象征性的CB家居基社盟奇科.pptVIP

PART 5 CONSUMER BEHAVIOR OUTCOMES Chapter 18SYMBOLIC CONSUMER BEHAVIOR CHAPTER OVERVIEW Symbolism 4 ways products create “meaning” Symbolism and self-concept Collections and special possessions Characteristics Sacred Profane Gift giving Three stages Symbolic Consumer Behavior: What Is It? Utilitarian vs. symbolic behavior Value expression Statement of belonging--distinction from possible outgroups Symbolism and Culture What should a “respectable” person look like? Why does that standard exist? What is considered “beautiful” within a culture? Differences within subcultures Symbolism Communicates “who” or “what” we are, what we stand for, etc. Functions of Symbolism E Role acquisition Connectedness E The Emblematic Function Products (or features) that communicates something about your group membership Harley-Davidson tattoo Police uniform Greek Letters The Role Acquisition Function Using products to aid the transition to a new role or feel more comfortable in a new role. Stages include Separation Transition Incorporation Rituals Transitions The Connectedness Function Use of products as symbols or our personal connections to people, events, etc. Memories, photo albums, etc. Items with sentimental value Holiday traditions The Expressiveness Function Using products as symbols to demonstrate our uniqueness. The way we dress Body “art” Music Application Exercise Individually, write down 1-2 personal examples of each of the four “functions of symbolism” we just discussed. On my signal, get into groups of 2 and share your examples for each of the functions of symbolism. Write your name on your paper, I will collect them. Symbols and the Self-Concept Actual identity schemas e.g., student, artist, athletes, parents, executives Ideal identity schema how the identity would look in its ideal form Special Possessions Types Pets Memory-laden objects Achievement symbols Collections Characteristics not sold at market value purchased w/out regard for price no real substitu