"The "true" world - an idea which is no longer good for anything,
not even obligating - an idea which has become useless and
superfluous - consequently, a refuted idea: let us abolish it!"
(Nietzsche)
Postmodern
is a difficult word to define. Some authors refer to as far back as
Nietzsche and his true knowledge derived from the multiplicity of
interpretations. The word "postmodern" is been used virtually in every
sense. The terrorism in a globalised world can be defined as postmodern
and apparently one can be "postmodern in bed" (Melinda and Melinda -
Woody Allen, 2004).
But seriously, one need focus on the impact
of postmodernistic thought on the consumer-behaviour theory. The impact
is so vigorous that you may believe that the consumer behaviour
paradigm has shifted already. A significant influence is exerted by the
interpretivism/postmodernism as opposed to the raditionalism/positivism
in at least three areas: the nature of consumption, the decision-making
process, and the consumer roles and goals.
Consumption = Experience
A
major point of the postmodern thought (Baudrillard) is that we do not
consume products because of their functional features but because we
need symbolic meaning. Consumers do not search for a price, but rather
for a stage where to act. In this sense, we rather consume images.
Considered in branding context, by experiences derived from consumption
of products we create a sense of who we want to be.
Ultimately,
experience is the core of the consumption process of the homo
consumericus of Firat and Shultz II. As such, the postmodern consumer
has adopted altered decision-making patterns.
Consumer Decision-making. Consumer Roles and Goals
Another
area of consumer behaviour where postmodern ideas reverberate is the
decision making process and the new consumer goals and roles. It is
obvious that Internet has decreased the information search costs and
one can find "the best deal" in a matter of clicks. But are we indeed
looking for "the best deal"? Are the price and functional features
prime determinants of our choices? We must say that decision making is
to great extent characterised by the consumers' loss of commitment. The
new decision making process entangles new consumer roles. The most
obvious one is of co-producer of experiences - an idea of Bernard Cova.
Consumers become brand builders. We become a part of the process.
Simultaneously with the formation of this new role, the balance of
power between consumer and company is tipped in favour of the former.
In extreme cases brands could be hijacked - consumer brand communities
define their own images and symbols of a brand. From mere targets,
technically external to the company, customers become a core
competency. Questions arise: How much control and empowerment to be given to a community over a brand?
Another
role, previously not typical for the consumer, is the one of
researcher. Not only is the involvement of customers recommended, but
in fact in most cases the success of communication depends on
it.Consequently, according to the new roles, consumers have new goals
to be achieved through consumption. Most notable among them are the
Holt's pursuit of personal sovereignty through brands Holt, and the aim
of re-socialising in new types of communities/tribes.
So, the
postmodern consumer roams and rumbles between these two self-imposed
objectives. What could be a solid reference to the true nature of the
quest of homo consumericus? The answer maybe given by a marketing
stream called experiential marketing.
To be continued...
Boyan Yordanof
is in the tourism business since 1996. His main interests are in
Internet Marketing and more specifically Branding in the Hospitality
Industry. Boyan works as an Internet Marketing Executive at RIU Seabank
Hotel Malta.
Personal URL: http://www.yordanof.com
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