Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing. Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to: - relationships with suppliers, products and brands - their innovative, creative and resistant behaviour - the complexity and unpredictability of their consumption behaviour - their increasing need to get closer to production. The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.

Conspicuous Consumption, Downshifting and Reconsumption

Conspicuous Consumption, Downshifting and Reconsumption

Conspicuous consumption, downshifting and reconsumption

On other occasions you might recoil in dismay when something you had always considered uniquely your own – a remote holiday destination, a favorite restaurant or an obscure piece of music – is suddenly ‘discovered’ by a great many other consumers. I remember my own dismay when Puccini's aria ‘Nessun Dorma’ from Turandot, which I had long treasured, was adopted as the 1990 World Cup anthem and stayed at number two in the singles charts for several weeks, its sudden mass popularity somehow robbed it of that special feeling that I had long held for the piece. (Lewis and Bridger, 2000: 81)


We have considered the nature of individual responses to innovations and some of the implications ...

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