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Global Consumer Culture
Consumers & Consumption: The Tipping
Point
Announcements
Cell Phones
Attendance
Syllabus Quiz
Global Consumer Culture
Marks of Globalization
Dominant Culture
Homogenizing of culture (regional vs. global)
Defining Technologies
Computerization
Miniaturization
Digitization
Satellite Communications
Fiber Optics
THE INTERNET
Defining Measurement
Speed & Innovation
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
Implications of Globalization
Implications of Globalization
Implications of Globalization
Implications of 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
do, but for
what they mean
for what they
Some Somethings
Something = usually a product or service
Consumer Decision Making
Internal Influences:
Perception
Motivation
Learning
Attitudes
Personality
Age groups
Lifestyle
Social Influences:
Culture, Social class
Group memberships
Situational Influences:
Physical Environment
Time
Decision
Process
MARKETING
PURCHASE
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?