Consumer Behavior Ii Possessions Brands And The Self

Contains classic and contemporary writings including some of the most provocative and influential contributions to the field from across the social sciences, thus representing the increasing interdisciplinary richness of research in consumer behavior.

How do visitors immersing themselves in material places such as shopping malls or video sites online make sense of the experience, enabling criticizing - or consenting to content? How is this evident in behaviour? Reflecting on accounts by Chinese, Indian, Malay and Indigenous members of Malaysian society, this book addresses these questions from a practices perspective increasingly adopted by scholars in marketing and media studies. The volume provides an account of practices theory from its origins in critical hermeneutics (such as Heidegger, Gadamer and Ricoeur), as reflecting on the processes of embodied understanding, developing alongside interpretive and reception theory. Part I draws upon authors as diverse as Heidegger and Henry Jenkins, with a practices perspective on media and mall consuming shown as developing from forty years of theorizing about audience activity. An empirical study of Malaysian blogging and branding on YouTube exemplifies this approach. Part II considers Malaysians absorbed in social media sites, as everyday visitors and the subjects of consumer research. The book then returns to the material world, exploring the horizons of understanding from which Malaysians enter their mediated malls, and concludes by positioning media practices theory within a spectrum of philosophical ideas. Recognizing the current (re)turn in Consumer and Media Studies to employing hermeneutics as an account of our embodied human understanding, this book presents its major philosophical proponents, showing how close attention to their writing can now inform and shape research on ubiquitous screen users. As such, it will be of particular interest to students and scholars of Media Studies, Asian Studies and Marketing Studies.

"Tell me what you eat, I'll tell you who you are," said Anthelme Brillat-Savarin. Today, "You are what you consume" is more apt. Barbara Krueger’s ironic twist of Descartes - "I shop therefore I am" - has lost its irony. Such phrases have become commonplace descriptions of our identity in the contemporary world. In our materialistic world it seems as if there is no debate that our consumption behaviour is fused with our self-identity - shaping it, changing it and often challenging it. The Routledge Companion to Identity and Consumption introduces the reader to state-of-the-art research, written by the world’s leading scholars regarding the interplay between identity and consumption. The book addresses the diverse issues regarding the ways identity affects our consumption behaviour and vice-versa and in doing so, presents a broad perspective on the dynamics of self-identity and consumption. With chapters discussing the theory, research and practical implications of these dynamics, including the way they change across our life span and their expression within different social, cultural and religious contexts, this book will be a valuable reference source for students and academics from a variety of disciplines.

This landmark work contains classic and contemporary writings including some of the most provocative and influential contributions to the field from across the social sciences over the past thirty years, thus representing the increasing interdisciplinary richness of research in consumer behavior. The change in emphasis from research on the individual to the context in which individuals create meaning from their consumption choices is a key thematic device in these three volumes, which focus on the field of advertising and consumption, possessions, brands and the self and (sub)cultures of consumption.

Cutting edge and relevant to the local context, this first Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. * Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps * Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers * Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer * Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context

Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.