MAXIMIZERS AND SATISFICERS IN CONSUMER CULTURE CHANGES
Journal Title: Communication Today - Year 2018, Vol 9, Issue 2
Abstract
Consumer culture in the era of late modernity undergoes dynamic changes of global significance. One of the key attributes of these changes constitutes an increasing supply of opportunities and quantitative volumes of different product options. However, this trait of so-called “consumer society” is largely ambivalent. On the one hand, expansion of opportunities constitutes a desirable source of realisation and emancipation of personal freedoms and independence; on the other hand, demands on the ability to individually manage the consequences of one’s own decisions (and to take responsibility for these decisions) increase. We can see this ambivalence well with respect to an example of two different adaptive strategies of consumer choice – maximizers and satisficers. Maximizers are likely to achieve better objective outcomes of their selections than satisficers, but their subjective perception of these results is, according to empirical evidence, more affected by negative emotions. These and other findings should be used more extensively in the marketing practice associated with business strategies.
Authors and Affiliations
Ondřej Roubal
Keywords
Related Articles
- EP ID EP414699
- DOI -
- Views 138
- Downloads 0
DATA ENVELOPMENT ANALYSIS – A KEY TO THE MUSEUMS’ ‘SECRET CHAMBER’ OF MARKETING?
Intensive financial investments in marketing communication of museums are connected, in parallel, to their visual presentation as well as to strengthening the communication efficiency toward public. However, the unresolv...
USING HEURISTIC METHODS IN THE PROCESS OF RETAIL SHOPS PLACEMENT IN THE CONTEXT OF MARKETING COMMUNICATION EFFECT MAXIMISATION
The topic of this empirical study is focused on applying usage of heuristic methods in the process of retail shops placement as a starting point of putting into effect targeted communication of retail shops with a custom...
NEW TRENDS IN PRODUCTION AND DISTRIBUTION OF EPISODIC TELEVISION DRAMA: BRAND MARVEL-NETFLIX IN THE POST-TELEVISION ERA
Episodic television drama is currently one of the most popular, profitable and variable forms of audio-visual media production. The author of the study focuses on its ability to appeal to people preferring ‘traditional’...
CONSIDERING HISTORICAL (DIS) CONTINUITIES OF MEDIA (LITERACY) EDUCATION IN THE CZECH REPUBLIC FOR THE FUTURE APPROACH
Nowadays mediatised society, with significant grow of popularity of so-called new media, calls for a new or at least innovated media (literacy) education. In this study I challenge this assumption and critically approach...
MARGINAL GROUPS AND THEIR ROLE WITHIN MEDIA AND SOCIETY SPECTACULARIZATION – THE CASE OF THE INTERNATIONAL “BIG BROTHER” TELEVISION REALITY SHOW
Ever since it was first aired in September 1999 in the Netherlands, the Big Brother television show became the world’s most famous and most widely-held reality show franchise with up to 400 broadcast seasons in more than...