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Cited by 105Consumer Behavior and Market DynamicsConsumer Behavior in Brand Consumption and IdentificationConsumer behavior in food and health

Consumers as four-faced creatures. Looking at food consumption from the perspective of contemporary consumers

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Dagevos, Hans·2005·Appetite
DOI 10.1016/j.appet.2005.03.006
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Abstract

One would believe that with the increasing importance attached to consumers in contemporary affluent societies, the difficulty to understand today's 'butterfly' or 'unmanageable' consumers seems to double simultaneously. Modern consumers defy traditional segmentation by age, gender or income. Classical criteria to distinguish different homogeneous groups of consumers with corresponding behavioral intentions and patterns, have lost much of their explanatory power. Hence, the behaviour of the inhabitants of modern consumer society can no longer be understood by 'straight' and measurable segmentation criteria only. In order to meet the complexities of modern consumer behaviour, it is suggested that we need to improve our understanding of socio-cultural and socio-psychological influences on consumer choices. Such are awarded to be supplementary to socio-demographic (e.g. age, gender) or socio-economic (e.g. income, occupation) criteria, which are traditionally used in consumer studies. Our contribution to this quest for new perspectives, in which consumption is both seen as an economic/materialistic and a socio-cultural/attitudinal phenomenon, is called the consumer images approach. The underpinnings of this approach are the dimensions materialism/nonmaterialism and individualism/collectivism. Based on these two dimensions, four consumer images are distinguished in a four-quadrantic continuum. This implies that consumer images are not another set of taxonomies to 'box in' consumers. The consumer images approach is in tune with lines of thought in the recent renaissance of the sociology of consumption. To illustrate this, a presentation of the multifaceted consumer will be given that is interlarded with quotations from several new studies on contemporary consumerism which give evidence of the current vitality of scholarly interest in consumption.

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Authors
Dagevos, H.
Affiliations
Wageningen University & Research (NL)
Corresponding author
Dagevos, Hans
ORCID
Dagevos, Hans
Venue
Appetite
Publisher
Elsevier BV
Published
2005-08
Volume
45
Issue
1
Pages
32-39
ISSN
0195-6663 (ISSN-L)
DOI
10.1016/j.appet.2005.03.006
OpenAlex
W2132628577
Cited by
105
References
45
Citations by year
2026: 1 · 2025: 3 · 2024: 1 · 2023: 4 · 2022: 5 · 2021: 4 · 2020: 4 · 2019: 5 · 2018: 7 · 2017: 12 · 2016: 4 · 2015: 9 · 2014: 6 · 2013: 6 · 2012: 5
FWCI
16.94
Type
journal article
Language
en
Open access
Licence
www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations
  • Appetite (publishedVersion)
  • PubMed (publishedVersion)
  • Socio-Environmental Systems Modeling (acceptedVersion)
  • Data Archiving and Networked Services (DANS) (submittedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Consumer behavior in food and health
Keywords
customer segmentation, consumer behavior, individualism-collectivism, sociology of consumption, dietary intake, consumer typology
MeSH terms
Choice Behavior, Consumer Behavior, Feeding Behavior, Food Preferences, Humans, Income

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