Study Task 06 - Consumer Identities

Cathrine Jansson-Boyd - Consumer Psychology - Chapter 4: Identity and consumption


"Research suggests that humans buy products for reasons other than their practical functions. Often goods and services are brought because people believe that they somehow represent who they are. Furthermore, it has been established that we judge others by their material possessions, meaning that consumption is now an important part in the creation and maintenance of identities. Having a clear concept of who you are and how you fit into society is important in that it generates feelings of belongingness and well-being. This chapter will explore the pros and cons of the relationship between consumption and identity."

- In what ways can products/services relate to consumers identities?
Products act as an aid for people in deciding/knowing where they fit in; giving them this feeling of belongingness. The fact that we compare and categorise ourselves to others based on possessions shows how these products have meanings and can be used to represent different values and beliefs. 

They also often show an ideal lifestyle to the consumer, making them reflect and build their own 'ideal' body image (this can be seen as a negative factor).

- How do consumers use products/services within social interaction?
Consumers use products to form an identity of how they wish to be perceived by others - in order for this to work they need to be able to imagine how they're being perceived to build on it. Allowing them to better identify with themselves, thus interact with others. 

'Narcissists wish others to see them as special and superior' therefore by buying expensive products they feel and appear more desirable, so others will envy them. 

Consumers use products/services inline with their beliefs, to attract and interact with similar sort of people. The meaning of their products are built up from its marketing, which is then subsequently reinforced by their social environment.

The Social Comparison Theory states that the continuous comparison of ourselves to others is driven by a need to maintain and sometimes increase positive self-esteem.
- Downward Social Comparisons allow us to compare ourselves to those who do less well, and therefore we appear to do better. This is something of a default for humans.
- Upward Social Comparisons often occur in situations in which we cannot choose who we compare ourselves with, and are often people who are deemed more desirable - this can have a harmful effect on our self-esteem. Within branding, celebrity endorsement can be used as an example of this. 

- Using the theories discussed: suggest some visual communication strategies that effectively promote a product to its target audience?
The boosting of self-esteem is used as a visual communication device in the Dove 'real beauty' campaign - it makes use of ordinary women to promote their products, therefore increasing the consumers self-esteem and making it more relatable for the everyday woman. Unlike other cosmetic and fashion brands who use photoshopped, unrealistic representations of the body - having negative effects on the everyday consumer, boosting this unrealistic image of how they think they should look to fit into society.
Other examples include: 

Apple - associate personality types with their brand and their products
Nespresso - upward comparisons to George Clooney (upward social comparison)
Other perfume adverts relating to body image and the Ideal Self
- Are there any ethical issues? 
Consumers can begin to look at themselves negatively changing their body drastically through cosmetic surgery in order to look a certain way, these unrealistic images that are shown through the mass media can lower people's self esteem make them feel horrible. Rosenthal and Jacobson self-fulfilling prophecy study shows 'assumptions about an individual will also change their behaviour in line with expectations'.
- Summary.
In summary, Jansson-Boyd (2010) discuss how consumers buy into products/services to help build their personal identity and also the public identity - how they wish to be perceived by others. Brands use values and beliefs that consumers believe in to entice them to buy products that the consumer feels work inline with their personality and identity. Using stereotypes and categorisation means brands can appeal to a specific demographic, consumers use categorisation to establish how they want to be perceived, consumers can identity what they find appealing and unappealing which will intern put them into a specific category. 

In relation to my COP practical work these theories can relate to the marketing that can be used in car company identity/advertisements, as they can aim to portray this luxury lifestyle which can be achieved by buying into the brand. It paints a picture which the

consumer aspires to as being part of their 'ideal self', which is the attractive protagonist therefore encouraging them to make a purchase and get closer to that 'ideal self'.