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Consumer Behaviour

Consumer Behaviour

Q.  After you watch John Berger’s documentary (attached below), Ways Of Seeing [Episode 4], and once you’ve read Chapter 1 in our Solomon textbook. Identify an idea / concept on consumer behaviour in each that you feel are related to each other in a significant way. Please exercise and display your most creative, synergistic thinking in connecting ideas from these two pieces of content, created almost 50 years apart. Be sure to quote the passages you are comparing.

You would discuss: How are these ideas alike? Different? Do you believe both concepts can be applied to modern day consumers? How so? Which do you find more persuasive and why? Discuss in about 300 words


From Berger: “Publicity [same as Advertising] proposes to each of us in a consumer society that we change ourselves or our lives by buying something more. This more publicity persuades us will make us in some way richer even though we will be poorer by having spent our money. And publicity persuades us of this transformation by showing us people who have apparently been transformed and are as a result enviable. This state of being envied is what constitutes glamour.”

Compare Berger’s idea to Solomon, Chapter 1, page 16: “Our allegiances to sneakers, musicians, and even soft drinks help us define our place in modern society, and these choices also help each of us to form bonds with others who share similar preferences. This comment by a participant in a focus group captures the curious bonding that consumption choices can create: “I was at a Super Bowl party, and I picked up an obscure drink. Somebody else across the room went ‘yo!’ because he had the same thing. People feel a connection when you’re drinking the same thing.”


– Name of textbook – Solomon, Michael R., Consumer Behavior: Buying, Having and Being (2019) 13th Edition 

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