DB compensatory decision making bias
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MKTG4120_PPT_Ch16.pptxChapter 16
Symbolic
Consumer Behavior
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© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Symbolic Meaning
Derived from culture
Categories
Principles
Derived from consumer
Symbols used to say something
Consumer as a member of group or unique individual
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Consumption Symbols
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Meaning Transfer from Culture to Product & Consumer
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Emblematic Function
Geographic
Ethnic
Social class
Gender
Reference group
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Establishing Emblematic Function
Development
Communication
Reinforcement
Removal
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Role Acquisition Function
Phases
Separation
Transition
Incorporation
Symbols/rituals: Reflexive evaluation
Marital
Cultural
Social status
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Model of Role Acquisition
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Other Symbolic Functions
Connectedness
Expressiveness
Multiple functions
Symbols & self-concept: Identity schemas
Actual
Ideal
The extended self
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Marketing/Development of Consumer Self-Concepts
Product fit with self-concept
Product fit with multiple self-concepts
Advertising fit with self-concepts
Event fit with self-concepts (This event is me!)
Sponsor fit with self-concepts
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Types of Special Possessions
Brands
Pets
Memory-laden objects
Achievement symbols
Collections
What are your special possessions and why are they special to you?
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Collections
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Characteristics of Special Possessions
Not sold at market value
Few/no substitutes
Not discarded
Not always used for original purpose
Evoke powerful emotions
Frequently personified
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Why Some Products Are Special
Symbolic value
Mood-altering properties
Instrumental importance
Consumer characteristics
Social class
Gender
Age
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Rituals & CB
Possession (e.g., blinging your phone or car)
Grooming (e.g., shower)
Divestment (e.g., deleting all files off computer prior to donating)
Disposing (e.g., training wheels)
Other rituals: Practice rituals (e.g., the prom), rites of passage rituals (e.g., confirmation)
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Sacred Meaning
Sacred entities: great respect (e.g., The Pope, The Alamo, The Great Wall of China, Princess Di)
Profane things: ordinary/mundane
People, objects, & places
Characteristics
Involve mystery/myth
Strong approach/avoidance; feeling of power
Scarcity/exclusivity
How profaned
Treated with disrespect
Commercialized (Elvis, Michael Jackson)
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Sacred Entities
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Gift-Giving Process
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Gift-Giving
Promote products/services as gifts
Cause-related marketing for frivolous products
Technology & gift shopping
Ethnicity & holiday shopping
Alternatives to traditional gifts (e.g., anti-gift certificates)
Apparent in holidays like Valentine’s Day, which have elements of market resistance
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