1 / 16

PART 5 CONSUMER BEHAVIOR OUTCOMES

PART 5 CONSUMER BEHAVIOR OUTCOMES. Chapter 18 SYMBOLIC CONSUMER BEHAVIOR. CHAPTER OVERVIEW. Symbolism 4 ways products create “meaning” Symbolism and self-concept Collections and special possessions Characteristics Sacred & Profane Gift giving Three stages.

elina
Télécharger la présentation

PART 5 CONSUMER BEHAVIOR OUTCOMES

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. PART 5 CONSUMER BEHAVIOR OUTCOMES

  2. Chapter 18SYMBOLIC CONSUMER BEHAVIOR

  3. CHAPTER OVERVIEW • Symbolism • 4 ways products create “meaning” • Symbolism and self-concept • Collections and special possessions • Characteristics • Sacred & Profane • Gift giving • Three stages

  4. Symbolic Consumer Behavior: What Is It? • Utilitarian vs. symbolic behavior • Value expression • Statement of belonging--distinction from possible outgroups

  5. Symbolism and Culture • What should a “respectable” person look like? Why does that standard exist? • What is considered “beautiful” within a culture? • Differences within subcultures

  6. Symbolism • Communicates “who” or “what” we are, what we stand for, etc. • Functions of Symbolism • E • Role acquisition • Connectedness • E

  7. The Emblematic Function • Products (or features) that communicates something about your group membership • Harley-Davidson tattoo • Police uniform • Greek Letters

  8. The Role Acquisition Function • Using products to aid the transition to a new role or feel more comfortable in a new role. Stages include • Separation • Transition • Incorporation • Rituals & Transitions

  9. The Connectedness Function • Use of products as symbols or our personal connections to people, events, etc. • Memories, photo albums, etc. • Items with sentimental value • Holiday traditions

  10. The Expressiveness Function • Using products as symbols to demonstrate our uniqueness. • The way we dress • Body “art” • Music

  11. Application Exercise • Individually, write down 1-2 personal examples of each of the four “functions of symbolism” we just discussed. • On my signal, get into groups of 2 and share your examples for each of the functions of symbolism. • Write your name on your paper, I will collect them.

  12. Symbols and the Self-Concept • Actual identity schemas • e.g., student, artist, athletes, parents, executives • Ideal identity schema • how the identity would look in its ideal form

  13. Special Possessions • Types • Pets • Memory-laden objects • Achievement symbols • Collections • Characteristics • not sold at market value • purchased w/out regard for price • no real substitutes • may not be used for original purpose • personified

  14. SACRED: Things, people, and objects which are set apart “worshipped” treated with great respect PROFANE: Common usage items disposable ordinary no special significance The Sacred and the Profane

  15. Gift Giving • Three Stages • G • P • R

  16. Chapter 18 Summary • Symbolic Consumer Behavior • Four functions of symbolism • Symbolism and the self-concept • Special Possessions • Sacred & Profane • Gift giving

More Related