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Maximizers and Satisficers in Consumer Culture Changes

100%

ROUBAL O.

nr 2

38–55

Consumer culture in the era of late modernity undergoes dynamic changes of global significance. One of the key attributes of these changes constitutes an increasing supply of opportunities and quantitative volumes of different product options. However, this trait of so-called “consumer society” is largely ambivalent. On the one hand, expansion of opportunities constitutes a desirable source of realisation and emancipation of personal freedoms and independence; on the other hand, demands on the ability to individually manage the consequences of one’s own decisions (and to take responsibility for these decisions) increase. We can see this ambivalence well with respect to an example of two different adaptive strategies of consumer choice – maximizers and satisficers. Maximizers are likely to achieve better objective outcomes of their selections than satisficers, but their subjective perception of these results is, according to empirical evidence, more affected by negative emotions. These and other findings should be used more extensively in the marketing practice associated with business strategies.

HODNOTY V REGULÁCII SPOTREBITEĽSKÉHO SPRÁVANIA

86%

Búzik B. , Zeman M.

nr 5

411 – 431

This study analyses the strategies of actors in the process of consumption constraint in current Slovak society. It claims that the regulation of consumption during state holidays has resulted from the effort of some actors to improve the working conditions of retail shop employees. It also points to the fact that the ban on retail sales during state holidays was preceded by an increase of holiday sales. This development has been embedded in the wider context of the transition from a society of economic shortage to a consumer society. The paper provides an analysis of data and surveys on consumer behaviour and opinion.