Chapter 5

Symbolic Consumption, SelfImage and Personality

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Chapter Spotlights

Symbolic consumption how symbols influence consumer behavior Brand-user image and brand personality Self-image in the marketplace Personality and personality traits

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Symbolic Consumption

It is the process through which consumers buy, consume, and dispose of products and services on the basis of their meaning to themselves and others. Consumers buy and use goods and services for the utility/psychological benefits delivered and the things that they represent. Therefore part of consumption is symbolic

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Semiotics

Semiotics is the study of signs and their meanings. Key questions are:

How do consumers use signs to interpret the world How are signs chosen and given meaning How do these signs provide insights into the lives of consumers

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Signs and their Influence

Icons visual representations of objects, persons, or events

Clear, unambiguous; e.g. Janitor in a Drum

Indexes easily recognizable property(ies) of the idea that they represent

E.g., the click of a well-struck golf shot

Symbols learned associations between a signifier and a signified that are used to communicate ideas.

Tony the Tiger, Froot Loops Toucan

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How Consumers Perceive Brands

Brand Image: the overall vision or position of a brand in the mind of the consumer.

It is a combination of both tangible and intangible attributes Attributes are classified by the type of consumer benefits they deliver: utilitarian or functional, experiential or aesthetic, and value-expressive.
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Types of Consumer Needs

Utilitarian or Functional

Products that help consumers remove or avoid problems e.g., a drivers side air bag Products that satisfy sensory expectations -- e.g., the unique atmosphere of a fine restaurant, the way you feel in a new business suit
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Experiential or aesthetic (psychological)

Needs (continued)

Value-Expressive or Symbolic Needs

Products that help consumers express their selfimage e.g., buying a sports car versus buying a compact car, because the former is you Brand image/personality is tied to the branduser image based on value-expressive attributes that characterize the brand. Brand image versus self image congruence concerns

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Forms of Self-Image

Self-image is the configuration of beliefs related to the self

Actual self-image (or private self): it involves those images that one has of oneself about which one feels protective how consumers see themselves

The self-consistency motive: doing things that are consistent with ones own self-image

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Forms of Self-Image (continued)

Ideal self-image: how consumer would like to be

By acquiring products consistent with their ideal self-image, consumers may boost their self-esteem. Self-esteem motive is at work here.

Social self-image: how we believe other people see us

The social consistency motive is present

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Forms of Self-Image (continued)

Ideal social self-image: how consumers would like others to see them

The social approval motive is working here: doing things that would cause others to think highly of them.

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Self-Congruity

Self-image congruity: when a consumers self-image matches brand-user image

Actual self-congruity: brand user image matches consumers actual self-image Ideal self-congruity: brand user image matches consumers ideal self-image Social self-congruity: brand user image matches consumers social self-mage Ideal social self-congruity: brand user image matches consumers ideal social self-image

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Gender Roles and Self-Image

In the marketplace some products are viewed as mens or womens Gender-typed product image targeted to match consumers gender-role orientation:

Masculinity independence, toughness, aggressiveness, competitiveness, achievement, rebelliousness Femininity tenderness, sensitivity, dependence, compliance, cooperation Androgyny both masculine and feminine characteristics
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Body Image

Body image is how people view their bodies, physical selves, and appearance. Body cathexis tendency to be satisfied with a particular feature or body part Image is central to personal identity Body image - actual vs. ideal
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Personality

An individuals response tendencies across situations and over time People also have consumption-specific personalities State approach to personality

Personality formed based on external influences Personality formed based on persons position on the general traits possessed by all people

Trait approach to personality

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How General Personality Traits Influence Consumer Behavior (See Exhibit 5-6 for Summary)

Compliance moving consistently toward the stressor (the person or object generating the stress) and becoming dependent on that person or object.

Products designed to enhance social relationships are in favor

Aggressiveness moving consistently against the stressor

Products associated with high status and success images are in favor

Detachment moving consistently away from the stressor

Products that appeal to independence are in favor

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Traits (continued)

Generalized self-confidence being comfortable making decisions

choosing brands from lesser-known companies being the first to adopt new products

Self-consciousness the tendency of being keenly aware of oneself in many situations

Being sensitive to the image people communicate to others; reflected in product/service choices

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Traits (continued)

Self-monitoring the ease with which people adapt to different situations and so manage the impressions they make on others

High self monitors are more influenced by image advertising than informational advertising. Acquisition self-presentation: self-monitoring in situation where there is a chance for social gain, or if social risk is high; affects product choices Protective self-presentation: self-monitoring out of fear of socially adverse effects; affects product choices
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Traits (continued)

Self-esteem how one feels about him/herself, the level of regard for oneself

High self-esteem feeling good about oneself and expecting more

Dogmatism the tendency of being closedminded, seeing life in terms of black and white

Less receptive to new or unfamiliar stimuli

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Traits (continued)

Rigidity being less flexible than others in tastes and preferences

Rigidity correlates negatively with risktaking behavior Willingness to deal with ambiguous (unclear best choice) purchase decisions Tolerant people gather information by shopping around (exploratory behavior)
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Tolerance of ambiguity

Traits (continued)

Attention to social comparison information (ASCI)

Optimum stimulation level (OSL) refers to the greater desire that some people have to explore the environment and to seek stimulation from others. State versus action orientation Separateness-connectedness

Those who score high on ASCI are likely to change their beliefs, attitudes and behavior toward products and brands to conform to group norms

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Traits (continued)

Impulsiveness

It is measured using 12 adjectives*: impulsive, careless, self-controlled (RC**), extravagant, farsighted (RC), responsible (RC), restrained (RC), easily tempted, rational (RC), methodical (RC), enjoy spending, and planner (RC).

* Measured on a scale varying from usually would describe me to seldom would describe me ** RC = Reverse coded
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Traits (continued)

Extroversion refers to the extent to which people seek stimulation from the environment

extroversion-introversion

Neuroticism the tendency to experience negative affect

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Traits (continued)

Need for cognition the tendency to think through purchase decisions more thoroughly than others

Individuals high in need for cognition tend to process advertising arguments more extensively

Need for power the motivation to impact, control, or influence others

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Traits (continued)

Need for affiliation the motivation to act , establish, restore, or maintain a close, warm, friendly relationship with others Need for achievement the motivation to perform on tasks to achieve excellence or to outperform others

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Traits (continued)

Affect intensity experiencing emotions with greater strength when exposed to emotionally charged situations (both positive and negative)

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Specific Personality Traits and Consumer Behavior

The market maven consumer a consumer who has information about many kinds of products, places to shop, and other aspects of the marketplace.

Has early awareness of new products Exhibits high levels of specific information provision to others Demonstrates a high level of general market information Demonstrates a high level of market interest Tends to read much of direct mail advertising Should be targeted early in the introduction of new products and services

Implications for the marketing of new products

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Consumer Innovativeness (See Exhibit 5-7 for Summary)

The tendency of some consumers to be among the first to purchase new products within specific categories

Diffusion of innovations Implications for the marketing of new products

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Opinion Leadership

An opinion leader is a person who is well versed in a product or service category

Motivated to spread the word (positive or negative) Market maven versus opinion leader Implications for the marketing technological innovations

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Product-specific SelfConfidence

This is the extent to which certain consumers feel confident about making decisions about products in a specific category (e.g., computers, automobiles)

Implications for specialty products and specialty stores

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Product-Specific Self-Efficacy

This is the level of the consumers belief in his or her own performance capability or competence in relation to a product category (e.g. ease in working with PDAs)

Implications for the resistance to and adoption of technological innovations

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Product-specific Subjective Knowledge

It refers to what consumers perceive they know about the product in question. It is measured by various statements designed to capture what the consumers perceive they know. Subjective knowledge may correlate significantly and positively with measures of objective knowledge.

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Other Consumption-specific Personality Traits

Coupon proneness the tendency to redeem coupons by purchasing the advertised product or service Value consciousness the amount of concern the consumer has for need-satisfying properties of the product or service in relation to the price of that product or service Deal proneness the tendency to look for deals

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Other traits (continued)

Product-specific involvement being emotionally involved in a particular product class or category

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