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

by Lewis, David; Bridger, Darren

• ISBN13: 9781857882988
• ISBN10: 1857882989
• Edition: Revised
• Format: Paperback
• Copyright: 2001-02-18
• Publisher: Nicholas Brealey

Summary

(Nicholas Brealey Publishing) Discusses the meaning of consumerism today, shattering stereotypes in order to give businesspeople and retailers an edge when marketing and selling products and service. Answers questions about what shoppers ultimately want, what they go for, and why they shop at all. Softcover. DLC: Consumer behavior--History--20th century.

Author Biography

David Lewis is chairman of the David Lewis Consultancy, an international consumer research firm.

Table of Contents

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