cbch5.ppt 1927KB Mar 29 2010 04:55:19 AM
Chapter 5
Symbolic Consumption, SelfImage and Personality
Copyright Atomic Dog Publishing, 2002
Chapter Spotlights
Symbolic consumption – how
symbols influence consumer
behavior
Brand-user image and brand
personality
Self-image in the marketplace
Personality and personality traits
Copyright Atomic Dog Publishing, 2002
Symbolic Consumption
It is the process through which consumers
– on the basis of symbols – buy, consume,
and dispose of products and services.
Consumers buy and use goods and
services for their utility/psychological
benefits and the things that they
represent.
Therefore part of consumption is symbolic
Copyright Atomic Dog Publishing, 2002
Semiotics
Semiotics is the study of signs and
their meanings. Researchers work to
understand:
How consumers use signs to interpret
the world
How signs are chosen and given
meaning
How these signs provide insights into the
lives of consumers
Copyright Atomic Dog Publishing, 2002
Signs and their Influence
Icons – visual representations of objects,
persons, or events
Indexes – easily recognizable property(ies)
of the idea that they represent
Clear, unambiguous
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
Copyright Atomic Dog Publishing, 2002
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.
Copyright Atomic Dog Publishing, 2002
Types of Consumer Needs
Utilitarian or Functional
Products that help consumers remove or
avoid problems – e.g., a driver’s side air
bag
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
Copyright Atomic Dog Publishing, 2002
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”
Hence 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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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.
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
Gender Roles and SelfImage
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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.
Aggressiveness – moving consistently against the
stressor
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Rigidity – being less flexible than
others in tastes and preferences
Rigidity correlates negatively with risktaking behavior
Tolerance of ambiguity
Willingness to deal with ambiguous
(unclear best choice) purchase decisions
Tolerant people gather information by
shopping around (exploratory behavior)
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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 “s
would describe me”
** RC = Reverse coded
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Extroversion – refers to the extent
to which people seek stimulation
from the environment
extroversion-introversion
Neuroticism –the tendency to
experience negative affect
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Affect intensity – experiencing
emotions with greater strength
when exposed to emotionally
charged situations (both positive
and negative)
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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.
Copyright Atomic Dog Publishing, 2002
Other Consumptionspecific 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 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”
Copyright Atomic Dog Publishing, 2002
Other traits (continued)
Product-specific involvement –
being emotionally involved in a
particular product class or
category
Copyright Atomic Dog Publishing, 2002
Symbolic Consumption, SelfImage and Personality
Copyright Atomic Dog Publishing, 2002
Chapter Spotlights
Symbolic consumption – how
symbols influence consumer
behavior
Brand-user image and brand
personality
Self-image in the marketplace
Personality and personality traits
Copyright Atomic Dog Publishing, 2002
Symbolic Consumption
It is the process through which consumers
– on the basis of symbols – buy, consume,
and dispose of products and services.
Consumers buy and use goods and
services for their utility/psychological
benefits and the things that they
represent.
Therefore part of consumption is symbolic
Copyright Atomic Dog Publishing, 2002
Semiotics
Semiotics is the study of signs and
their meanings. Researchers work to
understand:
How consumers use signs to interpret
the world
How signs are chosen and given
meaning
How these signs provide insights into the
lives of consumers
Copyright Atomic Dog Publishing, 2002
Signs and their Influence
Icons – visual representations of objects,
persons, or events
Indexes – easily recognizable property(ies)
of the idea that they represent
Clear, unambiguous
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
Copyright Atomic Dog Publishing, 2002
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.
Copyright Atomic Dog Publishing, 2002
Types of Consumer Needs
Utilitarian or Functional
Products that help consumers remove or
avoid problems – e.g., a driver’s side air
bag
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
Copyright Atomic Dog Publishing, 2002
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”
Hence 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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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.
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
Gender Roles and SelfImage
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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.
Aggressiveness – moving consistently against the
stressor
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Rigidity – being less flexible than
others in tastes and preferences
Rigidity correlates negatively with risktaking behavior
Tolerance of ambiguity
Willingness to deal with ambiguous
(unclear best choice) purchase decisions
Tolerant people gather information by
shopping around (exploratory behavior)
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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 “s
would describe me”
** RC = Reverse coded
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Extroversion – refers to the extent
to which people seek stimulation
from the environment
extroversion-introversion
Neuroticism –the tendency to
experience negative affect
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Affect intensity – experiencing
emotions with greater strength
when exposed to emotionally
charged situations (both positive
and negative)
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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
Copyright Atomic Dog Publishing, 2002
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.
Copyright Atomic Dog Publishing, 2002
Other Consumptionspecific 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 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”
Copyright Atomic Dog Publishing, 2002
Other traits (continued)
Product-specific involvement –
being emotionally involved in a
particular product class or
category
Copyright Atomic Dog Publishing, 2002