1 / 13

Chapter 16

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.

seoras
Download Presentation

Chapter 16

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 16 Symbolic Consumer Behavior

  2. 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.

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

  4. Emblematic Function • Geographic • Ethnic • Social class • Gender • Reference group

  5. Establishing Emblematic Function • Development • Communication • Reinforcement • Removal

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

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

  8. 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

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

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

  11. 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)

  12. 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)

  13. 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

More Related