Exam (elaborations) masochistic behaviour478

One way or another, you have been a consumer since you were young and have been evolving over the years. As a baby, you consumed whatever food your parents gave you. You wore nappies, clothes and shoes that your parents chose. As a toddler, you devoured Sesame Street shows on television to learn about the alphabet. You tagged along on supermarket trips, insisted on a lolly, and observed how your mum and other people shopped. You probably pestered your parents to buy Coca-Cola soft drink, McDonald’s french fries and Happy Meals with special fi lm toys. As you became more knowledgeable in your teens, you exerted more infl uence. You specified which brands of clothing and footwear that your parents should buy for you, which attire to wear for your high school social, what household items would be good for the home and where to go for family holidays. You progressed to making your own decisions. You chose which discipline to study, which university to enrol in after consulting friends and parents, whether to study full-time or parttime and whether to go on a study tour or student exchange. In your current life, you likely watch favourite fi lms on DVD, online or at the cinema, buy music from the iTunes Store, buy your own smartphone, laptop or tablet, create Facebook and email accounts, join a brand community and vote for X-Factor or The Voice contestants. You also choose which pubs to frequent, which celebrities to follow, which political party to support, which sport to participate in, which job to work in, whether to have tattoos or cosmetic surgery, whether to buy fake brands or second-hand goods, whether to rent or buy an apartment or house, and whether to plan for your future by buying insurance policies. Your life now may also involve deciding whether to donate time or money to a fund-raising appeal, whether to sell your possessions to raise funds for charity or cash for newer goods, whether to opt in to donate your organs when you die, whether to be a responsible consumer (for example, throwing your burger wrapper in the bin instead of on the road) or deviant consumer (such as a shoplifter), whether to buy organic food or environmentally friendly goods, whether to complain about advertisements, whether to participate in product development activities of companies, and whether to engage in masochistic behaviour such as a Tough Mudder event that includes an electroshock therapy. Welcome to your own wide world of consumer behaviour ! And to the organisational world that is constantly engaging you with technology and services. See Figure 1.1 on how Samsung connects your multimedia world through its 3D television. masochistic behaviour Deriving pleasure from pain deviant consumer A consumer who deviates from accepted behaviour, such as engaging in shoplifting consumer behaviour The process of how consumers behave in situations involving goods, services, ideas and experiences 01_LIN_CON_25601_TXT_SI.indd 4 19/11/14 9:59 AM Oxford University Press Sample C