Consumer BehaviorConsumer BehaviorApril 2006April 2006

Who are we?Who are we?Maria Frostling-Henningsson, Ph D, Maria Frostling-Henningsson, Ph D,

Marketing dept. 2:346, Tel: 08-6747082, Marketing dept. 2:346, Tel: 08-6747082, mfg@fek.su.semfg@fek.su.se

Anders Lundkvist, Ph D, Marketing dept. Anders Lundkvist, Ph D, Marketing dept. 2:344, Tel: 08-6747447, 2:344, Tel: 08-6747447, alu@fek.su.sealu@fek.su.se

Marianne Nilson, Ph D, Marianne Nilson, Ph D, AssociateAssociate Professor, Professor, Marketing dept. 2:349, Tel. 08-162184, Marketing dept. 2:349, Tel. 08-162184,

mn@fek.su.semn@fek.su.se

Who are we?Who are we?

Angelica Montero-Yánez, co-ordinator, Angelica Montero-Yánez, co-ordinator, exchange students, 15:405b, Tel: 08-exchange students, 15:405b, Tel: 08-

162617, 162617, amy@fek.su.seamy@fek.su.se

Kicki Wennersten, co-ordinator, Kicki Wennersten, co-ordinator, Marketing dept. 15:315c, Tel: 08-Marketing dept. 15:315c, Tel: 08-

162188, 162188, bp@fek.su.sebp@fek.su.se

ScheduleSchedule Tue 4th of April 10.00-12.00 Philips, Introduction Tue 4th of April 10.00-12.00 Philips, Introduction

to course and Solomon et al.to course and Solomon et al.

Thu 6th of April 10.00-12.00 Philips, Solomon et Thu 6th of April 10.00-12.00 Philips, Solomon et al.al.

Fri 7th of April 10.00-12.00 Philips, Solomon et al.Fri 7th of April 10.00-12.00 Philips, Solomon et al.

Mon 10th of April 10.00-12.00 Philips, Article: Mon 10th of April 10.00-12.00 Philips, Article: “Always Historicize!”“Always Historicize!”

Wed 12th of April 9.00-12.00 Wallenberg, Article: Wed 12th of April 9.00-12.00 Wallenberg, Article: “Liberatory Postmodernism…”“Liberatory Postmodernism…”

SeminarsSeminarsSeminar 1Seminar 1Introduction, presentation, formation of groups, discussion ofIntroduction, presentation, formation of groups, discussion oftopics for papers. E-mail list.topics for papers. E-mail list.

Seminar 2Seminar 2Consumer context presentation needs to be finished. TakeConsumer context presentation needs to be finished. Takeinventory of useful theories. Write up rough draft of the paper. inventory of useful theories. Write up rough draft of the paper.

Seminar 3Seminar 3Final seminar. Discussion of the finished papers. Focus onFinal seminar. Discussion of the finished papers. Focus ondiscussion, not presentation. Everyone reads every paper. Alldiscussion, not presentation. Everyone reads every paper. Allstudents are active in discussion. Prepare comments on all thestudents are active in discussion. Prepare comments on all thegroups papers. Paper should be finished according to thegroups papers. Paper should be finished according to theguidelines in the syllabus. Approximately 10-15 pages. guidelines in the syllabus. Approximately 10-15 pages.

Seminar Group 1Seminar Group 1

Marianne NilsonMarianne Nilson

Wednesday 5th April 10-12 in 3:229. Wednesday 5th April 10-12 in 3:229. Wednesday 19th April 09-12 in Wednesday 19th April 09-12 in

3:229.3:229. Tuesday 2nd May 09-12 in 3:229.Tuesday 2nd May 09-12 in 3:229.

Seminar Group 2Seminar Group 2

Marianne NilsonMarianne Nilson

Wednesday 5th April 13-15 in 3:229. Wednesday 5th April 13-15 in 3:229. Wednesday 19th April 13-16 in Wednesday 19th April 13-16 in

3:229.3:229. Tuesday 2nd May 13-16 in 3:229.Tuesday 2nd May 13-16 in 3:229.

Seminar Group 3Seminar Group 3

Anders LundkvistAnders Lundkvist

Monday 10th April 13-15 in 3:230.Monday 10th April 13-15 in 3:230. Wednesday 19th April 09-12 in Wednesday 19th April 09-12 in

3:230.3:230. Tuesday 2nd May 09-12 in 3:230.Tuesday 2nd May 09-12 in 3:230.

Seminar Group 4Seminar Group 4

Maria Frostling-HenningssonMaria Frostling-Henningsson

Market AcademyMarket Academy

Wednesday 5th April 10-12 in 3:231. Wednesday 5th April 10-12 in 3:231. Wednesday 19th April 09-12 in Wednesday 19th April 09-12 in

3:231.3:231. Monday 2nd May 09-12 in 3:231.Monday 2nd May 09-12 in 3:231.

ExaminationExamination One individual 48 hours paper exam in One individual 48 hours paper exam in

order to make certain that the student has order to make certain that the student has read the literature and understood the read the literature and understood the essential issues.essential issues.

Seminars; Active participation in the case Seminars; Active participation in the case work and written analyses of cases. Active work and written analyses of cases. Active participation in opposition and discussion participation in opposition and discussion during the seminars is required. Seminars during the seminars is required. Seminars are compulsory.are compulsory.

Consumption eventConsumption event

What is a consumption event?What is a consumption event?

A visit to Heron CityA visit to Heron City

A Collage of a Virtual A Collage of a Virtual Shopping trip…Shopping trip…

A Safari in Kolmården…A Safari in Kolmården…

A cruise to FinlandA cruise to Finland

Going to JunibackenGoing to Junibacken

Consumption eventConsumption event

Write up a consumption event to first Write up a consumption event to first seminar.seminar.

E.g. an experience, a heritage park, a E.g. an experience, a heritage park, a trip to a museum, a cultural trip to a museum, a cultural consumption event etc. consumption event etc.

AnalysisAnalysis Analyze the consumption event with the Analyze the consumption event with the

theoretical framework from the articles theoretical framework from the articles (Firat and Venkatesh, 1995; Brown, (Firat and Venkatesh, 1995; Brown, Hirschman and Maclaran, 2001) .Hirschman and Maclaran, 2001) .

The analysis of the consumption event The analysis of the consumption event could be based on e.g. a could be based on e.g. a phenomenological approach using phenomenological approach using Jameson's themes.Jameson's themes.

Therefore – choose a consumption event Therefore – choose a consumption event that is suitable for the theoretical that is suitable for the theoretical framework!framework!

DocumentationDocumentation

Document the consumption event:Document the consumption event: TextText PicturesPictures CollagesCollages Photographs Photographs Etc. Etc.

We are all consumers...We are all consumers...

We are all consumers...We are all consumers...

Consumer of a serviceConsumer of a service

Consumers of ideasConsumers of ideas

Issues relating to Issues relating to consumersconsumers

Children as consumers.Children as consumers. The so-called ”grey market”. The so-called ”grey market”. Needs and wants for consumers with Needs and wants for consumers with

different ethnic background. different ethnic background. What are we consuming?What are we consuming? Consumer desires. Consumer desires.

Issues relating to Issues relating to consumers…consumers…

Environmental concerns?Environmental concerns? What role do garage sales, second hand What role do garage sales, second hand

markets, flea markets, swap markets play?markets, flea markets, swap markets play? How do we best understand consumers? How do we best understand consumers? When does consumption become out of When does consumption become out of

control? control? The ”dark sides of consumption”? The ”dark sides of consumption”? Methods for understanding consumers? Methods for understanding consumers?

Benefits and shortcomings? Benefits and shortcomings? Consume or not?Consume or not?

Course literatureCourse literature

Brown, S, Hirschman, E and Maclaran P (2001) Brown, S, Hirschman, E and Maclaran P (2001) Always historicize! Researching marketing history Always historicize! Researching marketing history in a post-historical epoch,” in a post-historical epoch,” Marketing Theory,Marketing Theory, vol. vol. 1(1), pp.49-89. 1(1), pp.49-89.

Firat, F and Venkatesh, A (1995) “Liberatory Firat, F and Venkatesh, A (1995) “Liberatory Postmodernism and the Reenchantment of Postmodernism and the Reenchantment of Consumption,” Consumption,” Journal of Consumer Research,Journal of Consumer Research, vol. 22, December, pp. 239-267. vol. 22, December, pp. 239-267.

Solomon, M, Bamossy G and Askegaard, S (2002) Solomon, M, Bamossy G and Askegaard, S (2002) Consumer Behavior, A European Perspective,Consumer Behavior, A European Perspective, 2 2ndnd ed., Essex: Pearson Education Ltd. ed., Essex: Pearson Education Ltd.

Who are they – and why so Who are they – and why so many men?many men?

Askegaard, Sören; Professor Consumption Askegaard, Sören; Professor Consumption Studies, University of Southern Denmark, Odense. Studies, University of Southern Denmark, Odense.

Bamossy, Gary; Professor in Business Marketing, Bamossy, Gary; Professor in Business Marketing, University of Utah. University of Utah.

Brown, Stephen; Professor in Marketing at the Brown, Stephen; Professor in Marketing at the University of Ulster. Retailing. Postmodernism. University of Ulster. Retailing. Postmodernism.

Firat, Fuat; Professor in Marketing, Arizona State Firat, Fuat; Professor in Marketing, Arizona State University. University.

Hirschman, Elizabeth; Professor in Marketing in Hirschman, Elizabeth; Professor in Marketing in the faculty of Management in Rutgers University, the faculty of Management in Rutgers University, New Jersey. Past president for ACR. Interested in New Jersey. Past president for ACR. Interested in interpretive research methods. interpretive research methods.

Who are they – and why so Who are they – and why so many men?many men?

Maclaran, Pauline; Reader in Marketing at Maclaran, Pauline; Reader in Marketing at de Montfort University, UK. Industrial de Montfort University, UK. Industrial background. Interested in gender issues background. Interested in gender issues and feminism. and feminism.

Solomon, Michael; Human Sciences Solomon, Michael; Human Sciences Professor in Consumer Behavior, Auburn Professor in Consumer Behavior, Auburn University, Alabama. University, Alabama.

Venkatesh, Alladi; Professor of Venkatesh, Alladi; Professor of Management, University of California, Management, University of California, Irvine. Impact of new media and IT on Irvine. Impact of new media and IT on consumers/ households.consumers/ households.

Consumer BehaviorConsumer Behavior Consumer Behavior, A European Perspective has Consumer Behavior, A European Perspective has

a significant European consumer context. a significant European consumer context. 17 Chapters17 Chapters Part APart A Consumers in the Marketplace. Chapter 1. Consumers in the Marketplace. Chapter 1. Part BPart B Consumers as Individuals. Chapters 2-7. Consumers as Individuals. Chapters 2-7. Part CPart C Consumers as Decision-Makers. Chapters Consumers as Decision-Makers. Chapters

8-10.8-10. Part DPart D Portrait of European Consumers. Chapters Portrait of European Consumers. Chapters

11-13.11-13. Part EPart E Culture and European Lifestyles. Chapters Culture and European Lifestyles. Chapters

14-17.14-17.

DispositionDisposition The structure of the textbook goes from micro to The structure of the textbook goes from micro to

macro.macro. The content of the book goes beyond the act of The content of the book goes beyond the act of

buying only, by examining activities relating to buying only, by examining activities relating to having and being as well. having and being as well.

The research field is young and dynamic.The research field is young and dynamic. Consumer researchers represent every social Consumer researchers represent every social

science discipline. science discipline. Opening (vignette) story; setting the scene for Opening (vignette) story; setting the scene for

each chapter. each chapter. Key-terms are highlighted in the text. Key-terms are highlighted in the text. Colored boxes highlights ”multicultural Colored boxes highlights ”multicultural

dimensions”, ”marketing opportunities” and dimensions”, ”marketing opportunities” and ”marketing pitfalls”. ”marketing pitfalls”.

DefinitionDefinition

Individual assignment:Individual assignment:

What is the definition of Consumer What is the definition of Consumer Behavior?Behavior?

Definition of Consumer Definition of Consumer BehaviorBehavior

””It is the study of the It is the study of the processesprocesses involved when individuals or groups involved when individuals or groups select, purchase, use or dispose of select, purchase, use or dispose of

products, services, ideas or products, services, ideas or experiences to satisfy needs and experiences to satisfy needs and

desires”. desires”.

(Solomon et al, 2001, p. 5)(Solomon et al, 2001, p. 5)

Definition of Consumer Definition of Consumer Behavior Jacoby (1978)Behavior Jacoby (1978)

””The mental and physical acts ofThe mental and physical acts ofindividuals, households, or other individuals, households, or other decision-making units concerned decision-making units concerned

with ultimate consumption involving with ultimate consumption involving the acquisition, own production, use the acquisition, own production, use

and, in some cases, the and, in some cases, the dispossession of products and dispossession of products and

services.”services.”

Consumer PerspectiveConsumer Perspective In order to really understand In order to really understand

consumers a consumer perspective consumers a consumer perspective is required.is required.

To have a consumer perspective To have a consumer perspective means that one has to fully means that one has to fully understand consumers feelings, understand consumers feelings, thoughts, behavior, and the cultural thoughts, behavior, and the cultural context that consumers are living context that consumers are living their lives within.their lives within.

Consumer Perspective…Consumer Perspective…

A consumer perspective requires A consumer perspective requires knowledge about perspectives, knowledge about perspectives, theories and methods related to theories and methods related to consumers and consumption. consumers and consumption.

A multitude of A multitude of perspectives, theories perspectives, theories and methods gives enhanced and methods gives enhanced understanding in depth and detail. understanding in depth and detail.

MethodMethod

A change in perspective requires a A change in perspective requires a change in methods. change in methods.

The chosen method has to The chosen method has to correspond to the problem issue. correspond to the problem issue.

New theories are demanded in order New theories are demanded in order to understand something as to understand something as complicated as consumers. complicated as consumers.

From needs to desiresFrom needs to desires

The view of the consumer has movedThe view of the consumer has moved

from a view focused on needfrom a view focused on need

orientation (satisfying needs) toorientation (satisfying needs) to

highlight consumer desires. highlight consumer desires.

DifferenceDifference

Pair assignment:Pair assignment:

What is the difference between needs, What is the difference between needs, wants and desires? wants and desires?

Needs, Wants and desiresNeeds, Wants and desires

Need is a broad, fundamental, biological and Need is a broad, fundamental, biological and psychological requirement that propel behavior, psychological requirement that propel behavior, including need for food, water and shelter including need for food, water and shelter (Arnould, Price and Zinkhan, 2002, p. 379). (Arnould, Price and Zinkhan, 2002, p. 379).

Want is the particular form of consumption Want is the particular form of consumption chosen to satisfy an underlying need. chosen to satisfy an underlying need.

Desire is to wish or long for consumer goods Desire is to wish or long for consumer goods which contribute to the formation of consumer’s which contribute to the formation of consumer’s self-image. Something we give into.self-image. Something we give into.

Consumer desiresConsumer desires Something fanciful, overwhelming, something we give in Something fanciful, overwhelming, something we give in

to.to. Passionate feeling far away from need satisfaction and Passionate feeling far away from need satisfaction and

wants. wants. Rooted in a tension between seduction and morality.Rooted in a tension between seduction and morality. Everything can be the object of desire. Everything can be the object of desire. Often intense, deep, unplanned, illogical and irrational. Often intense, deep, unplanned, illogical and irrational. Consumer desires is the anti thesis to reasoned Consumer desires is the anti thesis to reasoned

calculating. calculating. (Belk, Ger and Askegaard, 2003)(Belk, Ger and Askegaard, 2003)

Market segmentationMarket segmentation

Defines segments whose members are Defines segments whose members are similar to one another and different from similar to one another and different from members of other segments. members of other segments.

Only possible if:Only possible if: Important differences among segments can be Important differences among segments can be

identified. identified. The segment is large enough to be profitable. The segment is large enough to be profitable. Consumers in the segments can be reached. Consumers in the segments can be reached. The consumers in the segment will respond in The consumers in the segment will respond in

a desired way. a desired way.

Market segmentationMarket segmentation

Demographic segmentationDemographic segmentation Psychographic segmentationPsychographic segmentation Geographic segmentationGeographic segmentation Behavioral segmentationBehavioral segmentation

Demographic segmentationDemographic segmentation

Statistics that measure observable aspects of a Statistics that measure observable aspects of a population.population.

Descriptive characteristics of a population: Descriptive characteristics of a population: AgeAge GenderGender Family sizeFamily size Social class, occupation, incomeSocial class, occupation, income Ethnic groupEthnic group ReligionReligion Stage in lifeStage in life Purchaser vs. usersPurchaser vs. users

PsychographicPsychographicsegmentationsegmentation

Characteristics that are not so easy to Characteristics that are not so easy to measure, e.g. differences in consumers’ measure, e.g. differences in consumers’ personalities and tastes. personalities and tastes.

Aspects of a person’s lifestyle or interests:Aspects of a person’s lifestyle or interests: Self-conceptSelf-concept PersonalitiesPersonalities LifestylesLifestyles Social classSocial class SubcultureSubculture

(The gay community, single females, the so-(The gay community, single females, the so-called ”grey market”, disabled people etc.)called ”grey market”, disabled people etc.)

Geographic segmentationGeographic segmentation

How to segment the market based on How to segment the market based on geographics. geographics.

Region, countryRegion, country County sizeCounty size CityCity DensityDensity ClimateClimate Country differencesCountry differences

(Scandinavian market segment, Euro-consumers, (Scandinavian market segment, Euro-consumers, Mediterranean climate, Hispanic consumers Mediterranean climate, Hispanic consumers etc.)etc.)

Behavioral segmentationBehavioral segmentation

Segmentation that occurs depending of the Segmentation that occurs depending of the extent of usage, the occasion or attitude extent of usage, the occasion or attitude toward the product.toward the product. Brand loyaltyBrand loyalty Usage situationUsage situation Buyer readiness stageBuyer readiness stage Benefits desiredBenefits desired

(Heavy users, one-time users, weekday users (Heavy users, one-time users, weekday users etc.)etc.)

From demographics to From demographics to psychographics...psychographics...

Are Grace Slick and Tricia Nixon Cox Are Grace Slick and Tricia Nixon Cox the same person?the same person?

((O’TooleO’Toole (1973) in Söderlund, 1998) (1973) in Söderlund, 1998)

LiteratureLiterature

Brown, S, Hirschman, E and Mclaran P (2001) Always Brown, S, Hirschman, E and Mclaran P (2001) Always historicize! Researching marketing history in a post-historicize! Researching marketing history in a post-historical epoch,” historical epoch,” Marketing Theory,Marketing Theory, vol. 1(1), pp.49-89. vol. 1(1), pp.49-89.

Firat, F and Venkatesh, A (1995) “Liberatory Postmodernism Firat, F and Venkatesh, A (1995) “Liberatory Postmodernism and the Reenchantment of Consumption,” and the Reenchantment of Consumption,” Journal of Journal of Consumer Research,Consumer Research, vol. 22, December, pp. 239-267. vol. 22, December, pp. 239-267.

Solomon, M, Bamossy G and Askegaard, S (2002) Solomon, M, Bamossy G and Askegaard, S (2002) Consumer Consumer Behavior, A European Perspective,Behavior, A European Perspective, 2nd ed., Essex: Pearson 2nd ed., Essex: Pearson

Education Ltd.Education Ltd.

Reference literatureReference literature

Arnould, E, Price, L and Zinkhan, G (2002) Arnould, E, Price, L and Zinkhan, G (2002) Consumers,Consumers, International International Ed. New York: McGraw Hill.Ed. New York: McGraw Hill.

Belk, R Ger, G and Askegaard, S (2003) ”The Fire of Desire: A Belk, R Ger, G and Askegaard, S (2003) ”The Fire of Desire: A Multisited Inquiry into Consumer Passion,” Multisited Inquiry into Consumer Passion,” Journal of Consumer Journal of Consumer Research,Research, vol. 30, December, pp. 326-351. vol. 30, December, pp. 326-351.

Holbrook, M and Hirschman, E (1982) The Experiential Aspects of Holbrook, M and Hirschman, E (1982) The Experiential Aspects of

Consumption: Consumer Fantasies, Feelings and Fun, Consumption: Consumer Fantasies, Feelings and Fun, Journal of Journal of Consumer Research,Consumer Research, vol. 9, September, pp. 132-140. vol. 9, September, pp. 132-140.

O’Toole, J (1973) ”Are Grace Slick and Tricia Nixon Cox the Same O’Toole, J (1973) ”Are Grace Slick and Tricia Nixon Cox the Same Person?” Person?” Journal of Advertising,Journal of Advertising, vol. 2, no. 2, pp. 32-34. vol. 2, no. 2, pp. 32-34.

Söderlund, M (1998) Söderlund, M (1998) Segmentering,Segmentering, Malmö: Liber Ekonomi. Malmö: Liber Ekonomi.