Consumer Behaviour: Buying, Having Being

5th Edition
Australian version
Michael R. Solomon, PhD, Professor Rebekah Russell-Bennett, Dr Josephine Previte and Ryan Payne

Ethnicity........................................................................ 42
Contents Marketing pitfall: The 'panic index'.......................... 45
Prelims Usage and relationship marketing: profiling
Prelims consumers .................................................................... 46

Cover .............................................................................10 Quiz 1.3: Marketing's impact on consumers ...................... 0

Copyright ......................................................................10 1.4 : The role of internet and social media on consumers
About the authors .........................................................12 1.4 : The role of internet and social media on
Preface ...........................................................................14 consumers .................................................................... 48

Acknowledgements......................................................17 The digital native ........................................................ 48

New to this edition .......................................................18 1.5 : Consumer behaviour as a field of study

Applications matrix .....................................................19 1.5: Consumer behaviour as a field of study........... 51

Two perspectives of consumer research .................. 54
SECTION 1: FOUNDATIONS OF
Should consumer research have an academic or an
CONSUMER BEHAVIOUR
applied focus?.............................................................. 57
SECTION 1: FOUNDATIONS OF CONSUMER
CB as I see it: Future directions in consumer
BEHAVIOUR ......................................................................... 21
research ......................................................................... 57
1: Buying, having and being Taking it from here: the plan of the text................... 58

Introduction ...........................................................................22 Quiz 1.5: Consumer behaviour as a field of study ............ 0

1.1: What is consumer behaviour? Chapter 1: Learning snapshot

1.1 : What is consumer behaviour? ..............................24 Learning snapshot ....................................................... 59

Quiz 1.1: Consumer behaviour: people in the Shared writing ........................................................................ 0

marketspace ............................................................................ 0
Chapter 1: Case study
Consumers' impact on marketing strategy .......................27 Case study: Are we marketing for Good or Evil? Or
CB as I live it: The meaning and value of health .............27 anyone who pays us? ................................................. 61

Marketing’s impact on consumers ......................................28 Mini-Sim: Consumer Behaviour .......................................... 0

All the world’s a stage .........................................................30 Chapter 1 Quiz: Buying, having and being ........................ 0

What do we need—really? ..................................................31 2: Consumption and consumer wellbeing

1.2 : Marketplace trends and consumer buying, having, Introduction .......................................................................... 68
being
2.1: Business ethics
1.2 : Marketplace trends and consumer buying,
2.1 : Business ethics ...................................................... 71
having, being ................................................................ 32
Needs and wants: do marketers manipulate
Marketing opportunity: Privacy in the market
consumers? ................................................................... 73
beyond the pandemic ..................................................36
Marketing opportunity: ‘A glass half-full
Quiz 1.2: Consumers' impact on marketing strategy ....... 0
perspective’: authentic woke marketing.................. 75
1.3 : Consumer behaviour: People in the marketspace Materialism: are you what you own?....................... 76
1.3: Consumer behaviour: people in the
Quiz 2.1: Business ethics ....................................................... 0
marketspace ..................................................................37
2.2 : Consumer rights and product satisfaction
Consumers are different! How we divide them
up ...................................................................................38 2.2 : Consumer rights and product satisfaction ....... 78

Age .................................................................................39 Market regulation........................................................ 79

i
 Marketing pitfall: ‘A glass half-empty perspective’:
wasteful marketing ......................................................82
Consumer activism .......................................................83
Quiz 2.2: Consumer rights and product satisfaction ........ 0
2.3 : Major policy issues relevant to consumer behaviour
2.3 : Major policy issues relevant to consumer
behaviour ......................................................................84
Data privacy and identity theft ..................................84
Market access................................................................ 86
CB as I see it: Building understanding of consumer
vulnerability .................................................................. 88
Quiz 2.3: Major policy issues relevant to consumer
behaviour ................................................................................ 0
2.4 : Marketing for social good
2.4 : Marketing for social good ...................................89
CB as I live it: Social marketing at work...................91
2.5 : The dark side of consumer behaviour
2.5: The dark side of consumer behaviour ...............92
Addictive consumption ...............................................93
Consumed consumers .................................................95
Quiz 2.5: The dark side of consumer behaviour ............... 0
Chapter 2: Learning snapshot
Learning snapshot........................................................97
Shared writing........................................................................ 0
Chapter 2: Case study
Case study: Respecting consumers’ right of
privacy ........................................................................... 99
Chapter 2 Quiz: Consumption and consumer wellbeing
............................................................................................... 0
Data case for section 1
Data case for section 1: Analysing the athletics shoe
market for SHOE FIEND
Data case for section 1: Analysing the athletics shoe
market for SHOE FIEND ......................................... 103
SECTION 2: CONSUMERS' HEARTS AND
MINDS
SECTION 2: CONSUMERS' HEARTS AND MINDS ... 108
3: Perception
Introduction ........................................................................ 109
3.1: Sensory systems
3.1 : Sensory systems ..................................................112
ii
CB as I see it: Why worry about how customers
feel? ............................................................................. 113
Sensory marketing .................................................... 115
Smell ........................................................................... 117
Sound .......................................................................... 118
Touch .......................................................................... 118
Taste ............................................................................ 120
Marketing opportunity: ‘Phygital Reality’: When
physical and digital worlds collide......................... 121
CB as I live it: Product and brand perceptions that
influence my purchasing .......................................... 121
Quiz 3.1: Sensory systems..................................................... 0
3.2 and 3.3: The stages of perception
3.2 and 3.3: The stages of perception...................... 123
Exposure ..................................................................... 124
Augmented reality .................................................... 126
Subliminal perception............................................... 128
Attention..................................................................... 129
Marketing pitfall: Stealth marketing: what tactics
work? .......................................................................... 130
Personal selection factors ......................................... 130
Quiz 3.2/3.3: The stages of perception ............................... 0
3.4: Interpretation
3.4: Interpretation ...................................................... 132
Stimulus organisation ............................................... 133
Semiotics: the meaning of meaning........................ 135
Perceptual positioning .............................................. 136
Quiz 3.3: Interpretation ......................................................... 0
Learning Snapshot: Perception
Learning Snapshot: Perception................................ 137
Shared Writing: Chapter 3 .................................................... 0
Chapter 3 Case study
Case study: Brisbane now: positioning a place
brand........................................................................... 139
Mini-Sim: Perception ............................................................. 0
Chapter 3 Quiz: Perception................................................... 0
4: Learning and memory
Introduction: Learning and memory .............................. 144
4.1: How do consumers learn?
4.1 : How do consumers learn? ................................ 145
Behavioural learning theories ................................. 146
Classical conditioning............................................... 147
 CB as I see it: Sex, condoms and learning: the
marketing of sensitive products .............................. 149
Marketing applications of classical conditioning
principles ..................................................................... 150
Applications of stimulus generalisation .................. 153
Instrumental conditioning ......................................... 155
Reinforcement schedules ........................................... 156
Marketing applications of instrumental
conditioning principles ............................................. 157
Gamification: The new frontier for learning
applications ................................................................. 158
Marketing pitfall: Do loyalty programs work?...... 159
Quiz 4.1: How do consumers learn? ................................... 0
4.2 : Cognitive learning theory
4.2 : Cognitive learning theory ................................. 160
Maturation approach to cognitive learning ........... 162
How do we learn to become consumers? ............... 164
Quiz 4.2: Cognitive learning theory .................................... 0
4.3 : The role of memory in learning
4.3: The role of memory in learning ........................ 166
How our brains encode information ....................... 167
CB as I live it: My phone as the guiding force in my
life................................................................................. 169
Storing information in memory ................................ 169
The neuroscience of memory ................................... 171
Marketing opportunity: Using gamification to help
consumers learn energy efficiency .......................... 172
Factors influencing forgetting ................................... 173
Problems with memory recollections ...................... 174
Quiz 4.3: The role of memory in learning .......................... 0
Learning Snapshot: Learning and memory
Learning Snapshot: Learning and memory ............ 176
Shared Writing: Chapter 4.................................................... 0
Chapter 4 Case study
Case study: Spokescharacters as memory and
learning devices.......................................................... 177
Mini-Sim: Learning and Memory ........................................ 0
Chapter 4 Quiz: Learning and memory.............................. 0
5: Personality
Introduction: Personality ................................................... 180
5.1: Personality in consumer behaviour
5.1 : Personality in consumer behaviour ................. 180
State versus trait: Does personality change?......... 181
Quiz 5.1: Personality in consumer behaviour .................... 0
5.2 : Psychodynamic theories
5.2 : Psychodynamic theories ................................... 184
Motivational research ............................................... 187
Neo-Freudian theories .............................................. 190
Trait theory ................................................................. 190
Quiz 5.2: Psychodynamic theories....................................... 0
5.3 : Personality and purchasing
5.3: Personality and purchasing .............................. 193
Are you an 'innie' or an 'outie'? ............................... 195
Brand personality ...................................................... 197
CB as I live it: I buy brands that reflect my
personality .................................................................. 202
Marketing pitfall: Moving from safe to sexy:
theproblems of a personality change ..................... 203
Using archetypes to build brand personality ........ 204
Drinking with the Creator, the Jester and the
Outlaw ........................................................................ 208
Personification of inanimate objects....................... 208
Brand positioning through personality.................. 211
CB as I see it: The personality traits of panic
buyers ......................................................................... 212
Quiz 5.3: Personality and purchasing ................................. 0
Learning Snapshot: Personality
Learning Snapshot: Personality ............................... 213
Shared Writing: Chapter 5 .................................................... 0
Chapter 5 Case study
Chapter 5 Case study................................................ 214
Mini-Sim: Segmentation, Targeting, & Positioning ........... 0
Chapter 5 Quiz: Personality.................................................. 0
6: Motivation and values
Introduction: Motivation and values .............................. 218
6.1 The motivation process
6.1 The motivation process ...................................... 218
Motivational strength ............................................... 221
Motivational direction .............................................. 223
Motivational conflicts ............................................... 224
Internal and external motivation ............................ 227
CB as I live it: The motivating power of social
media for Gen Z ........................................................ 228
Review: The motivation process ............................. 229
Quiz 6.1: The motivation process ........................................ 0
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 6.2: Classifying consumer needs
6.2 : Classifying consumer needs............................. 230
Specific needs and buying behaviour .................... 231
CB as I see it: Intrinsic motivation and wellbeing:
seniors in the community ........................................ 232
Self-determination theory........................................ 233
Maslow's hierarchy of needs ................................... 234
A renovated hierarchy of needs ............................. 236
When motivation meets opportunity and
ability .......................................................................... 237
Do your motives have personality?........................ 238
Marketing opportunity: The motivation to buy
local ............................................................................. 239
Situational level of motivation ................................ 241
Review: Classifying consumer needs .................... 243
Quiz 6.2: Classifying consumer needs ................................ 0
6.3 Consumer involvement
Consumer involvement ............................................ 243
Levels of involvement .............................................. 245
The many faces of involvement .............................. 246
Measuring involvement ........................................... 248
Review: Consumer involvement............................. 250
ASSESSMENT SLATE PLACEHOLDER ............... 251
6.4 : Values
6.4: Values .................................................................. 251
Generational values .................................................. 251
Cultural values .......................................................... 252
Materialism: 'He who dies with the most toys
wins' ............................................................................ 255
Applications of values to consumer behaviour .... 257
Marketing pitfall: Motivation to avoid buying ..... 261
Review: Values .......................................................... 262
Quiz 6.4: Values ..................................................................... 0
Learning Snapshot: Motivation and values
Learning Snapshot: Motivation and values........... 262
Class discussion: Motivation and values ........................... 0
Chapter 6 Case study
Chapter 6 Case study ............................................... 263
Mini-Sim: Motivation and Affect ........................................ 0
Chapter 6 Quiz: Motivation and values ............................. 0
7: The self: mind, gender and body
Introduction: The self: mind, gender and body ............. 269
iv
7.1: Perspectives on the self
7.1 : Perspectives on the self ..................................... 269
Self-esteem ................................................................. 271
Quiz 7.1: Perspectives on the self ........................................ 0
7.2 : Identity
7.2 : Identity ................................................................ 273
Multiple selves........................................................... 275
Self-consciousness ..................................................... 276
Marketing opportunity: Femvertising .................... 277
Are we what we buy? ............................................... 278
CB as I live it: expanding boundaries between
self-concept and sports............................................. 280
The extended self ...................................................... 282
Quiz 7.2: Identity.................................................................... 0
7.3 : Gender identity
7.3 : Gender identity .................................................. 283
CB as I see it: mastery in women’s climbing......... 284
Gender identity versus sexual identity .................. 285
Marketing pitfall: Objectifying men in
advertising.................................................................. 287
Sex-typed products ................................................... 288
Gender-neutral products .......................................... 289
Quiz 7.3: Gender identity ...................................................... 0
7.4 : The body
7.4: The body.............................................................. 292
Body image ................................................................ 293
Ideals of female beauty evolve over time .............. 294
Body decoration and mutilation ............................. 297
Quiz 7.4: The body ................................................................. 0
Learning Snapshot: The self: mind, gender and body
Learning Snapshot: The self: mind, gender and
body ............................................................................ 301
Shared Writing: Chapter 7 .................................................... 0
Chapter 7 Case study
Chapter 7 Case study................................................ 302
Mini-Sim: Mind, Gender, and Body .................................... 0
Chapter 7 Quiz: The self: mind, gender and body ............ 0
Data case for section 2
Data case for section 2: Evolving trends in fitness and
french fries
Data case for section 2: Evolving trends in fitness
and french fries.......................................................... 308
SECTION 3: CONSUMERS' DECISIONS
AND CHOICES
SECTION 3: CONSUMERS' DECISIONS AND
CHOICES .............................................................................311
8: Attitudes and attitude change
Introduction: Attitudes and change ................................ 312
8.1: The functions of attitudes
8.1 : The functions of attitudes ................................. 313
The nature of attitudes ............................................. 314
The standard learning hierarchy:
Learn–Feel–Do ........................................................... 316
The low-involvement hierarchy:
Learn–Do–Feel ........................................................... 317
The experiential hierarchy: Feel-Do-Learn ........... 317
The behavioural hierarchy: Do–Learn–Feel .......... 318
The emotional learning hierarchy:
Feel–Learn–Do ........................................................... 319
Forming attitudes ...................................................... 319
Marketing pitfall: You can’t think people into
action .......................................................................... 320
Cognitive dissonance and harmony between
attitudes ...................................................................... 323
Balance theory ........................................................... 325
CB as I see it: Celebrity endorsement under the
African sky................................................................. 328
Quiz 8.1: The functions of attitudes .................................... 0
8.2 : Attitude models
8.2 : Attitude models ................................................. 329
The Fishbein model .................................................. 331
The extended Fishbein model: the theory of
reasoned action ......................................................... 334
The theory of planned behaviour ........................... 336
Marketing opportunity: Using TPB to influence
exercise attitudes ....................................................... 337
The model of goal-directed behaviour................... 338
Quiz 8.2: Attitude models..................................................... 0
8.3 : Attitude change
8.3: Attitude change.................................................. 340
Changing the cognitive component of attitudes
('learn') ........................................................................ 342
CB as I live it: An emotion-based shopping
attitude ....................................................................... 343
Changing the emotional component of attitudes
('feel')........................................................................... 345
Using fear to change attitudes................................... 348
Thinking or feeling: which strategy is better?........ 350
How do marketers change attitudes? ..................... 351
Quiz 8.3: Attitude change ..................................................... 0
Learning Snapshot: Attitudes and change
Learning Snapshot: Attitudes and change.............. 352
Shared Writing: Chapter 8 .................................................... 0
Chapter 8 Case study
Chapter 8 Case study................................................. 353
Mini-Sim: Attitudes and Persuasive Communications ..... 0
Chapter 8 Quiz: Attitudes and change ............................... 0
9: Individual decision making
Introduction: Individual decision making ..................... 359
9.1: Types of consumer decisions
9.1 : Types of consumer decisions ............................ 359
Habitual behaviour ................................................... 362
Perspectives on consumer choices.......................... 362
Hyperchoice ............................................................... 364
Role of consumers in decision making .................. 366
Quiz 9.1: Types of consumer decisions ............................... 0
9.2 : Consumers as emotion experiencers
9.2 : Consumers as emotion experiencers ............... 370
Emotions as information .......................................... 371
Consumers as habitual actors ................................. 372
Marketing opportunity: Decision-making styles of
Gen Z shoppers ......................................................... 373
Just make my life easier............................................ 374
Marketing pitfall: Nudging: the noble
experiment.................................................................. 376
Consumers as problem solvers ............................... 377
CB as I see it: Planning, goals and weight-loss
behaviour.................................................................... 378
The EKB model of consumer decision making..... 379
Evaluation of alternatives ........................................ 382
Product choice ........................................................... 385
Quiz 9.2: Consumers as emotion experiencers .................. 0
9.3 : Decision-making over the customer journey
9.3: Decision-making over the customer
journey ........................................................................ 387
9.4 : Heuristics: Mental shortcuts
9.4: Heuristics: Mental shortcuts............................. 388
v
 CB as I live it: Balancing emotions and thoughts
when buying ............................................................... 390
Market beliefs: Is it better if I pay more for it?....... 391
Mental accounting: biases in the decision-making
process ......................................................................... 394
Quiz 9.4: Heuristics: mental shortcuts ................................ 0
Learning Snapshot: Individual decision making
Learning Snapshot: Individual decision
making ......................................................................... 395
Shared Writing: Chapter 9.................................................... 0
Mini-Sim: Decision Making ................................................. 0
Chapter 9 Case study
Chapter 9 Case study ................................................ 397
Chapter 9 Quiz: Individual decision making .................... 0
10: Buying, using and disposing
Introduction: Buying, using and regenerating................ 401
10.1: It's all about the experience.
10.1 : It's all about the experience. ............................ 402
Quiz 10.1: It's all about the experience................................ 0
10.2 : Contextual effects on buying
Contextual effects on buying.................................... 404
The effect of physical surroundings ......................... 404
CB as I see it: The light and dark side of online
shopping...................................................................... 408
The effect of other customers (social
surroundings) ............................................................. 410
Temporal factors ......................................................... 411
Antecedent states: If it feels good, buy it. .............. 413
Marketing opportunity: Outsource your life ......... 415
Shopping orientation: a job or an adventure? ........ 416
Quiz 10.2: The purchase environment ................................ 0
10.3 : The purchase environment
10.3 : The purchase environment .............................. 418
Point-of-purchase stimuli .......................................... 419
Quiz 10.3: Post-purchase outcomes ..................................... 0
10:4: Online and face-to-face purchase environments
10.4 : Online and face-to-face purchase
environments .............................................................. 422
Online buying: From bricks to clicks ...................... 422
e-commerce—unAustralian or globally smart?..... 423
The role of social media influencers ........................ 427
10.5 : Post-purchase outcomes
vi
10.5 : Post-purchase outcomes ................................. 433
Acting on dissatisfaction: complaining .................. 435
Customer value ......................................................... 438
Loyalty ........................................................................ 439
Word-of-mouth .......................................................... 440
10.6 : Product regeneration and disposal: The circular
economy
10.6: Product regeneration and disposal: The
circular economy ....................................................... 440
Waste hierarchy ......................................................... 442
Marketing pitfall: The unintended consequences of
banning plastic bags ................................................. 445
Sustainable behaviours ............................................. 446
Marketing sustainability ........................................... 449
Disposal ...................................................................... 450
CB as I live it: Recycling and upcycling my way to
purchasing .................................................................. 451
Learning Snapshot: Buying, using and disposing
Learning Snapshot: Buying, using and
disposing .................................................................... 452
Shared Writing: Chapter 10 .................................................. 0
Chapter 10 Case study
Chapter 10 Case study.............................................. 453
Mini-Sim: Buying, Using, and Disposing ........................... 0
Chapter 10 Quiz: Buying and disposing ............................. 0
Data case for section 3
Data case for section 3: Cats, kibble and cable TV
Data case for section 3: Cats, kibble and cable
TV ................................................................................ 458
SECTION 4: CONSUMERS IN THEIR
SOCIAL AND CULTURAL SETTINGS
SECTION 4: CONSUMERS IN THEIR SOCIAL AND
CULTURAL SETTINGS .................................................... 461
11: Groups and social influence
Introduction: Groups and social influence ..................... 462
11.1: Groups
11.1 : Groups ............................................................... 462
Types of reference groups ........................................ 463
Reference group influence ....................................... 468
Conformity ................................................................. 470
CB as I see it: The proof is in the pictures.............. 472
 Social comparison ....................................................... 473
CB as I live it: Being a global citizen ........................ 474
Quiz 11.1: Groups .................................................................. 0
11.2 : Social power and reference groups
11.2 : Social power and reference groups ................. 475
The family consumer group ..................................... 478
Quiz 11.2: Social power and reference groups .................. 0
11.3 : Opinion leadership
11.3 : Opinion leadership ........................................... 482
Marketing opportunity: The rise of the cute
economy ...................................................................... 483
How influential is an opinion leader? ..................... 483
Types of opinion leaders ........................................... 484
Identifying opinion leaders ...................................... 486
Word-of-mouth communication .............................. 487
Buzz building .............................................................. 489
Marketing pitfall: The dark side of the sharing
economy ...................................................................... 492
11.4 : The social connection evolution
11.4: The social connection evolution ...................... 493
Online social networks and brand
communities................................................................ 493
Digital WOM ............................................................... 496
Quiz 11.3: Opinion leadership .............................................. 0
Learning Snapshot: Groups and social influence
Learning Snapshot: Groups and social
influence ...................................................................... 497
Chapter 11 Case study
Chapter 11 Case study............................................... 499
Shared Writing: Chapter 11 .................................................. 0
Mini-Sim: Groups .................................................................. 0
Chapter 11 Quiz: Groups and social influence .................. 0
12: Ethnicity, religion and age
Introduction: Ethnicity, religion and age ......................... 502
12.1: Theories of culture
12.1 : Theories of culture ............................................ 503
Quiz 12.1: Theories of culture .............................................. 0
12.2 : Ethnic subcultures
12.2 : Ethnic subcultures............................................. 507
Quiz 12.2: Ethnic subcultures ............................................... 0
12.3 : High and low context cultures
12.3 : High and low context cultures ....................... 509
Subcultural stereotypes ............................................ 510
Marketing pitfall: Brands are failing to achieve
diverse representation in their advertising ........... 511
Ethnicity and acculturation ...................................... 512
Religious subcultures................................................ 514
Organised religion and consumption..................... 516
12.4 : Age subcultures
12.4: Age subcultures ................................................ 522
Children: consumers-in-training ............................ 526
Youth subcultures...................................................... 527
Gen Z .......................................................................... 529
Mature subcultures ................................................... 532
CB as I live it: Consuming Canberra ...................... 533
Baby Boomers ............................................................ 534
CB as I see it: Baby boomers as healthcare
consumers .................................................................. 537
Seniors ........................................................................ 539
Quiz 12.4: Age subcultures ................................................... 0
Learning Snapshot: Ethnicity, religion and age
Learning Snapshot: Ethnicity, religion and age..... 540
Shared Writing: Chapter 12 .................................................. 0
Chapter 12 Case study
Chapter 12 Case study.............................................. 542
Mini-Sim: Income and Social Class ..................................... 0
Chapter 12 Quiz: Ethnicity, religion and age ..................... 0
13: Lifestyle, income and social class
Introduction: Lifestyle, income and social class............ 546
13.1: Lifestyles and psychographics
13.1 : Lifestyles and psychographics ....................... 546
Products as building blocks of lifestyles................ 547
Psychographics .......................................................... 551
Australian Values Segments .................................... 555
Quiz 13.1: Lifestyles and psychographics........................... 0
13.2 : Income and consumer behaviour
13.2 : Income and consumer behaviour .................. 558
To spend or not to spend: that is the question ...... 561
Consumer confidence ............................................... 563
Criticisms of income as a predictor of consumer
behaviour.................................................................... 564
Quiz 13.2: Income patterns ................................................... 0
13.3 : Social class
vii
 13.3 : Social class ......................................................... 564
Socio-economic disadvantage ................................... 565
CB as I live it: Why I won’t fake my social class . 568
A universal pecking order ........................................ 569
Achieved vs. ascribed status .................................... 570
How income relates to social class .......................... 575
Targeting the rich........................................................ 577
Success at the bottom of the pyramid ..................... 580
Marketing opportunity: Finance and payment
systems underpin marketing for low-income
earners ......................................................................... 582
CB as I see it: How often do you think about
class? ............................................................................ 582
Quiz 13.3: Social class............................................................ 0
13.4 : How social class affects purchase decisions
13.4: How social class affects purchase
decisions ...................................................................... 583
Taste cultures and cultural capital........................... 585
Conspicuous consumption ....................................... 586
Marketing pitfall: Pst, wanna buy a watch? ........... 587
Quiz 13.4: How social class affects purchase decisions.... 0
Learning Snapshot: Lifestyle, income and social class
Learning Snapshot: Lifestyle, income and social
class .............................................................................. 587
Shared Writing: Chapter 13 .................................................. 0
Chapter 13 Case study
Chapter 13 Case study .............................................. 589
Mini-Sim: Subcultures ........................................................... 0
Chapter 13 Quiz: Subcultures: lifestyle, income and
social class............................................................................... 0
14: The culture of consumption
Introduction: The culture of consumption ...................... 593
14.1 : Culture and consumer culture theory (CCT)
14.1: Culture and consumer culture theory (CCT)
................................................................................... 594
14.2 : Cultural system
14.2 : Cultural system ................................................. 596
Cultural movement ..................................................... 597
Cultural production processes .................................. 599
High and low culture ................................................ 604
Quiz 14.2: Cultural system ................................................... 0
14.3 : Cultural stories and ceremonies
14.3 : Cultural stories and ceremonies ..................... 605
Myths .......................................................................... 606
Myths abound in modern popular culture ........... 607
CB as I see it ............................................................... 608
Rituals ......................................................................... 609
Holiday rituals........................................................... 613
Rites of passage ......................................................... 614
Marketing pitfall: Do you want to talk about
death?.......................................................................... 616
Sacred and profane consumption ........................... 616
Domains of sacred consumption............................. 617
From sacred to profane, and back again................ 619
Quiz 14.3: Cultural stories and ceremonies ........................ 0
14.4 : The diffusion of innovations
14.4: The diffusion of innovations .......................... 620
Behavioural demands of innovations .................... 622
CB as I live it: A reflection on the cultural strategy
being too authentic ................................................... 622
What determines whether an innovation will
diffuse? ....................................................................... 623
Marketing opportunity: Building trust .................. 624
Global consumer culture .......................................... 625
It's a brand-new world ............................................. 625
Adopt a standardised strategy ................................ 626
Does global marketing work? ................................. 628
Quiz 14.4: The diffusion of innovations .............................. 0
Learning Snapshot: The culture of consumption
Learning Snapshot: The culture of
consumption .............................................................. 629
Mini-Sim: Diffusion ............................................................... 0
Chapter 14 Case study
Chapter 14 Case study.............................................. 630
Shared Writing: Chapter 14 .................................................. 0
Chapter 14 Quiz: The culture of consumption................... 0
Data case for section 4
Data case for section 4: Going global with CAPABLE
JUICE
Data case for section 4: Going global with
CAPABLE JUICE ....................................................... 634
Appendix: How to check your ethics........ 639
Create a Shared Media Assignment .............. 0
Create a Video Quiz Assignment ................... 0
Create a Writing Assignment ......................... 0