CBCH 5

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
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
Indexes easily recognizable property(ies)

of the idea that they represent
Clear, unambiguous; e.g. Janitor in a Drum
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

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 drivers 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
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 ones 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 consumers

self-image matches brand-user image
Actual self-congruity: brand user image

matches consumers actual self-image
Ideal self-congruity: brand user image
matches consumers ideal self-image
Social self-congruity: brand user image
matches consumers social self-mage
Ideal social self-congruity: brand user image
matches consumers ideal social self-image
Gender Roles and SelfImage
In the marketplace some products are

viewed as mens or womens
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 individuals 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 persons position on the

general traits possessed by all people
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
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 risktaking 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).
* Measured on a scale varying from usually would describe me to s

would describe me
** RC = Reverse coded
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
(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
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 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 consumers

belief in his or her own
performance capability or
competence in relation to a
product category (e.g. ease in
working with PDAs)
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 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
Other traits (continued)
Product-specific involvement
being emotionally involved in a
particular product class or
category

CBCH 5

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

CBCH 5

Uploaded by

Copyright:

Available Formats

Chapter 5

Symbolic Consumption, SelfImage and Personality

Copyright Atomic Dog Publishing, 2002

Symbolic consumption how

It is the process through which consumers

Copyright Atomic Dog Publishing, 2002

Semiotics is the study of signs and

How do consumers use signs to

Signs and their Influence

Icons visual representations of objects,

Indexes easily recognizable property(ies)

Clear, unambiguous; e.g. Janitor in a Drum

E.g., the click of a well-struck golf shot

Symbols learned associations between a

Tony the Tiger, Froot Loops Toucan

How Consumers Perceive

Brand Image: the overall vision or

It is a combination of both tangible

Types of Consumer Needs

Products that help consumers remove or

Products that satisfy sensory

Value-Expressive or Symbolic Needs

Products that help consumers express their

Self-image is the configuration of

Actual self-image (or private self): it

The self-consistency motive: doing things

Copyright Atomic Dog Publishing, 2002

Ideal self-image: how consumer

By acquiring products consistent with

Social self-image: how we believe

The social consistency motive is present

Ideal social self-image: how

The social approval motive is working

Copyright Atomic Dog Publishing, 2002

Self-image congruity: when a consumers

Actual self-congruity: brand user image

Copyright Atomic Dog Publishing, 2002

Gender Roles and SelfImage

In the marketplace some products are

Masculinity independence, toughness,

Body image is how people view their

An individuals response tendencies across

Personality formed based on external influences

Trait approach to personality

Personality formed based on persons position on the

Copyright Atomic Dog Publishing, 2002

How General Personality Traits

Compliance moving consistently toward the

Aggressiveness moving consistently against the

Products designed to enhance social relationships are in

Products associated with high status and success images

Detachment moving consistently away from the

Products that appeal to independence are in favor

Copyright Atomic Dog Publishing, 2002

Generalized self-confidence being

choosing brands from lesser-known companies

Self-consciousness the tendency of being

Being sensitive to the image people

Copyright Atomic Dog Publishing, 2002

Self-monitoring the ease with which people

High self monitors are more influenced by image

Copyright Atomic Dog Publishing, 2002

Self-esteem how one feels about