Prof.

Jean-Pierre HELFER
IAE Sorbonne Paris
Consumer behavior and the
digital buyer
MMSS
December 2022
 REVENUS BRUTS MENSUELS
CONTENT
DES CLASSES ECONOMICO-
SOCIALES
• Part 1 : consumers? marketing? marketing
research ? Foundations ; CB trends
• Part 2 : The consumer as an individual :
perception, learning, the self, personality,
• Part 3 : Consumers in their social and
cultural settings : groups, social class, family,
culture
• Part 4 Decision making, buying, using,
sharing economy
• Conclusion : marketing, ethics, CSR,
sustainable development
 Part 5 Conclusion

Marketing ethics, CSR,

sustainable development
Do Marketers Manipulate Consumers?

Advertisers simply do not know enough

about people to manipulate them
Do Marketers Create Artificial Needs?
Objective of marketing: create awareness that
needs exist, not to create needs

• Need: a basic versus • Want: one way that

biological society has taught us
that the need can be
motive
satisfied
Marketing Ethics and Public Policy
• Business ethics are rules of conduct that
guide actions in the marketplace
• There are cultural differences in what is
considered ethical.
Are Advertising & Marketing Necessary?
Does advertising foster materialism?
• Products are designed to meet existing needs
• Advertising only helps to communicate their
availability
 MANIPULATING PRODUCTS AND MESSAGES

• Context effects, JND

• Covert marketing
• Product placement, advertorials and
infomercials
 FALSE OR MISLEADING ADVERTISING

• Puffery
• Truth-in-advertising laws
• Deceptive advertising ; FTC guidelines
• Corrective advertising
• Promotional violations in drug marketing
– Unsubstantiated effectiveness claims
– Omitted risk information
– Unsubstantiated superiority claims
 Data Privacy and Identity Theft

• Identity theft occurs when someone steals

your personal information and uses it without
your permission.
• The Personal Data Notification & Protection
Act of 2015
• The Student Digital Privacy and Parental Rights
Act of 2015
 Data Privacy and Identity Theft

• Real time bidding

• Phishing
• Botnets
• Locational Privacy
SOCIETAL MARKETING CONCEPT

Calls upon all marketers to satisfy the needs

and wants of their target markets in ways that
preserve and enhance the well-being
of consumers and society as a whole,
while also fulfilling the profit objectives of
their organizations.
 CAUSE-RELATED MARKETING

Firms contribute a portion of the revenues

they receive from selling certain products
to causes that are socially desirable
and supported by the American public.
Social Marketing and Corporate Social
Responsibility (CSR)
• Social Marketing encourages positive behavior
and discourages negative activities.
• CSR is the process of encourage organizations
to make a positive impact on stakeholders
• Cause marketing is a strategy that aligns
businesses with a cause.
 MARKETING TO CHILDREN

• Guidelines by Children’s Advertising Review Unit (CARU)

• Guidelines include:
– No misleading claims about product’s performance or benefits
– Must not exploit children’s imagination
– Can not create unrealistic expectations
– Products must be shown in safe situation
– No encouragement of inappropriate behavior
– Avoid ads that
• encourage children to pressure their parents to buy the
products advertised
• lead children to feel that ownership of a given product
will make them more accepted by peers
 MARKETING FOODS TO CHILDREN

• Concern over link with obesity

• Voluntary restrictions to avoid legislation
 Sustainability and
Environmental Stewardship
A triple bottom-line orientation refers to
business strategies that strive to maximize
return in three ways:
– Financial
– Social
– Environmental
 THE “NEW” GREEN CONSUMER
• They want……and they don’t buy

• What can I do ?

• Use social influence

• Shape good habits

• Leverage the domino effect

• Decide to talk to the heart or the brain

• Favor experiences over ownership

• Making sustainability resonate

 Dark Side of CB

Consumed consumers
•Illegal acquisition and product use
o Consumer theft and fraud
-Shrinkage
-Serial wardrobers
-Counterfeiting
•Anticonsumption