symbolic consumer behaviour Flashcards
cultural categories
the natural grouping of objects that reflect our culture
what do we have cultural categories for
time, space and occasions
also ones that reflect characteristics of people
cultural principles
ideas or values that specify how aspects of our culture are organized and how are they should be perceived or evaluated
linked to gender, social status, age
product meaning comes from
emblematic function, connectedness function, role acquisition function and expressiveness function
looks at culture vs the individual and groups vs the individual
meaning derived from the consumer
consumers can develop their own indiudal meanings associated with products
can symbolize the person or about the group
the emblematic function
meaning derived from culture allows us to use products to symbolize our membership in various social groups
robes are associated with judges
music we listen to may symbolized us
we use brands to symbolize us
we can also make inferences about others
Focuses on group membership and cultural symbols, with a social or cultural message.
geographic emblems
pirudtcs can symbolize geographic identification
ex: if you wear lose colourthed clothes, may be from California
ethnic emblems
specify cultures
jews wear kipas
also food to express ethnic identity also how much and when we eat
social class emblems
products can also symbolize social class
rolls royce
what you wear–> could be uniforms to show you are rich
gender emblems
food, clothing, jewelry and alc
meat is seen as man foods whereas celery is female according t france
also how you eat your food reflects your gender
large vehicles are associated with males
reference group emblems
harley davidvson
consumers like a reference group emblem
rituals
symbol development
marketing can link a product and its attruites to a specific cultural lathery
can be difficult
symbol communication
can use ads to imbue a product with meaning through the setting for th ad and through other details
each element reinforces the meaning with the product
symbol reinforcement
reinforce the symbolic image
may use different strategies like pricing, distortion and product
symbol removal
some marketers have made a business of helloing consumers erase symbols associated with groups with which they no longer identify with
like removing tattoos
role acquisition phases
offerings cna help us feel more comfortable in new roles
we play many different roles
seperation: leaving an old phase, disposing of products associated with the role we are leaving
transition: from one role to another, new identities
incorporation: taking on the new role and identity associated with it
INDVIDIUAL
use of symbols and rituals in role transitions
we feel uncomfy in a new role, we have no experience so we engage in activities and buy products associated with that role so gain more confidence
we use products stereotypically associated with that role
rituals are important in role trasnisitons –> getting married you have the Bach party, wedding shower
reflexive evolution
we use symbols and engage in rituals to get feedback from participants
we want to feel more confident
marital transitions
which products do you keep once you are married
different cultures have dif marital rituals
also married to divorce, have to take back products or even destroy some , have difficulty fulfilling other symbolic functions
cultural transitions
change roles when moving to a new culture
abandon old customs
sometimes face barriers to new cultures so may participate in local events
depends on how long this role will last–> if you plan on never going back to India, may forget your Indian culture
social status transitions
new rich people will use possessions to demonstrate their wealth
new money show off
old money dont
role transitions and target consumers
consumers in transition are important
companies will target newly weds
role transitions as a means for developing inventory
markets can acquire inventory
role trasnisitons and product promotions
promot products as instrumental in incorporating a new role
selling product constellations
marketers cna stress the importance of groups of products to consumers in the process of role acquisition
managing rituals
marketers can help plan rituals and implement them
the connectedness function
oviduct meaning can come from the groups consumers being to
products can symbolize connectedness – Chinese use big tables
each family has their own traditions that foster connctness , could be looking at old fphotos, old items
makes us nostalgic and reaffirms social ties
the expressiveness function
reflects how unique we are, not how we relate to others
can be shown in art, leisure activities , clothing
multiple functions
products nay serve outline functions
symbols and self concept
symbolic functions maintain our self concept. actual identify schemas : a set of multiple salient idnetiris that reflect our self concept
ideal idnenty schema: a set of ideas about how the identity would be indicated in its ideal form
influence what we buy
marketing and the development of consumer self concepts
marketers play a role in both producing and maintaining our inciduals self concept
we maintain our self concept by selecting products with images that are consistent with it
product and brand fit with self concepts
marketers seek to create a close fit between the image of their brand and the actual or ideal identity of the consumer
more similar a products image is to the consumers self image, more we like he product
can enhance brand loyalty
product fit with multiple self concepts
self images are multifcaed so marketers have to determine wether products are consistent with one aspect or with all
advertising fit with self concepts
ads should appeal to the indemnity concept appropriate for the targeted segments gender and culture
frame switching
special brands
brand becomes special to consumers when they feel emotionally attached to it
more attachment= more they will buy it again
types of special pressions
pets: not every culture treats pets the same
memory laden objects: evolve emotions or special places, likee heirlooms, sohvenirs, reminds you of the experience
achievement symbols: possessions the symbolize achievement
collections: like sports memorabilia, seashells, view our collections as an extensions of ourselves
the characteristics that describe special possessions
have no or few subs
will not sell the possession / low price elsatxiity
people experience a reluctance to discard special possessions
will personify special possessions
why some products are special
- symbolic value
- mood altering properties –> pets make you feel better
- instrumental importance–> useful
consumer characteristics affect what is specia
- social class –> rich vs poor
2.gender–> men and women value different things - age –> different ages value dif things
rituals used with special possessions
we engage in rituals
at the acquisition stage: possession rituals allow the consumer to claim personal possession of new goods
consumption stage: consumer engage in grooming rituals
divestment rituals: wiping away all traces of personal meaning
rituals refer to a set of symbolic actions or routines that people perform with consistency, often because they hold special meaning for the individual.
disposing of special possessions
may dispose of special possessions in life transitions or approaching detath
sacred entities: places, people things that are set apart and worshiped, treated Wirth great respect, evoke powerful feelings , strong approach/avoidance characteristics , can be maintained by scarcity and exlusivvity
profane things: ordinary things , used for mundane purposes
creating and maintaining sacredness
marketers create sacdrenss in objects
avoiding the profaning of sacred objects and entities
objects can become profane because of commercialization
prodict involvement in sacred activities and rituals
marketers can sell products regarded as instrumental to the contunatuon or conduct of scared occasion or rituals
the timing of gifts
some gifts are cultural determined and timed
like mothers day, valentines day
birthdays, weddings, nubby showers
three stages of gift giving
- gestation stage
- presentation stage
- reformulation stage
the gestation stage
before a gift is given involves the motives for and emotions surrounded giving, the nature and meaning of te gift, the value, amount of time spent searching for the guft
motives for and emotions surrounding giving: we develop motives for gift giving, altruistic reasons like we want to show love or instrumental reasons like when the recipient expects something in return. may want t give gifts bc we want to reduce guilt aka compensatory giving
appropriateness and meaning of the gift: depends on the sit and the relationship between the gift giver and recipient , maybe alo show a particular meaning
value of the gift : might splurge on mothers day, depends on relationship, might expect more if your close
amount of time spent searching: symbols the nature and intensity of the givers relationship. women and men differ as men spend more Time searching for something perfect
presentation stage
the actual exchange of the guft
ceremony: giver decides whether to wrap the gift and how
timing and surprise; being surprised is a key element, gets excitement going
attention to the recipient: pay attention to the recipient , congruence between the gift the recipients self concept and the givers self concept
recipients reaction: the reaction that the giver hopes to elicit from the recipient, the reprint actual reaction and the givers response to the recipients reaction
reformulation stage
the giver and the recipient reevkiaate their relalationsup based on the gift giving process
relationship bonding: can streghten the relationship or may weaken t
reciprocation : how will the recipient reciprocate on the next gift giving occasion. some gifts are exempt from reciprocation like if you give a gift to someone when they are sick
depend on the relationship between the giver and receiver
promoting products and services as gifts
marketers will promote their products for gift giving ocassionas
greeting card industry
technology and gift shopping
tech has created a lot of changes
people can post wish lists
growing use of gift cards
alternatives to traditional gifts
maybe donate instead
new ideas for gifts
What value is this brand offering
One kind of value→ functional aka the attributes of the product , performance of the product
Brands have to deliver on this
Another type of value→ symbolic value
Selling beer with a maple leaf on it→ Making a big deal of maple leaf, montreal canadiens (this is not functional value its symbolic value)
Ex: harley davidson , they have functional attributes but also has symbolic value (it offers a connection to the biker) subaru cannot offer you this symbolic factor
4 types of symbolic value → higher level to differentiate your brand
Emblematic
Connectedness
Role acquisition
Expressiveness
culture
emblematic (group)
role acquisition (individual)
individual
connectedness (group)
exoressivmes (individual)
Social groups we belong to
What are groups people can belong to?
Country, region, ethnicity, gender, social class, subculture (smaller group of people in society who share the same values)
Emblematic
Ex: connection to bikers (subculture)
Culture branding
Connections transfers cultural meaning (freedom, danger, outlaw) of bikers to harley users
Look at cultures and ask what are sub cultures that we can attach our brand to→ pick the sub culture to attach brand to.
People are patriotic (hitch my brand to the country) ex: canada with ice hockey, maple leaf, outdoors
Brands will attach themselves to canada by the logo or name
can connect to country, region
global groups: country region ethnicity
narrow groups: family, friends, classmates
Connectedness :
connection to friends and family
Connection transfers individual meaning (“love, common experiences, memories…”) from friends & family to Facebook/Insta users…this individual meaning was created by our interactions with friends and family
Ex: buying school merch, we buy because it has value
Connectedness: online brand communities
Can do this both online or in person → Brand community where people who purchase the brand can bond with each other and the brand
Ex include: marvel, taylor swift, aritzia, harry potter→ connections to external groups
Role acquisition
Our lifestyle changes in life→ each life style change is an opportunity
Student lifestyle, professional lifestyle, married lifestyle…
ex: buying new work clothes for a new job , buying stuff for children
Lifestyle changes are sales opportunities
Graduation
New job
New marriage
New relationship
New parent
Because new products symbolize new lifestyle
Expressiveness
Connection to ones unique identity
Ex; streaked hair, unusual clothes, bedroom decor, tattoo, custom car
Custom cars: have to justify high prices , can customize before purchase or offer customers to customize after purchase
Customization: gives symbolic value but gives behaviour consistency to buying another car
Credit cards→ can get pictures put on them of your famil
4 types summarized
Emblematic: global connection
Connectedness: local connection
Role: lifestyle connection
Expressivess: self connection
Past, present, future
Past nostalgia: kellogg’s cereal with images on it to represent nostalgia, Present taste: tattoos representing this current part of your life, future aspirations: guitar hero if you want to imagine a different life for yourself (aspirational)
In walmart, they have a nostalgic area, brings back memories
Special possessions
Have high value through both ..
Symbouc value
Functional value/emotional value
Ex: having a habs jersey, we want to stay warm (functional), we like the design (emotional) and connection to the team (symbolic)
More value you add, more price you can charge and more special the product becomes
More examples of special possessions
pets, achievement symbols, collections
Characteristics: high willingness to pay, low willingness to sell, not discarded, new users, personified
If you want to increase value, offer new users
Rituals reinforce meaning in special possessions
Rituals are regular contact with special possessions
Ritual: regular contact with the product, will keep the value alive
Ex: religion is symbolic bc connection with other people, so they have rituals to keep it alive
- Possession Rituals:
Meaning: These rituals help consumers claim ownership and personalize their special possessions, making the item uniquely theirs.
Example: When someone buys a new car, they might perform a series of actions such as customizing the interior, cleaning it regularly, or even naming the car. This makes the car more than just a vehicle—it becomes a part of their personal identity. - Grooming Rituals:
Meaning: These rituals are about maintaining or enhancing the value and meaning of the possession over time.
Example: Someone who owns a prized wristwatch might carefully clean and polish it regularly or take it to a jeweler for maintenance. This ritual of care reinforces the watch’s significance and connection to personal memories or status. - Divestment Rituals:
Meaning: When preparing to part with a special possession, people often engage in rituals to detach emotionally or symbolically remove their personal association with the item.
Example: Before selling an old house, a family might walk through each room one last time, sharing memories. This helps them transition and emotionally release the home before giving it up.
We have to do as a marketer:
how can i first establish the affective and symbolic values
3 reasons to buy
cognitive/functional, affective/emotional, and symbolic
feelings
Brands try to creative positive emotions
Can also creative negative emotions for other brands
Might have neg confirmation bias about the other brand
