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.
The playground behind the interviewee before it was refurbished in the early 2000s used to have a roundabout that I was thrown off at a tangent while it spun around when I was about 3 or maybe 4 years old and landed straight into a puddle. I wore a red hooded anorak made of a red sherpa fleece fabric with an elasticated hood, cuffs and bottom which soaked up half the puddle like a sponge. The photographer had his back turned to Grove Road and what is now an Iceland supermarket. Back when I fell off the roundabout it was a Kwik Save.
Struggling
Even back then it had a reputation of being a hard neighbourhood. Local shops such as Griffiths the butchers catered for a customer base struggling to make ends meet.
To the photographer’s left down the road a bit would have been a social club for (former) members of the Civil Defence. The Civil Defence Corps itself had been stood down in 1968. It was a solid working class area full of unskilled and semi-skilled workers who were employed either locally at the Lever factory next door or on the Mersey from the shipyards of Birkenhead to the chemical industry of the Mersey basin and assorted factories further afield.
Community spirit doesn’t pay the bills
By the 1980s, it looked worse for wear. There were few jobs, fewer still that paid well. And that was before unemployment and the heroin epidemic took their toll. As the economy picked up in the 1990s, the benefits didn’t make it to New Ferry. The one bright spot was a pirate radio station ran by community DJs playing house and techno records every night of the week close by to Grove Road playground. I’d held a couple of small (250 people) all night parties (acid house and garage) in the Civil Defence social club, with the blackout curtains keeping the noise and lights away from nosy neighbours and police patrols.
The people who ran the club put on breakfast for the revellers after the main event. We played ambient music from CDs supplied by a friend’s older brother (Tangerine Dream, The Orb, Vangelis, Kitaro, Pink Floyd’s Shine On You Crazy Diamond and Abba’s Arrival) mixing between two Discmans as the tired revellers drank tea and ate bacon ‘bin lid‘ sandwiches while sprawled out on the floor.
Tickets were sold in advance and the venue details given out on the night by ringing an answerphone. Everyone involved broke even if they were lucky.
Despite being really hard scrabble there was a certain amount of community dynamism going on in the village hall. My Mum used to travel down there to go to knitting classes with older women, some of whom were Irish like her. They would knit for charity.
But all that won’t keep social decay from the door while the community is underemployed and underpaid.
No easy answer
The social decay described in the article isn’t something that happened overnight but over decades. There is no quick fix to the social decay of bad behaviour and feral gangs of children. It is not clear whether there is the commitment, investment, government will or the way to resolve this social decay.
The most individually logical thing to do in a time of social decay is thinking more about personal safety.
Techno-utopianism of early 2000s
Looking back the technology adoption of the 1990s and early 2000s was phenomenal. The mainstreaming of the cellphones, the PlayStation, home PC computers and internet access creating immediacy.
The changes wrought by mobile phones in particular are still rippling through the developing world.
Driving in Japan
I am a huge fan of walkabout and driving videos because you can tell so much about the environment looking at retail spaces, brands, clothing and social interactions going on around you. For instance Japan’s apparent rejection of the electric car for now, favouring hybrid vehicles instead. This particular one of a rural Japanese town gives you a good idea of where Studio Ghibli‘s work comes from.
Fintan O’Toole on Ireland
Great talk by Fintan O’Toole at the Edinburgh Book Festival.
Horns that seemed to portent the apocalypse and stuttering dialogue: ‘none of them received a heroes welcome, none of them, none of them. None of them received a heroes welcome’. This was the soundtrack of 1985 as part of Vietnam Requiem sampling 19 by Paul Hardcastle. At the time the sampling got me interested in music, production, technology and DJ’ing – which pretty much set the path for the various stages of my career to date.
The best part of four decades later and I finally got the see documentary that was responsible for much of the samples in 19. I can understand how Vietnam Requiem might have profoundly affected Paul Hardcastle at the time.
Scott Galloway on Silicon Valley Bank’s collapse and the rise of Saudi Arabia. More on SVB here.
BMW M1
I am a huge fan of the BMW M1 and have written about it before. So I wanted to share this documentary by Jason Cammisa on the car. The putdown of modern BMW’s current 2-series range as ‘Grand Corollas’ is actually an insult to Toyota.
Driving Japan
Before I moved to London, I had a car and drove everywhere. I even drove for leisure. One of my favourite drives was going past the local oil refinery and associated chemical works late at night for the dystopian cyberpunk vibes of mercury vapour lamps reflected from matt zinc coated lagging.
These videos of driving in Japan gave me a similar sense of enjoyment.
Au campaign
KDDI cellphone service brand Au are looking at metaverse and Web 3.0 value added services, which partly explains this new campaign. I think that it is interesting as it reminded me of CD-ROM era motion comic and how Midjourney and Stable Diffusion can be used to reduce production costs on a campaign.
If this all feels a bit 2021, its because large corporate take time to catch up with where things are. I can also understand the attractiveness of the metaverse and digital assets as a concept in modern Japanese culture. Even if it is out far, far ahead of where technology is actually going.
The YouTube algorithm can take you into odd places, so it was with me and the London Watch. The watch collecting community is a global connected bunch of super passionate and and seriously nerdy people. It’s not the kind of stuff I would generally have bothered with. Watch collectors, particularly at the premium to luxury end of the scale have have started to talk about London (and by the implication, the rest of the UK) as hive of crime.
Watch community YouTubers often do a wrist check to show what timepiece they have on. Usually you will see a luxury or cult timepiece. But I have started to notice a few videos talking about the presenters empty wrist as a London Watch. You can see it on this live stream by Paul Thorpe just after the 9-minute mark. He was doing the video from right by the Oxford Circus shopping area in Central London.
The implication being that only going watchless or wearing a plain looking Casio is the right ‘watch to wear’ in Central London.
Crime tsunami
A random walk through Google News yielded these examples:
In February 2022 Saul Murray was drugged and stabbed to death for his watch collection. East London trio convicted after man’s ‘horrific’ death | Hackney Gazette – describes how they befriended him to gain access to his home, drugged him so they could search the apartment and then stabbed him and left him to bleed out
It took seven years for YouTube celebrity Yianni to talk about having his watch taken in a violent robbery that occurred back in 2016
My list of robberies isn’t exhaustive, but the constant drip, drip, drip of this news helped drive the idea of the London Watch.
Staggering scale
In October 2022, a luxury auction house ran a public safety campaign advising watch collectors to leave their pieces at home after they were alarmed by the Metropolitan Police’s own crime numbers. This came after the police tried and failed to assure Londoners and tourists over the summer. In April and May 2022, there was a 60 percent increase in high value watch robberies just in Central London with a 100 having been reported and investigated by the Metropolitan Police.
Watch crime has been happening in European tourist spots as well such as Barcelona and Paris, but the UK seems to be particularly blighted. London based watch crime has even attracted the attention of US watch collector hobbyist site Hodinkee who featured it heavily in an article on the international view.
Between January and July 2021 there were 377 reported watch thefts, according to the Met Police compared to 621 in the same period during 2022.
Police have attempted to stop some incidentsin progress, but the scale of the problem seems to be beyond their current capability and capacity.
Possible contributing factors
Rich opportunity. London is an international city and hosts high net worth individuals from different countries all year round. Many choose to make it their home
Luxury watches get a good return for the thieves. Apparently a watch will net the thief half its face value when fenced. By comparison diamond or gold jewellery will fetch roughly 10 percent of its value. I was surprised by this as all high end watches have a traceable serial number, which would make it harder to pass on. Many are apparently stolen and shipped out of the country, though some end up for sale online
Thieves have very little chance of getting caught. The amount of incidents that are happening versus the amount of successful police investigations means that both watch and phone thefts are a low risk, lucrative option for thieves. Despite London have a large amount of CCTV systems, only a small percentage of the crimes are solved. Finally the police are under-resourced for the scale of the task they face
The high level of violence involved is troubling and reason for it isn’t immediately apparent.
Thieves seem to use social media research and spotters to find their mark. Many of these spotters work as staff in restaurants, hotels, bars and night clubs frequented by the rich.
Luxury sales will be impacted, this looks like the likely reason that auction houses are actively warning people in London about the risk and how to mitigate it through public information campaigns
Tourists are less likely to spend money in hospitality if they feel that some of the staff might be setting them up to be robbed
Tourists and business travellers are less likely to come to London, if they feel that the risk of violent crime is disproportionate
For the time being, be sensible and stay safe out there by wearing a London Watch.
Huamei Qiu is now an intellectual property lawyer based in Germany. Three years ago she featured in a New York Times documentary about the pressures on Chinese women to marry. She comes across in the film as bright, smart and engaging. She’s pretty in a girl-next-door kind of way with a flattering pixie haircut and definitely someone’s potential partner in a marriage rather than merely a trophy wife.
She has followed the party’s advice to build a good future for herself. As woman in China, she should be a hot commodity relatively speaking in the dating pool. As we see Huamei Qiu face a match maker; you realise that something is very rotten in the Chinese dating market. What Ms Qiu is looking for isn’t that much. Someone who is respectful, educated and ambitious. What I thought would have been hygiene factors? Instead, Huamei Qiu is told, her time is running out and she needs to settle fast.
China has more men than women in the marriage market, which should mean they would have to compete harder if you think about it as an economic model. Instead Huamei Qiu existed in a Kaftaesque world. I know about the government policy about leftover women, but this just left me feeling angry and frustrated on her behalf.
Beauty
The Class Politics of Instagram Face – Tablet Magazine – by approaching universality, Instagram Face actually secured its role as an instrument of class distinction—a mark of a certain kind of woman. The women who don’t mind looking like others, or the conspicuousness of the work they’ve had done. Those who think otherwise just haven’t spent enough time with them in real life. Instagram Face goes with implants, middle-aged dates and nails too long to pick up the check. Batting false eyelashes, there in the restaurant it orders for dinner all the food groups of nouveau riche Dubai: caviar, truffle, fillers, foie gras, Botox, bottle service, bodycon silhouettes. The look, in that restaurant and everywhere, has reached a definite status. It’s the girlfriend, not the wife
What party control means in China | The Economist – The workings of Chinese power are not easy for outsiders to follow. Visitors to some official buildings, for example, are greeted by two vertical signboards, one bearing black characters, the other red. The black-lettered sign denotes a government department. Red characters signal an organ of the Communist Party. In bureaucratic slang this is known as “party and government on one shoulder-pole”. Sometimes the two offices oversee the same policy area, and employ some of the same officials. They are not equally transparent. Especially when meeting foreigners, officials may present name cards bearing government titles but stay quiet about party positions which may or may not outrank their state jobs. Many party branches are not publicly marked at all. It is a good moment to remember this quirk of Chinese governance. The annual session of the National People’s Congress (npc), the country’s largely ceremonial legislature, is under way from March 5th to 13th. This year’s npc meeting comes after a big party congress last October. At that gathering China’s supreme leader, President Xi Jinping, secured a norm-trampling third term
Google – Headless chicken pt. II – Radio Free Mobile – this reminds me of Yahoo! in the mid-2000s, when I worked there. Its size and prior success ensnares it. Projects are likely being started and closed rapidly. It is struggling to meaningfully redefine itself and regain its agility
Studying Ukraine war, China’s military minds fret over US missiles, Starlink | Reuters – the Ukrainian conflict had provided impetus to long-standing efforts by China’s military scientists to develop cyber-warfare models and find ways of better protecting armour from modern Western weapons. “Starlink is really something new for them to worry about; the military application of advanced civilian technology that they can’t easily replicate,” Koh said. Beyond technology, Koh said he was not surprised that Ukrainian special forces operations inside Russia were being studied by China, which, like Russia, moves troops and weapons by rail, making them vulnerable to sabotage.
I was started down the train of thought to think about the idea of a cyborg based on a discussion with my colleague Colleen with regards to the changes we had been seeing in consumer behaviour. With that in mind I thought I would reflect on what my understanding of what cyborgs are.
‘Moo-mail’ Yahoo! cow parade cow. The web appliance / cow cyborg hybrid used to stand in the lobby of building D, next to the Yahoo! branded merchandise store on the Yahoo! campus back when I worked there. It was originally created in 2000 as a buzz marketing gimmick to promote Yahoo! Mail – the company’s email product to New Yorkers. More here.
Cyborg in culture
I can just about remember playing with friends bionic man toys and primary school and remember the opening credits of The Six Million Dollar Man. The show ran from 1973 to 1978 and had a corresponding spin-off show called The Bionic Woman.
According to the show a cyborg was:
CY’BORG
A HUMAN BEING WHOSE ORIGINAL HUMAN PARTS HAVE HAD TO BE REPLACED TO ONE EXTENT OR ANOTHER BY MACHINES THAT PERFORM THE SAME FUNCTIONS.
According to the definition, at the time of writing my Dad is a cyborg, having had a pacemaker fitted a year or two ago. So would the character Batou be in Ghost In The Shell.
The cyborg was a feature of cyberpunk culture. The key difference was that people chose to have augmentation, not just as a repair but as a form of enhancement.
Optional enhancement
Johnny Mnemonic had a storage brain interface fitted that allowed him to be a giant walking thumb drive as a profession.
Fellow William Gibson creation Molly Millions has retractable razor sharp blades in her fingers and an augmented metabolic system. She has permanently fitted mirrored lens over her eyes that enhance her vision.
Captain Cyborg
Real life did a rather poor version of this cyberpunk fantasy with academic Kevin Warwick spoofed by IT paper The Register using the moniker Captain Cyborg for him. He did foolish things like implant himself with an RFID chip usually used for pet identification. And yes of course Warwick did a TED talk. I can’t tell whether the audience is laughing with him; or at him.
So what has an office conversation got to do with a cyborg?
Digital drugs
Which brings me to how an office conversation spurred me to reflect on how a conversation on compulsive behaviour got me to start thinking about cyborgs. Culture did envisage some form of device addiction. The premise of Neal Stephenson’s novel Snow Crash revolves around a file that crashes a person’s computer and leaves a hacker called Raven with real-world brain damage in the process.
Long live the new flesh
Ten years earlier Videodrome featured a TV executive called Max Renn investigating a satellite TV show called Videodrome. It is described a socio-political battleground in which a war is being fought to control the minds of the North American population. Built into it is a signal that produces a malignant brain tumour. Renn’s reality dissolves over the rest of the film as he finds out more and then kills himself.
There is a clear analogy with the heroin and crack cocaine epidemics that ravaged the cities of the western world through 1980s and 1990s as drugs of desperation in the face of globalisation. Science fiction is as much about the past and the present rather than the future. Heroin and crack both cost large amounts of money, so children tended to be secondary and tertiary victims rather than addicts in their own right. It would also be problematic for the authors to contemplate gratuitous harm to children in their works back then, let alone now in more anxious times.
In both Snow Crash and Videodrome users suffer damage from technology that they are unwilling to put aside.
Back to now
Addiction is ‘real’
My colleague put forward the following points:
Screens now dominate our lives, and their presence is only getting stronger and more powerful
(Some) adults can control to a certain extent how often and when they use screens. But there is a commonplace screen addiction.
Smartphone addiction and drug addiction share some similarities including a neglected personal life, a pre-occupation with the subject of the addiction, social media as a mood modifier or for escapism. The implication is that smartphones are an unwilling appendage which add capabilities (some of which are of a questionable value) and can’t be put down. All of which reminded me of my childhood (and adult relationship with music). But it is why I started to thinking about the nature of a cyborg
Smartphone addiction
Smartphone addiction goes by many names including screen addiction, online or internet addiction. Japan identified the phenomenon of hikikomori. The term was coined by social scientist Tomaki Saito in a 1998 book. While the term itself meant socially withdrawn, it hinged around the person staying home and playing video games or living a virtual life.
By 2015, academic research indicated that somewhere between 1.9 – 2.5 percent of Hong Kongers aged from 12 to 29 might fall into the hikikomori category, compared to the 1.5 percent of Japanese believed to in the category.
Meanwhile in the early 2000s BlackBerry email devices were nicknamed Crackberry, often by users who admitted overusing them in anti-social contexts. There was a corresponding term ‘BlackBerry orphans‘ for children who were ignored by parents wrapped up in their BlackBerry writing and reading emails instead of engaging at home.
China was the first country to push for action to clamp down on children’s online time, in particular the use of online games. As far back as autumn 2005, China’s General Administration of Press and Publication had started trialling a fatigue system to limit screen time.
By 2007, the local government of Shanghai had a camp set up to help cure teens of internet addiction working with a pilot bunch of inmate aged between 14 and 22. And just a year later the FT was documenting how the Chinese government was struggling to combat the addiction throughout the country. This addiction implies a cyborg-like relationship with their internet access device.
In 2017, the substitute phone is launched as a kind of fidget tool. This provides the tactile experience of swiping and button pressing, but without any of the compelling addictive software.
By 2018, smartphone manufacturers were worried about smartphone addiction and came up with different ways to try and give their customers better information and control over their smartphone usage.
What about the children?
My colleague asked the following question: given the impact on adults, who haven’t grown up with screens, what does this all mean for children?
Remember the BlackBerry orphans earlier? My colleague proposed that now children are being taught once they are born that screens and smartphones are at the centre of life, rather than people. Parents use their smartphone as a substitute to toys, parent-child playtime or conversation or even reading to the child.
This is claimed to manifest in impacted social and emotional development. Expert opinion is that children below 2 years old shouldn’t have any ‘technology in their life‘.
There is a belief amongst experts that screen time can result in permanent damage to developing child’s brains impacting concentration, social kills and vocabulary. Some even believe that there might be a link between ADHD and TikTok.
But the Royal College of Paediatrics and Child Health (RCPCH), the UK’s professional body most concerned with a child’s health, doesn’t publish any recommendations. There isn’t any research to indicate the ‘safe’ level and arguably commissioning this research would likely pose ethical questions.
By the time children enter secondary education, they are likely to own a smartphone of some sort. They maybe exhibiting a number of physiological effects:
‘Text neck’
Premature eye ageing
Sleepless nights
Admittedly, as a child I was told that reading after lights out and listening to the radio or watching TV in the dark would result in ‘going blind’ or a lack of much needed sleep.
Like television before it, online screen time adversely affects academic performance. My own exam grades were empirical evidence of this. China, South Korea and Taiwan both have different ways of limiting screen time. China has enabled technology with online games platforms. Taiwan has held the parents directly responsible and even fines them.
Questions
All of this prompted a number of questions with me:
Is it the device or is it the media?
Is it different to other waves of technology?
Moral panics – or what can we learn from the past & our cyborg future
Media
Rock music – academic research indicated that listening to rock music was linked to an increase of reckless behaviour including drug use, unprotected sex, casual sex, drunk driving, speeding and vandalism
Violent content – while violent content was considered to trigger a response in children, the overall risk associated with it was difficult to prove conclusively despite decades of research. Studies as far back as the mid 1990s indicated that there a lot of other factors to consider in addition to the exposure including mental health and cognitive ability.
Sexual content – the US Center for Media Literacy pulled together views on sexual violence in content. There wasn’t a lot of clarity in the plurality of views beyond the challenge of defining content to be of an overly sexual nature. What views were expressed were not backed by scientific research
Video gaming – because of the strategies used by players in video games. Academic research in 2015 indicated that video games might have a negative impact on brain development over time.
Devices
Personal stereos – the use of a Sony Walkman and later on the iPod was considered to a negative effect on hearing. They were also considered to have a social effect, depending who you ask it considered to be empowering or dislocating from society with increased narcissism. The positive autonomy based interpretation was called the ‘Walkman effect‘. The implication from this research is that not giving a child a smartphone at a certain point could have a detrimental effect on them – at some point the child has to become a smartphone | human cyborg.
Televisions – when I was a child I was constantly told to not sit too close to the television and that doing so would cause me to go blind. According to Scientific American, it isn’t the distance from the television that affects the child, but a long enough amount can cause eye strain.
The implication in past concerns about media and devices is that its the content that tends to do the damage rather than the device. This tends to indicate where action should be taken on ‘screen addiction’. As for our great cyborg future – it can’t be stopped.
