4 metaphors to describe the motives for consumption

Why do we consume?

What do people do when they consume?

To address this question Holt produced a taxonomy of consumption practices based upon 2 concepts.

1. The purpose of consumption

2. The structure of consumption

The purpose of consumption

Holt describes that, the purpose of consuming may involve the use of the consumption object as purely an end in itself (autotelic/ terminal actions) or alternatively as a means to achieve some other purpose (instrumental/ means to an end actions).

The structure of consumption

Involves the consumer either directly engaging with the consumption object (object actions) or alternatively, using the object as a focus to enable interactions with others (interpersonal actions).

Crossing these two dimensions of purpose and structure, yields a 4 cell matrix.

Experience Integration

ClassificationPlay

4 Metaphors for Symbolic Consumption

Experience Integration

ClassificationPlay

Purpose

Structure

Experience Integration

ClassificationPlayInteractions

Actions

Terminal Means to an end

ExperienceEmotional or

Physical Pleasure

IntegrationAssimilate

consumption with self for a ‘richer’

experience

ClassificationDelineate

associations with others

PlayInteract with

others

Consuming as experience

These are the felt experiences resulting from the pleasure of consuming an object.

This examines consumer’s subjective, emotional reactions to consumption objects.

These emotional experiences are enhanced by consumer learning an interpretive framework.

Experience

Accounting

Evaluating

Appreciating

3 different ways in which consumers use this interpretive framework

Accounting – requires using an interpretive framework to make sense of an object or to account for actions associated with its consumption.

Evaluating – practices involve the construction of value judgments about objects and actions. These judgments require reference to three types of benchmark: norms, histories and conventions

Norms: official norms (trophies, awards) Histories : past experiences Conventions : rituals, socially accepted

behaviour

Appreciating – involves the emotional responses or feelings towards objects, actions persons or situations that involve a product consumption. (senses of sight, smell and taste)

Consuming as an integration

Describes how consumers acquire and manipulate object meaning

Meaning making and facilitating the symbolic use of the object

Recalling prior knowledge, experience and memories

These integrating methods are facilitated through 3 processes.

Assimilating: involves consumer developing specialized knowledge and skills that enable them to interact socially.

Producing: methods used by consumers to enhance the perceptions that they are involved directly in the production of the object.

some actively engage in production of the object but others may resort to storytelling involving prediction and bonding practices.

Predicting – before unwrap a package you predict to show off

Bonding – celebrity

Personalizing : of clothing and the integration of individual experience in to the consumption event.

Integration

Assimilation

Producing

Personalising

Consuming as play

Use of consumption object as a resource to facilitate social interaction among a heterogeneous group of consumers who often have little else in common.

Sharing mutually felt experiences with each other, and making use of experiential practices to entertain each other

Two types of playing practices

Communing : this occurs when consumers share a mutually felt experiences focusing upon a central object. Sharing one’s intimate thoughts.

Socializing : involves performative entertaining of others

Play

Socialising

Communing

Classification

Through

Objects & Actions

Consuming as classification

Refers the practices consumers use to classify themselves in relation to others.

Consumers use these practices either to build affiliations with others or to enhance distinctions from others.

Two distinct methods: classification through objects and classification through actions

Objects: classifying themselves through souvenirs, signed books, ornament collections, memberships, document given as a token of attendance to a special event and etc.

Actions: how the consumer interacts with the consumption object. (same practices used for the purpose of integration)

Experience Integration

ClassificationPlay

4 Metaphors for Symbolic Consumption