The Meaning of Consumption People often buy products not for what they do, but for what they mean Brands Convey imagelpersonality Define our place in modern society Help us to form bonds with others who share similar preferences O Copy rights reserved, Zou Deqiang
16 16 © Copy rights reserved, Zou Deqiang The Meaning of Consumption • People often buy products not for what they do, but for what they mean ¾Brands… • …Convey image/personality • …Define our place in modern society • …Help us to form bonds with others who share similar preferences
Consumer values Value: a belief that some condition is preferable to its opposite E.g., freedom is preferable to slavery looking younger is preferable to looking older Products/services help in attaining value-related goal We seek others that share our values/beliefs Thus, we tend to be exposed to information that supports our beliefs Suggested readin .Howe, Neil and William Strauss(2007), "The Next 20 Years. How Customer and Workforce Attitudes will Evolve, Harvard Business Review, (July/August), 41-52 O Copy rights reserved, Zou Deqiang
17 17 © Copy rights reserved, Zou Deqiang Consumer Values • Value: a belief that some condition is preferable to its opposite ¾ E.g., freedom is preferable to slavery; looking younger is preferable to looking older • Products/services = help in attaining value-related goal • We seek others that share our values/beliefs ¾ Thus, we tend to be exposed to information that supports our beliefs Suggested Reading: •Howe, Neil and William Strauss (2007), “The Next 20 Years: How Customer and Workforce Attitudes Will Evolve,” Harvard Business Review, (July/August), 41-52. Suggested Reading: •Howe, Neil and William Strauss (2007), “The Next 20 Years: How Customer and Workforce Attitudes Will Evolve,” Harvard Business Review, (July/August), 41-52