Chapter 5

Symbolic Consumption, Self-Image and Personality

Chapter Spotlights

Symbolic consumption – how symbols influence consumer behavior

Brand-user image and brand personality

Self-image in the marketplace Personality and personality traits

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

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

Signs and their Influence Icons – visual representations of objects,

persons, or events 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. 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 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

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 brand-user 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 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 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 Self-Image In the marketplace some products are

viewed as “men’s” or “women’s” 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

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

Personality An individual’s response tendencies across

situations and over time People also have consumption-specific

personalities State approach to personality

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.

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

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

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

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

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 Rigidity correlates negatively with risk-

taking behavior Tolerance of ambiguity

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) 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).

** RC = Reverse coded

* Measured on a scale varying from “usually would describe me” to “seldom would describe me”

Traits (continued)

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

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.

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

Motivated to “spread the word” (positive or negative)

Market maven versus opinion leader

Implications for the marketing technological innovations

Product-specific Self-Confidence

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 Self-Efficacy

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 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 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”

Other traits (continued)

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