MKTG 50: WEEK 8 STATUS SYMBOL

 People who have discrepancies in their self-concept tend to

THE SELF complete their identities through the symbols or products
Material Self they purchase and use as a security blanket.
 strong connection between people’s possessions and their  symbols allow a person to recognize oneself during times
identity of ambiguity.
Materialism
 Excessively concerned with material possessions; SELF-IMAGE CONGRUENCE MODEL
money-oriented.  Products whose qualities match some of the consumer’s
personal characteristics are expected to have a higher
MATERIALS SELF IS NOT ABOUT BELONGINGS AND propensity to be purchased by that person.
BODY  When a product is visually appealing, it tends to be chosen
It is concerned with the emotional feelings you attribute and makes the consumer feel good about who they are.
to objects, places, or people for which it becomes an extension  This positive feeling towards the product can even make
of yourself. the consumer defensive when the product receives
negative feedback.
PHILOSOPHICAL PERSPECTIVE
PSYCHOANALYTIC THEORY - SIGMUND FREUD CONSUMER BEHAVIOR AND SOCIAL MEDIA
Psychoanalytic Theory  Social media enables people to share their ideas, thoughts,
life milestones, hobbies, interests, and other information
by creating virtual communities.
 Social media allows people to access content such as
photos, videos, blogs, and vlogs to name a few.
 More importantly, it permits people to communicate with
each other regarding any topic that interests them which
includes word-of-mouth about certain products or services.

WORD OF MOUTH
 “a communication between a receiver and a communicator
MATERIAL SELF - WILLIAM JAMES
whom the receiver perceives as non-commercial regarding
a brand, product or service.” –Ardnt(1967)
 Electronic word-of-mouth offers product reviews, usually
on bloggers’ or vlogger’s posts or review forums/websites.
 Consumers patronize these sources to gather unbiased
information on the product they intend to purchase.
 Online reviews were confirmed to have a causal effect on
consumer’s purchasing behavior.
3 Types of Experience:
1. Continuity: self-being spontaneous and consistent
2. Distinctness: Self-being subjective and unique
3. Volition: One’s power of making choices

CONSUMER BEHAVIOR AND CULTURE

 consumers’ thoughts and feelings about whom they are
affecting their buying habits.
 people who live in a collectivistic culture are more likely
to purchase products that they can identify with.
Western culture - independent self-construal is more
prominent which highlights the importance of their uniqueness.
Eastern culture - people placed significance on their collective
self because they are more likely to have an interdependent self-
construal.