Chapter 16 - Page 443-451

Chapter 16 - SYMBOLIC CONSUMER BEHAVIOR

16-2d WHY SOME PRODUCTS ARE SPECIAL

Possessions are significant due to their symbolic value, mood-altering properties, and
instrumental importance.

➢ Symbolic value
- Possessions, such as art, heirlooms, and jewelry, hold symbolic meaning due
to their role adoption, connectedness, and expressiveness functions, making
consumers reluctant to part with them, especially from loved ones.

➢ Mood-altering properties
- Possessions can have mood-altering properties, evoking pride, happiness,
and joy. Pets can provide comfort, and snacks from the refrigerator can cheer
up. Music and music can also put people in a good mood, potentially reducing
loneliness.

➢ Instrumental importance
- Possessions can be considered special due to their instrumental value, such
as the constant use of a device like a cell phone or computer.

16-2e CONSUMER CHARACTERISTICS AFFECT WHAT IS SPECIAL

Social class, mobility, gender, and age are among the background characteristics that affect
the types of things that become special to each of us.

➢ Social class
- The study explores the meanings people of different social classes in England
attach to their possessions. Business-class individuals value possessions
representing their personal history and self-development, while unemployed
individuals value utilitarian items. Consumers aspiring to higher social classes
may use possessions to associate with them.

➢ Mobility Consumers
- Global nomads often view their possessions as temporary and valuable,
influenced by their frequent movement between countries, indicating a
preference for temporary possessions.

➢ Gender
- Men value products that symbolize activity, physical achievement, and
functional features, while women value symbols of identity and attachment to
others. A study in Niger and the United States found that women's special
 possessions symbolize their children's accomplishments or connected them
to others. In contrast, men prefer objects that show material comfort and
mastery over the environment. Men are more likely to collect cars, books, and
sports-related objects, while women collect jewelry, dishes, and silverware.

➢ Age
- Individuals' perception of special possessions changes with age, with children
valuing stuffed animals, teenagers valuing music and motor vehicles, and
photographs increasing in importance as consumers enter adulthood and old
age.

16-2f RITUALS USED WITH SPECIAL POSSESSIONS

Possession rituals are practices used to enhance the meaning of special possessions,
occurring at various stages of consumption. These rituals can include altering the length,
cutting at the knees, adding embellishments, adorning a new car with personal markers, and
arranging furniture in a new home. For previously owned goods, these rituals involve wiping
away traces of the former owner. These rituals can be used to claim personal possession of
new goods or to change the appearance of previously owned items.

This possession is important to me because of it…

Symbolic value Symboles personal history Reminds me of particular events or

places

Is a record of my personal history

Required a lot of effort to acquire or

maintain

Represents achievement Required a lot of effort to acquire or

maintain

Reminds me of my skills,
achievements, and goals

Reminds me of my relationship with

a particular person

Reminds me of my family or a group

of people that I belong to
Represents my family heritage or
history

Facilitates interpersonal ties Allows me to spend time or share

activities with other people

Demonstrates status Has social prestige value

Gives me social status

Makes others think well of me

is self-expressive Allows me to express myself

 Expresses what is unique about me,
different from others

Mood-Altering Properties Provides enjoyment Provides enjoyment, entertainment,

or relaxation
Improves my mood

Provides comfort or emotional

security

is spiritual Provides a spiritual link to divine or

higher forces

is appearance related Is beautiful or attractive in

appearance

Improves my appearance or the way

I look

Utilitarian Value Is utilitarian Allows me to be efficient in my daily

life or work

Has a lot of practical usefulness

Provides me with freedom or

independence

Has financial aspects Is valuable in terms of money

Upon purchasing a new home, it is essential to thoroughly clean, remove old wallpaper, and
remove personal markers, but it is not always possible to completely remove meaning.

Disgust for certain products can lead to physical contact with those products, causing
grocery stores to provide plastic bags to prevent meat packages from touching other items.
Consumers may engage in grooming rituals to maintain the best quality of special products,
such as washing cars or cleaning houses before visitors arrive. This grooming ritual can
extend to personal appearances, such as dressing up for special events or special
occasions. Consumers often engage in divestment rituals when their offerings lose their
symbolic meaning, removing personal traces. This can involve removing address labels,
deleting personal files, or donating possessions in stages, such as moving items from the
living room to the attic before selling or throwing them away.

16-2g DISPOSING OF SPECIAL POSSESSIONS

People dispose of special possessions differently during life transitions, such as moving to a
university, first home, or marriage. Older consumers make disposition decisions during
crises, moving to institutions, approaching death, and marking rites of passage. Some
transfer possessions after death through a will. Older consumers consider which recipient
will appreciate the object's meaning, continue to use it, or uphold family traditions. They may
give it to the person who asks for it first.

16-3 Sacred Meaning

Sacred entities are people, things, and places that are revered and treated with respect,
often causing emotional responses. Famous people, such as movie stars, singers, historical
figures, and religious leaders, are considered sacred by many people. These entities are
often exemplified by crowds visiting their graves and the homes of living or dead celebrities.
Sacred objects and places, such as national flags, patriotic songs, art, family recipes, and
the Bible, are also considered sacred. Sacred people, objects, and events, such as religious
holidays, weddings, births, and deaths, are considered sacred. Famous objects, places, or
people, like Elvis, are considered sacred and elicit emotional responses in consumers,
making ads that combine products with emotional responses successful.

Marketing Implications

Marketers need to be aware of the sacred meanings that people, objects, places, and events
can have to consumers.

➢ Creating and Maintaining Sacredness

- Marketers can create sacredness in objects or people by enhancing their
mystery and myth, making them exclusive, and promoting their emotional
effect. They can also help maintain sacredness by keeping the price of sacred
objects high. For example, a collector paid nearly $500,000 for a guitar played
by George Harrison in 1963. Before accepting auto-graphed Beatles
memorabilia for auction, experts authenticate the signatures to ensure buyers
get what they pay for. However, some items may be signed by the group's
road manager, breaking hearts, as an auction official notes.

➢ Avoiding the Profaning of Sacred Objects and Entities

- Benetton, an Italian apparel company, faced controversy after its ad agency
digitally manipulated photos of religious and political leaders to depict them
kissing each other. The "Unhate" campaign aimed to combat the culture of
hatred in all its forms, but public outrage and Vatican protests led to Benetton
ending the campaign within hours of its introduction. The company won an
industry award for promoting debate, but the controversy sparked concerns
about the potential for marketers to unintentionally profane sacred objects
and sell religious trinkets outside sacred sites.

➢ Product Involvement in Sacred Activities and Rituals

- Marketers like Hallmark, Papyrus, and American Greetings profit from selling
products that are considered instrumental to sacred occasions and rituals,
such as Christmas celebrations, to capitalize on these significant events.

16-4 The Transfer of Symbolic Meaning Through Gift Giving

This chapter explores how consumers attach symbolic meaning to products, activities,
places, and people, enhancing their special status and influencing their self-concept. It also
highlights the importance of symbolic consumption in transferring meaning through gifts of
physical goods or experiences.

16-4a THE TIMING OF GIFTS

Gift-giving occasions vary across cultures, with some being culturally determined and timed,
such as Valentine's Day in the United States, Mother's Day, and Father's Day in Korea, and
New Year's Day in China. Other culturally prescribed occasions include anniversaries,
graduations, birthdays, weddings, bridal showers, retirement parties, and religious transitions
like baptism or bar mitzvah. Other ad hoc occasions include reconciliation attempts,
childbirth celebrations, cheering up sick individuals, and thanking those who have helped.
These occasions are not limited to specific individuals but are a reflection of the cultural and
personal values of the recipient.

16-4b THREE STAGES OF GIFT GIVING

Gift-giving consists of three stages, as shown in the gestation stage, we consider what to
give the recipient. The presentation stage occurs with the actual giving of the gift. Finally, in
the reformulation stage, we reevaluate the relationship based on the gift-giving experience.

➢ The Gestation Stage

- The gestation stage of gift-giving involves understanding the motives,
emotions, nature, meaning, value, and time spent searching for the gift, as
well as the value of the gift.

➢ Motives for and Emotions Surrounding

- During the gestation stage, individuals develop motives for gift-giving.
Altruistic reasons, such as helping or showing love, often lead to the choice of
a gift based on its desirability. Agnostic reasons, such as gaining positive
emotional pleasure from giving, may also motivate gift-giving. Instrumental
reasons, like expecting a return, may also motivate gift-giving. Obligatory
reasons, such as feeling the situation or relationship demands it, may also
motivate gift-giving. Some people give gifts to reduce guilt or alleviate hard
feelings, such as in divorce. In some cases, givers may feel anxiety about
giving a gift, as they may feel the need for a perfect gift or worry about finding
a suitable one. However, when choosing a gift for multiple people, such as
coworkers, it is important to choose distinctly different gifts. This allows
individuals to express their feelings and emotions in a more meaningful way.
Overall, gift-giving can be a complex process that requires careful
consideration and thoughtfulness.

➢ The Appropriateness and Meaning of the Gift

 - The appropriateness of a gift depends on the situation and the relationship
between the giver and recipient. Personal items like lingerie or wedding gifts
may not be suitable for a boss or good friend, while token gifts can be
significant when no gift is expected. They can signify love and caring, making
them suitable for recipients with infrequent ties. Token gifts can also
symbolize specific values or expectations, such as domesticity or future
leisure. For example, an engagement ring symbolizes commitment and future
fidelity, while golf clubs at retirement symbolize future leisure. Gifts can also
be symbolic of the giver's self, such as a piece of art or something created by
the giver. Overall, the choice of gift depends on the situation and the
relationship between the giver and recipient.

➢ The Value of the Gift

- The value of a gift is crucial in the gift selection process, as it can influence
consumer culture. In Japan, people lose face if the gift they receive exceeds
the value they give. Consumers perceive gifts bought for others as more
valuable in economic terms than those received from others. Close
connections between the giver and receiver can lead to higher eco-economic
value. The giver may also use the gift value to repay a favor, avoiding feelings
of indebtedness. The value of a gift can transform a social exchange into an
economic one.

➢ The Amount of Time Spent Searching

- The time spent on gift shopping reflects the giver's relationship with the
recipient. Men and women differ in their spending, with women being more
involved in holiday shopping and spending more time on finding the perfect
gift, while men tend to settle for "will do" items.

➢ The Presentation Stage

- The presentation stage describes the actual exchange of the gift. Here, the
ritual or ceremonial aspects of the giving process become very important.

➢ Ceremony
- During the presentation stage, the giver decides whether to wrap the gift and
how. Proper wrapping on paper helps decommodify mass-produced products
and make them more personal. The importance of gift packaging depends on
the occasion's formality and spontaneity. Unanticipated gifts, like boss
surprises or wives' surprises, may be less formally wrapped and appropriate if
left unwrapped.

➢ Timing and Surprise

- The timing and surprise of gift-giving are crucial in the Christmas ritual.
Wrapped gifts are often displayed for days before the exchange, and the
excitement of unwrapping an item is heightened by having the recipient guess
what the package contains. However, surprise is not always achieved. A
study found that some husbands purchase items chosen in advance by their
wives, making gift-giving an orchestrated event with the husband acting as a
"purchasing agent."
➢ Attention to the Recipient
- In the presentation stage, it's crucial to pay attention to the recipient, as
attendees at wedding showers are expected to closely observe the bride-to-
be opening her gifts. The congruence between the gift, the recipient's self-
concept, and the giver's self-concept is also crucial. Giving a gift that conflicts
with the giver's self-concept can negatively affect the giver, as if the recipient
finds the gift offensive.

➢ Recipient's Reaction
- The giver's reaction to the recipient, the recipient's actual reaction, and the
giver's response to the recipient's reaction are crucial factors in gift-giving. If
the recipient quickly opens the package without saying anything, the giver
may feel hurt. Additionally, the giver may feel anxious at the presentation
stage if they are unsure if the recipient will like their gift.

➢ The Reformulation Stage

- The reformulation stage is the third and final stage of the gift-giving process,
where the giver and recipient reevaluate their relationship based on the gift-
giving process.

➢ Relationship Bonding
- Gifts can significantly impact the relationship between the giver and recipient.
They can strengthen the relationship by communicating feelings of connection
and commitment, and can also affirm existing feelings. Romantic relationships
are more likely to last longer when one member gives the other a gift to
publicly announce their relationship. However, inappropriate gifts or those
showing limited interest in the recipient's desires can weaken the relationship,
creating a perception of a lack of bonding and connection. In many cultures, it
is considered inappropriate to give money as a gift, especially between
friends and loved ones. Rituals like wrapping money or converting it into a gift
card aim to transform it into a personal symbol.
 ➢ Exhibit 16.11 Possible Effect of Gift Giving on the Relationship Gifts can
have many different effects on a relationship that range from
strengthening.

Relational Effect Description Experiential Themes

Strengthening Gift receipt improves the quality of the Epiphany

relationship between the giver and the
recipient. Feelings of connection,
bonding commitment, and/or shared
meaning are Intensified

Affirmation Gift receipt validates the positive Empathy

quality of the relationship between the Adherence
giver and the recipient. Existing Affirming farewell
feelings of connection and/or shared Recognition
meaning are validated.

Negligible effect The gift-receipt experience has a Superfaty

minimal effect on perceptions of "Error”
relationship quality. Charity
Overkill

Negative Gift receipt validates an existing Absentee

confirmation negative quality of the relationship Control
between the giver and the recipient. A
lack of feelings of connection,
bonding, and/or shared meaning is
validated.

Weakening Gift receipt harms the quality of the Burden

relationship between giver and Insult
recipient There is a newly evident or
intensified perception that the
relationship lacks connection,
bonding, and/or shared meaning, but
the relationship remains

Severing Gift receipt so harms the quality of the Threat

relationship between giver and Non-affirming farewell
recipient that the relationship is
dissolved.
 ➢ Reciprocation
- The reformulation stage of gift-giving has implications for the
recipient's reciprocation expectations. If a gift is nice on one occasion,
the recipient is likely to reciprocate on the next occasion. Conversely,
if a gift weakens the relationship, the recipient may not give a nice gift
or give no gift at all. Some situations or recipients are exempt from
reciprocation, such as when someone is ill or has experienced
tragedy. People of limited financial means or lower status may be
exempt from giving to higher-status people. Women may feel less
obligated to reciprocate in date-related gift-giving due to culturally
prescribed notions about men's higher economic power. Expectations
of reciprocation depend on the culture and relationship between the
giver and recipient.

Marketing Implication

- Firms can build on several aspects of gift-giving to market more effectively to

consumers.

➢ Promoting Products and Services as Gifts

- Marketers sometimes concentrate on gift-giving festivals, such as Christmas,
Hanukkah, and Kwanzaa, when greeting card sales increase the most. This
includes homemade cards, electronic cards, and the 1.6 billion greeting cards
that are manufactured for sale. Some marketers even advertise unusual
presents like registered gift-givers for home down payments, honeymoon
getaways, or charitable donations for engaged couples.

➢ Technology and Gift Shopping

- Technology has revolutionized the gift-giving process, with online shopping
becoming faster and more convenient. Retailers are increasingly using plastic
and digital gift cards, which have become a $125 billion business annually.
The day after Christmas is now the third-busiest shopping day for stores due
to the widespread use of gift cards and increased spending.

➢ Alternatives to Traditional Gifts

- Consumers are becoming increasingly dissatisfied with the commercialism
and materialism of gift-giving, leading some charities to encourage donations
to those in need. Helfer International offers a holiday catalog encouraging
people to buy "gift" animals to help families become self-sufficient. The United
Nations refugee agency provides shelter and food to families displaced by
famine in East Africa. Donations are considered more fun, inspiring, and
meaningful than traditional gifts, and some couples register to contribute to a
charitable cause instead of buying a tangible gift.
Summary:
Certain offerings hold symbolic meaning, serving as badges for social categories, symbols of
connection to meaningful people, places, and times, and symbols of individuality and
uniqueness. These symbolic uses affect consumers' self-concept. Some possessions and
brands are considered special, nonsubstitutable, and irreplaceable, often purchased without
regard for price and rarely discarded. These possessions serve as emblems, facilitate role
transitions, connect us to others, express unique styles, and indicate personal mastery and
achievements. Background characteristics like social class, mobility, gender, and age
influence the type of object considered special.

Some entities are considered sacred, and consumers care for and nurture these
possessions through rituals. However, sacred objects can be profaned or made ordinary by
commercialization, inappropriate usage, or divestment patterns. Gift-giving is a process of
transferring meaning in products through gestation, presentation, and reformulation, often
culturally prescribed but may vary in timing. The manner in which the first two phases of gift-
giving are enacted can affect the long-term viability of the relationship between the giver and
the recipient.

Questions for Review and Discussion

1. Contrast the emblematic function of a product with the role acquisition function; also
contrast the con- nectedness function of a product with the expressive function.

2. What is reflexive evaluation, and how does it affect role acquisition? 3. How does the ideal
identity schema relate to a person's actual identity schema?

4. What is frame switching, and why do marketers have to consider it when targeting
bilingual, bicultural consumers?

5. What are the three main reasons why possessions take on special meaning?

6: Why do consumers engage in possession, grooming, and divestment rituals? 7. What are
sacred entities, and how are they profaned?

8. Identify the three stages of gift-giving, and explain how gift-giving can affect relations
between the giver and the recipient.