Subtle Signals of Inconspicuous Consumption - Essay Example

Question Because our society today is dominated by so much consumerism, it allows simple consumption patterns to become a platform to exhibit one's identity especially as an individual takes on different images and identity as he/she goes through different life transitions. Acts of consumption are being said to be driven not only by practical needs but also by consumers' desires to make statements about themselves in relation to others (Benson, 2000; Dittmar, 1992; Kadirov and Varey, 2006; Moynagh and Worsley, 2002). Piacentini and Mailer (2004) refer to processes of 'symbolic consumption', whereby individuals use products as mechanisms to create, develop and maintain their identities (see also Phillips, 2003). Clammer (1992) argues that this is true even of the most mundane consumption choices, which can reflect an individual's identity, tastes and social position (see also Elliott and Wattanasuwan, 1998; Slater, 1997) (cited by Sowden and Grimmer, 2009, p 1). Motherhood requires different changes that a woman goes through when becoming a mother. One of the aspects of this is the change in roles. Together with this comes the brand new identity and often of priorities also. A woman who might have devoted much of her time on herself especially on physical aesthetic sense might suddenly feel that her needs to promote her physical looks is relegated to the more important role of taking care of a child. Because of this new role and identity where the new mom has to fit in, she is exposed to a mould of what the identity must be or must look like. The society sometimes paints the required image that a mom must take in order to fit in the mould or the individual projects her own identity which she feels is best accepted in the society. As she tries to orient herself with the new role, she is subjected to consumption choices and decisions that had been expected from the identity that she has just assumed or wants to assume. These consumption decisions particularly refer to the new requirements of the identity. In the example of being a mother, some of the decisions include not just about herself but also about the baby. Eventually, the decisions she make, even the most simple ones like the clothes for the baby exposes the kind of identity that she pursued which depended on her preferences. Similarly, other transitions or rites of passage points in the life cycle of the consumer could be viewed as identity projects. With the transition or with a new role to play, the consumer take on a new image which is necessarily consistent with the new identity he/she assumes. This then necessarily affect his/her consumption decision. Wattanasuwan (2005, p 179) stated that we do not really consume products just for necessity but also more importantly for the projection of the self that we want others to see. This self or this identity project is the one we hope that others within our group or subculture would accept and welcome with open arms. One case in point is the pre-adult or teenage years. This is a rather delicate and volatile stage as the individual tries to find out how he/she fits into the society he/she belongs to. Most of the issues that concern teenagers move towards their desire to belong and be accepted. Many young people would try to create and project an identity of maturity in their hopes to easily blend into the world of adults. "Symbolic consumption is taking on a greater role in distinguishing the pre-adult from the adult" (Ozanne, 1992 as cited by Batat, n.d.). Others would use this identity project to impress their peers or to be accepted in certain circles or groups. "The use of goods as symbols for communicating with other consumers is related to the use of goods in the development of self-identity. Individual can then use the symbolic content of chosen consumption objects to reflect their affiliation or connection to a particular social group" (Batat, n.d. cited from Elliott and Wattanasuwan, 1998). Because of this, the consumption choices we face would depend on the identity we want to project. In the case of Saskia who wanted to show off her baby to her friends and peers, it was necessary for her to move towards purchases of baby clothes would be either acceptable to her group or according to the unique identity that she wants to project. In contrast, Clara's practical sense moved towards functionality rather than aesthetics, fashion or conformity. Thus, her consumption choices included the safety of the product or the equipment. She opted also to go for hand me downs as the opinion of a social circle about her choices probably does not really matter to her. Question 2 Berger and Ward stated in their paper "Subtle Signals of Inconspicuous Consumption" (n.d., p 4-5) that "Consumption behaviours have symbolic value, and people use consumption to form inferences about other's social identities, tastes, and preferences (cited from Belk, Bahn, and Mayer 1982; Burroughs, Drews, and Hallman 1991). Consequently, consumption can act as a fence or bridge (cited from Douglas and Isherwood 1979), helping to construct and maintain symbolic borders between groups (cited from Bourdieu 1984; Lamont 1992; Weber 1968/1978) or provide access to social networks and organizations (cited from Kanter 1977). Because of this, more often than not, consumption decisions are a way to communicate to others especially to peers and within social groups the identity and image that the consumer wants to present. Conspicuous consumption becomes the communication tool that signals wealth and a not so subtle hint about power and status. In another aspect, it has also used to identify a social standing or positioning (Chaudhuri and Majumdar, 2006, p 9). It has also become a common thread among groups as it drives towards social conformity. Individuals in one sub culture tend to exhibit the same identity and mentality and therefore are also expected to have similar purchasing decisions. The adoption of the same products of people who believe that they are part of a homogeneous mix or are equals in one structure is usually a "result of an individual's (voluntary) desire for public compliance (Chaudhuri and Majumdar, 2006, p 7 cited from Grimm et al. 1999) in an effort to enhance self-image or self-concept (Chaudhuri and Majumdar, 2006, p 7 cited from McGuire 1969; Park and Lessig 1977; Park and Mittal 1985). This symbolic consumption or conspicuous consumption is also media driven. The excessive exposure to varied and multiple marketing efforts through different media and advertising channels promoting distinct identities and images drives the consumer to actively seek a desired character and individuality. In the case of Clara's refusal to consume or to consume excessively, we could see an individual consumer who is either not affected by the impelling power that dictates conformity to be identified with a group or a strong sense of individuality untouched by the pressure to comply. In her bid for practicality, she forgoes the accepted societal mind set and conditioned response of someone who is about to be a mother. Clara runs the risk of being ostracized by the societal circle where she is included because of this non-conformity. She might be labelled unorthodox or worse, she could even be kicked out of the circle because she does not belong anymore. But still her pragmatism ruled over and she maintained her own set of beliefs as she went through this life changing role. Clara in this case becomes a challenge for marketers. Her non-conformist and pragmatic response to this new dimension of her life takes her out of the group that she could probably belong. It was easier to profile the individuals in the same group because of their tendency to conform to the same purchasing and consumption decisions. But Clara became an unusual case and a separate profile. She went out of the circle and become a separate consumer where reaching out to her would probably require a different set of marketing mix and advertising efforts. This case could be attributed to the after effects of some factors that end up tearing the social fabric among groups and market. A study in Japan reported by Nitto and Shiozaki (2001) revealed that individuals are moving towards self preservations after some of the major shifts that affected the society which include a more defined social hierarchies, erosion of trust, threats of crime and fear of economic incapacity due to possible unemployment. This is also partly due to the perception of some individuals that the better established social hierarchies make it harder for them to penetrate through despite great efforts. Even if the result also exposed that people move towards accommodation of one another's belief and preferences for fear of possible isolation, the one motivating factor underneath is still a self protective attitude. Just like what Clara did, the concept was to limit oneself in a setting where they are more comfortable and confident to be in rather than explore varied consumption decisions just to conform but risk with the unstable and unsure outcome and effect to their future, especially in the face of the different factors that affect the environment they are in. Question 3 In recent decades spanning two or three generations, the marketing landscape has change in numerous and varied platforms. The transformation has been characterized in so many ways - from the rapid changes in the social environment which resulted to major shifts in consumption patterns. This includes among others the expansion of purchasing channels and acceleration and extension in fashion trends (Nitto and Shiozaki, 2001). One of the very important factors for the shift on the landscape of consumption is on the rapid advancement in technology. The advances in information and communication tools have become the haven of the rapid exchange of ideas and concepts because it allowed the consumers to seek and access information by themselves. The global reach of the world with internet set the virtual link between consumers and products and information and among social groups and cultures. This has also become a wonderland playground of marketers in reaching out to their target customers. Under the context of economic globalization, it became common that even the average people get international experience which resulted to contamination and influences even across geographic boundaries and various cultures. "It is virtually certain that such overseas experience will affect lifestyle, consumption patterns and basic values, spurring attempts by an increasing number of people to replicate overseas culture, concepts and consumption patterns" (Nitto and Shiozaki, 2001, p 2). Because of this phenomenon, it is not uncommon then to find that people go beyond the essential requirements because of the influence of other people's values and consumption patterns and lifestyles. This had also been compounded by the incessant exposure to advertising materials that promote mindsets and expose new fashion trends in order to sell. Looking at the effect of these factors on Saskia, we could easily sort through the basic requirements of a newborn child and the non-essential items which are more often than not, a product of influences both from product advertisements and from a group's consumption patterns. In previous generations, a baby's basic requirement would just probably include baby clothes, a baby cot and mattress to lie down to, some essentials for feeding, bathing and over all health and hygiene of the baby. All the rest could be labelled as non-essential. What sets apart Saskia from being a simple back to basics mom of the previous generations is her desire both for individuality and conformity. Her mind set that everything must match and be colour coordinated is unnecessary and non essential. Saskia is guilty of collecting non essential items not only because of comfort and convenience but also because of conformity. It was in her bid to belong in the social circle that she hopes to be part of or identified with. Consumption of non essential items is more as symbolic or conspicuous consumption. Question 4 The tendency to over-consume is evident in creating a world that's beyond the essential due in part to the marketers drive towards expansion of market and increase in sales. This role of marketing and marketers has become evident in many aspects of product consumption. In a study conducted by Consumers International entitled "New media, same old tricks: a survey of the marketing of food to children on food company websites" which looked into the role of marketing and media in the food consumption consumers, it was able to uncover some pertinent points about this issue. This study was concerned about the type of marketing approach of certain companies to increase their appeal to their target audiences and customers (New media, same old tricks, 2009). In the said study, some of the techniques used by food companies to attract children are by association. They look towards linking the perception of a benefit they offer such as free download of games from the internet with the consumption of the brand. Another noteworthy technique is marketing to parents using the emotional platform to influence and probably convince parents the benefit of the product to their children (New media, same old tricks, 2009). Relating the study to Saskia and Clara's case, it could be said that same techniques are being used by marketers to encourage and maybe even pressure would be mothers to 'over-consume'. One of the commonly used one is the association technique. The desire of Saskia to show off the baby that's why she bought colour coordinated and expensive clothes and stuff for the baby is an evidence of the marketing's mind setting on would be mothers which involve the feeling of pride as a new mother, among her friends and peers. The closely linked relationship with the choice of baby clothes and the desire to show off has been instilled by marketers to their audience in promoting their brand. Thus, it has also become's Saskia's motivation in her consumption choices and decisions. Another evidence of this technique is the use of celebrity endorsers for certain brands and products. Because of the appeal of the particular celebrity to the target audience and market, the tendency of a choice lies on the endorser. Associating the celebrity with the brand or product has become the basis of the consumption decision. This is especially worse for non-essential items. To promote the product and encourage consumers to over consume, the attraction of the celebrity endorser pushes the decision. Another very common technique is the appeal to the emotions. It usually involves promoting scenarios that would be either be appealing or appalling to the audience and they respond through consumption patterns that were directed by their initial reaction to the scenario. Emotive methods are usually utilized in extreme scenario as death or accident. Thus, even Clara fell prey to the pressure of the marketers to over consume when she opted to buy a new car seat and a new cot rather than get a hand me down or a second hand from E-bay. The consumption decision was based on the fear of a possibility (of death or accident) which is appalling to the mother. Question 5 The different sources of information of the two women included advice from friends, stores and websites for Saskia and recommendation from friends and some hearsay for Clara. In the case of Clara, she was more concerned on functionality and practicality more than anything else. She even mentioned about the environmental aspect of purchasing products and items that would only be used for a few months and could be probably thrown in the garbage after a few months. She also indicated that she was also influenced by the pressure to conform to the demands of the society in terms of symbolic consumption when she expressed that she would also want colour coordinated clothes, etc yet her practical sense overtook the probability to over consume. She joyfully accepted the blessings of hand me downs that necessarily chopped off so much of the possible expenses that the new baby needs. She also welcomed the second hand pram that they were ably to acquire from a charity auction. Although she also believed in hearsay as evidenced by her apprehension of getting a car seat from E-bay or a mattress from somewhere else especially if she has no idea of its probable history with regard to safety concerns. This led her to opt for new ones instead of hand me downs. On the other hand, Saskia is the type who allowed herself to be influenced by almost everything around her, from the society in general to the marketers and friends opinion in particular. It is clear in her dependency to stores and websites for information. Obviously, as they are into the business of increasing their particular brands' and products' sales, they are adept at constructing a mind set for their target customers on the ideal and best way of preparing for a baby. Yet, the advice for the best and the ideal may not be really based on what is factually the best but more on the promotion of their products. Saskia is also the type who espouse to symbolic consumption. Her desire to show off her kid is the tell tale sign. Her need to be either envied or accepted in the social group that she aspires to be led her to create her identity which was recreated for her by the marketers and an essential aspect in her bid for conformity. Saskia is the ideal customer for marketers as it is easy to recreate a scenario for her wherein she easily believed and followed. In the end, the companies and marketers benefit much because of the sales generated from Saskia's consumption decisions. Read More