Abstract
The purpose of this thesis is to better understand how the extended self is manifested throughout the consumer decision-making process when members of Gen Z shop for their dogs. Leveraging a social-constructivist approach, we conducted a qualitative study which involved 12 in-depth, semi-structured interviews. All 12 interviewees were US-native Gen Z dog owners, belonging to the Gen Z cohort born between 1995 and 1998. Comprehensively, we reviewed literature within the extended self and generationalist research, also drawing on research on the self-concept in consumer behavior, both generally and within the pet industry. We anchored our findings along the consumer decision-making process, and our empirical data revealed six findings across the process. Our first finding, in the problem recognition stage, found that Gen Z pet owners have a potential extended self relationship with their dogs as their relationships with their dogs is a metaphor for how they see themselves; they leverage dog ownership for self-enhancement; and they show evidence of high emotional attachment and self-extension onto their dogs. Their relationship dynamics with their dogs translate into their consumer behavior, in the next four stages of the process. Next, in the information search phase, we found that Gen Zers are socially influenced, whether through social media, reputable sources such as trainers and vets, generational tensions with their parents, and WOM recommendations. Findings #3 and #4 are both rooted in the evaluation of alternatives, here it was found that Gen Z makes product choices for their pets based on their self-concepts, with some compromise needed at times to accommodate their actual selves or reach an ideal selves. Additionally, we found that Gen Z’s brand loyalty to pet products varies by product category, with the most loyalty to food, less to gear, and the least to treats and toys. In the fourth stage, purchasing, it was found that Gen Z uses digital tools minimally during the actual purchase, but that tools such as autoship and subscription boxes were used depending on the importance placed on the products purchased. Finally, in the post-purchase evaluation stage, it was found that Gen Z dog owners use a complex combination of compensatory solutions if the products they purchase are not aligned with their self-concept elements. If they do align with their self-concept elements, they feel internal and/or social validation. From these findings, we derived key insights. Firstly, the extended self is manifested throughout the consumer decision-making process but has the least presence in the purchase stage. Secondly, the factors that influence the consumer decision-making process for Gen Z, in addition to the manifestation of the extended self, are social influence, the product category, and the outcome of their post-purchase evaluations. Thirdly, digital nativity has the strongest impact on the information search stage the evaluation of alternatives as this generation is affected by feelings of guilt and an imposed ideal dog owner image, when looking for information on social media.The theoretical implications of this thesis bridge research gaps between the relationship with pets and the consumer-decision making process, the manifestation of the extended self in consumer behavior, and the scarce literature surrounding Gen Z. Additionally, the aforementioned findings can be translated into managerial implications for brand managers and organizations within the pet care industry, specifically those selling to Gen Z. The thesis concludes with discussion of limitations and opportunities for further research.
Uddannelser | Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling |
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Sprog | Engelsk |
Udgivelsesdato | 2024 |
Antal sider | 113 |
Vejledere | Milena Micevski |