1)Consumer research

1.1)Consumer as a social scientist:

Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his “impression management theory”, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .

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1.2) Use of Reflexivity:

  1. a) Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral traits is “reflexivity” by which a customer’s response and reaction can be analyzed by his past experience.
  2. b) Reflexology also envisages the impact of “Other relevant people” around the consumer, and their experiences which eventually help shaping their judgment. It all falls under the umbrella of impression management (Schulz 2012).

Goffman(p. xi),  compared Consumer behavioral analysis with dramaturgical provisions such as stage, actor, performance, character, audience, and team performance, to explain the scenario of a consumer’s characteristic environment.Impression management theory sheds light on two themes for a consumer, theactor’sexterior (how the actor looks) and mannerism (how the actor behaves).



According toGoffman states that the outward façade of a consumer, like an actor’s physical attributes consist of: clothing; sex, age, and racial characteristics; size and looks; posture,speech patterns; body language, facial expressions; gestures; etc. These behavioral traits of a consumer can be thoroughly analyzed, by conducting a “formal sociological analysis”by  Goffman ( 1959, p. 15 Cited in Schulz 2012).


2)Smartphones and Social Media Keys and their Consumer traits:-

The usage of social media and communal networking still continues, to increase around the world (Blackwell, D, 2001). Globally the trend towards using highly technical gadgets such as smart phones is on an all time high, specifically in the United States 8 out of 10 internet users currently making use of social media network, according to a new study by “In-Sites Consulting” (2012), the use of social media is enthused by the mounting use of the number of smart-phones around the world.  It is a fact that Consumers with a smart-phone make more rigorous use of social networking sites than those without a mobile Internet connection. People with a smart-phone are also more brand loyal and technology forward (Travel Agent, 2012).


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2.1) Some Interesting Facts about Smart phones Users:

  1. a) According to the latest study Face book holds its status for being the most popular site (7 in 10 are active on Face-book).
  2. b) On second slot we have Twitter (25%) and LinkedIn (24%).

The study by In-Sites Consulting, alsoshows that, smart-phones lead to further growth of social media.44 percent of U.S. internet users have a smart-phone with an internet subscription, 17 percent have a tablet. The increase in the number of smart-phones and tablets causes an increase in the use of social mediaComor, E. (2000).

73 percent of people with mobile Internet use social media every day, this is 63 percent for people without a mobile connection. Social media applications are also quite popular; the report says (Iftode et al, 2004, P.88).
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Author: Chris