# data[].attributes.body
I think an example of the type of consumption is the buying behaviour that is exhibiting  when it comes to Football clubs. When individuals share a common belief, dialogue develops, and next a connection.

# data[].attributes.headline
hedonic/tribal consumption - emilia nikolaisen

# data[].attributes.subject
hedonic/tribal consumption - emilia nikolaisen

# data[].attributes.body
This is interesting & I may be straying off course, but the topic got me pondering about the overlap of the two behaviours.

Its easy to identify with several different brands that in part defines us as individuals, despite the fact that many of these defining “tribes” may have contradicting qualities. For example ”climate shame” is a hot topic here in Sweden regarding certain activities, like recycling, air travel, meat industry etc. However, perhaps conveniently the shame don't reach as far for other activities like consuming imported wine from down under, unsustainable fashion or choosing transport options, despite identifying as climate activist in other regards. Obviously, one has to choose one’s battles & committing fully to one true tribe seem unrealistic.

Consumers who have financial ability to worry about overindulging on meat or air travel are likely also able to indulge in hedonic consumptions as well, hence the overlap between behaviours as these behaviours seem to specific to particular demographics.

# data[].attributes.body
Hedonic consumption occurs after an individual has fulfilled their primary needs e.g shelter, food, and clothing. I believe that a Mercedes Benz is an example of the above subject. The owners get an emotional boost as well as they are seen to "have climbed up the ladder"

# data[].attributes.body
Campaigns targeting hedonic consumption could be basically any fragrance campaigns including celebrities.
The "Mademoiselle" campaign by COCO features Keira Knightley, linking the brand and the product with a fancy, but fun lifestyle which is desirable for the target group.
Video:
https://www.youtube.com/watch?v=vkKROkzYdXs

One example tribal campaign could be Nike's "What are girls are made of?' campaign. This ad is targeting women who believe in themselves and believe that women can be and do more than what the old-fashioned preconceptions say.

# data[].attributes.body
Sorry, Padlet logged me out. The one with COCO and Nike was made by David Szarvas.

# data[].attributes.headline
Tribal and Hedonic consumption - Kajal Patel

# data[].attributes.subject
Tribal and Hedonic consumption - Kajal Patel

# data[].attributes.body
Tribal- Brand communities tend to focus on brand and consumer relationships; whereas Tribal consumption tends to focus on relationships between consumers. Tribal groups are emotionally connected with each other, through similar views, values, interests, usage. Therefore, a good example of Tribal is social influences - celebrities with large followers as the tribes. Hedonic consumption is defined as multi-sensory, emotional after basic needs have been met. I believe Rolex advertising is a good example or the John Lewis Christmas advert.

# data[].attributes.body
Hedonic – An example of where celebrity endorsement has been utilised on a brand is the H&M advert for ‘modern essentials’. Here we see David Beckham wearing H&M clothes – perhaps the viewer assumes that celebrities such as David Beckham only wear high end clothing. However this, along with the end line ‘Essentials for everyone’, positions H&M as a brand who provide clothing for anyone. With this link to David Beckham, it is likely to attract more people to buy the essential clothing garments from H&M.

https://www.youtube.com/watch?v=oYjwXjwvAv0&feature=youtu.be

# data[].attributes.body
Tribal – I’m not entirely sure if this represents a tribal example, but Autoglym (produce car cleaning/detailing products) use social media to interact with their followers. They post advertisements for their newly released products, and then ask consumers to share photos of the results which encourages more people to buy the products. They have developed a large following on Facebook, with followers who always buy their new products and many who only use autoglym products as the company positions itself as a specialist provider of cleaning products, for people who are passionate about perfection. I’m an example of this – when they pop up on my facebook feed with new launches, I go out and buy them straight away!