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Maximizers and Satisficers in Consumer Culture Changes

100%
ROUBAL O.
Communication Today
|
2018
|
vol. 9
|
issue 2
38–55
EN
Consumer culture in the era of late modernity undergoes dynamic changes of global significance. One of the key attributes of these changes constitutes an increasing supply of opportunities and quantitative volumes of different product options. However, this trait of so-called “consumer society” is largely ambivalent. On the one hand, expansion of opportunities constitutes a desirable source of realisation and emancipation of personal freedoms and independence; on the other hand, demands on the ability to individually manage the consequences of one’s own decisions (and to take responsibility for these decisions) increase. We can see this ambivalence well with respect to an example of two different adaptive strategies of consumer choice – maximizers and satisficers. Maximizers are likely to achieve better objective outcomes of their selections than satisficers, but their subjective perception of these results is, according to empirical evidence, more affected by negative emotions. These and other findings should be used more extensively in the marketing practice associated with business strategies.
2
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HODNOTY V REGULÁCII SPOTREBITEĽSKÉHO SPRÁVANIA

86%
Búzik B., Zeman M.
Sociológia (Sociology)
|
2020
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vol. 52
|
issue 5
411 – 431
EN
This study analyses the strategies of actors in the process of consumption constraint in current Slovak society. It claims that the regulation of consumption during state holidays has resulted from the effort of some actors to improve the working conditions of retail shop employees. It also points to the fact that the ban on retail sales during state holidays was preceded by an increase of holiday sales. This development has been embedded in the wider context of the transition from a society of economic shortage to a consumer society. The paper provides an analysis of data and surveys on consumer behaviour and opinion.
3
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CONSUMER STRUGGLE FOR 'SEMIOTIC LAURELS'

86%
Jessa J.
Lud
|
2007
|
vol. 91
72-94
EN
The article discusses the prospects of 'cultural populism' (which was popularized within the framework of cultural studies), with special emphasis on John Fiske's ideas. This is a point of view, which helps to notice a creative or even subversive potential of the members of popular and consumer culture. This article discusses the concept of strategies and tactics advanced by Michel de Certeau, which was used by Fiske. These strategies belong to the area of activities taken by the dominant system, for example to persuade the consumer to use specific proposals. The consumer can approach these strategies with a number of tactics, which, although being temporary and not threatening the system, can be considered an important area in which the subjective semiotic creativity takes place. By using these tactics the consumer can undermine system meanings, renegotiate them and even use a stratagem to obtain signs (things) that have a high symbolic status. Tactics are accompanied by the jouisssance pleasure, which unlike the plaisir pleasure, is experienced by senses and generated when the dominant influence of social principles is avoided.
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