Chapter 5

1. Chapter 5 Symbolic Consumption, Self-Image and Personality

2. Chapter Spotlights • Symbolic consumption – how symbols influence consumer behavior • Brand-user image and brand personality • Self-image in the marketplace • Personality and personality traits

3. Symbolic Consumption • It is the process through which consumers buy, consume, and dispose of products and services on the basis of their meaning to themselves and others. • Consumers buy and use goods and services for the utility/psychological benefits delivered and the things that they represent. • Therefore part of consumption is symbolic

4. Semiotics • Semiotics is the study of signs and their meanings. Key questions are: • How do consumers use signs to interpret the world • How are signs chosen and given meaning • How do these signs provide insights into the lives of consumers

5. Signs and their Influence • Icons – visual representations of objects, persons, or events • Clear, unambiguous; e.g. “Janitor in a Drum” • 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

6. 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.

7. 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

8. 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” • 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

9. 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

10. 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

11. 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.

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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)

21. 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

22. 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). * Measured on a scale varying from “usually would describe me” to “seldom would describe me” ** RC = Reverse coded

23. Traits (continued) • Extroversion – refers to the extent to which people seek stimulation from the environment • extroversion-introversion • Neuroticism –the tendency to experience negative affect

24. 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

25. 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

26. Traits (continued) • Affect intensity – experiencing emotions with greater strength when exposed to emotionally charged situations (both positive and negative)

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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.

33. 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”

34. Other traits (continued) • Product-specific involvement – being emotionally involved in a particular product class or category