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

by Lewis, David; Bridger, Darren

• ISBN13: 9781857882469
• ISBN10: 1857882466
• Format: Hardcover
• Copyright: 2000-02-01
• Publisher: Consortium Book Sales & Dist

Summary

The Soul of the New Consumer will revolutionize the way we think about traditional market segmentation, retailing, selling and branding.

Author Biography

Darren Bridger is a researcher at the David Lewis Consultancy.

Table of Contents

Foreword	vii
From Abundance to Authenticity The Rise of the New Consumers	1	(21)
From scarcity to abundance - from abundance to authenticity	3	(2)
The anatomy of the soul	5	(14)
New Consumers vs Old Consumers	19	(1)
New Consumers 'r' us	20	(2)
Persuading New Consumers The Quest for Authenticity	22	(23)
The lure of authenticity	28	(1)
Authenticity, alienation and self-actualization	28	(3)
Liking and authenticity	31	(3)
Authenticity, credibility and expertise	34	(3)
Authenticity and story telling	37	(3)
Authenticity-your company's passport to prosperity	40	(5)
The New Scarcities of Time, Attention and Trust	45	(26)
Scarcities of time	46	(14)
Scarcities of attention	60	(6)
Scarcities of trust	66	(2)
Scarcities of time, attention and trust can only get worse	68	(3)
Tastespace Creating the Ultimate Mall	71	(19)
Why segmentation fails	73	(7)
The ultimate mall	80	(1)
Data mining	81	(2)
Taste webs	83	(2)
Exploiting tastespace	85	(3)
When intuition replaces computer power	88	(2)
Why Buzz Beats Hype Cool Hunters, Mavens and the New Consumers	90	(22)
Mavens-the power behind sales success	94	(7)
Cool hunters and mavens-the true market markers	101	(1)
Buzz vs hype	102	(4)
How new ideas are adapoted-bauzz and diffusion	106	(1)
Cool hunters, mavens and the cycle of innovation	107	(2)
Identifying cool hunters and mavens	109	(3)
Involving the New Consumer	112	(16)
Why New Consumers get involved	114	(7)
The rise of third places	121	(4)
Information encourages involvement	125	(1)
Why employes must be as involved as New Consumers	126	(2)
Retail Heaven-Retail Hell Why New Consumers Loathe `Doing the Shopping'	128	(20)
How stressful is shopping?	131	(2)
What makes shopping so stressful?	133	(2)
Why Old and New Consumers respond to different types of stress	135	(3)
Congestion and the stress of shopping	138	(3)
New Consumers and the stress of choice	141	(1)
Beating the retailing stress barrier	142	(3)
Back to the future-the new world of entertainment retailing	145	(3)
New Consumers-New Commercials Why Television Adverts Must Change on Rerish	148	(36)
The birth of television commercials	150	(3)
Televisual New Consumers	153	(6)
The genius of TV commercials	159	(10)
Creating commercials that are likeable and credible	169	(3)
New Consumers-new commercials	172	(12)
Winning Their Hearts and Minds Authentic Versus Pseudo Loyalty	184	(17)
Are New Consumers irredeemably disloyal?	186	(1)
Authentic loyalty vs pseudo loyalty	187	(6)
Generating authentic loyalty through supersatisfaction	193	(4)
Barriers to supersatisfaction	197	(1)
Building authentic loyalty on a basis of authenticity	198	(3)
Giving the Soul Control	201	(12)
Control in commercial transactions	203	(1)
Giving control to New Consumers	204	(4)
Consumers as producers	208	(3)
The soul is the marketplace-the marketplace is the soul	211	(2)
Appendix: The Mind Scan Research Program	213	(8)
Notes	221	(4)
Bibliography	225	(15)
Index	240