Chapter 16 Symbolic Consumer Behavior

Chapter 16 Symbolic Consumer Behavior Chapter 16 Symbolic Consumer Behavior - Start

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Chapter 16 Symbolic Consumer Behavior




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Presentations text content in Chapter 16 Symbolic Consumer Behavior

Slide1

Chapter 16

Symbolic

Consumer Behavior

Slide2

Learning Objectives~ Ch. 16

Discuss how products, special possessions, and consumption activities gain symbolic meaning and how this meaning is conveyed from one consumer to another.

Identify how marketers can influence or make use of the symbolic meaning that consumption may have for consumers.

Distinguish between sacred and profane entities, and show why this distinction is important for marketing strategy.

Understand the process of gift giving and describe how marketers can use knowledge of this process to market more effectively.

Slide3

Symbolic Meaning

Derived from culture

Categories

Principles

Derived from consumer

Symbols used to say something

Consumer as a member of group or unique individual

Slide4

Emblematic Function

Geographic

Ethnic

Social class

Gender

Reference group

Slide5

Establishing Emblematic Function

Development

Communication

Reinforcement

Removal

Slide6

Role Acquisition Function

Phases

Separation

Transition

Incorporation

Symbols/rituals: Reflexive evaluation

Marital

Cultural

Social status

Slide7

Other Symbolic Functions

Connectedness

Expressiveness

Multiple functions

Symbols & self-concept: Identity schemas

Actual

Ideal

The extended self

Slide8

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

Slide9

Types of Special Possessions

Brands

Pets

Memory-laden objects

Achievement symbols

Collections

What are your special possessions and why are they special to you?

Slide10

Why Some Products Are Special

Symbolic value

Mood-altering properties

Instrumental importance

Consumer characteristics

Social class

Gender

Age

Slide11

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)

Slide12

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)

Slide13

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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