14 - Symbolic Consumer Behaviour

Question 1

Symbolic value

Answer 1

Something that triggers a connection to the consumer
eg: Molsons - Canadian, Harley - bikers

Question 2

4 types of symbolic value (ECRE)

Answer 2

Emblematic
Connectedness
Role Acquisition
Expressiveness

Question 3

Emblematic symbolic value

Answer 3

Connection to broad/general external groups, such as country, ethnicity, gender, social class, sub-cultures

Question 4

Sub-cultures

Answer 4

Transfers cultural meaning
eg: Porsche = motorsport fans sub-culture
Roots = Canadian brand

Question 5

Connectedness symbolic value

Answer 5

Connection to local/narrow external groups, such as family, friends, classmates, colleagues at work, product communities
eg: McGill Redbirds

Question 6

Role acquisition symbolic value

Answer 6

Connection to lifestyle, such as student, professional, married, upper class, artist lifestyles
eg: Target sales for “get back to school”

Question 7

Expressiveness symbolic value

Answer 7

Connection to one’s unique identity, such as dyed hair, technical fashion, bedroom decor, earrings, modded cars

Question 8

Special possessions

Answer 8

Have high symbolic and functional/emotional value
eg: pets, certificates, collections (starbucks mugs)

Question 9

Characteristics of special possessions

Answer 9

High WTP
Low WTS

Question 10

Rituals and special possessions

Answer 10

Rituals reinforce meaning in special possessions
eg: regular detailing of classic cars

Question 11

3 reasons to buy (CAS)

Answer 11

Cognitive (thoughts, TORA)
Affective (joy of driving)
Symbolic (connected)