HEALTH AND FITNESS
Precisely on the basis of this, it is useful to make a distinction between two concepts that belong to two very different domains and which respond to very different needs: health and fitness. Bauman observes: "In the consumer society, fitness is to the consumer as well as the health of the producer in the producer society" (Bauman, 2006).
Precisely on the basis of this, it is useful to make a distinction between two concepts that belong to two very different domains and which respond to very different needs: health and fitness. Bauman observes: "In the consumer society, fitness is to the consumer as well as the health of the producer in the producer society" (Bauman, 2006).
Health is that physical and psychic condition that can be measured accurately and has to do with the demands of society and as such tend to remain stable and constant; On the contrary, fitness cannot be measured accurately, as in this case "being fit" has to do with a flexible and adaptable body, ready to experience emotions that have never been tried and impossible to define in advance.
The body is placed in the middle of the ' pay particular attention to its ability to receive/transmit feelings; the pleasures that it can try and produce are, above all, future ones: so if the body in the producer's society could achieve the perfect balance of health, the body of the consumer today, as appropriate, can become more and more. Definitely,
"Health care becomes, contrary to its nature, an activity mysteriously similar to the pursuit of physical fitness: perpetual, destined never to give full satisfaction, always uncertain about the direction to follow and bring in its fulfillment anxieties to no finish "(Bauman, 2002, 84).
The pursuit of constant gratification is likely to become chronic and with it anxiety and frustration. All this makes what Bauman calls the "land border", that is, the area that extends between the body of the consumer and the outside world, a real anxiogenic puzzle, and body fat is the phenomenon that highlights the problematicness of this interaction.
"Health care becomes, contrary to its nature, an activity mysteriously similar to the pursuit of physical fitness: perpetual, destined never to give full satisfaction, always uncertain about the direction to follow and bring in its fulfillment anxieties to no finish "(Bauman, 2002, 84).
The pursuit of constant gratification is likely to become chronic and with it anxiety and frustration. All this makes what Bauman calls the "land border", that is, the area that extends between the body of the consumer and the outside world, a real anxiogenic puzzle, and body fat is the phenomenon that highlights the problematicness of this interaction.
It looks amazing how in brand strategies emotions are taking on a top priority: especially in this historic period, brands must be able to arouse highly emotional experiences to relate effectively to the market. They must show that they have an exclusive identity, strongly characterized and different from all others.
Citing the most famous, from Coca-Cola to Levi's, from General Electric to Apple, the brand feels the need to maximize its emotional side. In order to get a strong and clear response from the consumer, he has to speak a language that speaks of the "sensitivity of the senses". Today's consumer is "attacked" by a real disorientation that leads him to fail to identify the most convenient alternative, better able to saturate his expectations.
The greater sensitivity towards product prices and the deflation that, unlike the past, allows a real price comparison, make it more problematic for choice. It takes longer to make decisions and to make shopping. In support of this, in fact, market surveys show an increase in post-purchase cognitive dissonance, theory supported by Festinger (1973), according to which it is typical for consumers to experience a true state of anxiety after making a purchase, even for routine routines.
This anxiety is referred to as "cognitive dissonance": it derives from the fact that each of the alternatives that the consumer has taken into account at the moment of choice has advantages and disadvantages; the chosen alternative will have some defects that the discarded alternatives did not have.
Cognitive dissonance is as high as it increases it derives from the fact that each of the alternatives that the consumer has taken into account at the moment of choice has advantages and disadvantages; the chosen alternative will have some defects that the discarded alternatives did not have.
Cognitive dissonance is as high as it increases it derives from the fact that each of the alternatives that the consumer has taken into account at the moment of choice has advantages and disadvantages; the chosen alternative will have some defects that the discarded alternatives did not have. Cognitive dissonance is as high as it increases
- the monetary value of the purchase made;
- the degree of attraction of discarded alternatives;
- The relative importance of buying decisions (obviously buying a home creates a greater cognitive dissonance than buying a box of chocolates).
To reduce this dissonance, the consumer will try to obtain as little information as possible about products discarded after purchase or, before buying, search for the most stores to find out what choice they are better to do. [...]
Comments
Post a Comment