Self‐Construal, Reference Groups, and Brand Meaning

Abstract

Possessions can be used to satisfy psychological needs, such as actively creating one's self-concept, reinforcing and expressing self-identity, and allowing one to differentiate oneself and assert one's individuality (e.g., Ball and Tasaki 1992; Belk 1988; Kleine, Kleine, and Allen 1995). Possessions can also serve a social purpose by reflecting social ties to one's family, community, and/or cultural groups, including brand communities (Muniz and O'Guinn 2001). Consumer researchers have extended some of these possession findings to brands (Escalas and Bettman 2003; Fournier 1998). For example, recent research indicates that consumers construct their self-identity and present themselves to others through their brand choices based on the congruency between brand-user associations and self-image associations (Escalas and Bettman 2003). Levy (1959) asserted that people do not buy products just for what they do, but also for what the product means; thus, brands can be symbols whose meaning is used to create and define a consumer's self-concept. McCracken's (1988) model of meaning transfer asserts that such meaning originates in the culturally constituted world, moving into goods via the fashion system, word of mouth, reference groups, subcultural groups, celebrities, and the media. For example, meanings "get into" a brand through advertising because ads reference the general cultural symbols needed to provide meaning. Similarly, reference group usage of a brand provides meaning via the associations consumers hold regarding that group (Muniz and O'Guinn 2001). Next, meaning moves from goods to consumers, as consumers construct

Would you forgive Kristen Stewart or Tiger Woods or maybe Lance Armstrong? Exploring consumers’ forgiveness of celebrities’ transgressions

“…a celebrity who might be viewed as such (Gies, 2011) and perceived as being part of one's reference group, can influence a consumer's information processing, attitude formation and behaviour. A reference group serves as a point of influence in making comparisons or contrasts in forming judgements about one's self, one's beliefs or one's situation (Escalas & Bettman, 2005;Shibutani, 1955) and also in regards to brand usage (Bearden & Etzel, 1982;Bearden et al, 1989). This is based on the notion that social learning processes occur through observing behaviour of social models (Bandura, 1986).…”

The future of consumer decision making

“…According to Belk [36], Fournier [37] and Escalas & Bettman [38], consumers use possessions and brands in identity building. We choose what we consume in order to define ourselves [38] and because certain products are connected or enable certain social roles [39].…”

“…We choose what we consume in order to define ourselves [38] and because certain products are connected or enable certain social roles [39]. Some owned items function as identity claims.…”

Doing It the Hard Way: How Low Control Drives Preferences for High-Effort Products and Services

“…This belief can be seen in the way that individuals form different types of relationships and connections with brands (e.g., Aggarwal and McGill 2012;Deighton 1992;Escalas and Bettman 2005;Fournier 1998) and how they use products to signal desired traits, from high status to intelligence and beyond (e.g., Gao, Wheeler, and Shiv 2008;Rucker and Galinsky 2008;Wick-lund and Gollwitzer 1982). Importantly, while offering functional and symbolic assistance, products can also leave room for consumers to contribute their own hard work in pursuit of desired outcomes, which leads to feelings of empowerment (i.e., the sense that you can determine your own outcomes).…”