Chapter 16 Symbolic Consumer Behavior Learning Objectives To

Chapter 16 Symbolic Consumer Behavior

Learning Objectives To determine: 1. How symbolic meaning is gained & conveyed from one consumer to another 2. Influencing symbolic meaning 3. Sacred versus profane entities 4. The process of gift giving

Symbolic Consumer Behavior

Symbolic Meaning Derived from culture – Categories – Principles Derived from consumer – Symbols used to say something – Consumer as a member of group or unique individual

Consumption Symbols

Meaning Transfer from Culture to Product & Consumer

Emblematic Function Geographic Ethnic Social class Gender Reference group

Establishing Emblematic Function Development Communication Reinforcement Removal

Role Acquisition Function Phases – Separation – Transition – Incorporation Symbols/rituals: Reflexive evaluation Marital Cultural Social status

Model of Role Acquisition

Other Symbolic Functions Connectedness Expressiveness Multiple functions Symbols & self-concept: Identity schemas – Actual – Ideal – The extended self

Marketing/Development of Consumer Self-Concepts Product fit with self-concept Product fit with multiple self-concepts Advertising fit with self-concepts Event fit with self-concepts (This event is me!) Sponsor fit with self-concepts

Types of Special Possessions Brands Pets Memory-laden objects Achievement symbols Collections What are your special possessions and why are they special to you?

Characteristics of Special Possessions Not sold at market value Few/no substitutes Not discarded Not always used for original purpose Evoke powerful emotions Frequently personified

Why Some Products Are Special Symbolic value Mood-altering properties Instrumental importance Consumer characteristics – Social class – Gender – Age

Rituals & CB Possession (e. g. , blinging your phone or car) Grooming (e. g. , shower) Divestment (e. g. , deleting all files off computer prior to donating) Disposing (e. g. , training wheels) Other rituals: Practice rituals (e. g. , the prom), rites of passage rituals (e. g. , confirmation)

Role transitions, including changes in marital status such as getting married, involve a variety of products and rituals. Used by permission of Sony Electronics Inc.

Sacred Meaning Sacred entities: great respect (e. g. , The Pope, The Alamo, The Great Wall of China, Princess Di) Profane things: ordinary/mundane People, objects, & places Characteristics – Involve mystery/myth – Strong approach/avoidance; feeling of power – Scarcity/exclusivity How profaned – Treated with disrespect – Commercialized (Elvis, Michael Jackson)

Gift-Giving Process

Gift-Giving Promote products/services as gifts Cause-related marketing for frivolous products Technology & gift shopping Ethnicity & holiday shopping Alternatives to traditional gifts (e. g. , anti-gift certificates) Apparent in holidays like Valentine’s Day, which have elements of market resistance

Questions?