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Article
Publication date: 14 November 2017

Robert E. Kleine, Susan Schultz Kleine and Douglas R. Ewing

This paper aims to provide evidence that theory-based effects of role-identity cultivation stages on self-symbolizing consumption activities do exist.

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Abstract

Purpose

This paper aims to provide evidence that theory-based effects of role-identity cultivation stages on self-symbolizing consumption activities do exist.

Design/methodology/approach

Specific focus is placed upon differing motives between rookie versus veteran role-identity actors and how these differences lead to symbolic self-completion and self-retention behaviors. Effects of these motives are examined in the context of college student identity transitions.

Findings

Evidence is found for a pattern, whereby role-identity rookies with fewer role-identity-related possessions are more likely to self-symbolize the role-identity outwardly than veteran consumers having more role-identity-related resources, such as possessions. Self-retention via possessions is also more evident with rookies making the transition from one role-identity to the next, replacement role-identity. Findings are replicated for both readily available and favorite possessions related to a role-identity.

Research limitations/implications

Future role-identity research in marketing may miss unique and important insights without accounting for role-identity cultivation stage.

Practical implications

Current evidence highlights the importance of identity cultivation stage, symbolic self-completion and self-retention as factors to consider in understanding market segments associated with respective role-identities.

Originality/value

Extant research does not yet account for how consumption activities serving both symbolic and functional purposes support role-identity transitions. This inquiry is directed at contributing to this need.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 11 July 2006

Susan Schultz Kleine, Robert E. Kleine and Debra A. Laverie

In this article, we examine how person–possession relations vary across three stages of the role-identity cultivation processes. We explore stage-related variation in the…

Abstract

In this article, we examine how person–possession relations vary across three stages of the role-identity cultivation processes. We explore stage-related variation in the accumulation of role-related consumption stimuli and their self-relevance in a cross-sectional sample of two freely chosen athletic role-identities. Results show that as individuals cultivate an identity they accumulate more role-related possessions, social ties, and media commitments, and evaluation of those elements becomes more positive, yet the impact of those stimuli on self-conception declines. Ultimately, the results suggest that a full understanding of person–possession relations must include consideration of how role-identity cultivation stage moderates relations between people and consumption stimuli.

Details

Research in Consumer Behavior
Type: Book
ISBN: 0-7623-1304-8

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Book part
Publication date: 11 July 2006

Stacey Menzel Baker, Susan Schultz Kleine and Heather E. Bowen

This paper explores the symbolic meanings that children of elementary school age attach to souvenirs from different types of vacation destinations. Data from interviews and…

Abstract

This paper explores the symbolic meanings that children of elementary school age attach to souvenirs from different types of vacation destinations. Data from interviews and pictorial projectives illustrate the meaning of souvenirs for children, including how children skillfully use souvenirs in their everyday lives and how they interpret souvenirs as symbols of people, places, and experiences. More specifically, the interview data reveal the meanings attached to souvenirs which are possessed, including how souvenirs are clearly distinguished from other objects which are possessed and how they are used for their contemplation and action value, for their communicative properties, and to provide continuity across time and place. In addition, the data from pictorial projectives reveal the latent motives of souvenir acquisition as well as how different types of places lead to different types of souvenir choices. Thus, the paper demonstrates the many layers of meaning associated with souvenirs in both acquisition and consumption processes and provides evidence that the meanings between children, places, and objects are inextricably linked.

Details

Research in Consumer Behavior
Type: Book
ISBN: 0-7623-1304-8

Available. Content available
Book part
Publication date: 11 July 2006

Abstract

Details

Research in Consumer Behavior
Type: Book
ISBN: 0-7623-1304-8

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Book part
Publication date: 2 May 2015

Aaron C. Ahuvia

This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark…

Abstract

Purpose

This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships.

Methodology/approach

This paper presents a conceptual argument based on a literature review.

Findings

First, I argue that our pervasive concern with other people is a basic genetic component of human beings, and discuss some possible evolutionary pressures that may have led to this result. Then I discuss how this pervasive concern influences consumer behavior related to brand meanings. This discussion is structured around two aspects of social relationships: interpersonal closeness and social status. Relationship closeness is discussed with regard to brand communities, gifts, special possessions and brand love, and the often hidden ways that social relationships permeate everyday consumer behavior. Social status is discussed with reference to materialism. Materialism is sometimes misunderstood as an obsession with physical object, or as occurring when people care more about products than they do about people. In contrast, I argue that materialism is better understood as a style of relating to people.

Originality/value

This paper integrates a range of disparate findings in support of a broadly applicable generalization that nothing matters more to people than other people. This generalization can function as a sensitizing proposition that managers and researchers can bear in mind as they seek to interpret and understand how brand meaning influences consumer behavior.

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Article
Publication date: 4 May 2010

Ruth Mugge, Hendrik N.J. Schifferstein and Jan P.L. Schoormans

Past research on consumers' post‐purchase behavior has focused on understanding satisfaction. However, the consumer‐product relationship is much broader. This paper aims to deal…

14485

Abstract

Purpose

Past research on consumers' post‐purchase behavior has focused on understanding satisfaction. However, the consumer‐product relationship is much broader. This paper aims to deal with another aspect of post‐purchase behavior: the emotional bond consumers experience with their durables during ownership. The paper contributes to the literature on this topic by testing a conceptual model of product attachment and its relationships with satisfaction, and the determinants: utility, appearance, and memories.

Design/methodology/approach

Two experiments are presented in which the product categories photo cameras and mobile phones were used as stimuli to test the conceptual model.

Findings

Results show that the product's utility and its appearance positively affect both product attachment and satisfaction. For both product attachment and satisfaction, the pleasure elicited mediates the effects of utility and appearance. Only for product attachment, the presence of memories serves as an additional determinant that also moderates the effects of utility and appearance. Importantly, satisfaction has no direct effect on product attachment.

Originality/value

The paper contributes to the lack of knowledge concerning consumers' post‐purchase behavior by exploring the relationships between product attachment and satisfaction.

Details

Journal of Consumer Marketing, vol. 27 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 30 November 2023

Dandan Zhu, Nina Michaelidou, Belinda Dewsnap, John W. Cadogan and Michael Christofi

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

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Abstract

Purpose

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

Design/methodology/approach

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

Findings

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

Research limitations/implications

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

Practical implications

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

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