Why do we consume?

Adverts based on the different functions of consumption

The purpose of this method is to critically examine consumer behaviour, without imposing moral judgements, which generally have more of a deterrent effect than a motivating one. Participants learn about the various functions of consumption, and take stock of how their consumption decisions are influenced by advertising which targets particular needs. To this end, they work in small teams to create adverts based on different needs and present them to the rest of the group.

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