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Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy

James H. Leigh (Associate Professor of Marketing at Texas A&M University)
Terrance G. Gabel (Marketing and Business Development Manager for The Respond Group, Inc.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1992

Abstract

Considers the concept of symbolic interactionism within the context of consumer behaviour. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Surmises that marketers can create a product′s symbolic image, and should manage that image through a clear and consistent marketing program.

Keywords

Citation

Leigh, J.H. and Gabel, T.G. (1992), "Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 27-38. https://doi.org/10.1108/EUM0000000002594

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited