Today’s consumer is hard to pin down. However, there is a line of thinking in the study of consumer behavior (which is pretty much marketing, sociology, psychology and economics all rolled into one) that the needs of today’s consumer on an affectual level include power, affiliation and uniqueness.
Consumer power has grown significantly in the 21st century. This can be seen in the simple evolution of television. It went from, “We’ll be back after this commercial break” to the ability to TiVo to online streaming with commercials on Hulu to Netflix where you can binge-watch 12 episodes of Parks and Rec in a single night (or is that just me?). Consumers have the power to never see one advertisement when watching television. Continue reading