BSR

BSR

1. DEFINITION

   • CONSUMER DECISION-MAKING PROCESS THAT TAKES INTO ACCOUNT
     • SATISFY INDIVIDUAL NEEDS
     • SOCIAL CONSEQUENCES OF CONSUMPTION
     • SOCIAL GROUP THAT EXPERIENCE THE CONSEQUENCES
   • 5 PHASES
     • 1. PROBLEM RECOGNITION
     • 2. INFORMATION SEARCH
     • 3. INFORMATION EVALUATION
     • 4. DECISION-MAKING
     • 5. PURCHASE EVALUATION

2. REVIEW EXISTING CONCEPTS

   • FOCUSED ON THE SPECIFIC SOCIAL ISSUE AT ITS APPLICATION-LEVEL

3. CONCEPTUAL FRAMEWORK

   • INDIVIDUAL DIFFERENCES
     • CONSIDERATION OF FUTURE CONSEQUENCES
     • SELF-TRANSCENDENCE / SELF-ENHANCEMENT
   • CONDITIONS
     • ACTIVATION OF MORAL NORMS
       • 1. Aware that their behaviours impact society
       • 2. Feel responsible for contributing to solution
   • SOCIAL ISSUE DRIVERS
     • AGENDA SETTING
       • Scan - Opinion - Position
       • Amount of media coverage
     • SOCIAL FRAMING
       • Description of an issue (I vs them)
     • TEMPORAL FRAMING
       • Now vs later
     • MAGNITUDE FRAMING
       • Potential societal consequences of an issue
     • UNVERTAINTY FRAMING
       • Chance that these consequences will actually happen

4. MARKETING

   • SOCIALLY UNCOMPROMISING COSUMERS
     • High performance on social attributes
   • HEDONIC CONSUMERS
     • Motivated by "II" and "now", add social plus
   • BALANCED CONSUMERS
     • Social problems + Personal satisfaction