Symbolic consumer behavior

Symbolic consumer behavior

1. Sources and Functions of Symbolic Meaning

   • Meaning Derived from Culture
     • Cultural categories
       • grouping of objects that reflect our culture
       • Cultural principles
   • Meaning Derived from the Consumer
     • Emblematic function
       • use of products to symbolize membership in social groups
       • emblems as
         • geographic
         • ethnic
         • social class
         • gender
         • reference groups
     • The Role Acquisition Function
       • Phases
         • separation
         • transition
         • incorporation
       • Use of Symbols and Rituals in Role Transitions
         • reflexive evaluation
         • examples
           • marital trans
           • cultural trans
           • social status trans
     • The Connectedness Function
       • express our membership in a significant group
     • The Expressiveness Function
       • reflects how unique we are
     • *Multiple Functions
       • A given product may serve several of the functions we just described
     • Symbols and self concept
       • actual identity schemas
       • ideal identity schema

2. Special Possessions and Brands

   • Special Brands
     • consumers feel emotionally attached to it
   • Special possesions
     • Types of Special Possessions
       • Pets
       • Memory-Laden Objects
       • Achievement Symbols
       • Collections
     • Characteristics
       • little regard for the price
       • few or no subtitutes
       • not always used for the original purpose
       • people personify these
   • Why are special
     • symbolic value
     • mood altering properties
     • instrumental importance
   • Consumer Characteristics Affect What Is Special
     • Social class
     • Gender
     • Age
   • Rituals
     • acquisition
       • *possesion rituals
     • usage
       • *Grooming rituals
     • disposition
       • *Divestment rituals

3. Sacred meaning

   • sacred entities
   • profane things

4. The Transfer of Symbolic Meaning Through Gift Giving

   • The Timing of Gifts
     • culturally determined
       • Valentine-s
       • Mothers-day
     • culturally prescribed but occur at a specific time
       • birthday
       • graduation
   • Stages of Gift Giving
     • The Gestation Stage
       • we consider what to give
       • involves
         • motives
           • altruistic
           • agnostic
           • obligation
           • guilt
         • emotions
         • nature-meaning
         • value
         • search time
     • The Presentation Stage
       • exchange of the gift
       • stages
         • ceremony
           • wrap or not
         • timing and surprise
         • attention to the recipient
         • recipients reaction
     • The Reformulation Stage
       • Relationship Bonding
       • Reciprocation