Belks and Goffmans Theories of Extended Self - Essay Example

?Using Belk’s Theories of the Extended Self and With Reference To Goffman and Other Relevant Theory, Analyse a Selection of Blog Posts (Approx. 20) And Use These to Illustrate the Different Aspects of the Self Table of Contents Introduction 3 Belk’s Theory of Extended Self 3 Goffman’s Theory of Self 4 Analysis 4 4 14 Conclusion 14 References 16 Introduction The ‘self-concept’ has been of significant attention to consumer behaviour for marketers over a long period of time and has been addressed from various viewpoints utilising various theories. Majority of these theories including Belk’s and Goffman’s theories of self, have been further attributed as consistent with the disciplinary shift towards a broadened perspective of consumer, a change in direction aimed at examining the relationship between the ways in which consumers view themselves and the consumption activities are undertaken (Morgan, 1993). Emphasising on this particular issue, the discussion henceforth will be based on analysing self-concept from the perspective of Belk and Goffman. Belk’s Theory of Extended Self Belk’s advancement of extended self has been argued to render an innovative viewpoint regarding the study of self in consumer behaviour. Contextually, the theory of ‘extended self’ has provided a valuable motivation in the acknowledgement of requirement to extend the understanding of consumer behaviour beyond the traditional limitations of individuals as mechanical consumers of goods. According to Belk, possessions reflect the personality of possessor and sequentially these possessions contribute to the individuality (Belk, 1988). Goffman’s Theory of Self As affirmed in his theory of self, Goffman believed that every participant in social interactions is engaged in certain activities in order to avoid being embarrassed or embarrassing others. Goffman further observed that the connection between the type of activities which people usually conduct in their regular life and theatrical performances determine their identity and behavioural pattern. He believed that when individuals come in communication with other people, they intend to control or direct the impression by shifting their situation (Barnhart, n.d.). Analysis Blog 1: “Migration to Mobile I - How is Consumer Behaviour Changing?” The blog is based on the understanding of consumer behaviour towards purchasing mobile phones. The explanation depicted that in mobile phone market, consumer behaviour is highly impacted by the attributes of ‘extended self’. Mobile phone, as a possession can reflect the personality of possessor which in turn influences the purchasing behaviour of the potential customers. Furthermore, with respect to the Goffman’s theory, the social communication also tends to influence the purchase of products like mobile phones (Strategysmm, 2013). Blog 2: “Consumer Behaviour on Tattoos” The blog deals in learning the behaviour of consumers when purchasing tattoos. With respect to Belk’s theory, it can be stated that individuals believed the use of tattoos to signify their personality as well as individuality of the consumers. Thus, consumers have certain motive with respect to purchasing tattoos. In this context, Goffman’s theory can be linked which stated that use of products/services is significantly controlled by social influences (Peterson, 2013). Blog 3: “Will Chinese Consumers Soon Be Shopping Online with “Little Black Bags” The blog is based on consumer behaviour with respect to online shopping of little bags. From the viewpoint of Belk’s theory, online shopping can reflect the individuality of consumers and thus justify its impact on their purchasing behaviour. Considering Goffman’s theory, it can be affirmed that the social tradition of China also tend to influence the purchasing behaviour of similar products among consumers (Wordpress, 2012). Blog 4: “Macklemore’s Thrift Shop affects Consumer Behaviour…?” The blog is explains the behaviour of consumers with respect to vintage shopping. It can be observed that in order to persuade consumers to purchase the offered products, celebrities are endorsed largely in the promotional initiatives. Thus, with respect to Belk’s theory, it can be stated that celebrity endorsement influences the individuality of possession to as well as the purchasing behaviour of people towards vintage products. Furthermore, with respect to Goffman’s theory, it can also be stated that several social networking websites such as YouTube is used for encouraging customers towards purchasing similar products (Song, 2013). Blog 5: “Consumer Behaviour in Sport and Events” The blog is based on learning the consumer behaviour in sports marketing. With respect to Belk’s theory, sports products can be categorised as a product that can significantly replicate the image of customers to maintain a healthy lifestyle. Again, in view of Goffman’s theory, to understand consumer behaviour towards sports products and similar other commodities, there is need for understanding the social benefits of sports events which can further influence customers towards purchasing sports products (Funk, 2012). Blog 6: “Consumer behaviour towards e-shopping” This blog is based on the behaviour of consumers on e-shopping. Considering Belk’s theory, it can be stated that e-shopping among consumers can effectively signify their individuality. This trait further impacts the behaviour of people towards e-shopping. Correspondingly, Goffman’s theory stated that consumer behaviour towards e-shopping is also influenced by social interaction In connection to which, the blog post depicted that out of 200 random people surveyed, almost 80% were regular online shoppers (Pioneers, 2012). Blog 7: “Consumer Behaviour – The 3Cs: Countries, Culture and Customers” The blog concentrates on recognising cross-border diversity on consumer behaviour. Contextually, relating the blog writing with Belk’s theory, it can be stated that in every culture i.e. Italy, Spain, France or Sweden, consumer behaviour strongly represent their personality and cultural individuality. Considering the Goffman’s theory, understanding social culture is vital for identifying the buying preferences of customers which also signifies the explanation in the blog (Ravasio, 2013). Blog 8: “Seismic Change in Consumer Behaviour: Is Your Business Visible? The blog focused on the changes identified in consumer behaviour and its influence on business visibility. The blog states that in accordance with changes in consumer behaviour, the marketing strategies also must be designed which can influence the customers. Considering Belk’s theory, it can be thus stated that since internet is the centre of this present generation, certain aspects which can signify the personality of consumers must be used by businesses. Again, as assumed in Goffman’s theory, it can be observed that due to changes in technology, businesses require using social networking in order to build their reputation (Lachance, 2013). Blog 9: “Consumer Behaviour Evolution & Marketing Challenges (Part 1)” The blog is based on the evolution of consumer behaviour and marketing challenges in present days. In view of Belk’s theory, it can be specified that due to evolution in consumer behaviour, marketing strategies must be based on using strategies which can replicate the uniqueness of individuals. Similarly, it can be explained with reference to Goffman’s theory that internet, as a source of social networking, can be used in marketing strategies obtaining the advantages of customers’ purchase behaviour (Admin, 2013). Blog 10: “The behaviour of gift buyers: Consumer behaviour in the holiday season” The blog is based on purchasing behaviour of customers towards gifts. Belk’s theory suggested that the purchasing behaviour of customers towards gift is highly influenced by their personality. Thus, marketers need to understand the reason and the occasion of purchasing gifts and accordingly develop strategies. On the other hand, Goffman’s theory suggested that social aspects have high influences on purchasing gift products (Lange, 2012). Blog 11: “Consumer Behaviour” This particular blog post demonstrated that the social settings play a decisive role in affecting the behavioural patterns of the consumers within the global context. Contextually, in relation to Belk Theory of the extended self and possession, it can be apparently observed that possessions and sense of self within the individuals are interrelated with each other that contribute in reflecting the identities of an individual. Conversely, Goffman theory relating to consumer behaviour states that the identity of an individual is judged on the basis of their social behaviour. Thus, it can be stated that both the theories of Belk and Goffman can be related with this particular blog post as it revealed the significance of social interactions, sense of self and possession that ultimately affects consumer behaviour by a greater extent (Denizcanhekimoglu, 2012). Blog 12: “Turbulent Times and the Impact on Consumer Behaviour” This particular blog post demonstrated that various factors such as continuously changing business environments, globalisation effects and the consequent economic impacts among others are broadly affecting the behavioural patterns of the consumers in today’s contemporary scenario. In relation to Belk’s theory and the blog, it can be stated that the buying behaviour of the customers can be altered by creating a linkage between their identity and consumption pattern. In the similar context, the explanation given in the blog regarding the economic impacts that consumers today need to witness which further justifies the assumptions of Goffman’s theory which precisely denotes certain crucial factors like group relations and environmental alterations to affect the consumer behaviour at large. As this particular blog post identified the factors that affect consumer behaviour, it can be related with Belk and Goffman theory (Adelene, 2012). Blog 13: “Social Media’s Impact on Consumer Behaviour” This blog post portrayed that the social settings like social media imposes considerable impact upon consumer behaviour. It has further been viewed in this similar context that both Belk’s and Goffman’s theory emphasised upon the interactions concerning sense of self and the personalities of a specific individual while determining the impact of social settings in the form of social media on the consumption pattern of an individual which apparently justifies the explanation presented in the blog (Balsama, 2011). Blog 14: “Influencing Consumer Behaviour” This blog post demonstrated that there lay certain imperative factors that lay strong influences on consumer behaviour. The factors encompass priorities as well as behavioural attitudes of the consumers, the business strategies being applied along with company actions and brand values. According to Belk’s and Goffman’s theory, all these significant factors generate a crucial link between the individuality and the consumption pattern of consumers that eventually influences their behaviour at large (Lee, 2011). Blog 15: “Change Consumer Behaviour with These Five Levers” This particular blog post revealed that the development in the products or brands might change the behavioural pattern of the customers. In this regard, the brands should be understandable, rewarding, easy, desirable and habituated that can ultimately alter consumer behaviour. Relating to Belk’s theory, the brands or the products may contribute in forming as well as developing a sense of self that can in turn play a major role to alter consumer behaviour. With regard to Goffman’s theory, the brands may also establish or develop a unique identity of the individuals that therefore can lead towards changing consumer behaviour (Weed, 2012). Blog 16: “Consumer Behaviour” This blog post depicted internet as a form of e-commerce which has modified consumer behaviour by a significant extent. Contextually, from the perspective of Belk’s theory, consumers make effective decisions while purchasing any brand through internet on the basis of their identity along with the formation and the development of self2. With regard to Goffman’s theory, the decision-making procedure of the consumers is primarily based on the nature of their social interaction as well as business environmental impact which has also been addressed in the blog (Schiffman & Kanuk, 2008). Blog 17: “The Effect of Consumer Behaviour in Marketing an Organization” This particular blog post demonstrated that the significant concern of consumer behaviour broadly affects marketing segment of a specific organisation as the consumers undergo through different buying situations. In this connection, Belk’s theory represented that it is the formation of ‘sense of self’ and ‘possessions’ that reflects the identities of the individuals which further affects their buying behaviour and the organisational performances at large. Correspondingly, Goffman’s theory stated that it is the impacts led by business environment and the group relations that affect the organisations by a certain degree (Kokemuller, 2013). Blog 18: “The Psychology of Consumer Behaviour” This blog post revealed that the behavioural pattern of the consumers is largely influenced by different factors that comprise attitudes, emotions and values. According to Belk’s theory, the interrelation between ‘sense of self’ and ‘possessions’ fundamentally depends upon the aforementioned factors in the blog that are quite indispensable to comprehend the vital concern of consumer behaviour. In accordance with Goffman’s theory, individual identity as well as group relations are primarily based upon the aforesaid factors as mentioned in the blog that in turn affects consumer behaviour (Santee, n.d.). Blog 19: “Consumer Behavior Part Four: Importance of Psychographics in Social Media” This particular blog post demonstrated that the ‘self-concept’ or the ‘sense of self’ is regarded as the feelings as well as the thoughts of an individual about himself/herself. This might be influenced by taking into concern the consumption of products by an individual. Belk’s theory described a ‘sense of self’ or ‘self-concept’ as a powerful aspect of consumer behavior as it supports the individuals to manage their identities which can be related with this blog. Goffman’s theory also defined ‘self-concept’ or ‘sense of self’ as the mutual understanding between individual identity and group relations (Boomtown Internet Group, 2013). Blog 20: “What We Really Know About Consumer Behavior” This blog post identified that the behavioral patterns of the consumers have changed from past few years due to the accessibility of large quantity of brands and presence of substitute products. In regard to this particular aspect, Belk’s theory affirmed that the pattern of consumer behavior has been changing over the past years due to the development of self-concept and increased concentration towards possessions. Additionally, Goffman’s theory noted that the impact of business environment and enhanced individual identity has made significant transformations in consumer behaviors and thus relates with the explanation served in the blog (Deighton, 2011). Conclusion After acquiring a brief idea about Belk’s and Goffman’s theory relating to consumer behaviour, it can be concluded that there exist certain noteworthy factors that have the potential to strong influence the concept of consumer behaviour. From the standpoint of Belk’s theory, the factors like ‘self-concept’ or ‘sense of self’ and ‘possessions’ affect consumer behaviours. With regard to Goffman’s theory, the factors that encompass individual identity, business environmental impact and group relations affect consumer behaviour. Contextually, the above discussed blog posts apparently linked with the significant concern of consumer behaviour as described in both Belk’s and Goffman’s theory. To be precise, a significant similarity can be observed between the explanations derived through the blog posts on the basis of the contemporary managerial doctrine of consumer behaviour and the theoretical postulations portrayed in the two aforesaid theories. References Admin, 2013 Consumer Behaviour Evolution & Marketing Challenges (Part 1). TownTalks Blog. [Online] Available at: http://towntawks.com/blog/2013/02/21/consumer-behavior-evolution-marketing-challenges-part-1/ [Accessed 01 March, 2013]. Adelene, 2012. Turbulent Times and the Impact on Consumer Behaviour. Article. [Online] Available at: http://brightbluec.com.au/index.php/blog/article/turbulent_times_and_the_impact_on_consumer_behaviour [Accessed 01 March, 2013]. Boomtown Internet Group, 2013. Self-concept. Consumer Behaviour Part Four: Importance of Psychographics in Social Media. 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