Group Interactions Effect on the Consumption Behaviour of the Leisure Activity Participant

Abstract

Fitting into a social group is one of the primary motivations for consumption. Through consumption the consumer can attempt to signal both their association to a desired group and a desired self-image to their surroundings. This thesis focuses on how consumption behavior in relation to serious leisure activities is affected by group interactions. The study thus attempts to extend current consumer behavior and leisure theory, by providing insights from two focus group interviews with participants of the same serious leisure activity.

Specifically, the study examines two groups of Danish Scouts in the age group 15-18 years, and their interactions regarding consumption of Scout specific gear. As this age group is in the reflective stage of their cognitive development, group dynamics are evident in the focus groups. The qualitative approach provides insights into how interactions between participants affect the way in which the individual participant signals association with the group. The thesis further examines how interactions can create a perceived need for consumption of gear for the activity.

The theoretical framework of this thesis mainly involves consumer behavior theories. Literature related to communities, reference groups, direct and indirect experiences, word of mouth (WOM), consumer socialization and leisure, are used to analyze the empirical findings.

The analysis finds that a collective ideal social self is established through interactions of the group. This ideal thus constitutes the perceived shared views of the group, and the perceived consumption standards for membership to the group. The ideal social self is adopted by the individuals in the group, as they attempt to achieve it through interactions. Further, the analysis finds that individuals whose gear does not live up to the established consumption standards, will use negative WOM about their current gear and express a perceived need for consumption of new gear, in an attempt to achieve the ideal social self.

Ultimately, the thesis finds that young participants of serious leisure activities are highly susceptible to the influence of the group and will change their self-signaling and perceived consumption needs to match the established ideals of the group.