Chapter_4 - Symbolic Consumption 10/27/10 Chapter 4 Click...

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10/27/10 Introduction Consumers symbolically create themselves, in part, through everyday consumption. l Products purchased, activities pursued, or philosophies and beliefs accepted, consumption behavior reveals stories about who one is and with whom one identifies Shoppers may identify with a particular retailer and shop there because of the symbolic association
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10/27/10 Symbolic Interaction Seeks to understand the nature of the socially constructed world through theory and methodology Theory: proposes that human events are understood through the continuous adjustment of behavior in response to the way others act l Social roles, belief systems, and other forms of social stricture objectify and externalize meaning
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10/27/10 Symbolic Interaction Cont. Purchasing behavior is influenced by symbolic interactions exists when consumers buy a product or service because of what it represents based upon societal symbols Consumer find symbolic value in high- priced products, products associated with performance risk, complex products, specialty products, and products associated with one’s ego
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10/27/10 Cultural Meaning of Goods Consumer purchase material goods because they perceive them to have a meaning Symbolism is embedded in objects and contributes to meaningful consumption expressed through objects Objects can symbolize security, and express self-concept, connection, and differentiation
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10/27/10 Cultural Meaning of Goods Cont. The use and purchase of symbolic products allow consumers to achieve elevated status through consumption The product’s social meaning contributes to an individual’s self identity Brands with clear and consistent images result in well-defined and strong world- wide images What is a brand with a strong world-wide
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10/27/10 Consumer Culture Theory (CCT)
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Chapter_4 - Symbolic Consumption 10/27/10 Chapter 4 Click...

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