7 - Symbolic ConsumerBehavior Marketing3250 December7,2009...

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Symbolic Consumer Behavior Marketing 3250 December 7, 2009
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Sources and Functions of  Consumption Symbols
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Many Agents Play a Role in  The Association and  Matching Process  Product designers and manufacturers  introduce new product whose characteristics  reflect cultural principles Meaning also comes from nommarketing  sources Journalists shape cultural principles and  products associated with them
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This Meaning Can Come  From… Product Designers  and Manufacturers
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…Nonmarketing Sources
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…Journalists
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…Consumers Themselves Consumers can develop their own  individual meanings associated with  products This meaning can stem from the culture  of the consumers to say something about  the consumers as a member of a group  or as a unique individual
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Transfer of Meaning from  Culture to Product and  Consumer
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The Emblematic Function Emblematic function:  “meaning derived  from culture allows us to use products  to symbolize our membership in  various social groups Consciously or unconsciously, we use  brand and products to symbolize the  groups  to which we belong (or want to  belong)
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The Emblematic Function Geographic emblems:  Products can symbolize geographic  identification Ethnic emblems:  Products and consumption activities can  symbolize identification with a culture or  subculture Food  Clothing
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The Emblematic Function  (continued...) Social class emblems Products can symbolize social class Owning certain things like private jets and  palatial homes Consumption rituals like etiquette Gender emblems Some product categories are associated  males or females Food, clothing, jewelry, alcohol, vehicles
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