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.. ID: 662160
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Chapter 16
Symbolic
Consumer Behavior
Slide2Learning 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.
Slide3Symbolic Meaning
Derived from culture
Categories
Principles
Derived from consumer
Symbols used to say something
Consumer as a member of group or unique individual
Slide4Emblematic Function
Geographic
Ethnic
Social class
Gender
Reference group
Slide5Establishing Emblematic Function
Development
Communication
Reinforcement
Removal
Slide6Role Acquisition Function
Phases
Separation
Transition
Incorporation
Symbols/rituals: Reflexive evaluation
Marital
Cultural
Social status
Slide7Other Symbolic Functions
Connectedness
Expressiveness
Multiple functions
Symbols & self-concept: Identity schemas
Actual
Ideal
The extended self
Slide8Marketing/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
Slide9Types of Special Possessions
Brands
Pets
Memory-laden objects
Achievement symbols
Collections
What are your special possessions and why are they special to you?
Slide10Why Some Products Are Special
Symbolic value
Mood-altering properties
Instrumental importance
Consumer characteristics
Social class
Gender
Age
Slide11Rituals & 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)
Slide12Sacred 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)
Slide13Gift-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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