Consumer misbehaviour

Consumer misbehaviour

1. Behaviour that is unexpected or violates social norms

2. Consumer misbehaviour can also be called deviant behaviour

3. Can result in material loss or psychological damage for marketers, marketing institutions or other consumers

4. Types of misbehaving consumer?

   • The cheat
   • The thief
   • The 'rule-breaker'
   • The belligernt
   • Family feuders
   • The vandal
   • The deadbeat

5. What motivates misbehaviour

   • Unfulfilled aspirations
   • Thrill-seeking
   • Absence of moral constraints
   • Differential association
   • Pathological socialization
   • Provocative situational factors
   • Calculating opportunism

6. Compulsive buying

   • Irresistible urge to be irrational
   • Unusual obbession with shopping
   • Attempt to alleviate tension, anxiety or discomfort
   • Satisfaction from buying not owning
   • Currently affects 3-6% of population
   • Why buy complusively?
     • Low self-esteem
       • Helps to block or overcome feelings
       • Lack of luxury products in past
       • Matrialism (personality trait)
       • Problems with self concept
     • Fantasy orientation
       • Can escape negative feelings
       • Consider positive shopping outcomes for shopping behaviour
       • Avoid true problems

7. Consumer theft

   • Desire to steel things
   • 1 in 11 consumers will leave a shop with somthing they didn't pay for
   • USA is the most affected country by theft
   • What drives consumer theft?
     • Temptation
       • Consumers want to by something that they are unable to legitmately buy
     • Ability to rationalize
       • Can justify their behaviour or feel driven by external forces

8. Addictive consumption

   • Typically brought on by chemical dependency
   • Feel attached to a specific product
   • Can be harmful to addicts and their families
   • Consciousness of addiction
     • Dysfunctional families
       • Parents have addicative behaviour
       • Presence of physical/emotional abuse
     • Boundaries
       • Try to create boundaries between family and addication
       • Conscious of how dangerous their addication is
     • Crime and deception of others
       • Must conciously decieve others
       • Filled with shame, guilt and self-loathing
     • Suicide
       • May deliberately put themselves at risk
       • Many try to kill themselves
     • Relapse
       • Addicts try to stop on their own
       • May turn to other substances
       • Most relapse

9. Under-age consumption

   • Illegal use
   • One million young consumers begin smoking every year
   • Over use of alcohol contributes to; violence, campus property damage and academic failure etc.
   • 4 million young people are alcoholics