SHIFT consumer behaviour theory
SHIFT consumer behaviour theory
Question 4 (total 20 points – (a & b) 600 words (c) 200 words)
Prosocial consumption has become a movement with tremendous influence in the way organisations and policy-makers design their strategies (White et al., 2020). Even though consumers are aware of the critical importance of this issue, there is frequently a gap between their attitudes about being prosocial and their behaviours (i.e.,endorsing / approving of charities and ethical consumption, but not actually donating, buying, or supporting brands that are ethical in these behaviours). (a) Imagine that Advert Co (advertisement company) has to work with an organization to develop a campaign to promote prosocial behaviours. Select one prosocial issue in the table below to address in this question:
- Buying fairtrade (vs. buying traditional goods such as coffee, chocolate, and bananas)
- Cruelty-free products (vs. traditional)
- Charity donations (from street solicitors to crowdfunding online)
- Blood donation
- Clothing donations
- Fast fashion (vs. well made locally sourced items or vs. recycled / 2nd
hand shopping) - Food consumption: Organic, local, free-range and/or cage-free, alternative-meat, or vegetarian food
- consumption (vs. traditional produce, meat, and dairy consumption)
- Consumer activism around social causes and other topics (i.e., climate, strikes, rodeo protests, boycotting certain brands, or buying MORE from ethical brands)
- Sustainable product packaging or no product packaging (vs. traditional packaging)
(b) Link your chosen prosocial issue to two consumer behaviour concepts you have learned this semester (e.g., perception, attitude, decision-making bias, social influence). Describe how these two concepts might explain the gap between attitudes toward prosocial consumption and behaviour. Support your analysis with 1-2 academic, peer-reviewed journal articles. Some concepts that may be of use include:
- Ego defence / buying to have consistency with self-concept
- Heuristics (e.g. present bias, familiarity effects, likability, loss aversion)
- Social influence (peer pressure, status)
- Status signaling
- Competing motivations (buying for convenience and ease vs. changing habits)
- Selective attention
- Biased perception
- Affect (feeling good/bad about purchase?)
- Cognitive dissonance (and CD reduction)
- Feelings and cognition in attitudes
See also White et al. (2020) reading for great analysis of the SHIFT consumer behaviour theory that drives prosocial consumption
(c) As a result of your analysis, propose one recommendation for Advert Co. (advertisement company) that could
be used in their advertising campaign to encourage your selected prosocial behaviour.
Your recommendations must be legal, practical, and based on your analysis in part
(b).
Reference
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.
WE ARE HAPPY TO SERVE YOU
PLEASE CLICK HERE TO PLACE YOUR ORDER