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MN3055
Dr. Benedetta Cappellini
Your tutors
• Dr. Benedetta Cappellini
Office hours: Friday 11-13 (FE109)
benedetta.cappellini@rhul.ac.uk
You are what you eat. Discuss this statement using theories on social class
illustrated in the lectures.
Select a film of your choice and analyse the role of consumption in the narrative. In
building your argument, use theories and examples illustrated in class.
Deadline: 20/3/19
Data: Draw upon the suggested readings indicated for each lecture
and workshop, as well as seeking out and using additional apposite
material including case study examples.
Assessment criteria (for coursework and
exam) 2
Logic and coherence: Introduce the topic, e.g. presenting an overview and
indicating the key theoretical and empirical points that will cover the topic or
validate your argument.
The core of the assignment or exam question answering should then
investigate each of these key issues in turn. You should bear in mind the links
between each key issue and your main argument and the links between the
key issues.
The conclusion should summarise and re-emphasise the main argument and
key points.
Pre-purchase
Purchase
Post-purchase
Actors in the consumption play
• Purchaser.
• User.
• Influencer.
• Organisations
• Nostalgic
attachment – the
product serves as a
link with a past self.
Consumers’ relationships with
products
• Interdependence – the
product is a part of the
user’s daily routine.
• Business
• Makes good business sense if companies want to understand
their customers’ needs.
Table 1.4
Source: Adapted from Laurel A. Hudson and Julie L. Ozanne, ‘Alternative Ways of Seeking Knowledge in Consumer
Research’, Journal of Consumer Research 14 (March 1988): 508–21. Reprinted with the permission of The University of
Chicago Press.
The myth of objectivity
https://www.youtube.com/watch?v=Z_dlK
x3peJk
How do we study consumption?
• Focus on the practice rather than the consumer
- De-centralising the role of consumer
- Importance of materiality
- Micro and macro aspects of consumption (consumption is an aspect in
every practice)
https://www.youtube.com/watch?v=zA9D1W1q-5I
https://www.youtube.com/watch?v=Kehu8QBHCCk
Politics of consumption
• ‘Consumers are the agents that actively exploit and dominate third
world labourers’. Discuss