Copyright Atomic Dog Publishing, 2002 Chapter 5 Symbolic Consumption, Self- Image and Personality

Copyright Atomic Dog Publishing, 2002 Chapter Spotlights Symbolic consumption – how symbols influence consumer behavior Brand-user image and brand personality Self-image in the marketplace Personality and personality traits

Copyright Atomic Dog Publishing, 2002 Symbolic Consumption It is the process through which consumers – on the basis of symbols – buy, consume, and dispose of products and services. Consumers buy and use goods and services for their utility/psychological benefits and the things that they represent. Therefore part of consumption is symbolic

Copyright Atomic Dog Publishing, 2002 Semiotics Semiotics is the study of signs and their meanings. Researchers work to understand: How consumers use signs to interpret the world How signs are chosen and given meaning How these signs provide insights into the lives of consumers

Copyright Atomic Dog Publishing, 2002 Signs and their Influence Icons – visual representations of objects, persons, or events Clear, unambiguous Indexes – easily recognizable property(ies) of the idea that they represent E.g., the “click” of a well-struck golf shot Symbols – learned associations between a signifier and a signified that are used to communicate ideas. Tony the Tiger, Froot Loops Toucan

Copyright Atomic Dog Publishing, 2002 How Consumers Perceive Brands Brand Image: the overall vision or position of a brand in the mind of the consumer. It is a combination of both tangible and intangible attributes Attributes are classified by the type of consumer benefits they deliver: utilitarian or functional, experiential or aesthetic, and value-expressive.

Copyright Atomic Dog Publishing, 2002 Types of Consumer Needs Utilitarian or Functional Products that help consumers remove or avoid problems – e.g., a driver’s side air bag Experiential or aesthetic (psychological) Products that satisfy sensory expectations - -- e.g., the unique atmosphere of a fine restaurant, the way you feel in a new business suit

Copyright Atomic Dog Publishing, 2002 Needs (continued) Value-Expressive or Symbolic Needs Products that help consumers express their self- image – e.g., buying a sports car versus buying a compact car, because the former is “you” Hence brand image/”personality” is tied to the brand-user image based on value-expressive attributes that characterize the brand. Brand image versus self image – congruence concerns

Copyright Atomic Dog Publishing, 2002 Forms of Self-Image Self-image is the configuration of beliefs related to the self Actual self-image (or private self): it involves those images that one has of oneself about which one feels protective – how consumers see themselves The self-consistency motive: doing things that are consistent with one’s own self-image

Copyright Atomic Dog Publishing, 2002 Forms of Self-Image (continued) Ideal self-image: how consumer would like to be By acquiring products consistent with their ideal self-image, consumers may boost their self-esteem. Self-esteem motive is at work here. Social self-image: how we believe other people see us The social consistency motive is present

Copyright Atomic Dog Publishing, 2002 Forms of Self-Image (continued) Ideal social self-image: how consumers would like others to see them The social approval motive is working here: doing things that would cause others to think highly of them.

Copyright Atomic Dog Publishing, 2002 Self-Congruity Self-image congruity: when a consumer’s self-image matches brand-user image Actual self-congruity: brand user image matches consumer’s actual self-image Ideal self-congruity: brand user image matches consumer’s ideal self-image Social self-congruity: brand user image matches consumer’s social self-mage Ideal social self-congruity: brand user image matches consumer’s ideal social self-image

Copyright Atomic Dog Publishing, 2002 Gender Roles and Self-Image In the marketplace some products are viewed as “men’s” or “women’s” Gender-typed product image targeted to match consumers’ gender-role orientation: Masculinity – independence, toughness, aggressiveness, competitiveness, achievement, rebelliousness Femininity – tenderness, sensitivity, dependence, compliance, cooperation Androgyny – both masculine and feminine characteristics

Copyright Atomic Dog Publishing, 2002 Body Image Body image is how people view their bodies, physical selves, and appearance. “Body cathexis” – tendency to be satisfied with a particular feature or body part Image is central to personal identity Body image - actual vs. ideal

Copyright Atomic Dog Publishing, 2002 Personality An individual’s response tendencies across situations and over time People also have consumption-specific personalities State approach to personality Personality formed based on external influences Trait approach to personality Personality formed based on person’s position on the general traits possessed by all people

Copyright Atomic Dog Publishing, 2002 How General Personality Traits Influence Consumer Behavior (See Exhibit 5-6 for Summary) Compliance – moving consistently toward the stressor (the person or object generating the stress) and becoming dependent on that person or object. Products designed to enhance social relationships are in favor Aggressiveness – moving consistently against the stressor Products associated with high status and success images are in favor Detachment – moving consistently away from the stressor Products that appeal to independence are in favor

Copyright Atomic Dog Publishing, 2002 Traits (continued) Generalized self-confidence – being comfortable making decisions choosing brands from lesser-known companies being the first to adopt new products Self-consciousness – the tendency of being keenly aware of oneself in many situations Being sensitive to the image people communicate to others; reflected in product/service choices

Copyright Atomic Dog Publishing, 2002 Traits (continued) Self-monitoring – the ease with which people adapt to different situations and so manage the impressions they make on others High self monitors are more influenced by image advertising than informational advertising. Acquisition self-presentation: self-monitoring in situation where there is a chance for social gain, or if social risk is high; affects product choices Protective self-presentation: self-monitoring out of fear of socially adverse effects; affects product choices

Copyright Atomic Dog Publishing, 2002 Traits (continued) Self-esteem – how one feels about him/herself, the level of regard for oneself High self-esteem  feeling good about oneself and expecting more Dogmatism – the tendency of being closed- minded, seeing life in terms of black and white Less receptive to new or unfamiliar stimuli

Copyright Atomic Dog Publishing, 2002 Traits (continued) Rigidity – being less flexible than others in tastes and preferences Rigidity correlates negatively with risk- taking behavior Tolerance of ambiguity Willingness to deal with ambiguous (unclear best choice) purchase decisions Tolerant people gather information by shopping around (exploratory behavior)

Copyright Atomic Dog Publishing, 2002 Traits (continued) Attention to social comparison information (ASCI) Those who score high on ASCI are likely to change their beliefs, attitudes and behavior toward products and brands to conform to group norms Optimum stimulation level (OSL) –refers to the greater desire that some people have to explore the environment and to seek stimulation from others. State versus action orientation Separateness-connectedness

Copyright Atomic Dog Publishing, 2002 Traits (continued) Impulsiveness It is measured using 12 adjectives*: impulsive, careless, self-controlled (RC**), extravagant, farsighted (RC), responsible (RC), restrained (RC), easily tempted, rational (RC), methodical (RC), enjoy spending, and planner (RC). ** RC = Reverse coded * Measured on a scale varying from “usually would describe me” to “seldom would describe me”

Copyright Atomic Dog Publishing, 2002 Traits (continued) Extroversion – refers to the extent to which people seek stimulation from the environment extroversion-introversion Neuroticism –the tendency to experience negative affect

Copyright Atomic Dog Publishing, 2002 Traits (continued) Need for cognition – the tendency to think through purchase decisions more thoroughly than others Individuals high in need for cognition tend to process advertising arguments more extensively Need for power – the motivation to impact, control, or influence others

Copyright Atomic Dog Publishing, 2002 Traits (continued) Need for affiliation – the motivation to act, establish, restore, or maintain a close, warm, friendly relationship with others Need for achievement – the motivation to perform on tasks to achieve excellence or to outperform others

Copyright Atomic Dog Publishing, 2002 Traits (continued) Affect intensity – experiencing emotions with greater strength when exposed to emotionally charged situations (both positive and negative)

Copyright Atomic Dog Publishing, 2002 Specific Personality Traits and Consumer Behavior The “market maven” consumer – a consumer who has information about many kinds of products, places to shop, and other aspects of the marketplace. Has early awareness of new products Exhibits high levels of specific information provision to others Demonstrates a high level of general market information Demonstrates a high level of market interest Tends to read much of direct mail advertising Implications for the marketing of new products Should be targeted early in the introduction of new products and services

Copyright Atomic Dog Publishing, 2002 Consumer Innovativeness (See Exhibit 5-7 for Summary) The tendency of some consumers to be among the first to purchase new products within specific categories Diffusion of innovations Implications for the marketing of new products

Copyright Atomic Dog Publishing, 2002 Opinion Leadership An opinion leader is a person who is well versed in a product or service category Motivated to “spread the word” (positive or negative) Market maven versus opinion leader Implications for the marketing technological innovations

Copyright Atomic Dog Publishing, 2002 Product-specific Self- Confidence This is the extent to which certain consumers feel confident about making decisions about products in a specific category (e.g., computers, automobiles) Implications for specialty products and specialty stores

Copyright Atomic Dog Publishing, 2002 Product-Specific Self-Efficacy This is the level of the consumer’s belief in his or her own performance capability or competence in relation to a product category (e.g. ease in working with PDA’s) Implications for the resistance to and adoption of technological innovations

Copyright Atomic Dog Publishing, 2002 Product-specific Subjective Knowledge It refers to what consumers perceive they know about the product in question. It is measured by various statements designed to capture what the consumers perceive they know. Subjective knowledge may correlate significantly and positively with measures of objective knowledge.

Copyright Atomic Dog Publishing, 2002 Other Consumption-specific Personality Traits Coupon proneness – the tendency to redeem coupons by purchasing the advertised product or service Value consciousness – the amount of concern the consumer has for need-satisfying properties of the product or service in relation to the price of that product or service Deal proneness – the tendency to look for “deals”

Copyright Atomic Dog Publishing, 2002 Other traits (continued) Product-specific involvement – being emotionally involved in a particular product class or category