Explain that our contemporary society can be understood as ‘liquid modernity’, which is marked by uncertainty, instability, and insecurity, as well as increasing levels of mobility, digitization, and speed.
The Sharing Economy: A Consumer Behavior Perspective
This week, we will talk about society and consumption. By the end of this week you should be able to do the following:
-Explain that our contemporary society can be understood as ‘liquid modernity’, which is marked by uncertainty, instability, and insecurity, as well as increasing levels of mobility, digitization, and speed.
-Explain that in this contemporary society consumers increasingly liquefy their lifestyles. Consumers increasingly engage in liquid consumption, which is ephemeral, access-based, and de-materialized, in contrast to solid consumption, which is enduring, ownership based, and tangible.
-Understand what the sharing economy is, and explain the rise of the sharing in an increasingly liquefied society.
-Explain three consumer trends that emerge in a consumer society that is increasingly liquid, mobile, uncertain, fast-pasted, and where consumers value access over ownership:
–Experiential consumption
–Consumer minimization
–Consumer deceleration