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.)
5745
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
:MCB UP Ltd
Copyright © 1992, MCB UP Limited