Consumer culture †Is Individual Identity Shaped Essays

Consumer culture – Is Individual Identity Shaped Essays Consumer culture – Is Individual Identity Shaped Essay Consumer culture – Is Individual Identity Shaped Essay Consumer civilization – Is Individual Identity Shaped by Consumption or is it the Basis of Consumer Choice? In order to reply this inquiry it is necessary to research the research undertaken within the country in order to construct up a clear image of whether individualities are shaped by purchases and ownerships, or whether individualities shape individual’s consumer activities. The findings will be contrasted with Hagiographas on consumer behavior, which addresses issues such as young person disbursement, category consumer wonts and ethical consumer disbursement. This will all be placed within the current context of the global supermarket’ . Mannetti, Pierro and Livi ( 2002 ) conducted a survey on ingestion, which aimed to demo that identity variables contribute significantly to the account of purchase intention ( 1431 ) . Within their research, they quote James ( 1980 ) , who stated that, It is clear that between what a adult male calls me and what he merely calls mine the line is hard to pull. We feel and act about certain things that are ours really much as we feel and act about ourselves†¦in its widest possible sense, nevertheless, a adult males Self is the sum sum of what he CAN name his, non merely his organic structure and his psychic powers, but his apparels and his house ( quoted within Mannetti et Al, 1432 ) . It is clear that Mannetti et Al seek individuality to be added as a constituent to the TPB theoretical account ( Theory of Planned Behaviour ) ; a behavior theoretical account developed by Ajzen, which was designed to understand the procedures within which persons make determinations. Identity is non presently one of the prevailing factors within this theoretical account. They recognise the norms associated with ownerships and how they influence consumerism, as they province, to understand consumer behavior we must hold on the significance that individuality has a strong correlativity to consumerism. To back up their statement they quote Write, Claiborne and Sirgy ( 1992 ) who states that merchandises are associated with stereotyped images of users, connoting that consumers make a determination whether to adhere to that stereotype by buying the merchandise. Mannetti et al’s survey tests the potential utility of ego individuality to merchandise consumer behavior identities ( 1435 ) with allusion to three merchandises: nomadic phones of no specific trade name, back packs of which the trade name was Invicta, and tickers of which the trade name was Swatch. They province that the monetary values of the nomadic phones were high for the market, and low for the back packs and tickers. They discovered that the consequences from the nomadic phone survey showed that subjective norms played a big portion in whether an person would take a specific phone. They besides province that this contradicts old research as subjective norms have been shown to be the weakest factor in finding action. They note that the high presence of such norms in act uponing determination could be down to the fact that nomadic phones are a typical instrument for keeping societal relations ( 1439 ) . Mobile phones are used for texting’ – directing short t yped messages to other phones, and can be used to take and direct photographic images. In this sense so, it is non surprising that subjective norms would be predominating factor in the determination devising procedure for this point. The Invicta back packs demonstrated somewhat different consequences. It appeared that identity similarity’ instead than subjective norms influenced the determination to buy this merchandise, in other words the more participants perceives themselves to be like the typical user of Invicta back packs, the more they intended to buy one of them ( 1442 ) . Similar consequences were found refering the Swatch ticker. This would therefore indicate that, as stereotyped individualities are prescribed to an point, comprehending whether the consumer fits this individuality before buying is an of import factor. They besides point set that as their survey included functional points – phones, back packs and tickers, the impression of similarity identity’ and subjective norm force per unit area would be even more relevant in the determination devising procedure for luxury purchases. To sum up Mannetti et al’s survey of consumer behavior, they province that their survey supported the impression that, Peoples can develop an purpose to buy a merchandise because they are cognizant that the stereotyped image of the generalized user of that merchandise is close/similar to their ain existent egos ; that is they understand that the specific purchase affords the expression/confirmation of who they think themselves to be ( 1447 ) . They besides point out Wicklund and Gollwitzer remarks, that it could be argued persons recognise the stereotyped image associated with a certain merchandise, and recognize that as an ideal version of themselves. This is non who they are but who they would wish to be, and believe that by buying the point they could go, or at least appear, to be this idealized version. Shaw and Shui’s ( 2002 ) survey entitledThe Role of Ethical Obligation and Self Identity in Ethical Consumer Choice, focuses on how individual’s ethical beliefs affect their consumer picks. They province, In the context of ethical consumer behavior, determination devising may be driven by a sense of ethical duty and ego individuality with ethical issues ( 109 ) . Shaw and Shui besides refer to the TPB theoretical account within their survey. They quote Sparks et Al ( 1995 ) who province that in certain state of affairss or for certain behaviors, perceives moral duty may arise in the influence of others, and perceptual experiences of such duties may, in bend influence attitudes toward behavior ( 271 ) ( 110 ) . Shaw and Shui province that the TPB theoretical account is based on hedonistic results instead than a consideration of useful motives ( 110 ) and steadfastly believe that ethical concerns contribute to the determination to buy. They besides comment on Sparks et A l ( 1995 ) survey which found that subjective norms did non do a considerable part to merchandise pick, which is in resistance to Mannetti et Al. Shaw and Shui’s survey discovered, as they had predicted, that identification with ethical issues is likely to ensue in an empathy for these concerns, and the consequent development of a more positive attitude towards them ( 114 ) . For illustration, persons with a positive ethical attitude towards supplying a just monetary value for manufacturers would claim that buying fair-trade java would be of importance to them. This survey does connote that personal individuality forms consumer pick, nevertheless it does non supply a definite reply. It could be argued that persons may desire to be viewed as possessing positive ethical beliefs and in order to make so would buy ethical merchandises, such as fair-trade points. With respect to ingestion and individuality, it is necessary to discourse the disbursement attitudes of young persons. Benn’s ( 2004 ) survey on such attitudes illustrates the power and possible kids and immature people have in relation to consumption ( 108 ) . Youths, as Benn points out, are really cognizant of brand power’ and the stereotyped images associated with trade names ; they know precisely what trade name and type they want to purchase and lodge to it, until the following tendency takes over ( 111 ) . Ben mentions one kid within his survey who wears skater’ apparels, and who by making so, perceives himself as skater’ , even though he does non partake in the activity. As Storry and Childs province ( 2002 ) , immature people express their individualities through their purchases, for illustration, the apparels they wear, the nutrient they eat and the music they listen to. Their involvements and leisure activities come at a retail monetary value ; s howing their individualities comes at a retail monetary value. The allotment of norms onto consumer goods is even more prevailing within youth civilization, as Benn’s skater’ male child demonstrates. Identities can be bought and exchanged for new 1s as the tendencies alteration, bespeaking that consumer pick molds identities instead than individuality being the footing of consumer pick. Celia Lurey ( 1997 ) suggests that members of the on the job categories now use consumer picks to project an image that used to be associated with in-between categories. Storry and Childs besides back up this by saying that working people ( are ) going more money centred, household centred and individualistic†¦house and auto ownership in working category countries has become a symbol of lifting status ( 223 ) . Class now appears to be determined by passing ability, although it is non merely the ability to pass, but besides the ways in which that money is spent. A relevant illustration of this could be the popularity of individualized figure home bases ; a clear illustration of projecting individuality through consumerism. Personalised figure home bases project a certain stereotyped individuality, and those who purchase such points, it would be safe to presume, deliberately project this individuality. Britain’s current category construction is now a construction, Lurey sug gests, which because of consumer civilization, enables its members to elect their places instead than hold it imposed upon them. This implies that the points persons purchase determine their individuality, or at least how those individualities are perceived. One facet that must be addressed when discoursing how and why persons spend is the global supermarket’ The Global supermarket is a place where consumers happily choose individualities as they might take suits of clothes ( Matthews, 2000, 178 ) . Matthews states that within the definition of post modern’ society, it states that bing within the planetary supermarket enhances the inability to believes in any larger narrative about the significance of human being, or to stretch its definition a small, the inability to dream of national cultural roots ( 178 ) . Matthews is proposing that single penchants form individuality within this planetary supermarket. Lyon ( 1999 ) suggests that The postmodern is†¦associated with a society where consumer life styles and mass ingestion dominate the waking lives of its members†¦will the postmodern status leave us in a lasting flux of relativity, where all is capable merely to the arbitrary intrigues of the market place? shall we henceforth discover our individuality and integrating in the market place entirely? ( Lyon, 1999, 55-56 ) . Matthews’s sentiment is based on the premise that persons have the freedom to make up ones mind what they wish to devour, based on their gustatory sensations and desires, in other words their individuality. Lyon appears to hold a less positive position of the planetary supermarket, as he gives the feeling that persons stumble through a non-existent world in despairing hunt of an individuality. He implies that persons require such individualities in order to incorporate within society, showing the force per unit area consumerist society inflicts upon its members. Bauman ( 1998 ) states that universally adored in the individuals of the rich is their fantastic ability to pick and take the contents of their lives†¦Being local in a globalised universe is a mark of societal want and degradation ( 95 ) . Bauman is proposing that taking to be local’ within the planetary supermarket, in other words non showing involvements in activities and merchandises that are available f rom the planetary supermarket, is viewed in a negative mode by consumer society. Bauman, like Matthews, perceives the handiness of merchandises and scope of pick within the planetary supermarket as a approval, he demonstrates the force per unit areas to pass and devour within the planetary supermarket ; the force per unit area to take an individuality. As Lurey provinces, the manner in which the persons exercise the will to choose one merchandise as penchant over another, or non to take an point at all, is taken as a mark of individuality ( 248 ) . It is suggested that consumer choice’ is still the agencies by which our society thinks about single bureau and liberty and makes opinions ( good or bad ) about personal identity ( 248 ) . Therefore staying local’ within the planetary supermarket is besides an index of an individual’s individuality. Not devouring within consumer society is every bit every bit of import as trade name pick in finding how others perceiv e individuality ; and is an mercantile establishment for showing individuality. The inclusion of choice’ nevertheless, harmonizing to Hoggart ( 2004 ) is a myth. He states that mass ingestion implies mass approval ( 81 ) . In other words, peculiar merchandises are perceived every bit superior as the multitudes consumed them. He gives the illustration: McDonald’s beefburgers are the pinnacle of culinary criterions of gustatory sensation: much better than a repast prepared by a three-star chef since so many more 1000000s have voted for it with their mouths ( 81 ) . This witty illustration absolutely illustrates how an point that is perceives as being popular becomes popular. This barbarous rhythm is abused by advertisement with the consequence of consumers buying points that they believe to be superior due to the belief that others think so excessively. It could be argued that persons hence had no pick at all, as the planetary supermarket persuades persons to devour what is popular, or what is perceived to be popular. There appears to be valid statements for both opposing constructs ; whether single individuality is shaped by ingestion, or whether individuality is the footing of what one consumes. It would look that depending upon the usage of the specific consumerable’ point, and whether or non other people will be able to see an persons ownership of the point, has a great affect on the determination doing procedure of devouring that point. Clothes and accoutrements, music and points such as nomadic phones, carry a batch of subjective norms and stereotypes and it could hence be argued, as it was shown by Mannetti et Al, that these points project an individuality. It has to be proven nevertheless, whether or non persons consume points which demonstrate who they are, or whether they demonstrate who they want to be. Lunt and Livingstone ( 1992 ) province that consumer civilization provides conditions within which most people work out their identities ( 29-33 ) , proposing that individualities are developed with the usage of consumerism. Mannetti et al conclude by saying that it seems that in modern-day mundane life, the presentation of ego ( Goffman, 1959 ) is based on stuff ownerships ( even cheap 1s ) every bit much as, if non more than, on the look of attitudes and opinions ( 1446 ) . It would look so, that as society Judgess one another based on stuff ownerships it can merely be concluded that in the bulk of instances, single individuality is shaped by ingestion. Society attached norms and values onto objects, and by devouring these objects, these norms and values are displayed for others to see and measure. Plants Cited/Bibliography: Diaries: Benn, J. , Consumer Education Between Consumership’ and Citizenship: Experiences from Studies of Young People , inInternational Journal of Consumer Surveies, 2004, March, 28 ( 2 ) , pp108-116. Chapman, K. , K. , Grace-Martin and H.T. Lawless, Expectations and Stability of Preference Choice , inJournal of Sensory Surveies, 2006, 21, pp 441-445. Elliott, R. , Existential Consumption and Irrational Desire , inJournal of Marketing, 1997, 31, pp 285-296. Mannetti, L. , A. Pierro, and S. 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