Abstract:

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ignored. The 'Performing Consumer' increasingly contradicts the idea of the stereotypes and cliche of classic segmentation models. We need to closely look at the actors and also the stage and theatre, to carefully watch and interpret the play, the staging, the objects and symbols (products and brands) and how these influence the plot and how the actors interact with them.