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Many products are purchased for their symbolic significance to important reference groups. The concept of symbolic interactionism is discussed and considered within the context of consumer behavior. Marketers can enhance symbolic relevance through careful attention to the various elements of marketing strategy under their control. Suggestions and implications for target market definition and marketing mix variables are provided.
It is a well-known fact that consumers may buy a given product for reasons other than the product's basic functional performance. People are often motivated to buy a good or service on the basis of what it represents to themselves, and to others with whom they associate or to some societal referent. Consumer behavior researchers have applied theories from several disciplines in the social sciences to explain this type of purchasing behavior. One such sociological theory deals with the phenomenon of symbolic interactionism.
The purpose of this paper is to examine the concept of symbolic interactionism, outline its relevance for consumer behavior, and suggest strategic marketing implications. There is a definite need for marketers to consider symbolic interactionism aspects when formulating strategy.
THE CONCEPT OF SYMBOLIC INTERACTIONISM
Modern interpretations of symbolic interactionism are derived mainly from the works of George Herbert Mead. In addition, the historical underpinnings of symbolic interactionism can be found in Charles Horton Cooley's theory of society, John Dewey's concept of habit, and W.I. Thomas' definition of the situation.(5) The concept of symbolic interactionism is based on the premise that individuals interact with society at large and with reference groups to determine how behavior should be structured. Individuals are assumed to relate to objects or events based on their symbolic meaning given by society.
SYMBOLIC INTERACTIONISM IN CONSUMER BEHAVIOR
Symbolic interactionism is manifested in consumer behavior in the form of symbolic purchasing behavior. This type of purchasing occurs when consumers acquire a specific good or service for what it signifies, based on the symbols attached by society.(1) Such products and brands act as social tools in that they serve to communicate symbolically between the individual and his significant referents. For example, blue jeans symbolize informality in society, yet different groups have different brands as symbols. Advertising and other marketing communications can effectively serve as vehicles for this process of symbolic meaning transfer.
The effects...