Later On

A blog written for those whose interests more or less match mine.

Posts Tagged ‘marketing

Buying decisions based on groups

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We often buy to disassociate ourselves from a group instead of to associate ourselves with a group:

Just as some products reveal our aspirations, there are other products that consumers avoid, lest we be associated with a particular group. An environmentalist would never buy an SUV. Baby boomers avoid products associated with being elderly. A recent Apple computer campaign framed PCs as bumbling and dorky. What’s the difference between products we actively avoid and those that are simply “not us”? A new study from the Journal of Consumer Research reveals an important distinction between non-membership in a group and groups with which we want to avoid association – and also highlights the mitigating effect of social pressure.

“Although past research has confirmed that consumers often choose products and brands that represent who they are, the current research suggests that consumers also choose products in ways that demonstrate who they are not,” explain Katherine White (University of Calgary) and Darren W. Dahl (University of British Columbia).

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Written by Leisureguy

5 December 2007 at 10:36 am

Posted in Daily life, Science

Tagged with , ,

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