Ged Carroll

Category: consumer behaviour | 消費者行為 | 소비자 행동

Consumer behaviour is central to my role as an account planner and about how I look at the world.

Being from an Irish household growing up in the North West of England, everything was alien. I felt that I was interloping observer who was eternally curious.

The same traits stand today, I just get paid for them. Consumer behaviour and its interactions with the environment and societal structures are fascinating to me.

The hive mind of Wikipedia defines it as

‘the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services.’

It is considered to consist of how the consumer’s emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics (especially behavioural economics or nudge theory as its often known).

I tend to store a mix of third party insights and links to research papers here. If you were to read one thing on this blog about consumer behaviour, I would recommend this post I wrote on generations. This points out different ways that consumer behaviour can be misattributed, missed or misinterpreted.

Often the devil is in the context, which goes back to the wide ranging nature of this blog hinted at by the ‘renaissance’ in renaissance chambara. Back then I knew that I needed to have wide interests but hadn’t worked on defining the ‘why’ of having spread such a wide net in terms of subject matter.

  • Apologies and Connection

     Since my last post there have been lots of interesting things happening like the media being surprised that systematic torture has been occuring in Iraq. I’ve got some news for you its war, that means that its dirty, bloody and thoroughly unpleasant – try reading the works of Wilfred Owen or watching the Battle of Algiers to get a sense of how nasty it can get.

    On RTE radio one this morning, they had an expert comment about some CIA torture manuals that had been found. The main themes were that you used peoples fear against themselves – rather than torturing them, use the threat of torture because people had a greater capacity to withstand pain than they realised. This approach makes sense given established behavioural bias towards risk aversion. Risk aversion is one of the key cues used in behavioural science, it doesn’t surprise me that it manifests itself in this scenario as well.

    Sony has launched its Connect service, a rival to Apple’s iTunes Music Service. According to the Washington Post the service is ‘unworthy’ of the corporation who gave us the Walkman(TM). If it gets the kiss of death from Walter Mossberg at the Wall Street Journal you can bet your bottom dollar that there will be more salarymen falling on their swords than a Kurosawa samurai film. As the New Yorker put it: “someone whose judgment can ratify years of effort or sink the show.” More media related content here. 

    Lastly owe those of you who read this blog regularly an apology. I have not been contributing here much because I am in the middle of selling my house and moving closer in to London. Any of you who have dealt with British estate agents will have felt my pain. More news on the woes of house buying in the future.