Symbolic Consumer Behavior Chapter 16 Symbolic Consumer Behavior

Learning Objectives~ Ch. 16 Discuss how products, special possessions, and consumption activities gain symbolic meaning and how this meaning is conveyed from one consumer to another. Identify how marketers can influence or make use of the symbolic meaning that consumption may have for consumers. Distinguish between sacred and profane entities, and show why this distinction is important for marketing strategy. Understand the process of gift giving and describe how marketers can use knowledge of this process to market more effectively.

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

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

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?

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)

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 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