How Consumers Consume: A Typology -- Holt Main Thesis -- act of consuming is varied

and effortful action determined by more than the product

Intent of Article Describe the ways people consume Examine consumption in detail

Defines consuming as “type of social action in which people make use of consumption objects in a variety of ways”

How Consumers Consume: A Typology -- Holt Structure of Consumption

Object actions – deals with direct engagement of consumers with objects (e.g., trial, usage, etc.)

Interpersonal actions -- interactions with others in which objects are focal resources (e.g., use a dinner out to meet clients, have a friend over to view a new DVD)

Purpose of Action Autotelic -- actions are ends in themselves (consume a

hamburger) Instrumental -- actions are a means to a different end (by a

new suit to help spawn a new career; use a dinner to impress a client)

How Consumers Consume: A Typology -- Holt Four types of consumption

Consuming as experience -- subjective, emotional reactions to consumption objects

Consuming as integration -- consumer’s acquire & manipulate object meanings

Consuming as classification -- consumed objects are used to classify consumers

Consuming as play -- how consumption objects are used to play

How Consumers Consume: A Typology -- Holt Consuming as Experience

Consumption is defined by the experience if consuming Accounting -- assignment of specific meaning to the objects

during consumption (often relies on some history with the object – e.g., going to a game at Lambeau Field with my kids – is better than going alone)

Evaluating -- passing of judgment of what consumers encounter during consumption (based on expectations – consumption evaluation is very positive if the Packers win)

Appreciating -- emotional & aesthetic responses to the experience of consumption (may be sensory -- it was awesome to hear Dylan sing “All Along the Watchtower”)

How Consumers Consume: A Typology -- Holt Consuming as Integration

Integrating the consumption into the consumers self-identity (purchased brand is adjusted to make it fit me – “customizing” a car)

Consumers often must breakdown the distance between themselves and the object Assimilation -- how we participate (real Cub fans were Cub

caps at the games) Producing -- ensuring active participation (real fans keep

score and save the scorecard) Personalizing -- individualize the experience (hanging a sign;

buying a cap at Fenway)

How Consumers Consume: A Typology -- Holt Consumption as Play

Use of consumption (objects) as source to interact with others Communing -- share the experience with the

consumption object (i.e., taking a client to your box at Lambeau to “sew up” the deal)

Socializing -- use experiences with the consumption object to entertain others (i.e., seeing “My Fair Lady” at the Arie Crown Theater – impress my date)

How Consumers Consume: A Typology -- Holt Consumption as Classification

Use of consumption objects to classify oneself in relation to others Classifying through objects -- use the meaning of the

object to classify oneself (e.g., real golfers hit Pings (i3’s – not the old Ping Zings); hackers hit Northwestern)

Classifying through actions -- how one interacts with the object defines the individuals relative standing (e.g., real golfers do not waste time looking for lost balls)

How Consumers Consume: A Typology -- Holt Discussion Questions

If the NHL discovered that consumers mainly attended hockey games for the experience (i.e., used consumption as experience), how would you promote the league? How about consumption as play?

Can “Crest” (or any other more mundane product) use this this type of information to help develop strategy?