Chapter 16- symbolic consumer behavior

sources and functions of symbolic meaning
categories and principas
Sources and functions of consumption symbols
emblematic function, contentedness function, roe acquisition function, and expressiveness function
Emblematic function
use of products to symbolize out membership in various social groups (product meaning derives from culture and product use is group member)
marketing implications for emblematic function
product development, reinforcement, and removal
Role acquisition Function Phases
Separation, transition, and incorporation
Role Acquisition Function
phases, symbols, rituals, reflexive evaluation (feedback from others), marital, cultural, and social status
Marketing implications for Role Acquisition
target consumers in transition, developing inventory, promotions, product constellations, and managing rituals
product constelllations
groups of products to consumers in transition (one stop shop)
Connectedness function
express our membership in a group and symbolize our persona connections to significant people, events, or experiences in out lives (ex: recipes, family photos, and heirlooms)
Expressiveness Function
the use of a product as a symbol to demonstrate our uniqueness (ex: art, decorations, hairstyles, and body piercing/tattoos)
Marketing implications for contentedness function
offer nostalgic products
marketing implications for expressiveness function
offer customizable products
symbols and self-concept
identity with brands that are most consistent with ourselves (ideal and actual)- social identity theory
Marketing implications of self-concepts
product fit with multiple self concepts and self-concept
What makes products special
symbolic value, mood-altering properties, and instrumental importance
Types of special possessions
special brands (lovemarks), pets, memory-laden objects, achievement symbols, and collections
Instrumental importance for special posessions
functional value of an phone helps me get things done
Rituals used with special posessions
possession, grooming, divestment, and disposing
possession ritual
how we make products our own
divestment ritual
how we remove all personal traces from an object before disposing of it
disposing ritual
done often when going through a period of change/crisis-may give things to significant others to invoke memories, show love, or lead to symbolic immortality
3 stages of gift giving
gestation, presentation, and reformulation
Gestation stage
when we consider what to give someone
Presentation stage
when we actually give the gift
Reformulation stage
when we reevaluate the relationship based on the gift-giving experience
Parts of the gestation stage
motives, nature of the gift, value of the gift, and search time
Parts of presentation stage
ceremony, timing/surprise elements, attention to the recipient, and recipient’s reaction
Parts of the Reformulation Stage
Relationship bonding and reciprocation
Motives in the Gestation stage
altruistic, agnostic, instrumental, reduce guilt (compensatory giving), and antagonistic
Markteing implications for gift giving
promote products/services as gifts, technology/gift shopping, and alternatives to traditional gifts