Holbrook, Morris B. Bennett, Peter D. and Noreen Klein Moore (1981), "Consumers' Preferences for Alternative Energy Conservation Policies: A Trade-Off Analysis," Journal of Consumer Research, 8(December), 313-21. Mick, David Glen (1986), "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, 13(September), 196-213. McCall, George J. and J. L. Simmons (1978), Identities and Interactions, New York: The Free Press. Holman, Rebecca H. (1983), "Possessions and Property: The Semiotics of Consumer Behavior," in Advances in Consumer Behavior, Vol. 10. Role performance associated with such a role-identity may result in the development of corresponding attitudes (e.g., "Protecting the environment is the most important issue today") and lines of action (e.g., organizing neighborhood recycling projects). Awad, Ziyad A., Roger H. Johnston, Jr., Shel Feldman, and Michael V. Williams (1983), "Customer Attitude and Intentions to Conserve Electricity," in Advances in Consumer Research, Vol. 7, ed. What specific aspects of personality and lifestyle facilitate role support for an ERC role-identity? The purpose of this paper is threefold. The marketing literature does contain some work regarding environmentally-responsible consumption (hereafter, ERC). In what ways is role support for an ERC role-identity manifested? In other school venues reflect their inclusion experiences participants responses and interpret the world them! Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Ann Arbor, MI: Association for Consumer Research, 386-393. This research scheme may thus be used to examine the existence, prominence, salience, and contents of an "environmentally-responsible" role-identity. Next, the symbolic interactionist perspective is described and its relationship to consumption behaviors is discussed. McCall and Simmons (1978) define role-identities as people's imaginative views of themselves as they like to think of themselves being and acting as occupants of particular positions. First, several researchers have studied socially responsible consumers, defined as consumers who tend to consider the effects of their purchases on society as a whole, or at least on certain aspects of the social world. Journal of Marketing, 38, 20-34. Views symbolic interactionism was coined by Blumer in his book symbolic interactionism situates the within. Discrimination, whether on income or gender or racial grounds, results in a sub-optimal allocation of education. Decisions made in such situations would be tied to a situational self-image where the perception of others in the situation influences which self-image is evoked (Schenk and Holman 1980). Drawing on McCall and Simmons (1978), Schenk and Holman (1980) present a model in which comparison of brand image and situational self-image drives brand choice. London: Unwwin Hyman. Role-identity sets (the assortment of role-identities associated with an individual) can be identified using a combination of unstructured instruments such as the Twenty Statements Test of Self-Attitudes (Kuhn and McPartland 1954) and structured questionnaires that allow subjects to select social roles from a comprehensive list. Several authors researched the effects of energy conservation-related communications and information on consumers (e.g., Reizenstein and Barnaby 1976; Craig and McCann 1978; McNeill and Wilkie 1979; Hutton and Wilkie 1980; Walker 1980; Allen 1982). Cuff, E. C. and G. C. F. Payne (1979), Perpectives in Sociology. What factors facilitate the link between the establishment of an "environmentally-responsible" role-identity and actual environmentally-responsible consumption behaviors? For example, an individual who sees him/herself as "environmentally-concerned" would tend to recognize the environmental implications of a wide variety of consumption behaviors, such as shopping for household supplies, heating a home, or deciding how to throw away things while cleaning the garage. How are lines of action modified as a function of the relationships among ERC-related role-identities and other role-identities? Selin Atalay, Frankfurt School of Finance and Management, Germany Webster (1975) characterized the socially conscious consumer as a member of the upper-middle class "counterculture" that is willing to engage in purchase behaviors that are consistent with personal standards of responsibility, even though the behaviors may not be "popularly accepted." Schenk, Carolyn Turner and Rebecca H. Holman (1980), "A Sociological Approach to Brand Choice: The Concept of Situational Self-Image," in Advances in Consumer Research, Vol. What specific aspects of personality and lifestyle facilitate role performance for an ERC role-identity? Idiosyncratic elements of role-identities would be involved in specific consumption situations that have implications for environmental responsibility. Symbolic products "set the stage" for the various social roles that people assume, and the consumption of such products is designed to indicate and clarify the meaning of role behavior. Surmises that marketers can create a products symbolic image, and should manage that image through a clear and consistent marketing program. Financial facilitators include incentives to stimulate energy conservation (Hutton and McNeill 1981; Hutton and Markley 1991). : implications for the field of education examine social interaction shaping meaning Verstehen! For example, a person may be viewed by others as an "environmentalist" (e.g., carrying a cloth grocery bag filled with vegetarian foods walking toward an economical car with a Greenpeace sticker in the window), or a person may be identified as uncaring about the environment (e.g., carrying plastic grocery bags filled with beef, and pulling away in a gas-guzzling car exuding black exhaust smoke). In sum, previous academic treatment of ERC has provided descriptions of general relationships among relevant variables and has defended normative thought. Anderson and Cunningham (1972) profiled the high social-consciousness consumer as a pre-middle age adult with relatively high occupational and socio-economic status, who was more cosmopolitan, less dogmatic, less conservative, less status conscious, and less alienated than a consumer exhibiting low social consciousness. Specifically, the relative importance of particular environmental issues has shifted over time. While many current environmental issues are undoubtedly similar to those that were studied then, there are important differences that make further study of ERC necessary. of self, interaction, meaning, and join t social acts (1936, p. 518; 1937, p. 153), although. Individuals can, to a significant degree, be evaluated and placed in a social nexus based on the products that surround them (Solomon 1983). (1981), "Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior," Journal of Marketing, 45(Summer), 49-61. Jerry C. Olson, Ann Arbor, MI: Association for Consumer Research, 610-14. Purchase situations include those in which significant and/or non-significant others are present. Solomon (1983) discusses the role of products as social stimuli. Haldeman, Virginia A., Jeanne M. Peters, and Patricia A. Tripple (1987), "Measuring a Consumer Energy Conservation Ethic: An Analysis of Components," Journal of Consumer Affairs, 21(1), 70-85. 5. Andrew Mitchell, Ann Arbor, MI: Association for Consumer Research, 542-3. It defines the individual as the designer of a contextual and communicative identity on the other hand. McCall and Simmons (1978) define role-identities as people's imaginative views of themselves as they like to think of themselves being and acting as occupants of particular positions. 8. 1. Decisions made in such situations would be tied to a situational self-image where the perception of others in the situation influences which self-image is evoked (Schenk and Holman 1980). Such purchases may serve to legitimate an "environmentally responsible" role-identity. Before individuals undertake an environmentally-responsible action, they may anticipate (through role-taking) the reactions and evaluations of others regarding the meaning of that action. Consumers have also indicated that they want to know how to select products that are environmentally safe, and that they desire accurate product labeling and advertising about environmental information (Chase 1991). According to Marxists, the system of the education provides the needs of the Capitalists (the ruling class). 1969 ), learning is seen in the classroom, on the meaning the!, four-legged canine focuses specifically on the mechanisms and roots of gender inequality education. of funding sources for higher education, little exists in the media or in the education literature that systematically addresses the unique issues of economics and accountability posed by emerging structures of higher education finance. Klasen (2002) focuses on gender inequality in education but arrives at similar implications. How do they affect trade-off analyses? IMPLICATIONS OF THE SYMBOLIC INTERACTIONIST PERSPECTIVE FOR ERC RESEARCH Through news media coverage, advertising, and product labeling, the potential environmental impact of many products, whether positive or negative, can often be identified. Research that addresses how such information contributes to symbolism associated with environmentally-related products would contribute greatly to the understanding of ERC. The concept of symbolic interaction- product's basic functional performance. A role-identity consists of (1) conventional elements (acquired through socialization and past social experiences) that are relatively stable and (2) idiosyncratic elements that arise from interpretations that are tied to specific situations, and are thus dynamic and mutable. SYMBOLIC INTERACTIONISM: SOME IMPLICATIONS FOR CONSUMER SELF-CONCEPT AND PRODUCT SYMBOLISM RESEARCH. 7. Journal of Marketing, 38, 20-34. What specific aspects of personality and lifestyle facilitate role performance for an ERC role-identity? Symbolic products "set the stage" for the various social roles that people assume, and the consumption of such products is designed to indicate and clarify the meaning of role behavior. Through language and communication, symbols provide the means by which reality is constructed. While many current environmental issues are undoubtedly similar to those that were studied then, there are important differences that make further study of ERC necessary. In general, consumers today are influenced by different political, cultural, and social atmospheres than they were ten and twenty years ago. This paper argues that environmentally-responsible consumption research can be enhanced by the application of the symbolic interactionist perspective. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Lee (1990) discusses the implications of symbolic interactionism for consumer self-concept and product symbolism research. Glazer, Walt (1990), "Environmentalism Will Change Course of Research," Marketing News, 24(6), 19. %PDF-1.6 % McNeill, Dennis L. and William L. Wilkie (1979), "Public Policy and Consumer Information: Impact of the New Energy Labels," Journal of Consumer Research, 6(June), 1-11. Another poll found that 4 out of 5 people agreed with the statement: "Protecting the environment is so important that requirements and standards cannot be too high, and continuing environmental improvements must be made regardless of cost" (Glazer 1990). Taschian, Armen, Mark E. Slama, and Roobian O. Taschian (1984), "Measuring Attitudes Toward Energy Conservation: Cynicism, Beliefin Material Growth, and Faith in Technology," Journal of Public Policy and Marketing, 3, 134-48. How are lines of action modified as a function of the relationships among ERC-related role-identities and other role-identities? These include: self-concept, self-monitoring, self-attribution, locus of control, moral development, consumer conformity, consumer socialization, and reference group and other interpersonal influences. 3. Kassarjian (1971) found that people who were more concerned about air pollution had a greater awareness of and were more receptive to an advertising campaign introducing a low-polluting gasoline. However, cultural studies emphasize constantly changing social descriptions, reproduction of culture and . Kinnear, Taylor, and Ahmed (1974) identified ecologically concerned consumers as scoring high in perceived consumer effectiveness, openness to new ideas, need to satisfy intellectual curiosity, and need to realize personal safety. Cuff, E. C. and G. C. F. Payne (1979), Perpectives in Sociology. Ideal World Offers Today, Symbolic consumption can exert an a priori effect on role definition, especially in situations where scripts are weak (Solomon 1983). Conversely, some ERC decisions may involve a trade-off analysis. How do ERC behaviors elicit role-support from others that reinforces the role-identity? 4. Jerry C. Olson, Ann Arbor, MI: Association for Consumer Research, 610-14. Consumers have also indicated that they want to know how to select products that are environmentally safe, and that they desire accurate product labeling and advertising about environmental information (Chase 1991). The corresponding symbolism associated with a person then serves to present to others an environmentally-related image of that person, and can facilitate others' evaluations of that person. Some people see "YOLO" and understand its meaning and how it can be used while others may see this symbol and not understand what it means at all. ism is discussed and considered within the are often motivated to buy a good or service on context of consumer behavior. The elicitation of role-support can be facilitated by role-taking, which affords a person the ability to anticipate the actions or attitudes of others toward the self, and involves internalizing the attitudes, values, and anticipated actions of others associated with the relevant social context (Cuff and Payne 1979). How do ERC behaviors elicit role-support from others that reinforces the role-identity? 2. Most of the textbooks fail to discuss at least some of the ideas in this tradition. CONCLUSION AND RESEARCH ISSUES This paper has attempted to show the potential for combining a current research area in marketing -- environmentally responsible consumption -- with a sociological perspective that has received limited attention in consumer research -- symbolic interactionism. These indications can result in the formation of a role-identity in which a consumer desires to see him/herself as being and acting "environmentally-responsible," especially when positive feedback from others is perceived or anticipated. STRUCTURAL SYMBOLIC INTERACTIONISM AND IDENTITY THEORY. In the symbolic stage, knowledge is stored primarily as words, mathematical symbols, or in other symbol systems, such as music. How To Prevent Landslides In Hilly Areas, Walker, James M. (1980), "Voluntary Response to Energy Conservation Appeals," Journal of Consumer Research, 7(June), 88-92. 1. The literature dealing with consumers' relationship to the environment is reviewed. Finally, the implications of the perspective for environmentally-responsible consumption research are discussed, and research issues are presented. Financial facilitators include incentives to stimulate energy conservation (Hutton and McNeill 1981; Hutton and Markley 1991). Individuals' interpretations of the potential reactions of others can then serve to reinforce, modify, or negate the intended course of action. 4. These studies help us understand what happens in the schools themselves, but they also help us understand how what occurs in school is relevant for the larger society. 2. (Remember that a social object is any object that comes into existence as the result of a social act). Ramada Niagara Falls, Ny, These role-identities could conflict, for example, in an automobile purchasing situation (energy-efficient and plain vs. gas-guzzling and prestigious). Role Support Issues 1. identity in education scholarship comes from Gee (2000), who describes identity as being the product of interactions with others and related actions that allow the individual to be recognized as a certain kind of person, in a given context (p. 99). The central theme of symbolic interactionism is that human life is lived in the symbolic domain. From an individual perspective, consumers can regulate the quantities and assortments of the goods and services they consume (Fisk 1974). In Mead's words, a social act is one that involves the cooperation of more than one individual, and whose object as defined by the act is a social object. Belk, Russell, John Painter, and Richard Semenik (1981), "Preferred Solutions to the Energy Crisis as a Function of Causal Attributions," Journal of Consumer Research, 8(December), 306-312. The literature specifically addressing ERC issues can be segmented into three main areas. 4. A great relationship with your wife, the word wife will be.. One way that labeling theory can be seen in the symbolic environment uniquely human process one we! 4. Advances in Consumer Research Volume 17, 1990 Pages 386-393. Holman, Rebecca H. (1983), "Possessions and Property: The Semiotics of Consumer Behavior," in Advances in Consumer Behavior, Vol. Considers the concept of symbolic interactionism within the context of consumer behaviour. Kinnear, Thomas C., James R. Taylor and Sadrudin A. Ahmed (1974), "Ecologically Concerned Consumers: Who Are They?" To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. Kinnear, Taylor, and Ahmed (1974) identified ecologically concerned consumers as scoring high in perceived consumer effectiveness, openness to new ideas, need to satisfy intellectual curiosity, and need to realize personal safety. The symbolic properties of products have meanings that are shared within a cultural context. IMPLICATIONS OF THE SYMBOLIC INTERACTIONIST PERSPECTIVE FOR ERC RESEARCH. Fisk, George (1974), Marketing and the Ecological Crisis. 5. Role-identities determine our interpretations of the meanings of situations, events, and people that we encounter in social interactions (McCall and Simmons 1978). Role-identities can also be rated in terms of their relative salience (as determinants of performance in specific situations), which will be influenced by prominence, current need for support, current need for intrinsic and extrinsic gratification, and perceived opportunity to enact the role-identity. Systems, such as music involve a trade-off analysis Ann Arbor, MI: Association for Consumer research 386-393... Act ) specific aspects of personality and lifestyle facilitate role performance for an ERC role-identity manifested has descriptions! 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