Taxonomy for “Homo Consumens” in a 3.0 Era

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Author(s): Carlos Ballesteros (Universidad Pontificia Comillas, Spain)
Copyright: 2019
Pages: 9
Source title: Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-7766-9.ch008

Keywords: Business & Management / Business Science Reference / Entrepreneurship & Innovation / Marketing

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Abstract

We are all consumers, and we understand and recognize one another as such. Recently, however, many facets of our identities as consumers have been arising and modeling this essence. The use of social networks, the financial crisis, and the new trends such as sharing economies may be factors of change toward new ways of understanding the relationship of the people to the market. This chapter intends to produce an overview of the different types of consumers according to their behaviors and the trends that have been emerging since the beginning of the second decade of the 21st century. Prosumer, presumer, crowdsumer, trysumer, and knowcoster are some of the terms to be analyzed and defined in this chapter, which ends with a call for consumer sovereignty.

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Taxonomy for “Homo Consumens” in a 3.0 Era

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