Symbolic Conspicuous Consumption
3 important questions on Symbolic Conspicuous Consumption
What is emblematic function?
Use of products to symbolize membership in social groups
- geographic: loose clothing
- ethnic: eating dinner time
- social class: yacht
- gender: food
- reference group: harley davidson
- geographic: loose clothing
- ethnic: eating dinner time
- social class: yacht
- gender: food
- reference group: harley davidson
What is role acquisition functions?
Offerings that help one feel more comfortable in new roles
- phases: seperation, transition, incorporation
- use of symbols and rituals to validate role transformation
- products are an important component in marital, cultural and social status transitions
Connectedness: use of products as symbols of ones personal connections to significant people, events or experiences
Expressiveness: use of products as symbols to demonstrate ones uniqueness
- phases: seperation, transition, incorporation
- use of symbols and rituals to validate role transformation
- products are an important component in marital, cultural and social status transitions
Connectedness: use of products as symbols of ones personal connections to significant people, events or experiences
Expressiveness: use of products as symbols to demonstrate ones uniqueness
What is conspicuous consumption?
Buying products to signal something about oneselve. Status leads to social benefits. More conspicuous consumption when status is more important.
Repair: powerlessness, low self esteem, helps relieve anxiety
Honest: cost ensure reliability of signal. Communicative intent vs non.
Dishonest: BMW could be rented
People react negatively to dishonest signals of wealth.
Voluntary simplicity: consciously limiting acquisition nd consumption for a less material ecofriendly lifestyle
Repair: powerlessness, low self esteem, helps relieve anxiety
Honest: cost ensure reliability of signal. Communicative intent vs non.
Dishonest: BMW could be rented
People react negatively to dishonest signals of wealth.
Voluntary simplicity: consciously limiting acquisition nd consumption for a less material ecofriendly lifestyle
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