Samenvatting
Summary Theories of Marketing (week 5) Articles Summaries
Summary of articles of Theories of Marketing (week 5) University of Amsterdam. Pass your exam!
[Meer zien]Voorbeeld 2 van de 9 pagina's
Voorbeeld 2 van de 9 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
Voorbeeld van de inhoud
Week 4 – Case of Car SharingKey terms:
• Access-based consumption: transactions that can be market mediated but where
no transfer of ownership takes place
• Ownership: special relationship between a person and an object called “owning,”
and the object is called “personal property” or a “possession”
• Sharing: the act and process of distributing what is ours to others for their use,
and/or the act and process of receiving or taking something from others for our own
use
Introduction
• Ownership no longer the ultimate expression of consumer desire. Instead of buying
and owning, rather pay for experience of temporarily accessing them
• Models of access mediated by the marketplace gaining popularity thanks to the
Internet and capitalist marketplace that trades cultural resources rather than material
objects
• Differences in consumer preferences associated with possession vs access in peer-
to-peer (p2p) sharing online network
Access vs Ownership vs Sharing
• 2 major differences btw ownership and access:
o The nature of the object-self rship
§ Ownership: consumers identify with their possessions à part of
extended self; crucial in maintaining/ displaying/ transforming the self
§ Access: temporary and circumstantial
o The rules that govern and regulate this rship
§ Ownership: individual has full properly rights; enables freedom and
responsibility toward the object; clear boundaries btw self and others
(ie regulate/deny access, use/sell, transform structure etc)
§ Access: nature and governance of consumer-object and consumer-
to-consumer rships not well understood à focus of this study
• Access vs sharing
o Similarity: both don’t involve a transfer of ownership
o Difference:
§ Sharing
• Joint possessions are free for all to use and generate no
debts, and responsibilities (eg. caretaking) are shared
• Intentions usually altruistic
§ Access
• No transfer of ownership or joint ownership; consumer just
gains access to use
• Not necessarily altruistic or prosocial, but outlined by
economic exchange and reciprocity
Emergence of access-based consumption
• Early studies of access focus more on b2b sector.
• For consumer market, access was more to non-profit or public sphere rather than the
market eg libraries. Also looked at traditional rental forms like cars/ apartment rentals
• Previously:
o Ownership - Proclaimed as the more normative ideal based on cultural
values about perceived advantages of ownership over access. Eg; owning a
house is always better than renting because of certain privileges owners are
entitled to etc, also means you have stability (rites of adulthood)
o Access – more stigmatized, seen as inferior consumption mode. Consumers
also perceived to have lower financial power or status
, • Since last decade à Increase in access systems in marketplace beyond traditional
forms. Egs:
o Memberships
o Redistribution markets (p2p matching service eg Airbnb; social networks eg
Share some sugar, freecycle)
o Collaborative lifestyles – ppl with similar interest band together to share/
exchange less tangible assets like time, space, skills, money eg shared work
spaces, e-storage, gardens
• Why increased access?
o Digital tech à more self service à increased collaboration; not always
mediated by the market
o “Liquid society” – social structures and institutions increasingly unstable à
cannot serve as frames of references for human actions and long-term
strategies
§ What is valued (like ownership was previously) is ever changing.
Ownership promoted more solid emotional/ social/ property relations
§ Access is more transient à flexible and adaptable à suitable for
liquid consumer identity projects. Now seen as a way to manage the
challenges of a liquid society
o Global economic crisis à consumers re-examine spending habits, rethink
relationship btw ownership and well-being
o Structural shift in urban landscapes à reurbanization à more apartments
and condos in city centers (as opposed to owning a house in the suburbs)
Various forms of access
(6 dimensions on which various types of access differ from one another)
1. Temporality
• Vary in 2 ways:
o Duration of access
§ Short-term (onetime transaction. Eg renting car/ hotel room) vs
longitudinal (involves serial active/ dormant usage of the entity. Eg
membership in a community/ club eg car sharing (Zipcar), movie
sharing (Netflix) or a gym)
o Length of usage
§ Long-term use (Eg traditional car leasing for 1-2 years) vs limited use
(Eg hourly use in car-sharing models)
• Implications to object-consumer rship and consumer-consumer rship.
o Longitudinal access + long-term usage: consumers develop a perceived
sense of ownership (Eg: community gardens)
2. Anonymity
• Shapes rship with behaviour towards other consumers
• Happens in 2 ways:
o Interpersonal anonymity
§ Private (exclusive access to objects eg car/hotel rooms à infrequent
encounters with others à produces a society of strangers ) vs social
(object used in public context eg gardens, or shared with others eg
couch surfing à encourages sharing and prosocial behaviour)
o Spatial anonymity (proximity btw object and consumers)
§ More intimate context (eg regular use of the cars parked near ones
house) à sense of de facto ownership vs less intimate context (eg
cars accessed mainly in transportation hubs)
3. Market mediation
• Non-profit – p2p exchange and sharing, consumers gain access to objects and
services owned by other consumers tru use of tech. Eg. Land Share, share some
sugar
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper rafaelfranceschini. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €2,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 59804 samenvattingen verkocht
Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen