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Consumers

Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska

Consumption Meanings

Chapter Objectives

After reading this chapter, you should have a basic understanding of a variety of processes associated with the meaning of consumption. Among other matters, you should:

I.

Understand why meaning is an important issue for marketers.

II.

Understand the basic process of semiosis and the semiotic triangle.

III.

Have a working knowledge of the meaning transfer model.

IV.

Appreciate the role of advertising and fashion in linking meanings to products.

V.

Understand both ordinary and ritualized processes through which consumers transfer meaning from products to themselves.

VI.

Understand why spokespersons are important and understand the link between spokesperson selection and marketing success.

VII.

Recognize the kinds of meanings that consumers value.

VIII.

Know why questions of meaning are important in cross-cultural contexts.

IX.

Recognize the significance of collecting for consumers and marketers

X.

Be able to identify a variety of techniques through which consumers derive meaning and value from consumption.

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