Consumer Motivation - to Be Similar to Some People and Different from Others - Term Paper Example

FACTORS INFLUENCING MOTIVATION TO CONSUME Question Today our main motivation to consume is our desire to be similar to some people and different from others’ Discuss. Introduction From a societal perspective of consumption, behavior and purchasing behavior are influenced by a number of factors such as media and what people around us prefer. Economic influences, technological innovations and marketing of the products are some of the other factors. In order to understand consumption and what makes consumers to prefer certain products or services over others, there is need to examine beyond the dominant economic understanding of consumers and their behavior and instead think on the origin of desires, needs and preferences which are further influenced by people around us. Consumer behavior in viewed to be driven by rational decision linked to an individual preferences. Nonetheless, this situation is far complex and we can argue that motivation to consume is our desire to be similar to some people and different from others as habits, cultural traditions, social norms, and habits plays a role in shaping the consumers behavior. However Bihagen (1999, p. 119) in his study disagrees and point out that the key driver of consumption is basic needs. Needs theorists like Maslow and max-Neef concluded that human needs are universal, few and finite. They have further distinguished between material needs like protection and subsistence, psychological or social needs, like belongingness and self-esteem. Jackson (2005, p. 170) satisfiers of needs differ across cultures and may be immaterial or material. For instance, need for security could be met via community and social mechanism but in most cases met through installations of alarms and home security systems. Slater (1997, p. 18) in his study argues that that the link between consumption and perceived needs are complex. This is because the ways in which decide to satisfy their wants and needs are influenced by institutional and cultural factors and does not contribute to overall wellbeing for example consumption of alcohol or junk food. Social conversations and consumption: differentiation and conformity The behavior of consumers is greatly influenced by the people living around them: lifestyles, families, friends and colleagues both fictional and real portrayed in media such as TV, magazines among others. In addition to being responsible for constructing individual identity, it is important to note that human beings are social beings and thus continuously re-construct and construct their collective identities. The mentioned is a paradox; consumers feel a strong desire to fit within their social groups so as to avoid rejection; but they also aim to differentiate themselves with an aim of highlighting their status within the identified social group. Hence, goods can be used to acts as a means of not only interacting with the society but with the world at large in addition to contributing to personal differentiation in the society. According to Bihagen (1999, p. 120) attaining a certain status and maintaining membership in a given social group makes the consumers to purchase the so called-status goods. The mention results into conspicuous consumption and in most cases the positional goods are bought by richer people in the society and as a result as time passes, the innovative product joins the main stream products with masses of consumers being in a position to buy it. Instead, the mainstream consumers purchase the products if not wholly in part so that they belong to the social group. Slater (1997, p. 20) in his study further points out that the need to belong and conform to a certain social group can result into reciprocal consumption. For instance, taking part in social groups may need certain dress code and reciprocity in the way they are treated to certain restaurant meals. When it is evident that alternative to belongingness may lead to social exclusion, the mentioned type of consumption can be perceived as less luxurious and more of a necessity. Hence, people’s participation in the society according to Eyerman (1992, p. 41) makes them to be driven to certain level of consumption if they desire to take part in given daily activities and fit in with institutional and social expectations, for instance the need to buy suits to wear to work. Consequently, most consumers do not desire to differentiate themselves and as a result draw attention to themselves from the rest of the group by consuming less, maybe partly as this could be linked with not only being mean with money but also not respectful or ware of professional and social conventions. The mentioned issues according to Tomlinson (1998, p. 28) can be solved via official changes in the existing normal behavior standards that are associated to consumption. For instance, in UK during summer, UN chief KI-moon encouraged the UN staff who were based in New York to put on light clothes so that they could turn down their air conditioning. Consequently, advertising industry plays a key function in creating new needs so that to ensure that consumers buy new products. Marketer-induced problem recognition is defined as techniques applied by marketers to encourage consumers’ dissatisfaction. For instance adverts on personal hygiene such as foot sprays and mouthwash maybe used to create insecurities to make consumers believe that they can solve them by purchasing the products (Slater, 1997, p. 20). Personal identity and symbolism According to Eyerman (1992, p. 43) it is not only the material function of goods and services that is essential to consumers but also what the things signify about them and their lives- both to themselves and people around them. Certain products have hedonic meaning to the consumers –obvious examples are clothes illustrating allegiance to soccer clubs. On the other hand, some products have sacred meaning to the consumers and may include personal memorabilia like religious artifacts and family photos. Tomlinson (1998, p. 29) people are not born with fixed identity, people have the strong desire not only to create but also to confirm a personal style and in this manner, they are in a position to manifest their individual identity. Gronow & Warde (2001, p. 54) adds that the western trend towards individualism indicates that individuals identities are no longer defined by traditional roles or community; instead the mentioned may be partially replaced by the increased number of owned goods, which provides a message about consumers’ identity. Additionally, it can be argued that marketing and media communication have pervaded deeply into consumers lives and as a result they are being shown consumer patterns emerging from the most prestigious people in the society and therefore, they are not just keeping up with the Jones. It is also evident that people all over the world are now aspiring to live luxury lifestyles and own designer goods. Hence, from the argument it is evident that main motivation to consume is our desire to be similar to some people and different from others. The role of social classes Gronow & Warde (2001, p. 45) defines social class as the hierarchical distinctions between groups or individuals in the society. Class differentiation in most cases is based on economic positions. occupation and education, and cultural and political interests. Additionally, individuals in most cases tend to emphasize their societal power and as a result signal it to others by adopting certain lifestyles including the language they use, the manners, the clothes as well as the cultural refinement and political standings they demonstrate. Hence, it is important to point out that social classes illustrate distinct consumption patterns and lifestyles an aspect that reflect their social standings. The aforementioned is transferred to the consumption patterns whereby people look up to a certain class consumption aspects. According to Tomlinson (1998, p. 28) class analysis have been criticized in the western countries for not being important in understanding the contemporary social phenomena. However, it is evident that it is one of the factors that influence the desire of the consumers to purchase certain products. Slater (1997, p. 23) the era of mass consumption is characterized by distinct lifestyles and as a result the association between consumption and social class ought to be disappearing slowly due to the fact that individuals choose lifestyles that are no longer link with classical social standing and thus the argument that belonging to a certain class influences consumption standings. Despite the aforementioned criticism, social class is still a key aspect as a result of income distinctions associated with class or due to the fact that people tend to bring up their children with similar class. According to Bourdieu theory of social production, consumption is a key tool for class reproduction. Bourdieu in his work differentiates three social classes: the working class, petit bourgeoisie and the bourgeoisie. He further give a description of how the how the upper class excludes the lower class from labor and marriage by regarding their tastes as very superior. This makes them to only buy goods that they perceive to belong to the class they belong to. Hence, it is evident that motivation to consume is our desire to be similar to some people and different from others. According to Gronow & Warde (2001, p. 67) society is responsible for incorporating symbolic goods as the key weapon used in strategies of distinction. Hence, the excluded classes tend to appropriate the opportunities and resources for the excluders. Consequently, class fractions are determined by a combination of varying degrees of economic, social and cultural capital where capital is perceived as the set of powers and usable resources. Every class has its own lifestyle, identity and values or as Bourdieu puts preferences, values and tastes. The mentioned preferences have great influence on not only language use, social networks and access to education but also on consumption choices and occupation choice (Slater, 1997, p. 20). Studies have further demonstrated that members of the upper class are characterized by higher income levels as compared to other classes. The inequality is further reflected in the working conditions and occupation. Researches have further illustrated that despite the increasing individualism trend in the society, the effects of occupational class is still a powerful variable in regard to chosen lifestyles and consumption patterns. In the current world, class is no longer defined by a person’s wealth and income only but also status and occupation as well as the lifestyle he/she chooses. Some researchers have even posited the birth of new middle class characterized with new leisure lifestyle and ideology that is consumption based, therefore it is evident that motivation to consume is our desire to be similar to some people and different from others’. This is because the adapted lifestyles become not only normalized and embedded in the developing economies but have been copied by emerging consumer economies such as India, Brazil, China and even Russia. According to Mont & Power (2010, p. 2232) lifestyle segmentation in most cases is for marketing purposes with an aim of segmenting people with regard to their behavior or attitude towards sustainable lifestyle and sustainable behavior. Consumption patterns and consumer demographics. Motivation to consume is our desire to be similar to some people and different from others’ is based on the consumer demographics as well as consumption patterns. According to Slater (1997, p. 20) consumption levels and patterns vary with regard to demographic differences such as gender, income, age and geographic areas as well as among individuals with distinct educational levels. Geographical differences is not only seen between but also within continents. In Europe as well as in USA, including aspects such as wellness, technology, leisure and home. Hence, most of the middle class spending is regarded as aspirational and focus on emulation rather than spending only on basic needs. Additionally, educational and income levels to impact on the consumption patterns. Those who perceive themselves to belong to wealthy families and want to identify themselves with the rich in most cases buy sustainable products. Nonetheless, they are a group of people who are unlikely to change their buying behavior due to the fact that their consumers’ motivation to consume is their desire to be similar to some people and different from others’. Additionally, according to Gronow & Warde (2001, p. 60) people of different age groups have distinct consumption patterns and lifestyles. Therefore people are likely to buy certain products simply because they are associated with a given age group so as to belong. For instance youths will wear funky clothes majorly to be different from other age groups in the society. Consequently, children too play an important role in decision making and consumption pertaining to purchasing despite the fact that they lack direct income. Studies have indicated that children are brand conscious and at times have the knowledge on purchasing as well as consumption that their parents may lack and as a result influence the desire of their parents to consume certain products. Slater (1997, p. 58) in his study identified various factors that contribute to materialism in children as well as adolescence to include peer interaction, media exposure, parenting style and family environment. Hence in regard to the aforementioned factors it is evident that today consumers’ main motivation to consume is their desire to be similar to some people and different from others’. Ordinary habits and consumptions A significant part of the daily consumption is ordinary or inconspicuous and is not associated to status seeking or influenced by other people. For example utility bills, rent, food. The mentioned consumption action need minimal reflection as well as communicate little social messages (Slater, 1997, p. 20). Additionally, they play no role in exciting emotion or passion or in distinction. In most cases everyday consumption are routinized and the decision on buying are automatically made and therefore the motivation to consume is not their desire to be similar to some people and different from others. According to Crompton (1996, p.70) basing his argument on the psychological learning theory, habits are formed as a result of continuous reinforcement process of various influencing factors. Once individuals are satisfied with their situation and choices, their behavior become routinized and hence cannot be influenced by the desire to be similar to other people and be different from others. Engel & Blackwell (1995, p. 50) points out that once people identify products and brands that suits them, they are unlikely to look for alternatives, due to the fact that it is linked to transaction costs in terms of trials, errors and time. Conclusion From the discussion it is evident that main motivation to consume is our desire to be similar to some people and different from others. But in some cases, the motivation to consume is motivated by the basic needs whereby the consumers buying behavior is determined by their needs and wants and not influenced by people. References Bihagen, E. (1999). How do classes make use of their incomes? Soc. Indic. Res. 47, 119–151. Crompton, R. (1996). Consumption and class analysis. In Consumption Matters. The Production and Experience of Consumption; Edgell, S., Hetherington, K., Warde, A., Eds.; Wiley-Blackwell: Hoboken, NJ, USA. Eyerman, R. (1992). Modernity and Social Movements. Social Change and Modernity; Haferkamp, H., Smelser, N.J., Eds.; University of California Press: Berkeley, CA, USA. Engel, J.F.; Blackwell, R.D. (1995). Miniard, P.W. Consumer Behavior; Dryden Press: Forth Worth, TX, USA. Gronow, J.; Warde, A. (2001). Ordinary Consumption; Routledge: London, UK. Jackson, T. (2005). Motivating Sustainable Consumption; Sustainable Development Research Network: London, UK, p. 170. Mont, O.; Power K. (2010). The role of formal and informal forces in shaping consumption and implications for a sustainable society. Part I. Sustainability, 2, 2232–2252. Nguyen, C.L.; Roedder, J.D. (2007). Growing up in a material world: Age differences in materialism in children and adolescents. J. Consum. Res., 34, 480–493. Slater, D. (1997). Consumer Culture and Modernity; Polity Press: Cambridge, MA, USA. Tomlinson, M. (1998). Lifestyles and Social Classes; CRIC Discussion Paper No 9; The University of Manchester: Manchester, UK, p. 28. Read More