Symbolic Behavior: Consumption and Socialization

Abstract

Objects of consumption and their meanings diverge amongst societies according to the social context. Thus, the meanings expressed by consumers reflect their cultural point of view. The consumption behavior can be explained by the need of expressing these meanings, by the ownership of products that communicate to society how the individual is self-perceived while a member of its social group. This paper tries to establish the symbolic meaning, in the social context, of self-concept and consumption behavior. The symbolic consumption is seen as form of mediating self-concept and consumption behavior. Symbols impels the purchase attitude for a product, according to expressed social meanings, where the individual interacts and how he/she self-perceives, or even wants to be perceived. Research questions for futures studies are discussed with base in the theoretical background presented for the proposed theme.

JEL Classification: E21, D10