Identity and Consumption - Jansson-Boyd

In what ways can products/services relate to consumer's identities? 

Products and services allow people to identify where they belong in society and certain groups. Indirect learning from a young age through TV and media serves to shape and mould a persons identity. In the same way, Jansson-Boyd's text argues that 'inanimate objects can even become associated with human characteristics' as products and services allow people to identify where they belong in society and certain groups due to the wider selection of products available. Essentially people consume products based on how they perceive themselves, however Jansson's text sites research from Bargh, McKenna and Fitzsimon's which suggests that a persons identity can be formed unconsciously, 'meaning that consumer's may not be aware of their consumption behaviour'.

Object perception

classification of objects which is influenced by marketing and advertising.

The consumption of products and services has increased due to the wide selection of products and services wh


Consumer's are often influenced by their own self
Cars
Products and services

Allow people to identify where people belong in society and certain groups

Build a relationship between a product which can mould there identity.


What you buy is informed by how you want to be perceived by yourself and others
Ideal self based on perception of others - upward and downward comparison

How do consumers use products/services within social interaction?

Perception of others

Person perception
Object perception

Using the theories discussed, suggest some casual communication strategies that effectively promote a product to its target audience.

Are there any ethical issues?

Negative impact on self esteem

Manipulating how people see themselves - Generalising and lebelling people

Artificial - We want to better ourselves which is natural

Does the product inform the audience or does the audience inform the product - Cars