Narjess has conducted a research on "How Does advertising stimulate excessive consumption?" and she has collected qualitative data via interviewing 2 people (Anna & Ash) so far. please read carefully the key parts of transcriptions and help her in finding two key themes. you need to explain and justify why you selected these themes. please be mindful that you need to initially find the codes and then decide about the themes

Narjess Interviewed Anna

How would you define excessive consumption?

I would define excessive consumption to be when an individual or even a group of people over

consumes something in excess, whether it be shopping, drinking or eating.

How does advertising influences your everyday buying behaviour?

Advertising has a huge influence on my everyday buying behaviour. I am constantly reminded that I

am hungry when I pass a 'Mcdonalds ' sign, so later I will buy a burger or I will see a clothing

advertisement online and feel the urge to buy a new outfit with my next pay-check. I am a person

who constantly feels the need to consume and advertising aids this.

Do you think advertising manipulates your buying behaviour?

Advertising definitely manipulates my buying behavior because daily, I am forced to watch ads, or

see ads and it creates an emotional response inside of me. I often feel the need to get a product, or

eat a certain food or sometimes, to even think a certain way.

Why do you upgrade products, when the original is in perfect condition?

I upgrade products, especially clothing, to always remain in style. People always want the newest

and the flashiest. They want to be envied by those around them.

Have you made any impulse purchases lately? What made you buy the product?

I did make an impulse purchase this week. It was the 'Kylie Jenner Lip Kit'. I had seen all these

attractive beauty bloggers putting this amazing matte, red lipstick on and believed that my lips too,

should look that amazing.

Narjess Interviewed Ash

How would you define excessive consumption?

Consuming more than you need. Unnecessary consumption that can be harmful in many ways.

How does advertising influences your everyday buying behaviour?

If I like something I see, I'll buy it. The way it's advertised definitely is a stimulant. If it's super

chic - I need it, if it's Nike - I need it, if all the celebrities are wearing it - I need it. Email adverts

always get me, I always need to know sales or new products are now on sale.

Do you think advertising manipulates your buying behaviour?

Yes, I'm easily convinced by advertisements to buy more than I came in for. I love sportswear and

makeup, so if my favourite athletes or beauty gurus are collaborating with my favourite brands I just

have to buy it. I see this all the time when I'm on one website and a banner for another website

shows up advertising a new collaboration or collection - it gets me every time.

Why do you upgrade products, when the original is in perfect condition?

I just love having the latest and new things. It gives a sense of superiority I guess, I feel like I'm

ahead of the times when I upgrade my gear.

Have you made any impulse purchases lately? What made you buy the product?

I bought a pair boots and ended up buying some sandals because the promotion was buy one get one50%. Promotions like this get me every time. I like the idea of saving on items even though I am still buying the product when I don't need it, it's a very me thing to do.

What type of promotion it was?

Emails and ad banners always attract my attention. Especially if it's a sale.