Understanding the New Breed of Reflexive Consumer

García Ruiz, P.; Rodríguez Lluesma, Carlos
Publisher: Routledge
Original document: Reflexive consumers: A relational approach to consumption as a social practice
Year: 2010

When the strength of your company’s brand is the key factor in its market position, understanding the way consumers think and behave is absolutely crucial. But such a task is easier said than done. For well over a century, economists and other social scientists have endeavored to explain, with varying degrees of success, what it is that actually makes consumers tick.

Classical economists were among the first to do so, arguing that our only real motivation as consumers is to maximize utility. Their model, however, fails to account for the meaning that we bestow on our relationship with the goods we buy. It may help explain why we buy a car, but sheds no light whatsoever on why we prefer a BMW over an Audi, or a Renault over a Peugeot.


García Ruiz, P.; Rodríguez Lluesma, Carlos
Publisher: Routledge
Original document: Reflexive consumers: A relational approach to consumption as a social practice
Year: 2010
When the strength of your company’s brand is the key factor in its market position, understanding the way consumers think and behave is absolutely crucial. But such a task is easier said than done. For well over a century, economists and other social scientists have endeavored to explain, with varying degrees of success, what it is that actually makes consumers tick.

Classical economists were among the first to do so, arguing that our only real motivation as consumers is to maximize utility. Their model, however, fails to account for the meaning that we bestow on our relationship with the goods we buy. It may help explain why we buy a car, but sheds no light whatsoever on why we prefer a BMW over an Audi, or a Renault over a Peugeot. Leer más “Understanding the New Breed of Reflexive Consumer”