Enhancing quality in innovative higher education about consumer awareness

1. Enhancing quality in innovative higher education about consumer awareness Consume-awareErasmus+ Action 2

2. CHAPTER 2 UNDERSTANDING CONSUMPTION AND CONSUMER VALUES

3. 2 3 1 MOBILE APPLICATION Go to the app https://app.consume-aware.eu/ hard level Take your smartphone or laptop

4. 1. Understandment of the global evolution of consumption in EU GOALS 2. Understand consumer values and their consequences on consumption decisions 3. Have an overview of misdirected consumption and behavioral misconducts from consumers

5. 1. HOUSEHOLD CONSUMPTION – STATISTICS AND STRUCTURE 2. TABLE OF CONTENTS CONSUMPTION MOTIVES / DRIVERS 3. EXCESSIVE AND MISDIRECTED CONSUMPTION PHENOMENA

6. 1 HOUSEHOLD CONSUMPTION STATISTICS AND STRUCTURE

7. Between 2007 and 2016, the EU-28 household expenditure increased by 13.30%, despite a clear decline between 2008 and 2009, mostly due to the economic crisis. HOUSEHOLD CONSUMPTION

8. HOUSEHOLD CONSUMPTION Country differences in the structure of consumption purposes (2015) CP01 Food and non-alcoholic beverages CP02 Alcoholic beverages, tobacco and narcotics CP03 Clothing and footwear CP04 Housing, water, electricity, gas and other fuels CP05 Furnishings, household equipment and routine household maintenance CP06 Health CP07 Transport CP08 Communications CP09 Recreation and culture CP010 Education CP011 Restaurants and hotels CP012 Miscellaneous goods and services

9. 2 CONSUMPTION MOTIVES AND DRIVERS

10. CONSUMPTION MOTIVES AND DRIVERS What is consumer value? The difference between prices consumers are willing to pay for the product, with or without the brand

11. CONSUMPTION MOTIVES AND DRIVERS ≠ ≠ 1 500 €

12. Consumption is frequently explained, in literature, by three distinct consumer values: functional, affective and symbolic. CONSUMER VALUE According to Park, Jaworski and MacInnis (1986), consumer value defines a product’s or brand’s capacity to satisfy consumption’s needs. It makes it therefore possible to assess product or brand “consumer value”. Those 3 approaches are not opposed, though they study distinct but complementary aspects of consumer behavior.

13. FUNCTIONAL VALUE Functional value : quality, technical capacities… Consumers give value to products/brands according to their capacity for covering consumer needs (cf. Maslow) The better their covers those needs, the more attractive, desirable they are A mobile phone has high consumer functional value because of covering communication, security, social, (sometimes esteem) needs.

14. FUNCTIONAL VALUE

15. AFFECTIVE VALUE Affective value : I like/love that brand, it’s fun, it’s attractive… Consumers give value to products/brands able to elicit positive emotions / experience to them Roles of feelings, fantasies and fun in consumption are more recently underlined by Holbrook and Hirshmann (1982) Importance of experiential contributions of services / products and brands

16. AFFECTIVE VALUE

17. SYMBOLIC VALUE Symbolic value : transfers some characteristics to the consumer, such as prestige, modernity etc. Consumers give value to products/brands on the basis of the quality of their associated symbols To develop the brand identity and personality in the minds of the consumers, develop imagination and fantasy (brand contents) around some concrete objects/products

18. SYMBOLIC VALUE

19. Describe a brand or a company that you would identify because of their high consumer value. Describe their consumer value on the functional, affective and symbolic dimensions. How they managed to succeed on those? Groups of 3 / 10 mns QUESTION 1

20. 3 EXCESSIVE AND MISDIRECTED CONSUMPTION

21. Additionally to protecting consumers from deceptive marketing practices… Maybe, we should also protect them from themselves: Substance addictions Behavioural addictions Behavioural addictions: gambling, eating, etc. Recognized as actual diseases linked to psychological issues Binge phenomena: drinking, gaming, watching EXCESSIVE AND MISDIRECTED CONSUMPTION

22. Materialism: place material possession as a high value as well as seeing them as indicators of success and source of happiness. More specifically: Acquisition-centrality: seeing acquisition and possessions as the center of one’s lives. Acquisition as the pursuit of happiness: possessions and their acquisition are the main ways to achieve satisfaction and well-being. Possession-defined success: judgment of success (may it be their own or others’) by possessions and their quality. MATERIALISM

23. Oniomania or “shopaholism”: repetition of excessive purchases that often ends up causing trouble on a personal, familial and social level According to some researchers, those phenomena are related to: Compensation mechanism (“retail therapy”) Caused by self-discrepancies (between ideal self and actual self) COMPULSIVE SHOPPING

25. CONSUMERS’ PATHOLOGIES Pathologies or misbehaviours Lovelock (2011) developed the concept of bold customer, or a customer acting in an improper manner which can result in troubles for all stakeholders (companies, personnel and other customers). It can be directed against: a marketer’s employees other consumers in the exchange setting a marketer’s merchandise and servicesa marketer’s financial assets a marketer’s physical or electronic premises

26. Expansion of some alternative consumption movements like downshifting, sufficiency or voluntary simplicity, with a common idea of developing more reasonable consumption behaviors, in the interest of the personal well-being and respect and preservation of the nature and the human kind. Also the aim to resist the forces of mass marketing and mass-produced meanings through rejection, restriction, and reclaiming. If more active and militant, may also be named as consumer resistance ANTI CONSUMPTION

27. Shall European policy makers do anything against excessive and misdirected consumption behaviours? If yes, how? Groups of 3 / 10 mns QUESTION 2

28. THANK YOU