What happens when people voluntarily deprive themselves of products or services that they use frequently? Studying how people react to “doing without” is one way for marketers and advertisers to understand the aspects of relationships consumers form with brands, products and services.
Rather than asking consumers about a product and its competitors, the product is taken away, which provides an opportunity to examine what is missed. Through interviews, consumption diaries, picture-taking and other methods, researchers can also learn about consumption rituals, usage patterns, substitution strategies or other coping mechanisms that might be used. The original “Got Milk?” campaign is said to have been inspired by consumer deprivation studies in which respondents kept a diary of use occasions that required milk to be complete. The presentation of a warm brownie, for instance, just screamed for milk.
In a small way and for a short time, we are studying de-consumption, or not using products or services. Our studies come at a time when many Americans are changing their consumption patterns, either for financial reasons, or for other reasons related to their definitions of personal social responsibility.
In the next few weeks, you’ll be hearing about some results of our initial findings. We’re studying fairly small numbers of people, mostly students, who characterize themselves as “heavy users” of those things we’re asking them to do without. The purpose of these studies is not to describe how everyone would respond if they had to do without, but rather to gain a deeper understanding of a few of those who use the product the most.