The Concept of the Extended Self - Term Paper Example

CONCEPT OF THE EXTENDED SELF Student’s name Course & code Professor’s name University City Date Contents 1.0Introduction 2 2.0The Extended-self Elicits Meanings for Consumer Goods in an Individual’s Entire life cycle 4 3.0Consumers Encode and Decode Meanings from Consumer Products Hence Extending the Self 6 4.0The extended self-creates Congruence Between Consumer Products and Self-Image 7 5.0The Extended Self Leads to Materialism 8 5.1 Contemporary Issues in Consumer Behavior 8 6.0The Extended Self in advertising 9 6.1 Case Studies; Nike, Toyota, Apple 10 6.1.1Nike 10 6.1.2 Toyota 10 6.1.3 Apple 11 7.0Conclusion 11 1.0 Introduction In attempts to define themselves, consumers tend to buy the commodities or brands that develop and support their self-image. Current research has particularly explored the concepts of self-brand connections, consumer brand meaning, consumer-brand relationships, identity creation, the extended self and self-congruity. Such studies have limited the comprehension of self-expression by seeking to understand only the definitions consumers accord themselves using single identity components. This paper focuses mainly on the concept of the extended self as defined by Belk, 1988. Belk argued that consumers attach meanings to their possessions, deliberately or by chance, such that the possessions are regarded as part of the consumer. In essence, consumers are taken to be what they have or what they possess. The paper therefore shares Belk’s view of the self-concept, notably the extended self, in an attempt to foster a better understanding of self-expression in consumer behavior. In so doing, the paper will validate the following arguments; The relationship existing between consumers and the respective possessions is an implication of the extended self and; the context of using possessions; ownership, interaction, interpretation and personal perception have inherent relationships with the meaning attached to the possessions. To do so, the paper will explore the following discussion statements; The extended-self elicits meanings for consumer products in an individual’s entire life cycle; Consumers encode and decode meanings in products hence extending the self; the extended self creates congruence between consumer products and self-image and; the extended self leads to materialism. According to Belk, the extended self refers to the individual (self) plus the possessions (Belk 1988). The possessions are not entirely materialistic but are inclusive of places, persons, experiences, ideas, internal processes and body parts. The attachment of to the possessions by the owner derives the extended self; it is only the consumers who have such attachment to their possessions who create the extended self. 2.0 The Extended-self Elicits Meanings for Consumer Goods in an Individual’s Entire life cycle Individuals, regardless of their age give their favorite possessions an attribute of developing them into unique identities alongside creating connections with others as well as offering an opportunity for cultural participation by use of shared meanings (Belk 1992). However, the onset of identity formation starts at puberty and extends long into an individual’s lifetime. When prompted to describe themselves during the onset of puberty, adolescents would most likely use their names, places of residence, family lifestyle and their possessions, with a larger proportion of such descriptions founded on possessions (Ahuvia 2005). During the offset of puberty, the adolescents would use their names, talents, hobbies, attributes and social descriptives. During this time, an adolescent will value the possessions that display their talents, capabilities, and attributes. For instance, an individual who is talented in swimming, likes reading, is smart and has many friends will value his or her swimming costume, novels or books, rewards received for being smart and such things like photos were taken during a given trip or camping with friends. It is, therefore, deducible that during adolescence, an individual develops an attachment to the various possessions that reflect their potential roles and attributes. In the next phase of young adulthood, the individual shifts to favoring the possessions that reflect increasingly solid plans regarding the future; strive towards a particular identity. Achievement of such a desired identity means that the individual has acquired an identity (Belk 1989). The achieved identity becomes a function of the roles the individual plays in a societal setting such as organizations, neighborhood, family roles and jobs. The consumer goods or possessions of this age bracket act as demonstrations and hence reflections of roles, achievements, and aspirations. With increasing age, the social context of an individual’s roles begins to diminish as they tend to identity redefinition. Meanings attributed to consumer goods and possessions are consequently altered such that the possessions reflecting the individuals lived experience and lifetime identities are favored. During old age, the perceived mortality by an individual prompts them to preserve such identities beyond their lifetime (Ahuvia 2005). The result is passing on such possessions as jewelry, furniture, biographies, diaries, photographs and other significant possessions to the younger generation. In essence, the consumer goods during an age old act as reminders, to the younger generation, concerning the older. It is, therefore, valid to argue that consumer goods are significant players in the understanding of consumers’ identities. Possessions are actively involved in identity exploration and construction as well as for the purposes of demonstration of such identities and as reminders to the individuals, of whom they have been during their lifetime. Such possessions (consumer goods) are also significant during identity redefinition during transitional ages as well as acting as tools for immortality by preserving the memories of an individual’s identity in the minds of the living members. In essence, the extended-self elicits meanings for consumer goods in an individual’s entire life cycle. 3.0 Consumers Encode and Decode Meanings from Consumer Products Hence Extending the Self According to Belk (1989), the decryption and encryption of possession meaning are subject to the socialization process of a given consumer culture. Children at a young age are familiar with implications of consumption as well as having consistent recognition of consumption cues. Using product cues, consumers can send to others messages concerning themselves while drawing inferences concerning other consumers (Belk 1989). These products that produce shared social meanings are inclusive of a choice of restaurants, cigarette smoking, retail store patronage, luggage, mode of traveling, recreational activities, leisure products, and alcoholic beverages, choice of grooming, deodorants, cosmetics, magazines, books, coffee, eyeglasses, cars, homes, and clothing. The types of such inferences deducible from consumer products include personality characteristics as well as socio-demographic characteristics like social status, gender, and age. For instance, according to Belk, a person traveling by plane instead of the bus is thought to have higher education, higher occupational status, and higher income. (Wallendorf, Belk & Heisely 1988) Similarly, such a person is perceived to be more aggressive, more attractive, more responsible, more generous, more interesting, more successful and more likable. According to Belk, Bhan and Mayer (1981), there are certain cues deducible from homes and automobiles. Newness and size can be used by observers to infer various characteristics of the owner such as personality, occupation, and social class. Large automobiles and houses may create the inference that the owners are more successful but less sociable; newness can infer that the owners are younger, more successful but less sociable. It is therefore arguably true that there is an aspect of symbolism between the product consumed and the consumer. Similarly, such symbolism receives the appropriate responses from observers in a consistent approach. There is indeed a positive answer to the question of whether consumers prefer products that are symbolically fitting with their self-image. As such, Consumers encode and decode meanings from consumer products hence extending the self. 4.0 The extended self-creates Congruence Between Consumer Products and Self-Image According to Douglas Banik (1992), owning a car is in part a definition of the western cultures. A car symbolizes the individualism, commitment to freedom, technical leadership and affluence comprising the western cultures. This societal truth is also binding to all the individuals of the society. These individuals buy cars that are in line with their self-images, thus sending messages about them to others while sending the same message to the consumers themselves. The above statement is subject to discussion. Depending on a consumer’s motive to consume a given product, there may or not be a congruence between the consumer products and self-image. For instance, if a consumer is motivated to purchase by a self-consistency motive, then it is possible that such consumption derives congruency of the consumer products and the underlying self-image (Hosany & Martin 2012). When self-esteem is the motivation to purchase, then there is no congruency between the consumer product and self-image since the image of such a context is yet to be adapted to. In fact, when a consumer’s self-image largely mismatches the consumed product, it may be impossible to adapt to such a product hence no congruency. From the above discussions, it can be concluded that the extended self-creates congruence between consumer products and self-image if and only if the consumption is ordinary. Otherwise, it is difficult to adapt to a product image which may more likely lead to failure. 5.0 The Extended Self Leads to Materialism According to Belk, materialism refers to the significance attached to worldly possessions by a given consumer. When there is a high materialism level, the possessions are centrally placed in the consumer’s life and are associated with great satisfaction or dissatisfaction in the individual’s life (Belk 1992). Materialism can be measured using personality traits of possessiveness, non-generosity, and envy. Envy is the drive to acquire material products such that those being envied are deprived of such owned products. Non-generosity involves the unwillingness to give others or share products with them; driven by egoistic concerns. Possessiveness involves the desire to retain ownership or control of the acquired possessions (Wattanasuwan 2005). However, only a few consumers would ascend to being materialistic. This is mainly because materialism is socially undesirable. The result of such limited admission of materialism is underreporting of the number of consumers who are materialistic. In essence, although the extended self-leads to materialism, the incidence of materialism is largely underreported hence biased information. 5.1 Contemporary Issues in Consumer Behavior Target markets are becoming increasingly fragmented as consumers are tending towards selective product choice. Subsequently, product life cycles are becoming shorter alongside intense competition while newly introduced products in the markets are increasingly failing (Moschis 2012). It is, therefore, imperative to understand consumer buying processes so as to align such behaviors with the relevant marketing strategies. In the face of globalization corporate social responsibility and sustainability, consumers are demanding products that are environmentally friendly. Governments are also issuing strict regulations regarding energy consumption, global warming, and carbon footprints. Sustainable production and consumption are therefore consumer driven (Ryu et.al 2012). It is also a holistic process aimed towards using sustainable production and consumption strategies so as to ensure that the natural ecosystem’s carrying capacities are maintained. Such sustainability occurs in a continuum within a product’s life cycle; from production to consumption, with a consideration of such aspects as environmental friendliness, waste management and recycling, sustainable diets and sustainable lifestyles. 6.0 The Extended Self in advertising During marketing, personality derived from consumption of various products is paramount for influencing a consumer’s behavior (Hosany & Martin 2012). The consumer’s personality therefore determines the type of brand to be consumed. As such, most brands demonstrate brand images under the following five main categories; i. Ruggedness (tough, outdoorsy) ii. Sophistication (charming, upper class) iii. Competence (successful, intelligent, reliable) iv. Excitement (up-to-date, imaginative, spirited, daring) v. Sincerity (cheerful, wholesome, honest, down-to-earth) 6.1 Case Studies; Nike, Toyota, Apple 6.1.1Nike Nike presents its brand as rugged and exciting. In one advert done in Thierry Henry’s house (representing ruggedness), Thierry attempts to maintain possession of the ball while contesting with other famous footballers; he uses his household items to possess the football. Alongside emphasizing on sport, the advert displays a sense of ruggedness as well as excitement. In essence, Nike sends out a message of its brand personality and image to its customers by associating the brand with ruggedness, excitement and sport (Singh 2013). Since according to Belk, consumers are what they consume, purchasing a Nike Brand would mean that the consumer is rugged, exciting, tough and outdoorsy. 6.1.2 Toyota Toyota Company associates its brand with slight sophistication, sincerity, and competence. In the advert, Toyota engineers act as parts of the vehicle like cup holders and seatbelts; this highlights the company’s sincerity and competence (Maehle et al. 2011). Using people as car objects is a strategy by the company to outline their care for the customers and brand image. To maintain this ground, the company recalls any faulty vehicles, such as the recent accelerator pedal issue, and repairs them free of charge. Anyone driving a Toyota car is therefore regarded as competent, sincere and slightly sophisticated. Other attributes include honesty, cheerfulness, wholesomeness, reliability, intelligence, success, charm and belonging to upper class. 6.1.3 Apple Apple’s branding strategy employs emotions. In essence, owning an Apple Brand highlights technology, aspirations, dreams, hopes, passion, innovation, regained liberty, imagination, and lifestyle. Apple further creates the brand image of simplicity by eliminating complexities of life, application of humanism through customer connections as well as employing a people-centered product design (Muller et al. 2013). Anyone using an Apple Brand, therefore, shares all the above attributes of the brand thus extending the self to include the product consumed as defined by Belk, that consumers cannot be separated from the products they consume as far as their identity is concerned. 7.0 Conclusion This paper has used for discussion questions to validate the arguments that i). The relationship existing between consumers and the respective possessions is an implication of the extended self, and ii). The context of using possessions, ownership, interaction, interpretation and personal perception have inherent relationships with the meaning attached to the possessions. Consequently, in any given consumer society, all facets of life are influenced significantly by material possessions. Consumers in those societies, therefore, place much weight to purchasing the products that will not only have utility but also emphasize on the desired image. It is evident in the findings of this study that there are multiple characteristics, specificities and factors influencing consumer behavior such as shopping habits, preferred retailers and brands as well as the decision-making process. An individual being a consumer is influenced by psychological factors, personality, family, membership groups, social class, subculture, and culture, alongside the social environment. By aligning themselves to such underpinning factors in consumer behavior, brands have the chance to align their campaigns, advertisements, marketing messages and strategies with the ways of thinking and needs of their targeted consumers. From the discussions herein, it is evidently deducible that Belk’s argument that consumers are indeed what they consume is valid. 8.0 Reference List Ahuvia, A.C. (2005). Beyond the extended self: Loved objects and consumers’ identity Narratives. Journal of consumer research, 32(1), pp.171-184. Belk, R.W. (1992). Attachment to possessions. In Place attachment (pp. 37-62). Springer US. Belk, R.W. (1988). Possessions and the Extended Self. The University of Chicago Press. Chicago. Belk, R.W. (1989). Extended self and extending paradigmatic perspective. Journal of Consumer Research, 16(1), p.129. Hosany, S. and Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), pp.685-691. Maehle, N., Otnes, C. and Supphellen, M. (2011). Consumers' perceptions of the Dimensions of brand personality. Journal of Consumer Behaviour, 10(5), pp.290-303. Moschis, G.P., 2012. Consumer behavior in later life: Current knowledge, issues, and new directions for research. Psychology & Marketing, 29(2), pp.57-75. Müller, B., Kocher, B. and Crettaz, A. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66(1), pp.82-88. Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), pp.200-223. Singh, D. (2013). The brand personality component of brand goodwill: some antecedents and consequences. Brand equity & advertising: Advertising's role in building strong brands, p.83. Wallendorf, M., Belk, R. and Heisley, D. (1988). Deep Meaning in Possessions: The Paper. Advances in consumer research, 15(1). Wattanasuwan, K. (2005). The self and symbolic consumption. Journal of American Academy of Business, 6(1), pp.179-184. Read More