From the course: Consumer Behavior Trends: Meet the Postmodern Consumer
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Consumers buy horizontally
From the course: Consumer Behavior Trends: Meet the Postmodern Consumer
Consumers buy horizontally
- [Narrator] So let's start with a little quiz. Hey, don't worry, not for a grade. Quick, can you tell me what do guys have in common who listen to vinyl records, drink out of used Mason jars, wear vintage glasses, sport a big bushy beard and often use beard oil in it, drink craft coffee only, and have arms covered in tattoos? Well, you're at all familiar with US popular culture, you could probably come up with the answer quite quickly, because these are products that help to define what we call the millennial hipster. This cluster of unrelated products is an example of what I call a consumption constellation, a set of symbolically related brands that jointly define a social role. But hey, why should marketers care about these cool millennials anyway? Well, quite simply, this constellation reminds us that while marketers sell vertically, consumers buy horizontally. For just about any identity you can name, we can find a…
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