1 PART 5 CONSUMER BEHAVIOR OUTCOMES

2 Chapter 18 SYMBOLIC CONSUMER BEHAVIOR

3 CHAPTER OVERVIEW u Symbolism u 4 ways products create “meaning” u Symbolism and self-concept u Collections and special possessions u Characteristics u Sacred & Profane u Gift giving u Three stages

4 Symbolic Consumer Behavior: What Is It? u Utilitarian vs. symbolic behavior u Value expression u Statement of belonging-- distinction from possible outgroups

5 Symbolism and Culture u What should a “respectable” person look like? Why does that standard exist? u What is considered “beautiful” within a culture? u Differences within subcultures

6 Symbolism u Communicates “who” or “what” we are, what we stand for, etc. u Functions of Symbolism u E u Role acquisition u Connectedness u E

7 The Emblematic Function u Products (or features) that communicates something about your group membership u Harley-Davidson tattoo u Police uniform u Greek Letters

8 The Role Acquisition Function u Using products to aid the transition to a new role or feel more comfortable in a new role. Stages include u Separation u Transition u Incorporation u Rituals & Transitions

9 The Connectedness Function u Use of products as symbols or our personal connections to people, events, etc. u Memories, photo albums, etc. u Items with sentimental value u Holiday traditions

10 The Expressiveness Function u Using products as symbols to demonstrate our uniqueness. u The way we dress u Body “art” u Music

11 Application Exercise u Individually, write down 1-2 personal examples of each of the four “functions of symbolism” we just discussed. u On my signal, get into groups of 2 and share your examples for each of the functions of symbolism. u Write your name on your paper, I will collect them.

12 Symbols and the Self-Concept u Actual identity schemas u e.g., student, artist, athletes, parents, executives u Ideal identity schema u how the identity would look in its ideal form

13 Special Possessions u Types u Pets u Memory-laden objects u Achievement symbols u Collections u Characteristics u not sold at market value u purchased w/out regard for price u no real substitutes u may not be used for original purpose u personified

14 The Sacred and the Profane u SACRED: Things, people, and objects which are u set apart u “worshipped” u treated with great respect u PROFANE: Common usage items u disposable u ordinary u no special significance

15 Gift Giving u Three Stages u G u P u R

16 Chapter 18 Summary u Symbolic Consumer Behavior u Four functions of symbolism u Symbolism and the self-concept u Special Possessions u Sacred & Profane u Gift giving