Symbolic Consumption, Selfimage And Personality

Chapter 5 Symbolic Consumption, SelfImage and Personality

Chapter Spotlights 

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

Symbolic Consumption 

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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

Semiotics 

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

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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

Signs and their Influence 

Icons – visual representations of objects, persons, or events  

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Clear, unambiguous; e.g. “ Pizza’s” 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. 

Sun in sunfeast biscuits, The crown in Louis Philippe range

How Consumers Perceive Brands 

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

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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.

Types of Consumer Needs 

Utilitarian or Functional 

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Products that help consumers remove or avoid problems – e.g., a driver’s seat belt

Experiential or aesthetic (psychological) 

Products that satisfy sensory expectations --- e.g., the unique atmosphere of a fine restaurant, the way you feel in a new business suit

Needs (continued) 

Value-Expressive or Symbolic Needs 

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Products that help consumers express their self-image – 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

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 one’s own self-image

Forms of Self-Image (continued) 

Ideal self-image: how consumer would like to be 

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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

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.

Self-Congruity 

Self-image congruity: when a consumer’s self-image matches brand-user image 

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Actual self-congruity: brand user image matches consumer’s actual self-image Ideal self-congruity: brand user image matches consumer’s ideal self-image Social self-congruity: brand user image matches consumer’s social self-mage Ideal social self-congruity: brand user image matches consumer’s ideal social self-image

Gender Roles and SelfImage 

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In the marketplace some products are viewed as “men’s” or “women’s” Gender-typed product image targeted to match consumers’ gender-role orientation: 

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

Body Image 

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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

Personality 

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An individual’s response tendencies across situations and over time People also have consumption-specific personalities State approach to personality 

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Personality formed based on external influences

Trait approach to personality 

Personality formed based on person’s position on the general traits possessed by all people

How General Personality Traits Influence Consumer Behavior 

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

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Aggressiveness – moving consistently against the stressor 

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Products designed to enhance social relationships are in favor

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

Traits (continued) 

Generalized self-confidence – being comfortable making decisions  

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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

Traits (continued) 

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

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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

Traits (continued) 

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

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High self-esteem  feeling good about oneself and expecting more

Dogmatism – the tendency of being closed-minded, seeing life in terms of black and white 

Less receptive to new or unfamiliar stimuli

Traits (continued) 

Rigidity – being less flexible than others in tastes and preferences 

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Rigidity correlates negatively with risk-taking behavior

Tolerance of ambiguity 

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Willingness to deal with ambiguous (unclear best choice) purchase decisions Tolerant people gather information by shopping around (exploratory behavior)

Traits (continued) 

Attention to social comparison information (ASCI) 

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

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

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 “seldo would describe me” ** RC = Reverse coded

Traits (continued) 

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

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extroversion-introversion

Neuroticism –the tendency to experience negative affect

Traits (continued) 

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

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

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

Traits (continued) 

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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

Traits (continued) 

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

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.     

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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

Implications for the marketing of new products 

Should be targeted early in the introduction of new products and services

Consumer Innovativeness 

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

Opinion Leadership 

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

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

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

Product-Specific SelfEfficacy 

This is the level of the consumer’s belief in his or her own performance capability or competence in relation to a product category (e.g. ease in working with PDA’s) 

Implications for the resistance to and adoption of technological innovations

Product-specific Subjective Knowledge 

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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.

Other Consumptionspecific Personality Traits 

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

Other traits (continued) 

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