1. How Consumers Consume: A Typology -- Holt
Main Thesis -- act of consuming is varied and effortful action determined by more than the product
Intent of Article
Describe the ways people consume
Examine consumption in detail
Defines consuming as “type of social action in which people make use of consumption objects in a variety of ways”

2. How Consumers Consume: A Typology -- Holt
Structure of Consumption
Object actions – deals with direct engagement of consumers with objects (e.g., trial, usage, etc.)
Interpersonal actions -- interactions with others in which objects are focal resources (e.g., use a dinner out to meet clients, have a friend over to view a new DVD)
Purpose of Action
Autotelic -- actions are ends in themselves (consume a hamburger)
Instrumental -- actions are a means to a different end (by a new suit to help spawn a new career; use a dinner to impress a client)

3. How Consumers Consume: A Typology -- Holt
Four types of consumption
Consuming as experience -- subjective, emotional reactions to consumption objects
Consuming as integration -- consumer’s acquire & manipulate object meanings
Consuming as classification -- consumed objects are used to classify consumers
Consuming as play -- how consumption objects are used to play

4. How Consumers Consume: A Typology -- Holt
Consuming as Experience
Consumption is defined by the experience if consuming
Accounting -- assignment of specific meaning to the objects during consumption (often relies on some history with the object – e.g., going to a game at Lambeau Field with my kids – is better than going alone)
Evaluating -- passing of judgment of what consumers encounter during consumption (based on expectations – consumption evaluation is very positive if the Packers win)
Appreciating -- emotional & aesthetic responses to the experience of consumption (may be sensory -- it was awesome to hear Dylan sing “All Along the Watchtower”)

5. How Consumers Consume: A Typology -- Holt
Consuming as Integration
Integrating the consumption into the consumers self-identity (purchased brand is adjusted to make it fit me – “customizing” a car)
Consumers often must breakdown the distance between themselves and the object
Assimilation -- how we participate (real Cub fans were Cub caps at the games)
Producing -- ensuring active participation (real fans keep score and save the scorecard)
Personalizing -- individualize the experience (hanging a sign; buying a cap at Fenway)

6. How Consumers Consume: A Typology -- Holt
Consumption as Play
Use of consumption (objects) as source to interact with others
Communing -- share the experience with the consumption object (i.e., taking a client to your box at Lambeau to “sew up” the deal)
Socializing -- use experiences with the consumption object to entertain others (i.e., seeing “My Fair Lady” at the Arie Crown Theater – impress my date)

7. How Consumers Consume: A Typology -- Holt
Consumption as Classification
Use of consumption objects to classify oneself in relation to others
Classifying through objects -- use the meaning of the object to classify oneself (e.g., real golfers hit Pings (i3’s – not the old Ping Zings); hackers hit Northwestern)
Classifying through actions -- how one interacts with the object defines the individuals relative standing (e.g., real golfers do not waste time looking for lost balls)

8. How Consumers Consume: A Typology -- Holt
Discussion Questions
If the NHL discovered that consumers mainly attended hockey games for the experience (i.e., used consumption as experience), how would you promote the league? How about consumption as play?
Can “Crest” (or any other more mundane product) use this this type of information to help develop strategy?