1. Copyright © Cengage Learning. All rights reserved.17 | 1 Chapter 17 Symbolic Consumer Behavior

2. 17 | 2 Copyright © Cengage Learning. All rights reserved. Learning Objectives 1.How symbolic meaning is gained and conveyed from one consumer to another. 2.Influencing symbolic meaning. 3.Sacred versus profane entities. 4.The process of gift giving.

3. 17 | 3 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Symbolic Consumer Behavior (Exhibit 17.1)

4. 17 | 4 Copyright © Cengage Learning. All rights reserved. Sources/Functions of Symbolic Meaning Derived from culture –Categories –Principles Derived from consumer –Symbols used to say something –Consumer as a member of group or unique individual

5. 17 | 5 Copyright © Cengage Learning. All rights reserved. Sources and Functions of Consumption Symbols (Exhibit 17.2)

6. 17 | 6 Copyright © Cengage Learning. All rights reserved. Transfer of Meaning from Culture to Product and Consumer (Exhibit 17.3)

7. 17 | 7 Copyright © Cengage Learning. All rights reserved. Emblematic Function Geographic Ethnic Social class Gender Reference group

8. 17 | 8 Copyright © Cengage Learning. All rights reserved. Establishing Emblematic Function Development Communication Reinforcement Removal

9. 17 | 9 Copyright © Cengage Learning. All rights reserved. Role Acquisition Function Phases –Separation –Transition –Incorporation Symbols/rituals: Reflexive evaluation Marital Cultural Social status

10. 17 | 10 Copyright © Cengage Learning. All rights reserved. Model of Role Acquisition (Exhibit 17.5)

11. 17 | 11 Copyright © Cengage Learning. All rights reserved. Other Symbolic Functions Connectedness Expressiveness Multiple functions Symbols and self-concept: Identity schemas –Actual –Ideal

12. 17 | 12 Copyright © Cengage Learning. All rights reserved. Marketing/Development of Consumer Self-Concepts Product fit with self-concept Product fit with multiple self-concepts Advertising fit with self-concepts

13. 17 | 13 Copyright © Cengage Learning. All rights reserved. Types of Special Possessions Special brands Pets Memory-laden objects Achievement symbols Collections

14. 17 | 14 Copyright © Cengage Learning. All rights reserved. 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

15. 17 | 15 Copyright © Cengage Learning. All rights reserved. Why Are Some Products Special? Symbolic value Mood-altering properties Instrumental importance Consumer characteristics –Social class –Gender –Age

16. 17 | 16 Copyright © Cengage Learning. All rights reserved. Rituals Used with Special Possessions Possession Grooming Divestment Disposing

17. 17 | 17 Copyright © Cengage Learning. All rights reserved. Sacred Meaning Sacred entities: great respect Profane things: ordinary/mundane People, objects, and places Characteristics –Involve mystery/myth –Strong approach/avoidance; feeling of power –Scarcity/exclusivity How profaned –Treated with disrespect –Commercialized

18. 17 | 18 Copyright © Cengage Learning. All rights reserved. Model of Gift-Giving Process (Exhibit 17.12)

19. 17 | 19 Copyright © Cengage Learning. All rights reserved. Building on Gift-Giving Process Promote products/services as gifts Cause-related marketing for frivolous products Technology and gift shopping Ethnicity and holiday shopping Alternatives to traditional gifts