Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy

Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy

by David Lewis, Darren Bridger
     
 

ISBN-10: 1857882989

ISBN-13: 9781857882988

Pub. Date: 02/18/2001

Publisher: Quercus

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

Overview

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.

Product Details

ISBN-13:
9781857882988
Publisher:
Quercus
Publication date:
02/18/2001
Edition description:
REVISED & UPDATED
Pages:
228
Product dimensions:
6.11(w) x 9.21(h) x 0.74(d)

Related Subjects

Table of Contents

Preface to the Paperback Editionxi
1From Abundance to Authenticity: The Rise of the New Consumers1
From scarcity to abundance--from abundance to authenticity3
The anatomy of the soul5
New Consumers vs Old Consumers19
New Consumers 'r' us20
2Persuading New Consumers: The Quest for Authenticity22
The lure of authenticity28
Authenticity, alienation and self-actualization28
Liking and authenticity31
Authenticity, credibility and expertise34
Authenticity and story telling37
Authenticity--your company's passport to prosperity40
3The New Scarcities of Time, Attention and Trust45
Scarcities of time46
Scarcities of attention60
Scarcities of trust66
Scarcities of time, attention and trust can only get worse68
4Tastespace: Creating the Ultimate Mall71
Why segmentation fails73
The ultimate mall80
Data mining81
Taste webs83
Exploiting tastespace85
When intuition replaces computer power88
5Why Buzz Beats Hype: Cool Hunters, Mavens and the New Consumers90
Mavens--the power behind sales success94
Cool hunters and mavens--the true market makers101
Buzz vs hype102
How new ideas are adopted--buzz and diffusion106
Cool hunters, mavens and the cycle of innovation107
Identifying cool hunters and mavens109
6Involving the New Consumer112
Why New Consumers get involved114
The rise of third places121
Information encourages involvement125
Why employees must be as involved as New Consumers126
7Retail 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 stress135
Congestion and the stress of shopping138
New Consumers and the stress of choice141
Beating the retailing stress barrier142
Back to the future--the new world of entertainment retailing145
8New Consumers--New Commercials: Why Television Adverts Must Change or Perish148
The birth of television commercials150
Televisual New Consumers153
The genius of TV commercials159
Creating commercials that are likeable and credible161
New Consumers--new commercials164
9Winning their Hearts and Minds: Authentic versus Pseudo Loyalty176
Are New Consumers irredeemably disloyal?178
Authentic loyalty vs pseudo loyalty179
Building loyalty online185
Generating authentic loyalty through supersatisfaction188
Barriers to supersatisfaction192
Building authentic loyalty on a basis of authenticity193
10Giving the Soul Control196
Control in commercial transactions198
Giving control to New Consumers199
Consumers as producers203
The soul is the marketplace--the marketplace is the soul206
AppendixThe Mind Scan Research Program207
Notes211
Bibliography217
Index233

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