Consumer Behaviour and Analytics, 2nd Edition

Chapter 7 Individual and social features of consumption

DOI: 10.4324/9781003347033-7

Introduction

This chapter explores the links between various aspects of the social and private self. In fact, the chapter raises questions about the efficacy of this bifurcated view of the consumer. The individual and social realm link inextricably. They ‘converge’; the social realm nourishes the self and the self nourishes social interaction. They are not entirely discrete. Specifically, the chapter deals with a variety of related concepts and topics, for example, sociocultural determinants, norms, group effects, the socio-familial milieu, ethics, emotions and ‘innate’ or underlying psychological traits. The chapter explores the role of analytics in knowing ...