Global Consumer Culture Consumers & Consumption: The Tipping Point

Cell Phones Attendance Syllabus Quiz Announcements

Global Consumer Culture

Marks of Globalization Defining Measurement Speed & Innovation Dominant Culture Homogenizing of culture (regional vs. global) Defining Technologies Computerization Miniaturization Digitization Satellite Communications Fiber Optics THE INTERNET

Marks of Globalization Creative Destruction “...the perpetual cycle of destroying the old and less efficient product or service and replacing it with the new, more efficient ones” -Thomas Friedman

Marks of Globalization Balances Between nation-states Between nation-states & global markets Between individuals & nation-states

Marks of Globalization Multi-dimensional Politics Culture National Security Finance Technology Environment

Globalization “Globalization is the inexorable integration of markets, nation-states and technologies to a degree never witnessed before—in a way that is enabling individuals, corporations and nation-states to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations and nation-states farther, faster, deeper, cheaper than ever before.” -Thomas Friedman

Globalization

Implications of Globalization

Global Consumer Culture

"I don't want to buy anything, sell anything, or process anything as a career. I don't want to sell anything bought or processed, buy anything sold or processed, or process anything sold, bought or processed, or repair anything sold, bought, or processed. You know, as a career, I don't want to do that.” -Lloyd Dobler

Consumer Behavior The study of the processes involved when individual or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Who are Consumers? Buys something Uses something Is satisfied/delighted with something Something = usually a product or service

Consumer NEEDS “A discrepancy between the customer’s present state (hungry) and some ideal state (satiated with Domino’s pizza)” External/social influences (culture, social class, group memberships, family, etc. Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.

Consumer DESIRES WANTS External/social influences (culture, social class, group memberships, family, etc. Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.

Consumption People buy products not for what they do, but for what they mean

Some Somethings Something = usually a product or service

Consumer Decision Making Internal Influences: Perception Motivation Learning Attitudes Personality Age groups Lifestyle Situational Influences: Physical Environment Time Social Influences: Culture, Social class Group memberships Decision Process PURCHASE MARKETING

Understanding Products Product Layers Core Product Actual Product Augmented Product

Relating Products to Consumer Behavior Domains of Consumer Behavior Products Services Ideas Experiences Acquiring Consuming Disposing

Domain of Consumer Behavior

Examples A man buys groceries at Kroger A woman reads ads for used cars A couple buys a gift for their child A professional sports team signs a player to a contract An artist creates a painting A man recycles aluminum cans

Orientations of Consumer Behavior Anthropology Economics History & geography Psychology Sociology Social Psychology

Social psychology & Consumption: A product’s role in behavior of individuals as members of social groups

Why are there so many choices?