Symbolic Interactionism: Its Effects on Consumer Behaviour and Implications for Marketing Strategy
James H. Leigh
(Associate Professor of Marketing at Texas A&M University. He is co‐founder and co‐editor of Current Issues and Research in Advertising, which is now in its thirteenth year of publication.)
Terrance G. Gabel
(Masters of Science Degree in Marketing from Texas A&M University and is currently Marketing and Business Development Manager for The Respond Group, Inc.)
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Abstract
Notes how many products are purchased due to their symbolic significance to important reference groups. Discusses the concept of symbolic interactionism and considers this with regard to consumerbehaviour. Suggests that marketing practitioners can develop symbolic relevance via marketing strategy. Makes recommendations for target market definition and marketing mix options.
Keywords
Citation
Leigh, J.H. and Gabel, T.G. (1992), "Symbolic Interactionism: Its Effects on Consumer Behaviour and Implications for Marketing Strategy", Journal of Services Marketing, Vol. 6 No. 3, pp. 5-16. https://doi.org/10.1108/08876049210035881
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited