consumer research?

  Positivism emphasizes that human reason is supreme and there is a clear defined past present and future.
• What does interpretivism question in consumer research?

  It questions the assumptions of positivism.
• What are the individual interpretative methods in consumer behavior?

  • Acknowledge consumer's culturally constructed world.
  • Recognize importance of language and symbols.
  • Understand fluid meanings of time and space.
  • Recognize observations as interpretative processes.
  • Offer insights into contemporary consumerism.
• What does Consumer Culture Theory (CCT) address?

  Dynamic relationships between consumer actions and cultural meanings.
• What are some issues in the consumption process?

  Historical forces, moral dilemmas, and globalization effects.
• What are the pros and cons of e-commerce?

  Pros:

  • Global reach and competition
  • Convenience and time-saving
  • Consumer freedom in shopping

  
  

  Cons:

  • Loss of privacy
  • Deterioration of social interactions
  • Unpredictable consumer behavior
• How does cyberspace affect consumer behavior?

  It allows for personalized and immersive shopping experiences.
• What is telepresence in the context of e-commerce?

  Degree of immersion in the virtual environment.
• What does bricolage refer to in consumer experiences?

  Customer's control of information gathered and used.
• What is the significance of consumer fantasies in cyberspace?

  They can be exploited through interactive imaging.
• What challenges do marketers face in cyberspace?

  Unpredictable consumer behavior and sustainability of trends.
• What do Gabriel and Lang (2015) suggest about consumer behavior?

  Consumers act unpredictably despite marketing efforts.