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 |  Consumers Eric Arnould,
University of Nebraska
George Zinkhan,
University of Georgia
Linda Price,
University of Nebraska
Consumption Meanings
Internet Exercises- There is a reflective relationship between social relationships and
the goods individuals consume. Reflexivity means that in consumer society,
we intentionally communicate statements about who we are, what groups we identity
with, and those from which we are different primarily through consumer goods.
Visit Haagen-Dazs at www.haagendazs.com.
Write down your thoughts on how the products offered on this site are expressive
of who you are and whom you feel connected to socially.
- Consumers engage in activities or buy products not only for their functional
value but also to symbolize who they are and the cultural groups to which
they belong. Visit www.bodypiercing.com
and click on resources, then click on associations. Select a few of the links
and review them. Be sure to visit the homepage for the Association of Professional
Piercers (APP) at www.safepiercing.org.
Now, write down your thoughts on how these offerings are expressive of who
you are and whom you feel connected to socially. Compare your thoughts for
exercises 1 and 2 and relate to the class.
- Visit www.ebay.com. and scroll down
to the bottom of the home page for the list of "Global Sites." Select
two English speaking countries (e.g., Australia and Ireland). Compare and
contrast typical items for sale. Explore how cultural diversity contributes
to the differences in the postings of the most popular items.
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2002 McGraw-Hill Higher Education