Escaping consumer behavior shaping mechanism for the young generation (20s-30s)

Abstract

The study is inspired by current consumption trends among young people and by Edward Bernays's influential marketing campaign, called “Torches of Freedom”. The research discusses key factors contributing to the behavioral shaping mechanism of consumers and presents the practical impact of these factors, thereby assuming the practical consumption tendency of the young and suggesting feasible solutions to prevent it.

This thesis is explained by Maslow’s Hierarchy of Needs, the Elaboration of Likelihood Model, the Theory of Reasoned Action, and Veblen’s Theory of Conspicuous Consumption. In addition, the study is based on the literature review on the definition and characteristics of consumer behavior. The research process is applied to Qualitative research, integrating with open-ended questions and in-depth interviews to give the most accurate results to reality.

Based on the theories and literature review, Marketing, Social Media, Psychology, and Social Norms are the key elements driving the manipulative mechanism. The results of the research reveal four groups of consumer behavior and the general consumption tendency of the young. It also suggests that young consumers should be autonomous in buying to prevent the impacts of consumer behavior shaping mechanism.