Consumer As Hedonist, Communicator, And Identity Seeker

Question 1

Define hedonism

Answer 1

Doctrine that pleasure or happiness is the sole or chief good in life

Question 2

In economics, consumption is seen as utiliy maximization. Utility is a measure of preferences over some set of goods and services. Therefore, it represents…

Answer 2

The satisfaction experienced by the consumer of a good

Question 4

Hedonism vs.

Answer 4

Utilitarianism (usefulness is what’s important)

Question 5

define Hedonic consumption

Answer 5

Consumption to experience pleasure
• “[C]onsumer behavior that relate to the multisensory,
fantasy, and emotive aspects of one’s experience with
products”

Question 6

Hedonic vs Utilitarian product

Answer 6

Hedonic products
- perceived as relatively more fun, enjoyable and pleasant
> emotional/affective

Utilitarian products
- perceived as relatively more functional, necessary and effective
> instrumental/cognitive

Question 7

Hedonic vs utilitarian does NOT mean cheap vs expensive

Give an example of cheap hedonic consumption

Answer 7

Gatchapon

Question 8

Hedonic consumption is about … satisfaction and utilitarian consumption is about … satisfaction

Answer 8

Emotional vs functional

Question 9

Consumption pleasure lies not so much in…

Answer 9

Physical sensation as in total emotional experience
> pleasure lies in meaning of this experience
E.g. pleasure of style over function, substance or use

Question 10

With consumption as pleasure, an object is idealized in the same way as any

Answer 10

Object of infatuation
> objects assume qualities of art and lose functional and material bearings

Question 11

Underbelly of Pleasure
• The “market becomes the dominant institution
regulating … among individuals, and …
reign supreme with little restraint from loyalty,
morality, duty or love. … derived from
material and symbolic manipulation of people
and objects entails a substantial amount of
aggression and the pursuit of this type of
pleasure may be ultimately …. The consumer
becomes an addict capable of inflicting any
amount of … on others in order to obtain what
he or she believes will satisfy his or her desires.”

Answer 11

Underbelly of Pleasure
• The “market becomes the dominant institution
regulating relations among individuals, and tastes
reign supreme with little restraint from loyalty,
morality, duty or love. Pleasure derived from
material and symbolic manipulation of people
and objects entails a substantial amount of
aggression and the pursuit of this type of
pleasure may be ultimately futile. The consumer
becomes an addict capable of inflicting any
amount of pain on others in order to obtain what
he or she believes will satisfy his or her desires.”

Question 12

two adjectives describing hedonic consumption

Answer 12

1. Person-driven
2. Symbolic (mix with utilitarian motives)

Question 13

Explain how hedonic consumption is person-driven

Answer 13

• products serve merely as a means to a pleasurable end
• consumer’s pleasures can be idiosyncratic (individual)

Question 14

Explain how hedonic consumption is symbolic

Answer 14

Non-hedonic objectives of status-seeking or identity-signaling hedonic products
- value-expressive motives possess both hedonic and utilitarian aspects (e.g. wanting to look cool = need: can be regarded as utilitarian)

Question 16

Define Conspicuous Consumption (2 subpoints)

Answer 16

Acquiring luxury goods/services to publicly display economic power
> desire for prestige
> public display of social status (real or perceived)

Question 17

If in conspicuous consumption, acquiring luxury goods is for public display of social status, then the focus is not on the…

Answer 17

Intrinsic, practical utility of goods and services themselves (rational man of economic theory)

Question 18

What are the two key aspects of conspicuous consumption

Answer 18

1. Visibility
2. Exclusivity

Question 19

Explain the visibility aspect of conspicuous consumption

Answer 19

Focus tends to be on exterior design and newness

Question 20

Explain the exclusivity aspect of conspicuous consumption

Answer 20

Even better if it cannot be purchased by just havign money (e.g. waiting list of Birkins)

Question 21

Define impression management

Answer 21

Self-managing one’s public image
> goal-directed conscious or subconscious process in which people attempt to influence the perceptions of others by regulating and controlling information in social interaction

Question 22

What are the two psychologies behind conspicuous consumption

Answer 22

1. Impression managment
2. Self-presentation

Question 23

Explain self-presentation

Answer 23

Conveying information about oneself or image of oneself to other people

Question 24

What are the two types of self-presentation

Answer 24

1. To match your own self-image
2. To match audience expectations and preferences
   > first impressions matter
   > ppl judge each other based on looks

Question 25

Conspicuous consumption across social classes Previously thought: Research recently found:

Answer 25

- previously thought to be a socio-economic behaviour primarily practiced by the rich - research found that it is very common with lower social classes & in emerging economies

Question 27

Why is conspicuous consumption practiced by lower social classes

Answer 27

> these groups use displays of wealth to psychologicallly combat the impression of poverty > “prove” that they are not poor (as stereotypes would indicate)

Question 28

Counterpoint that conspicuous consumption is only practiced by the rich

Answer 28

Americans with net worth of more than one million dollars are likely to avoid conspicuous consumption 1. Millionaires tend to practice frugality instead 2. However, the nouveau riche tend to practice conspicuous consumption