From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

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Today's consumers don't distinguish between self vs. possessions

Today's consumers don't distinguish between self vs. possessions

From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

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Today's consumers don't distinguish between self vs. possessions

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- [Narrator] Come on, admit it. You can probably name some product that you're absolutely bonkers about. It may be a favorite fishing rod, a sweatshirt, a bracelet, or a skateboard, or maybe you're a sneakerhead with a massive stash of Air Jordans that you visit in your closet periodically. Although consumers can get pretty fanatical about their favorite brands, most marketers stubbornly continue to focus on their product's functional attributes, what it does or what it's made of, instead of its symbolic attributes, what the product says about the owner. But the reality is that we don't buy things because of what they do. We buy them because of what they mean to us. And we form all kinds of bonds with our possessions that range from love to hate. Why does my computer have it in for me? The objects we love bolster our confidence and even our identity, especially when we encounter novel situations. One study even…

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