UC Consumer Behaviour - Part 2 PDF
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University for Foreigners of Perugia
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This document contains notes on consumer behaviour, specifically focusing on attitudes and persuasion. It defines attitudes as learned predispositions and explores the cognitive, affective, and conative components of attitudes, theory of reasoned action and attitude change.
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Part 2 Topic 9 - Attitudes and Persuasion Introduction .1. The concept of attitude 9 9.2. The three components of attitude 9.3. The theory of reasoned action 9.4. Attitude change and persuasion 9.1. The concept of attitude - Rosenberg, M.J. (1956) Attitudeis a le...
Part 2 Topic 9 - Attitudes and Persuasion Introduction .1. The concept of attitude 9 9.2. The three components of attitude 9.3. The theory of reasoned action 9.4. Attitude change and persuasion 9.1. The concept of attitude - Rosenberg, M.J. (1956) Attitudeis a learned predisposition of the individualwhich represents his positive or negative feelings toward an object, concept or idea. Attitudes are learned: They come from the individual’sexperienceandlearningprocesses.Individual’s → knowledge about the object plays a key role in the construction of attitudes. →Attitudeshaveadirection:Attitudestowardsanyobjectcanbepositiveornegative:neutralattitudesare no attitudes, they don’t exist. →Attitudeshaveanobject:Attitudesareevaluationsofaproduct,brand,person,idea.Infact,thereareno attitudes without an object: in other words, an attitude is “my evaluation of an object”. reattitudesgoodatpredictingbehaviours?Someconsiderthatattitudesaresufficient;othersnotsufficient, A because they can change, they can mutate: for this reason, they can not be considered as sufficient. In the case of attitudes, the best model explains, at maximum, 40/50%: the good models are those that measuretheconsumer’sattitudes.Infact,itispossibletosaythatattitudesexistonlybecausewemeasure them. So,attitudesareanecessaryconditiontopurchase:ifmyopinionaboutaproductisbad(signsofnegative attitude), I will never buy that product. Ajzen, I. & Fishbein, M. A., (1977) ttitudes have become an important area ofstudyinpsychologybecauseofawidelyheldbeliefthatthey A precede the individual's behaviour toward the object, and hencecanbeusedasimportantpredictorsof behaviour.Inotherterms,bylookingattheTheoryofreasonandaction,attitudesprecedebehaviours:ifwe affect attitudes, we’re also affecting behaviours. However, there is an important distinction between attitudes towards objects (products, brands…) and attitudes towardsbehavioursrelated to the object(purchase or consume a given product or brand). In fact: →Positive attitudestowards a productmay not affectpurchasing behaviour. → Butpositive attitudes towards purchasing the productis anecessary condition for purchase. → By the way,positive attitudestowards a behaviourmay affect purchasing behaviour. Inconclusion,whatwehavetolookatistheattitudeforabehaviour:itisnottheattitudeforaproduct,but theattitudeofpurchasingaproduct.Bytheway,attitudestowardsproductsrepresentanecessarycondition, but it is not sufficient: on the other hand, attitudes towards behaviours are necessary and - even if inall cases - we can suppose that they are alsosufficient. 9.2. The three components of attitude - Rosenberg, M. J. & Hovland, C. I. (1960) The first ideas of attitudes were focused predominantly in the cognitive aspects. o, there can be individuatedthree different componentsof attitudes: S Cognitive component, that comprises beliefs about the object or any of its characteristics. It is the rational component providing arguments supporting positive or negative attitudes. Affective component, thatisformedbyemotionsandfeelingstowardtheobject.Itisanunconscious component resulting in broad evaluations. This is the most difficult component tomeasure:thisoccur because Example:Restaurant.Theemotional,oraffective,arearefers,forex.,tothefactthatIdon’twanttogoto arestaurantbecauseIhatetheownerandthewaiters,but-otherwise-Iwillgothereanywaybecause the person which I will go with loves that restaurant. Conative component, that refers to the volitional aspect of attitudes. It is reflected in the subject's intention to carry out a specific behaviour. The three components are consistent resulting in abalanced attitude: these components are consistent. Insomebooks,wecanfindthatbehavioursarealsoconsideredinthisgraph:inthosecases,theyrepresent the 4TH arrow that influences the overall attitude. 9.3. The theory of reasoned action - Fishbein, M. A. & Ajzen, I. (1975) here: w →bi = belief about attributei;ei = evaluation ofattributei. →NBi = belief about normative influencei;MCi =Motivation to comply with influencei. ehaviour is directly affected by an individual's intentions,whicharepreviouslyconditionedbyattitudes B andsubjectivenorms: any effect from attitude andsubjective norm onbehaviourismoderated by intentions. The subjective norm is a concept similar to attitude, but referred to beliefs and affects regarding an individual'ssocialenvironment.Itcomprisesanindividual'sbeliefsaboutwhetherrelativesorotherinfluential people may think about the behaviour in question and the individual’s motivation to comply with any of them. Evaluations and motivationtocomplyareassumedtobereflectingtheaffectivecomponentofattitudeand subjective norm. By the way, most of the theories conclude before the behaviour (they conclude with intention): on the contrary, models study the behaviour. In conclusion, we can say that attitudes exist only because we measure them. ttention for the exam: There will be FOR SURE at least one question on attitudes, they are really A important. 9.4. Attitude change and persuasion A ttitudeschangeviacognitions.Focusonthebeliefsabouttheattributesoftheproductbychanging them,changingtheirimportanceordevelopingnewbeliefs.Thistypeofattitude’schangeoccursmainly towards an exchange of mental aspects. Attitudes change via affects. An attempt to influence consumers' liking of a productwithoutdirectly impacting his beliefs or behaviour. Increasing liking may positively affect beliefs which may lead to product purchase. This type of attitude’s change occurs mainly towards an exchange Attitudes change via behaviour. Induce the individual to purchase or try the product. Once the behaviouriscarriedoutbytheindividual,affectsandbeliefswillchangeinordertobeconsistentwiththe behaviour. Example:Trial.Ifwetryanewchocolateandwearesatisfied(becausewelikeit),wearechangingour attitude via behaviour: from now, we are going to eat that type of chocolate. In general, these three types of changing attitudes are related. Routes of persuasion - Petty, R. E., Cacioppo, J. T. (1986) he likelihood of elaborating arguments, or having a critical discussion on products, services, etc.: for T example, if we were really cognitive, we will be open to elaborate the information that we will receive from, for ex., a salesperson. Persuasionis a process of attitude change throughcommunication: it is focused on the cognitive and affective components of attitude. helevel of consumer’s involvement with the behaviour,alternativelyperception of risk, will affect the T effectiveness of the elements of a persuasive message, making consumers act more or less rationally: Centralrouting. When consumer’s involvement is high,persuasion is focused on the cognitive component of attitude, by changing beliefs with argumentation. This means that we will face the problem on the fronts. Peripheralrouting. When consumer's involvement islow there is no need to enter into a discussion on existing beliefs. Peripheral signals will develop positive feelings and emotions toward the product or brand. Topic 10 - People in groups Introduction 0.1. Definition of group 1 10.2. Classification of groups 10.3. Group membership 10.4. Groups and individual behaviour 10.1. Definition of group - Rice, C. (1993) groupis a number of people who have: A Acommon purpose, goal or task. Asense of boundaryand hence anidentity. Aminimum set of agreed values and norms. Relatively exclusive interactionsin a given context. Aself-perceptionby the members as a group. To sum up: A group is a number of people which share some characteristics,theyhaveacommongoal, which is easier to achieve by operating in agroup.Byjoiningagroup,theneedforachievementisbetter satisfied,itcreatesasenseofidentity.Membersofthesamegroupsharesomevaluesandaffinities,there are personal relations between members of the group and self-perception of ourselves as part of a group. 10.2. Classification of groups he classification that we are considering now individuate three main groups: T ➔ Informalgroupshavethemaincharacteristicofbeingvoluntary,bothforthegroupasforanymember. They are dominated by personal rather than role relationships. Appears toexisttosatisfypersonalor emotionalneedsoftheirmembers.Inotherwords,tasksarenotthedominantthingtoachieve,relations are not prescribed or based on roles: strong emotional components, not temporary, tend to be permanent. ➔ Formal groups are dominated by task activity and prescribed relationships: role relationships predominate → Based on role relations, everything is prescribed or written, temporary groups. Organisations are made of a series of formal groups. Relations between the members are stated by normsandcontracts(teachingguideinconsumerbehaviourclasses):thosekindsofgroupsarebased on tasks, it’s the dominant aspect of the motivation of the group. Example:Erasmus students. ➔ Permanent groups are based inpersonalrelationships,inconflictwithtemporarygroups,whichare task driven. Theformerusuallydismisses when thetask iscompleted. 10.3. Group membership - Argyle, M. (1989) eople join groups for a variety of reasons: P a. Toachieve goalsthat can not be completed alone. b. Toobtain friendship, companion or support: a sourceof psychological security. c. Togain status, orincrease power. d. Because we haveno choice. Beinginagroupcouldmeansacrificingfreedom.Wejoinagroupbecausewehaveahobby,orbecauseour friends have a hobby and we want to join them. We need to accept regulations, patterns, attitudes and physical appearances within the group: we are willing to sacrifice part of our freedom for some kind of incentive to conform to the standards of a group. Howdomybeliefsconformwiththenorms?Whatismyneedforachievement,isthegoalimportantforme? If so, I will be willing to accept other impositions. hen an individual becomes a member of a groupinordertosatisfyhissocialaffiliationneeds,theprice W paidisconformity with the norms governing the behaviourof the group. These norms may concern: Thetask or activities of the group. Non formal goalssuch as hobbies. Internal regulationssuch as roles, loyalty or discipline. O pinions,beliefsandattitudes. Physical appearanceor dress. 10.4. Groups and individual behaviour - Rice, C. (1993) he idea of group norms affecting individuals’ behaviour suggests that individuals modify their behaviour T according to thegroups they are with. The degree to which we will conform with the group depends on: ➔ Thestrength of ourdesire for membership. ➔ Thestrength of ourwish toavoid isolation. ➔ Thestrength of ourbelief of congruence with thenorm. ➔ Thedegree to which wedoubt our ability to standalone. ➔ Ourbelief in thegroup’s goals. actors affecting group’s influence on individual’s behaviour F The group Size:Thoseindividualswhoparticipatemorearehavingthemostinfluenceonthegroup:thelargerthe group size, influence will tend to devolve to theextroverts.Largersizegroupsarelessstable,appear easier to manipulate, leaders are extroverts (ex.Trump). Membership:Homogeneousgroupstendtobelongerlasting,morestableandproducehigherlevelsof member satisfaction. However, some levels of variety increase the skills of the group. The more homogeneous the group, the more the influence of the group on the individual. Thetask:Thenatureofthetaskislikelytoaffectthekindofgroupthatisappropriate,andtherolesto be undertaken by the members. Intervening variables Communication patterns: Such patterns can affect the efficiency of a group in terms of task achievement: the importance of non-verbal communication is frequently overlooked (“trascurato”). In other words, communication patterns can affect the task achievement of the group. Motivation: Individuals will find satisfaction in the group if they like the other members of the group (c ompanionship);approvethepurposesofthegroup(taskachievement);orwishtobeassociatedwith thestandingofthegroup(s tatus).Inotherwords,motivationdependsonthepossibilityofsatisfactionor achieving some kind of status Roles: Roles are always identifiable even in informal groups. Roles are assignedthe“bestavailable” process. Allocation of roles in informal groups is commonly done at a subconscious level. Some members may hold more than one role. In order to fulfil the task we need tohaveroles,hierarchical roles,thatcanbeidentifiedevenininformalgroups(buttheyareassignedsubconsciously).Ininformal groups, leadership can be exchanged between the members: if status is not recognized by other members then you don’t have it. Topic 11 - Family Introduction 1.1. Family as a consumer and purchasing group 1 11.2. Family life cycle and consumer behaviour 11.3. Family roles and processes 11.1. Family as a consumer and purchasing group - Rice, C. (1993) he family is the most relevant social group in terms of consumption and marketing. The role of family T comprises two relevant processes of consumer behaviour: Consumersocialisation:Theprocessbywhichpurchasingbehavioursarepassedfromonegeneration to another. Family operates as aconsumer decision makingandapurchasing unit. Family oforientation: Is the one where the subjectis born → The one where the subject is socialised. Family ofprocreation: The family one establishesby marriage → The one where the subject socialises. he importance of the family in economic terms is emphasised by the multiplicity of its functions: T ➔ Consumption and purchasing unit. ➔ Financial resource. ➔ Source of information. ➔ Source of physical and emotional satisfaction. 11.2. Family life cycle and consumer behaviour akes the idea of the family as a consuming unit which progresses through a series of stages. Family’s T consumptionpreferencesandthefocusofexpenditurewillchangeaccordingtothestageofdevelopmentin the life cycle. Different membersof the familymay havedifferentaspirations, which may result in difficulty to satisfy within the available budget dvertisingseekstominimisetheseconflictsbysendingdifferentmessagestothedifferentmembersofthe A family. he following ones represent the stage of development in the life cycle: T a. Single / Young unmarried: → Despite a relatively low earning power, they are subject to few rigid demands, resulting in a high disposable income. →Typical purchasesare cars, equipping the newlyowned home, technology, fashion and leisure. →Recreational activitiesare centred onobtaininga partner. . Newly married: b → Commonly two earnings withno childrenresultinginmore disposable income. → Typical purchases are again cars, clothing and vacation, with a high rate of durable purchases. Investment in a new bigger size house, furniture and appliances in anest building stage. c. Full nest: →Withthearrivalofchildrenthefamilyincomesharplydeclineswiththenewyoungmemberscreatingnew focus for family expenditure. →Typicalpurchasebehavioursarerelatedwithhomeandchildren’scareandfun.Thenormalassumptionis that family income increases over time. The initial financialpressureeasesandsavingscanbeincreased andinvestedanticipating retirement: at the sametime,children’s demandsbecome alsomore expensive. d. Empty nest: hildrenlefthomeandarenolongerfinanciallydependentontheirparents:theresultisthehigherlevelof C incomewhichisfocusedonhighcostgoodsuntilretirementbringsadropinincome.Expenditurefocuseson health care upfrom this point. 11.3. Family roles and processes amily consumption decisions encompass a number ofdifferentrolesassumedbymembersofthefamily. F These roles include: Gatekeeper: The person who controls access to informationand ideas. Influencer: The person who provides information, expertise and preferencesusedasreferencebythe other members of the group. Decider: The person with the authority or power todetermine what is going to be purchased. Buyer: The person who acts as purchasing agent. Preparer/operator: The person who operates the product(washing machine, …). User: The person or persons who use the product. pousal roles: S ➔ Wife dominant: The wife is the person who always makesthe final decision. ➔ Husband dominant: The father always makes the finaldecision regarding purchase. ➔ Autonomic:Equalnumberofdecisionsmadebyeachpartner,buteachdecisionismadeindependently by one or the other. ➔ Syncratic: When the decisions are made jointly andequally by the two partners. Topic 12 - Culture Introduction 2.1. Definition of culture 1 12.2. Customs and rituals 12.3. Cultural elements and institutions 12.4. Cross-cultural issues 12.5. Socialisation and role 12.1. Definition of culture - Rice, C. (1993) Cultureis the set of “values, attitudes, beliefs,ideas and other meaningful artefacts in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of a society” ultureis a social characteristic of people, servingthe needs of the people making up the society: C It is learned by the process of socialisation, defining the behaviours that are acceptable within the society: it is not embedded in our genes. Example: Different cultures in our class. It is cumulative,passesfromgenerationtogenerationandhashistoricaljustification:issomethingthat we learn from past generations and, at the same time, is something that will influence future ones. It is adaptive, changing in response to the needs of society. Cultural aspects are not fixed, they are changing. Example:Feminism.InSpain,thisphenomenonhasnotbeenconsideredsincethelast50years:bythe way, due to the fact that culture is an adaptive process, feminism is now considered a lot. In the field of culture, there can be individuated two main type of process: ➔ Enculturation: Is the process by which we learn, orassimilate, aboutour culture(it’s a lifelong process). ➔ Acculturation: Is the process of learning, or assimilating,any other culture. Someresearchersconsiderthatculturalaspectsaretricky:thisoccursbecauseitcanbedifficulttoanalyse cultures. By looking at thedefinition,anartefactisinatangibleobject,issomethingtangible(usedbyanthropology and sociology), that gives information about its creator or owner. Another important point is the fact thatculturesatisfysocial needs: basically, by proving two aspects: 1. Norms(R ules of behaviour): 2. Values: In this case, culture emphasises what is rightor not, what is accepted or not within a society. Thisprocessofsocialisationisreallyimportant,becauseitrepresentsthewaywelearnculturalaspects,in order to survive. 12.2. Customs and rituals - Williams, K. C. (1981) Customsare established patterns of behaviour adoptedby the society asically, a custom is a way of behaving, itisalongestablishedwayofdoingsomething.Theconceptof B traditioncouldbeverydifferentfromtheconceptofcustom,evenifinmorecountries,likeSpain,ithasthe same meaning. Customsare so important, because: Theyactasaveryeffectivewayofsocialcontrol(evenconsideringthatdoingthisinmodernsocietycan be difficult, because of its “closure”): in fact, the way of controlling individuals - in a certain way - is through customs. They bind people together and make individualsassimilatetheiractionstotheacceptedstandards,or rules of behaviour. Add stability to the society, to our social life. Preserve the social cultureandtransmit it to futuregenerations. Furthermore, theyregulate social practicesanddefinewhat behaviours are acceptable: ➔ F olkways: An everyday custom widely accepted by society. They also serve to highlight cultural differences. In other words, they are applied to very basic actions: by them, we can identify cultural differences. Examples:Thewayofdressing,thewaytogreetsomeone(thewaywecommunicateouraffect),thefact that some countries have 5/6 meals a day, etc. ➔ Conventions:Folkwaysreinforcedbytimeandusage.Oftenconcernedwithbehavioursthatthesociety considerspolite(thisrepresentsthemaindifferencefromfolkways).Thepenaltiesofnotcomplianceare not severe, but stronger than with folkways. Attention!Folkwayandconventionscan seem reallysimilar, but they areNOTthe same thing. ➔ Mores: Accepted and strongly prescribed forms of behaviour within the society covering the more significantsocialnorms.Failingtocomplyresultsinsignificantreactionandpunishment.Inotherwords, they represent customs that empathise themoralaspectmore than thebehavioural one. Example:Religions.InSpain,ifyoufollowthecatholicchurch,therewillbeaspecificbehaviouralaspect to follow. ➔ Laws: The formalised recognition of mores which the society deems as necessary for its well-being. Laws carry penalties for offenders. Ritualshave asymbolic significance: they are commonlyformal,ceremonialandpublic. Ritualsrepresent a socially standardised sequencesof actions that areperiodicallyrepeated,provide meaningand involve the use of “cultural symbols” In which acultural symbolrepresents anartefact. List of consumption-related rituals: Rites of passage: Usually, it is related to a changein the status. Examples: Weddings, body shower, birthdays, graduation,etc. Religiousceremonies:Examplescouldbebathisms,religiousceremonies,weddings,funerals,etc.:in theweddingcase,forex.,theartefactcouldbethedress(inEurope,theusedcolouristhewhite,which mean purity; in China colours are different), the rings, etc. Holidayfestivities:ExamplescouldbeChristmas,etc.:inthiscase,theartefactcouldbetheactionof making a christmas tree, gifts, candles, etc. Family activities: Examples could be saturdays dinners,etc. Large-scalepublicrituals:Examplescouldbesportsevents(forex.Bylookingatthematthestadium or at home with friends), etc. Alloftheseritualsinvolvetheuseofartefacts:whatisincommonisthefactthatalloftheseritualsprovide meaningand areperiodically repeated. To sum up: → Ritual behaviour often includes religious services or similar public demonstrations: rituals enable the individual to publicly subscribe to the values of the culture. →Ritesofpassageusuallyaccompanyachangeofstatusinthecourseoftheindividual’slifecycle:these ritualsaremeansofdrawingattentiontochangesinsocialidentity,andalsoofferawaytomanagesomeof the tensions that these changes may involve. These rituals used to involve significant expenditure of resources, and offerimportant marketing opportunitiesfor selling the appropriate symbols. 12.3. Cultural elements and institutions alues, beliefs and religion V Shared values play a key role in the integration of a society: →Cultureis partially a reflection of the ethicalideas accepted by the people making up that group. →Religionis often the determinant of values, andbeliefs are fundamental for religion. Language and communication Differentculturesspeakdifferentlanguages anguage is particularly rich in communicating feelings and emotionsaswellasfacts:aspecificproblem L arises when products or messages attempt to crossculturalbarriers.Wordsmayhavedifferentmeanings and associations in different languages. olitics, law and education P The political system adoptedbyanationwillbeanimportantdeterminantoftheculture:willallocateand influence certain groups of individuals affecting the way things are done. →Lawsformalise the accepted and proscribed behaviours. →Educationplays an important role in the whole processof socialisation. Customs, artefacts and technology ulturaldifferencescanbeseenattendingtosacredsymbols,intensivenessoftheuseofnewtechnologies, C appearance and dress, sense of gender roles, food and eating habits, time consciousness… 12.4. Cross-cultural issues ome problems may appear whenmarketingcommonproductsinadifferentculture:whilesomeproducts S can be standardised into a global market, others are exclusive of a particular culture and difficult to be adapted to differentmarkets.Thisaspectcanbeexplainedbytheeffectsofglobalisation:bytheway,also with this global process, global firms maintained some specific productonlyfor a country. Example:McDonalds.McDonaldsproductsare,forthemajority,commoninthewholeworld:bytheway,this companyhassomeproductsthatarespecificonlytoacountry(BigmegamacinJapan,GreenteainKorea, Pizzarotto in Italy, etc.). It is worthy to distinguish betweenmacro-culturesandmicro-cultures: Macro-culturesare represented by cultural nations,or countries. Micro-cultures are the different minor cultural groups in which a society or nation can be divided attending to differentiating cultural elements. The main micro-cultures of any society are based on geography, ethnicity, religion, age and gender. For instance, in Spain it iscommontoidentifyminoritiesasmigrants,fromtheirreligion,etc.Anotherexample wouldbethedifferentiationwithage:infact,bylookingatthisaspectitispossibletoindividuate(thishasa big importance in terms of marketing) Millennials, Gen Z, etc. Example 12.5. Socialisation and role Socialisationis the process by which the cultureof a society is transmitted to succeeding generations so that they absorb all of its values and symbols and become a part of it It is concerned with preparing individuals for the roles that may be required of them and with the → continuation of the culture itself. →Theprocessfocusesontherelationsbetweentheindividualandthesociety,modifyinghisbehaviourfrom infancy to conform to the demands of the social system. → Socialization takes placevia anumber of agenciesincluding family, school, peer groups and mass media. Roleis what the occupant of a given position is expectedto do in that position in a particular social context: there will be behaviours which the person holding a role will be expected to exhibit Rolesdefine arelationship between individuals. rolesetaretheotherindividualswhorelatetothesubjectinaspecificrole:themembershipoftheroleset A will change according to the roles being played. Topic 13 & 14 - Social class & lifestyles Introduction - Social class (Topic13) 3.1. Definition of social class 1 13.2. Status and social aspirations 13.1. Definition of social class - Rice, C. (1993) Classis an objective means of classifying peopleaccording to criteria such as occupation, education and income ey ideas associated with class: K ➔ The notion of hierarchical distinction or social stratification. There are the upper and the lower classes: it can be individuated 7/8 levels, but - in general - it is possibletoindividuatetheupper,the middle and the lower classes. ➔ The use of occupation to identify socio-economic status groups. In this case, we refer also to disposable income: the amount of income that upper-level classes canspendonaspecificproductis higherthan the amount that lower-level classes canspend. ➔ The description of a society in terms of the degree of social mobility that is possible. With social mobility(that represent the ability to improve yoursocial class) it is possible to distinct in: ◆ Up-ward mobility: In Spain,thebestsocialclass-elevatoristheuniversity:thisoccursbecausethe occupationofapersonthatwenttoauniversityisbetterthantheoneofthepersonthatdidn’tgoto a university. ◆ Down-wardmobility. In this case, we can individuate two main theories, or concepts: Socialcomparisontheory:Statesthatindividualscomparetheirownpossessions(opinions,values, etc.) against those of others to determine their relativesocial class. Status consumption:Processbywhichindividualsconsciouslyactivelyincreasetheirsocialclass throughpossessionsorconspicuousconsumption.Thedefinitionofconspicuousconsumptionisthe following:spendingofmoneyontheacquisitionofcertainproductsorbrands(e.g.,luxuryitems)to publicly display economic power. This concept represents a status symbol: a status symbol representsproductsorbrandspurchasedonlyduetothefactthatthepurchasingisgoingtoimprove our social class, or our social image. Example: Rolex. In fact, Rolex represents a certain lifestyle and social standing: when someone wears a Rolex, they are often seen as a part of an “elite group”. In fact, if you feelthataproductwillgivehimahighersocialreputation,etc.,itislikeatransferof qualities between the product (status symbol) andthe consumer. Attention!Status consumption isonlypossible whenthere is social mobility. Example: Zero (or really low) social mobility. India and NorthKoreaarereallyhigh-fixedstatesinthis field. ➔ Theownershipornon ownershipofproperty and resources,including knowledge and education. 13.2. Status and social aspirations Statusis asubjectivephenomenon resulting from judgmentsof the social position that a person occupies hese judgments are usually based on factors such as power, wealth and occupation. The ability of T influencing consumers by means of status dependsonthedegreeofsocialmobilityandrequiresanopen society: in this kind of society there is a socialhigh mobility, etc. There can be individuated different status: A scribedstatus:Isthestatuseveryindividualreceivesby“accidentofbirth”,andisoutsidehiscontrol. An individual can notdecidehisascribedstatus,butthisisnotfixedandmaychange.Thisstatuscan notbecontrolled,duetothefactthatthisdependsonourfamily:bytheway,theascribedstatuscanbe changed, for ex., with the purchasing of a status symbol, etc. Achieved status: The status thathasbeenacquiredbytheindividualthroughthingslikeeducationor occupation. This is subjective and open to change as the values of the society alter. Whattypeofpersoncanbedescribedasahigh-statusone?Inthepast,someonethatworklonghours and have a high salary could be described as a high-statusperson:bytheway,thisideaischanging overtime,particularlybecauseitdependsontheallocationoftime.Itisthesameideaofthe“Ideal-self” (Personality, topic 5): it is the person that we want to become, that we want to achieve. Desiredstatus:Thesocialpositionanindividualwishestoattain.Statusisactivelysoughtwhoseeksto acquire and conform to the desired roles. Introduction - Lifestyles (Topic14) 4.1. Lifestyle and psychographics 1 14.2. AIO analysis 14.1. Lifestyle and psychographics Lifestyleis the individual's attempt to achieve hisdesired self-concept given the constraints of his real world asically,ourlifestyleisthewaywelive.Anotherdefinitionoflifestyleisthefollowingone:lifestyledenotes B howpeoplelive,howtheyspendtheirmoneyandhowtheyallocatetheirtime,inordertoachievetheirideal concepts. Personality and lifestyle are different concept, but both of them influence the consumer behaviour: Personality Lifestyle Internal perspective External manifestation of our personality y the way, we are talking about both sides of the same coin. B Marketers could explain lifestyle with the concept ofpsychographics: Psychographicsare the main way in which lifestyleanalysis has been made available for the practice of marketing. It is an approach which seeks to describe the lifestyle of a segment of consumers In this case, we havetoremembertheconceptofmarketsegmentation:itrepresentsawaytoindividuate different types of consumers that have common, orsame,characteristics,inordertoofferthemaspecific product or service. This concept is really important in this case due to the fact that lifestyles and psychographics(and also personalities) representtwo big market segmentation criterias. In this field, also satisfaction questionnaires (activity, interest and opinion questions) have a big importance. Xlavorodigruppo:Link“VALS”sumoodle.USVALSTypes→Arethe8marketsegmentsindividuatedby psychographics. The notion of lifestyle encompassespurchasingdecisions.Marketscanbesegmentedbylifestyle.Certain communicationchannelsmaybepartofthelifestyle,andcanbeexploitedinordertobetteraccessatarget audience. Campaigns can present brand personalities designed to appeal to specific lifestyles. 14.2. AIO analysis escribes lifestyles attending to: D Activities:Usuallyobservableandmeasurable.Includesdifferentactivitiessuchasexposuretomedia, visits to shops and entertainment, club membership, hobbies and others. Interests:Intermsofanobject,topic,eventorsubject,andthelevelofattentionthataccompaniesboth in short and long term. Opinions: The expectations and evaluations of objects,topics, events and people. Marketing practitionersoften adddemographics,valuesandattitudes,personality traitsandusage rates. ESAME AULA 5→ Comela scorsa volta.
