Hipster Consumer Behavior Theoretical Foundation: Consumer Behavior Theory

1330 Words Jan 16th, 2018 5 Pages
Provide examples of the research hypotheses that have been developed. If possible, identify possible areas where theories are concepts may seem to be in conflict

Both research articles indicate that the consumer behavior of hipsters is prompted by the uniqueness of the article or item. Hipsters like to consider themselves unique and 'apart' from the mass. The conventional fashion, design, trend, or preference is not for them. Rather, they go for original, trendy, unusual, and outstanding items. Some of these items may sometimes be costly since they are in short demand and fashioned deliberately to appeal to a unique stance. Hipster consumer behavior, therefore, may seem to contradict with other consumer theories such as those that suggest that people follow mass appeal ( namely what the 'Joneses' do) or theories of social status where certain designer tags automatically brand the consumer (or wearer) as elite or privileged.
In the East, theories of collective consciousness may sell where citizens, for example in Asia, are more prompted to buy that which will help them fit in. Hipsters, however, also subscribe to theories of collective consciousness but in a reverse way. For them, they have to be individualistic and the items that they buy have to demonstrate this. What they may not realize is that their…

More about Hipster Consumer Behavior Theoretical Foundation: Consumer Behavior Theory

Open Document