Marketing creating hedonistic consumers

Within the academic and the marketing world it is recognised that there is debate on what role the discipline of marketing plays in the creation of hedonistic consumers. The most extreme debates come from those who hold opposing views. This paper will look at some of these polarised views and perspectives in regard to consumer behaviour and will argue that marketing has not created hedonistic consumers that such a stance does not allow for the complexities of human behaviour and motivations and does not take account of the dynamic nature of consumer society. We agree there are associations and parallels in the development of both consumerism and marketing but there is no evidence to prove cause and effect.

According to Armstrong et al (2009, p8), wants are the form human needs take as they are shaped by culture and individual personality. Wants are shaped by one’s society. Therefore, consumer wants are not shaped solely by marketers. Conversely, Solomon et al (2006, p21) highlight that marketing is often criticised for employing techniques that convince consumers that they ‘need’ many material goods and that they will be unhappy and inferior if they do not have these ‘necessities’. Do marketers give people what they want, or do they tell us what we ought to want?

Marketing is often assumed to be responsible for our consumer society and its hedonistic approach to consumption, and as a consequence undermines other cultural values by promoting a materialistic stance. For many commentators it is the dark side of marketing and worthy of review as it diminishes the marketing professions reputation.

1.1 Definitions

Before defining hedonistic consumption, it is useful to define the philosophy of hedonism. This is a school of thought that says the pursuit of pleasure is the most important thing in life, that views man as being motivated by the desire for sensual pleasures – therefore this quest for the ‘good life’ becomes mans driving force.

The hedonistic consumer can be viewed as pleasure loving or self indulgent person with a high level of consumption, more preoccupied with their own material goals than thinking of the wider view of society.

Hedonistic consumption is ‘the multi-sensory, fantasy and emotional aspects of consumers’ interactions with products’. (Soloman, 2006, p39). This element of fantasy is crucial to this theory as it is the imagined pleasure that attracts the consumer. O’Shaughnessy and O’Shaughnessy describe this as the general agreement that consumer pleasure lies not so much in the physical sense as in the total emotional experience. So the pleasure and happiness is real even though the experience can be imagined in the consumers’ brain. From a negative point of view Migone, 2006 views it as a ‘highly wasteful and discrimatory pattern of consumption that predominates in current capitalist models’.

Hedonism and Fantasy

The role of fantasy in hedonic consumption is key and whilst academics view it from different perspectives they do agree that it plays a pivotal role in pleasure seeking. Gabriel and Lang (2006) are of the view that ‘Western consumption many agree is a realm of seduction – alluring and glamour. As goods leave the world of production to enter the sphere of display, circulation and consumption, they become objects of fantasy and instruments of pleasure. Whilst Abercrombie states that ‘lives are organised around fantasies and daydreams about consuming; they are hedonists, primarily interested in pleasure, and sensual pleasure at that’ they are individualists, largely pursuing their own ends and uncaring about others’.(Abercrombie, 1994, 44).

Campbell (1987) in The Romantic Ethic and the Spirit of Modern Consumerism described the key aspect in the creation of the hedonistic consumer as being one concerned with the power of the imagination, he highlights the differences between what was regarded as the traditional view of hedonism and the modern view. He suggested that traditional version was a hedonism of a multitude of pleasures, of the senses whilst modern hedonism – seeks pleasure not in sensation but in emotion accompanying all kinds of experiences. The pleasure lies in the meaning of the experience to the individual. This is the form we are dealing with in postmodern culture.

Campbell suggested that the consumer as hedonist must be able to derive pleasure from every item they come into contact with and everything must be orientated to that end. That consumers are in a constant state of unsatisfaction, an ongoing state where we are dreaming about something new however this is linked to the other defining factor of modern hedonism that disillusionment comes from the disappointment when the imagined pleasure are always greater than the actual.

When anticipate the enjoyment and pleasure that we will gain when we finally purchase and wear the new phone/watch/car we have been day dreaming about buying, our pleasure is often not as we imagined and is fleeting. We have moved on to dreaming about the next better version and start to feel bad about not having it.

Consumerism good or bad?

Underpinning the debate on whether marketing has created hedonistic consumers is the view on whether consumerism is a positive or negative force. Some celebrate the rise of the consumer, taking the view that consumerism is ‘the essence of the good life, that a consumer society allows us personal freedom, power and happiness through our ability to choose, acquire, use and enjoy our material objects and experiences. Seen as a sophisticated, mature individual who seeks enjoyment in life: by making choices and exercising freedom.’ (Gabriel and Lang, 2006, p8). Others are concerned that ‘consumerism is associated with reduced consumer well being, partly in terms of quality of human relationships and levels of happiness. That those focused on materialistic values have lower personal well being and psychological health.’ (Kasser,2002).

Abela (2006) furthers this argument indicating that hedonistic consumerism ‘shows an association between marketing practice and the harms of consumerism may be greater than it is generally believed to be by marketing academics’.

3. Claims against Marketing

Too much interest in material possessions is the responsibility of marketing?

Critics have argued that the marketing system encourages too much interest in material possessions. – people are judged by what they own not who they are. (Armstrong et al, 2009 p.552). Critics don’t view this as a natural state of mind but one created by marketing.

In answer to this claim many marketers would argue that this alleged ability of marketing to create needs is wishful thinking and is overstating marketing’s scope. In support of this it follows that marketers’ are most successful when they appeal to existing wants rather than when they attempt to create new ones. Also that people seek information when making important purchases and mostly do not rely on a single source (Gabriel and Lang, 2006).

However, today’s mania for goods is learnt not instinctive according to Naish, 2002. On a deeper level our wants and values are influenced by many factors including family, peer group, religion, ethnic background and education. If modern society is highly materialistic, these values arise out of socialisation processes that go much deeper than business and mass media could produce alone (Gabriel and Lang, 2006).

O’Shaughnessy and O’Shaughnessy (2002) argue that accumulation of material possessions is a consequence of wealth.

Marketers create artificial needs?

According to Solomon et al (2006), ‘some conservative traditionalists are of the view that advertising in particular, contributes to the moral breakdown of society by presenting images of hedonistic pleasure. Conversely, leftists argue that they same misleading promises of material pleasure function to buy off people who would otherwise be revolutionaries working to change the system.

O’Shaughnessy and O’Shaughnessy (2002) note that wants must be created and that there must be an underlying appetite for the product in the first place.

Solomon at al conclude ‘that while marketers do not create artificial needs, they do contribute heavily to the socialization of people in contemporary society and thus to the establishment of the social system of needs. Consequently marketers must take a share of responsibility for the development of society.’

Marketers promise miracles?

Consumers are led to believe that via advertising that products have special properties; they will so special things for them that will transform their lives. Soloman et al argues that the manipulative effect of advertising is often overstated, however does concede that there is little doubt that advertising creates and changes patterns of consumption. They offer the view that the main affect may be that the idea that we are defined by our consumer choices is perpetuated by the advertising medium.

The impact of fantasy and imagery in influencing buying

O’Shaughnessy and O’Shaughnessy (2002) cite Baudrillard (1981) who suggested that due to the new technology of electronic media we now have a world where the distinction between ‘real’ and images has become blurred and consumers are viewed as non-rational who gravitate to instant gratification. The claim is that the consumer thinks that this is the reality, however according to O’Shaughnessy and O’Shaughnessy there is no proof to substantiate the claim.

Image saturated environment pressing consumers to buy

The ‘sheer insistence and multiplication of marketing messages’ is evidence to critics of marketing. The sum of the mass effect on consumers pushes them in a hedonistic direction. However consumers are sophisticated and selective, they take notice of the products that attend to them. (O’Shaughnessy and O’Shaughnessy,2002).

Consumerism and Identity

Many cultural forces have been accused of having a role in the creation of hedonistic consumers – the marketing of Hollywood and Celebrity culture are named often in the debate.

‘It’s is recognised by psychology that our ability to weigh desirability and value is knocked awry if the item is endorsed by a well known face. The part of the brain involved in trust and learning is activated and as a result we feel like we are their acquaintances and we want to be like them.’ (Naish, 2008). We chose carefully who we copy and why and have evolved to emulate the most successful, maybe why many of us feel compelled to keep up materially with celebrities.

Consumption, is it addictive?

Lasch (1991) takes a pessimistic view believing that western consumerism, sustained by mass production and celebrated in the mass media, amounts to a mechanism of addiction.

Though Migone (2007) concedes that rather than marketing being at the root of this addiction: it is due to technological advances which facilitated large scale production which in turn leads to large scale consumption.

Consumerism and loss of Community

Naish notes ‘that only modern capitalist countries concentrate on material greed. In pre capitalist societies the highest worth’s was ascribed to things like family, clan, religion, honour not shiny new objects’. This he says relates to our most base instincts which are the need to relate to others and feel part of a community.

According to Naish, man has lost his moral framework, sense of community and life’s higher meaning, so that now all that remains is our thirst for possessions and pleasure. That being a hedonistic consumer does not make us happy and has a detrimental effect on our human relationships. Critics have linked this loss to marketing’s lack of focus on these types of human values.

In defence of Marketing

Consumerism and Wealth

The 80’s recognised a triumph for consumerism – old moral restraints on consumption (frugality, thrift and guilt) swept aside by an extraordinary, credit lead consumerist boost (Lee, 1997). Gabriel and Lang recall that greed lost some of its pejorative and puritanical connotations, in reference to the 1980’s.

Consumption and Identity

It has been said that consumers take identity from their possessions. Consumption has expanded to fill the vacuum left by the decline of the work ethic. Bauman (1988) also argues that consumption is the new ‘pioneer frontier’ in which individuals may successfully assert themselves, with no insecurity and not harming others.

Shopping is not merely the acquisition of things: it is the buying of identity. (Clammer,1992). This is another view that consumer consumption comes from within. Also the general rise in disrupted families has been linked to new ways of forming identities through goods – how negative the effects are depends on the underlying motives.

Human Nature

Naish believes we are genetically programmed to always want more. In prehistoric times its been discovered that cave dwellers had collections of axe handles, that ‘these were the Jimmy Choo’s and Ferraris of their time’. Important to note that O’Shaughnessy and O’Shaughnessy argue that marketing & materialism are interdependent and that marketing helps precipitate materialism and materialism in society advances the development of marketing.

According to Bauman, (1999) the major contributing factors to hedonistic lifestyle are pervasive insecurity and uncertainty – fear of the future and the ecology of the planet; danger- threat of terrorism and wars; decline of family – breakdown of traditional institutes such as family as one of the main cultural reference points.

It has been argued that marketing creates hedonism by creating wants. This begs the question can wants be created? According to Moore (1994) materialism and hedonism were not invented by consumer marketing; they were there before its advent. Although, it has been widely acknowledged that consumers have latent wants that can be activated, but recognise that they have a great ability to filter information.

Marketers often chose hedonistic appeals, but marketing in itself is simply an orientation and a set of tools that are value neutral and can be used to proselytise any perspective. (Cook, 1992).

Social commentators have noted that that pursuit of pleasure is man’s natural position and it goes against human nature to deprive oneself and that accumulation of material possessions is due to the fact we have the means to indulge our wants.

However they agree there is an acknowledged link but no proven cause and effect but this is viewed as marketing being in the role of facilitator not creator.

Marketing and Economy

Marketers have accused critics of taking the hyper real world of marketing, advertising and dreams too literally. Arguing that freedom of choice is better for consumers and is a fundamental underpinning of our economic system.

Stimulus-response model of buyer behaviour

This widely accepted model of consumer behaviour illustrates that whilst marketing stimuli are important so are as are culture, politics, economics and technology. These come merge with consumer psychology and the individual consumer characteristics. These are interlinked and conclude with a final selection of a product. This model is illustrative of the fact that marketing stimulus is only part of the consumer behaviour process. (Please refer to appendix 1).

The Future

Western style consumerism is facing and creating serious threats – ecological crisis, climate change, resources shortages and financial uncertainties. There is an increased awareness among academics and consumers of the ecological limits of consumerism and current debate is focused on its sustainability.

Consumers are said to dictate production, they fuel innovation, create new social systems, drive modern politics – to have the power to save the environment and protect the future of the planet and yet at the same time are seen as weak and malleable creatures, easily manipulated, dependant, passive and foolish. (Gabriel & Lang, 2006).

It is recognised that there is a need to engage in debate on the containment of the negative aspects of consumerism. At the centre of the debate is the question of social consequences and the role of marketing in creating the consumption culture..

If we suspect that marketing is contributing to the harmful effects of consumerism what are the courses of action marketers should review?

Abela (2006) cites Csikszentmihalyi’s (2000) suggestion that greater transparency about the effects of materialism would help. Recommends marketers undertake studies for emerging groups – the non consumerist consumer, anti consumerism groups and should monitor general consumer awareness.

So if the consumer is more aware of the consequences they might not choose the path of consumption especially if it leads to unhappiness and dissatisfaction. Increased efforts at consumer education maybe able to correct this and lead to changes in consumer behaviour. One possible area of study is to look at regions not affected yet possibly in eastern cultures.

Some believe we are at the point of a fundamental structural change in the nature of consumerism. Others keeping the faith in the market to right itself. Optimists believe technology will provide an answer (cleaner cars, recycling, energy conservation). The outcome will be a complex dynamic between politics, production, international trade, economics & cultural and moral values. (Abela, 2006, Gabriel & Lang, 2006, Kasser 2002).

In summary, the main culprit behind hedonism would be the development of strong value orientation that puts unrestrained freedom to the forefront. Marketing does not invent or creates wants; it merely surfaces them. Man has always been, in all societies materialistic. In older days poverty didn’t allow him/her to indulge into hedonistic lifestyle. The role of marketing in creation of hedonism, is more of a facilitator than of an inventor. (O’Shaughnessy and O’Shaughnessy, 2002).

Conclusion

This paper has recognised that there is debate on what role the discipline of marketing plays in the creation of hedonistic consumers and outlined the argument that marketing has not created hedonistic consumers, that such a stance does not allow for the complexities of human behaviour and motivations and does not take account of the dynamic nature of consumer society. We agree there are associations and parallels in the development of both consumerism and marketing, but there is no evidence to prove cause and effect. However neither is there evidence to disprove.

When deciding what marketing strategy an organisation should follow the primary aim is building profitable relationships with the target consumer however, the organisation has many choices in guiding their marketing strategy in terms of which philosophy should underpin the strategy. Many of today’s large corporations employ the marketing concept – by knowing the needs/wants of the target market and delivering satisfaction better than the competition. (Armstrong et al,2009).

Based on the theory that there is a parallel in the patterns between the rise of the hedonistic consumer and the sophistication and intensity of marketing efforts (Abela, 2006) ethical marketers would be advised to consider a move toward the Societal marketing concept – a concept that holds that marketing strategy should deliver value in a way that maintains or improves both the consumer and the society’s well-being (Armstrong et al, 2009, p14-15). Executed correctly this strategy would provide long term profits and protect both society and the consumer within this framework.

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Further Reading:

Arnould, M.J. and Reynolds, K.E (2003), ‘Hedonic Shopping Motivations’, Journal of Retailing, Vol. 79

Dittmar, H. (2004) Are you what you have? The Psychologist, Vol.17, No 4 pp 206-210

Dholakia (1999) Going Shopping: Key determinants of shopping behaviour and motivations, International Journal of Retail and Distribution Management, Vol. 27,No 4 pp 154-165

Mick, D.G. (1996) Are studies of Dark Side Variables Confounded by Socially Desirable Responding? The Case of Materialism, Journal of Consumer Research, Vol.23 pp106-119

Naish, J (2008) Enough is Enough: Learn to want less, http://women.timesonline.co.uk/to/life, Date accessed 04/10/09