A guest lecturer proved to a full auditorium Friday that people are what they purchase.
Michael Solomon, a human science professor of consumer behavior at Auburn University, spoke to a large crowd of human ecology and marketing students and faculty members about the psychology of fashion and merchandising.
Solomon’s lecture was part of the Chancellor’s Distinguished Lecture Series, where faculty members can nominate a guest speaker to visit the University.
Human Ecology Professor and Textiles, Apparel and Marketing Division Head Bonnie Belleau nominated Solomon, she said, because of his expertise and wide recognition in the field of fashion.
Belleau said he has written many textbooks and has been a guest on the Today Show, Good Morning America and National Public Radio.
The majority female crowd listened as Solomon explained how clothes can say more about a person than they realize and why tracking consumer behavior is important.
“We are what we wear,” Solomon said. “We really have very strong, complex relationships with products.”
Solomon said it is important, especially in his line of work, to understand what makes a person spend money on products and how those products link together as a large part of that person’s lifestyle.
“Brands have replaced a lot of traditional institutions,” Solomon said.
The visiting professor said people used to define themselves by their birthplace or religion, but today people define themselves and others by their “look.” People base their opinions of people on what products they use.
Solomon said one of the main goals in marketing is to start a “buzz,” or to get “people to talk amongst themselves about products.”
People will be more likely to believe information if it comes from a friend, rather than a TV commercial, Solomon said. Word-of-mouth can often be the best way to advertise a product.
Solomon also showed the crowd a handful of Web sites used to conduct research about consumer behavior and preferences.
A virtual dorm room and virtual shopping mall allow consumers to decide what furniture they wanted and where they would like to place each store.
Solomon said researchers use these responses to make a variety of decisions and monitor consumers’ lifestyle changes to see if any new trends are developing. He said this type of research is important because it provides industries with an idea of what people want, so they can supply them with it.