The Soul of the New Consumer

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Overview

Have you ever wondered why buzz beats hype, why cheap is chic, or why new consumers loathe doing the shopping? New consumers are revolutionizing the world of business, our culture norms, and our social expectations. No longer confined by gender, age, ethnicity, or income, new consumers are breaking down barriers, shattering stereotypes, and redefining the marketplace and the very meaning of consumerism. From traditional to online retailing, from tracking coolhunters to exploring tastespace, The Soul of the New Consumer: Authenticity- What We Buy and Why in the New Economy by David Lewis and Darren Bridger unearths the essence of new consumer behavior, explores the drive for authenticity over commodity and goes far beyond the simple concepts of how and what to answer the most important question of all-why? In an affluent world saturated with affordable products there are three new scarcities-time, attention, and trust. Over the past decade, Lewis and Bridger have been at the forefront of researching these new consumers and, here, they report their observations. For companies large and small, no matter what their service or product, The Soul of the New Consumer provides the first profile of the independent, involved, and well-informed new consumer who is challenging the way marketing, selling, and business are done.
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Product Details

  • ISBN-13: 9781857882988
  • Publisher: Nicholas Brealey Publishing
  • Publication date: 2/28/2001
  • Edition description: REVISED & UPDATED
  • Pages: 256
  • Product dimensions: 6.11 (w) x 9.21 (h) x 0.74 (d)

Meet the Author

Darren Bridger is a researcher at The David Lewis Consultancy, and is also the author of Get it Done and Boost Your Memory. To learn more, visit his website at http://www.darrenbridger.net. Dr. David Lewis is chairman of The David Lewis Consultancy, an international research firm with clients including Disney, Coca-Cola, Amazon, IKEA, L'Oreal, Toyota, British Airways, British Telecom, ICL, and IBM. He lectures in Europe, the USA, and Asia on management topics, with a special emphasis on relationships between suppliers and their customers. A bestselling author and broadcaster for both television and radio - his BBC radio series was the winner of the prestigious Sony Award - his recent books include Information Overload, Ten-Minute Time and Stress Management and How to Get Your Message Across. A Chartered Psychologist with a doctorate in Psychology from the University of Sussex, he is a fellow of both the International Stress Management Association and the Institute of Directors. He is also a member of the Marketing Society, the Market Research Society, and the Institute of Direct Marketing. Learn more at www.dlcltd.com
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Table of Contents

Preface to the Paperback Edition xi
1 From Abundance to Authenticity: The Rise of the New Consumers 1
From scarcity to abundance--from abundance to authenticity 3
The anatomy of the soul 5
New Consumers vs Old Consumers 19
New Consumers 'r' us 20
2 Persuading New Consumers: The Quest for Authenticity 22
The lure of authenticity 28
Authenticity, alienation and self-actualization 28
Liking and authenticity 31
Authenticity, credibility and expertise 34
Authenticity and story telling 37
Authenticity--your company's passport to prosperity 40
3 The New Scarcities of Time, Attention and Trust 45
Scarcities of time 46
Scarcities of attention 60
Scarcities of trust 66
Scarcities of time, attention and trust can only get worse 68
4 Tastespace: Creating the Ultimate Mall 71
Why segmentation fails 73
The ultimate mall 80
Data mining 81
Taste webs 83
Exploiting tastespace 85
When intuition replaces computer power 88
5 Why Buzz Beats Hype: Cool Hunters, Mavens and the New Consumers 90
Mavens--the power behind sales success 94
Cool hunters and mavens--the true market makers 101
Buzz vs hype 102
How new ideas are adopted--buzz and diffusion 106
Cool hunters, mavens and the cycle of innovation 107
Identifying cool hunters and mavens 109
6 Involving the New Consumer 112
Why New Consumers get involved 114
The rise of third places 121
Information encourages involvement 125
Why employees must be as involved as New Consumers 126
7 Retail Heaven--Retail Hell: Why New Consumers Loathe 'Doing the Shopping' 128
How stressful is shopping? 131
What makes shopping so stressful? 133
Why Old and New Consumers respond to different types of stress 135
Congestion and the stress of shopping 138
New Consumers and the stress of choice 141
Beating the retailing stress barrier 142
Back to the future--the new world of entertainment retailing 145
8 New Consumers--New Commercials: Why Television Adverts Must Change or Perish 148
The birth of television commercials 150
Televisual New Consumers 153
The genius of TV commercials 159
Creating commercials that are likeable and credible 161
New Consumers--new commercials 164
9 Winning their Hearts and Minds: Authentic versus Pseudo Loyalty 176
Are New Consumers irredeemably disloyal? 178
Authentic loyalty vs pseudo loyalty 179
Building loyalty online 185
Generating authentic loyalty through supersatisfaction 188
Barriers to supersatisfaction 192
Building authentic loyalty on a basis of authenticity 193
10 Giving the Soul Control 196
Control in commercial transactions 198
Giving control to New Consumers 199
Consumers as producers 203
The soul is the marketplace--the marketplace is the soul 206
Appendix The Mind Scan Research Program 207
Notes 211
Bibliography 217
Index 233
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