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Chapter 17 Symbolic Consumer Behavior

Chapter 17 Symbolic Consumer Behavior. Social Meaning vs. Functional Utility Determinants of product evaluation and adoption. Symbolic Interactionism Perspective. Products convey meaning Through this meaning we can predict behavior

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Chapter 17 Symbolic Consumer Behavior

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  1. Chapter 17Symbolic Consumer Behavior • Social Meaning vs. Functional Utility • Determinants of product evaluation and adoption

  2. Symbolic Interactionism Perspective • Products convey meaning • Through this meaning we can predict behavior • One defines him/herself largely through their interaction with product meanings • Product symbolism can drive behavior by facilitating or inhibiting role performance

  3. Symbolic Interactionism Perspective:The Role Playing Self Role: A set of related meanings that direct an individual’s behavior in a social setting.

  4. Symbolic Interactionism Perspective:The Role Playing Self Do you feel different when you put on a business suit? Setting the stage for role performance The probability of a successful role performance is increased to the degree that the constellation of material symbols (products) surrounding the role player parallels the symbolism associated with that role

  5. Symbolic Interactionism Perspective:The Effect of Role Knowledge When will product symbolism be more likely to exert influence over behavior, when role knowledge is high or low?

  6. The Sources and Functions of Consumption Symbols SOURCES/ FUNCTIONS EMBLEMATIC ROLE ACQUISITION CONNECTEDNESS SYMBOLS/SELF CONCEPT SPECIAL POSSESSIONS GIFT GIVING SACRED MEANING

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