27 July 2009

Conceptual consumption

Be the first to share

Consumed
An article in the New York Times Magazine brought me to an interesting article by behavioural economist Daniel Ariely, who has been featured previously on this blog:

“Anybody who is honest about consumer behavior knows that often what we buy is not simply some thing but some idea that is embodied by that thing. “Conceptual consumption” is the name given to this practice in a recent paper with that title by Dan Ariely, a professor of behavioral economics at Duke University (and author of the book “Predictably Irrational”), and Michael Norton, an assistant professor of marketing at the Harvard Business School, in The Annual Review of Psychology. Their notion has various subsets, one of which is the consumption of goals.”

Conceptual Consumption
by Dan Ariely (Duke University) and Michael I. Norton (Harvard Business School)
Annual Review of Psychology 2009. 60:475–99

Abstract
As technology has simplified meeting basic needs, humans have cultivated increasingly psychological avenues for occupying their consumption energies, moving from consuming food to consuming concepts; we propose that consideration of such “conceptual consumption” is essential for understanding human consumption. We first review how four classes of conceptual consumption—consuming expectancies, goals, fluency, and regulatory fit—impact physical consumption. Next, we benchmark the power of conceptual consumption against physical consumption, reviewing research in which people forgo positive physical consumption—and even choose negative physical consumption–in order to engage in conceptual consumption. Finally, we outline how conceptual consumption informs research examining both preference formation and virtual consumption, and how it may be used to augment efforts to enhance consumer welfare.”

A shorter article on the same theme and by the same authors can be found on the Harvard Business Review.

Be the first to share
1 October 2017
Half-day event on service design innovation in Turin
(This page will be regularly updated to reflect minor programme changes) To Innovate through Service Design - Conference for Torino Design of the City From 10 to 16 October, the City of Turin will host Torino Design of …
1 October 2017
Google’s Director of User Experience on the power of ethnography in an era of Big Data
Elizabeth Churchill, Google's Director of User Experience argues that there has never been a better time for an ethnographic embrace and a reconfiguration of what it means to render meaning into big and small data. …
25 August 2017
Design Thinking needs to think bigger
We live in a massively complex, intricately interconnected global system. And it’s increasingly impossible to be designers (or human beings) without taking into account how we affect and are, in turn, affected by all the …
25 August 2017
Should we delight the customer?
Growing the service design industry requires more than simply educating the next generation of service designers. Business students can also benefit from learning how service design can be used to innovate and address complex market …
29 July 2017
“Where the social sciences and business come together” – Alexandra Mack on ethnography
In this episode of the Change Management Review Podcast, Theresa Moulton interviews Alexandra Mack. Alexandra is a senior fellow at Pitney Bowes, the e-commerce services provider, and a Board Member of Ethnographic Praxis in Industry …
6 June 2017
Developing a mobile chatbot for a Pittsburgh museum
The people at Studio, the design, development and workflow laboratory at Carnegie Museums of Pittsburgh, are working on the design and the development of a "new kind of mobile museum experience". Because they would like the …
31 May 2017
Putting human thought behind chatbots
Business anthropologist Martha Bird's specialty is designing technologies that work for people, creating conversational user interfaces and chatbots that can serve different professional audiences across different geographies and different cultures. An interview excerpt: Why are people's …
31 May 2017
A cultural approach to wearables (and the design opportunities it provides)
In January of this year, Sakari Tamminen and Elisabet Holmgren of the Finnish/USA innovation agency Gemic, published a paper on EPIC entitled "The Anthropology of Wearables: The Self, The Social, and the Autobiographical". A wide …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

17 October 2017
Richard Thaler’s Nobel Prize is a win for good design

by Erin O’Loughlin Richard Thaler’s 2017 Nobel Economics Prize on Monday was met with more buzz around the offices of our design agency than is usual for economics news. What people outside of the industry probably don’t realize is that service designers don’t think of Richard Thaler as an economist — instead, we consider him one of […]

3 October 2017
Don’t miss Experientia at Torino Design of the City

Torino Design of the City is nearly here! Experientia will of course be part of this exciting week (10-16 October) of events, meetings, workshops, exhibitions and guided tours about design, and we warmly invite you to join us. The event is organised by the City of Turin and will take place in strategic city locations […]

1 October 2017
Half-day event on service design innovation in Turin

(This page will be regularly updated to reflect minor programme changes) To Innovate through Service Design – Conference for Torino Design of the City From 10 to 16 October, the City of Turin will host Torino Design of the City. This week of events, meetings, workshops, exhibitions and guided tours about design will take place in […]

4 August 2017
The human side of autonomous cars — with Nissan Research’s Melissa Cefkin

Reposted from Medium Beyond the engineering challenge of creating cars that drive themselves lies the social challenge. Before autonomous cars are ready to navigate our roads, they must be able to navigate the vastly more complicated nuances of human behaviors and interactions — from that friendly nod that says “You first” at a four-way stop, to the […]

31 May 2017
 Intervista a Todd Harple di Intel sul tech-fashion

Ripostato da Medium – English version Il mondo del fashion sta diventando sempre di più digitale — e non si tratta solo di dispositivi da indossare, ma anche e soprattutto di abbigliamento, realizzato con tessuti in cui sono effettivamente integrati dei sensori in grado di misurare e monitorare il corpo di chi li veste. Dato che la […]

8 May 2017
Why service design is the new black — Intel’s Todd Harple on fashion tech

Reposted from Medium – Versione italiana The world of fashion is becoming increasingly digital — and not just wearable devices, but with clothing made from fabrics that actually integrate sensors and technology that can monitor and measure the wearer. As fashion starts to go beyond outward appearance, fashion designers need to broaden their skillsets, to make sure […]

See all articles