How do consumers make decisions? | The individual (subject) in his action reveals his individual, autonomous values; Values and decisions are independent. | The individual (subject) embodies collective institutions in his actions; individual decisions and actions are “moments” of routine social practices. |
What are routines, and how do they change? | Routines (habits) are individual; they are created by repeating individual actions. | Routines are social practices – they arise due to the reconfiguration of their elements. |
Subject of study | Individual decisions and actions of individuals. | Social practices change by questioning the principles of the value of existing practices and reconfiguring elements. |
How does an individual change decisions and actions | A change in the sphere of consciousness and values precedes and determines a change in actions (causality in one direction). |
New value principles exist when they are realized in repeated actions. A change in routine occurs after a period of improvisation by stakeholders (not just users) with new tools and rules; during the improvisation period, modifications or rejection of the new practice occur; new practices exist as long as they are implemented in repeated actions of stakeholders. |
What is the relevance of the problems formulated so far for research projects? | Research projects look for solutions to problems formulated before they are undertaken, e.g., reducing environmental pollution, obesity, cigarette smoking, and sugar consumption. | Research projects formulate the problems to be solved, which usually involve questioning existing principles of the value of existing practices and providing tools to implement new practices |
Data analysis | Data about consumers' decisions are interpreted as if they reflect their revealed preferences. | Data about consumer decisions are interpreted as the implementation of collective, routine practices |
What is an intervention to change activities? | Social campaigns and education aimed at changing the awareness and values of individual entities | The actions of many actors (stakeholders) co-create new routines, i.e., configurations of rules, resources, and activities; consumers implement new practices after improvisation with new tools. |
What is the effect of the intervention? | Better individual decisions in achieving a given goal, e.g., sustainable development values, obesity, etc. | New social practices with new, contextual principles of values and tools. |
How to study consumer practices? | Consumer practices are viewed as intuitive and predefined, remaining the same from study start to finish | Consumer practices are the findings of the research |
How does the new offer change consumer practice? |
New technology based-offers is adopted by beneficiaries The beneficiaries’ adaptation of the new offer is seen as equivalent to adopting the new consumer practice. New technology transforms the consumer practice |
New offer inspires beneficiaries to improvise and perform practices different than just usage of the offers. |
What are the relations between the consumer practices? | Consumer practices are bundled and performed at the same time or in the same places |
Consumers perform particular practices as mediators among other practices Reducing the stiffness of the practice timetable may reduce the intensity of the mediating practice |
What is the enrichment for beneficiaries? | More modalities of the practice enrich consumer experience. | Reducing the intensity of practice can benefit consumers, leading to potential enrichment |
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