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