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Consumer Behaviour, Consumption and Symbolism: a theoretical development

Consumer Behaviour, Symbolism, Experiential Aspects, Consumerism, Symbolic Value, Value in Use.

Danilo de Oliveira Sampaio Marlusa Gosling Caissa Veloso e Sousa André Francisco Alcântara Fagundes Gustavo Rodrigues Cunha

Abstract Consumer behaviour is a multi and transdisciplinary concern with implications to individuals, organizations and

society, which has been investigated by researchers from several areas. Building up mainly in the marketing field since

1950’s, consumer behaviour has received contributions from many sciences, as anthropology, sociology, economics,

philosophy, psychology, and, latterly, neuroscience. Departing from a theoretical approach, the current work aims to

present the study of consumer behaviour vis a vis its symbolic relation and integration between diverse areas of

knowledge. The conception of consumption has changed across time, based on both positive and negative aspects

explored by authors interested in tendencies as, for instance, the volatile consumption or with no purposes observed

often in the postmodern world (BAUMAN, 1997, 1999, 2001; FEATHERSTONE, 1995). Under this perspective, the

conception of power in terms of consumption relations, and the description of life styles, self-image and subject as

he/she would like to be viewed by society, lead the consumer to purchase more than a product or service, i.e., to

purchase a symbol, a representation of ideas and conceptions. In this sense, it is can be said that the individual, while

social being, belonging to a given reality, assumes different roles, inclusive that of consumer, in which the symbolic is

translated as power, and what he/she have and consume are attributes of inclusion in social groups.

1 Introduction and objective

In the last three decades aspects related to consumption of various goods and services, showed changes in

circumstances, which causes the analysis of its structure and motivational aspects in different contexts. In this sense,

there are some dual relationships that may be involved with the sense of consumption, such as the need or desire, to

quality of life, among others. However, it is worth noting that, despite the influence of circumstantial life "modern" or

postmodernism (Baudrillard, 2008; Bauman, 1997, 1999, 2001; Featherstone, 1995; Giddens, 2009; Simmel, 1998),

consumption cannot be divorced from the social and cultural relations as well as their implications in daily life.

Organizations, public or private, develop an important role in the constitution of the social dimension of

consumption. Organizations represent a complex role as influence of consumption. To Carrieri, Paula and Davel (2008),

organizations are the "products" of "social actors", i.e. the individuals that compose.

In this sense, individuals belonging to a particular organization identify with him, since they are in a space

bounded by organizational reality (GONZÁLEZ REY, 2003). This case, individuals as employees need to understand the

internal and external environment, so that they pose to identify with the policies of the Organization. A portion of this

external environment is constituted by consumers perceived to be beyond the rational perspective consumption.

According to Bourdieu (2003), the rational perspective of consumption is justified when it takes on different roles

specifically for a social group. According to the author, consumption represents a symbolic role, which can mean power

and social status.

Given its pervasiveness, the consumer behaviour is not restricted to one science, or a great field of science,

specifically. Foxall (1986) and Solomon (1998) highlight that the investigation of consumption behaviour is explored by

researchers from different sciences due its multidisciplinary and applicability in many individual and social contexts. In

fact, the theoretical development of consumption behaviour results from human and social sciences (e.g., Economics,

Anthropology, Sociology, Management, Philosophy and Psychology), medical sciences (mainly from recent studies in

the fields of Neuromarketing and Neuroeconomics) and exact sciences, which contributes with the development of

explicative model of consumption behaviour (ZALTMAN, 2003, MESQUITA, 2004; BRAIDOT, 2005; SOUSA 2007;

LINDSTROM, 2008; 2009; CARVALHO, 2009; SAMPAIO, 2012; DIAS, 2012; SOUSA, 2012).

In view of the necessity to confine such pervasive argument, it was chosen at the present work to focus on the

symbolic relations that permeate the process of consumption, from its idealization to its conception. Therefore, this

paper has as main objective to discuss the symbolism and its relationship with consumption, based on the extant

literature on consumer behaviour. Were approached themes as consumer behaviour and its relationship with

consumption, culture, style life and correlated aspects, under the perspective of symbolism.

Following this brief introduction, the rest of the document as organized as follows: theoretical review,

methodology, conclusions, limitations and final considerations. The findings are presented directly in the conclusions,

due the theoretical nature of the present work.

2 Literature Review

2.1 Consumption, Consumption Revolution and Symbolism

The individual, as consumer, accomplish changes with other individuals or organizations in order to satisfy

their wishes or necessities (LEVITT, 1960; HOWARD; SHETH, 1969; MCCARTHY, 1982; BAGOZZI et al., 2002). In

accomplishing these changes, the individual is faced with the social world, which would be analyzed from a symbolic

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perspective, since ideologies present in the symbolic system make invisible its meaning, making it virtually

imperceptible, although is regarded and legitimated (RICOEUR, 1988; BOURDIEU, 2003).

In discussing about the investigation of consumption in the contemporary social sciences Barbosa and

Campbell (2006) state that consumption, under exhaustion perspective, does not regard just material resources, but

also those physical and emotional related to the consumption of the individual. Thus, the authors assume consumption

as more negative than positive, and, moreover, that it results in the contemporary societies from the work, which

constitutes the source of creativity and identity, and that brings value to the individual.

From a etymological point of view, consumption derive from the Latin consumere, that means to use fully, to

exhaust, to destroy; and from the English term consummation, that means to sum, to add. In the Brazilian context, the

mean of consumption is near of the negative first perspective, while consummation, referring to sexual act, remained

with the positive sense of realization and climax (BARBOSA; CAMPBELL, 2006).

Historically, the consumption has contributed to substantial social changes and to the development of the

social sciences, mainly from the XVII century (McCRACKEN, 2003). Notwithstanding this relevance, McCracken (2003)

observes that the academy did not give enough attention to consumption development, since the theoretical focus

remained essentially on legal, economical and sectorial analysis. In this sense, it can be said that consumption history is

still recent, and, likely, pre-paradigmatic (KUHN, 1987).

McKendrick et al. (1982) points out the blooming of consumption revolution in the XVIII century, in England,

when consumption was viewed as necessary problem, and nobles purchase for luxury and poor people for survival.

Mukerji (1983) observes that the revolution began indeed in the England, however earlier, in the XV and XVI centuries.

XVI. Diversely, Williams (1982) states that the revolution began, in fact, in the XIX century, in France. Notwithstanding

this lack of agreement on where and when have begun consumption revolution, there is a clear common sense about its

influence on social changes, and the importance of its analysis in order to understand modern consumption.

Adopting a more delineated historical perspective on consumption revolution was chosen to follow what

McCracken (2003, p. 30) defines the “three moments of consumption history: (1) Boom of consumption in England,

XVII century; (2) Consumption in the XVIII century; and, (3) Consumption in the XIX century”.

In the consumption relationships of the XVII century in the England, according to McCracken (2003), the

British nobleness consumed in overkill, in the dinners, clothing, residences, motivated mainly by the Queen Elizabeth I,

which smiled just to those that demonstrated loyalty through the transference of resources. Beyond the expenses in

ceremonials with the royalty, the British nobleness had to show an excessive consumption in their travels to the court

with the objective to keep the status quo. Thus the intention of the nobleness was to consume, even if that would make

indebted.

Corroborating with this setting of excessive consumption, the consumerism is a relevant factor since the XV

century, being still more exacerbated nowadays. The influence of the means of mass communication and oriented

medias has contributed to the dissemination of messages to different audiences, from children and teenagers, to youths

and pensioners, which see themselves in real conditions to have goods before beyond their possibilities, as electronics,

cars, and even a house by mean of governmental programs of funding (LIMEIRA, 2008; OLIVEIRA, 2008). The

consumption segmentation, however, it occurred with more emphasis with the incoming and strengthening of the

capitalist economic system in the centuries XVIII and XIX (POLANYI, 1957).

In the century XVII the consumerism was viewed predominantly in the dominant classes. The fundamental

was flaunting luxury, while the work remained to the lower classes.

"The goal of this new expenditure pattern was to the court, in the words of Braudel (1973, p. 307)," a kind of parade

of theatrical show ... and with lust, a means of governing. Confronted by extraordinary difficulties inside and outside

the kingdom, Elizabeth explored the hegemonic power of expressive things that was used by the British rulers ever

since. The objects, especially in the context of a highly ceremonial cutting, may lend itself to communicate the

legitimacy of the monarch to rule, aspirations for the government, qualities of power and majesty, and finally a

divine status as an individual is seen increasingly in terms mythical, religious and literary. The symbolism of the

supercharged cutting monarchical, hospitality and clothing became the opportunity for persuasion and education

policies" (MCCRACKEN, 2003, p. 30-31).

(Translated by the authors of the original)

McCracken (2003) points out still a social competition between the nobles, which were before habituated to

consume familiar goods able to reinforce familiar image (buildings and furnishings), and found themselves forced to

consumer modern goods as symbol of status and power, becoming, thus, slaves of the consumption. In this sense, the

consumption altered, making the individual instead to the family. Campbell (1983) indicates the consumption turned to

a romantic definition of self. Thus, the individual is viewed as consumer, and not just as that member consuming what

the family wants to hold.

The transformation of consumption becomes evident in the eighteenth century, in which McKendrick et al.

(1982) highlight the birth of the consumer society, thus beginning the modern consumer culture. Consumption was

seen as a possible vertical rise of social and economic class (SIMMEL, 1904; VEBLEN, 1912). To these authors, the

consumption and the culture in the occident were intrinsically linked. McKendrick et al. (1982) observed in this context

a development of marketing, due to the awakening of the individualized consumption since the small nobleness, where

the mode was adjusted and interpreted for the bottom classes, with symbolical inspiration in the high nobleness.

The mode magazines, scotch hawkers and the London retail market stimulated the access to new products and

information to the provinces (McKENDRICK et al., 1982). In this sense, it is observed yet the link between consumer

behaviour and symbolism, in which the burghers from the provinces dressed as the nobles from the big cities, what

conferred to them status, glamour and power. The larger number of people in conditions to consume was also one of

the reasons to the larger consumption in the century XVIII, when arose the expression mass consumption. McCracken

(2003) highlights changings in the century XVIII in the symbolic properties of consumption goods, which assumed

meanings of social mobility. The consumption good becomes, thus, at this time, an object of mode, which in its turn

migrated to the category of design. The more an individual hold fashion consumption good, the more he would

appertain to higher social classes.

Society and consumption found themselves interlinked in the century XIX (MCCRACKEN, 2003). The

consumption boom gives place to a dynamic relationship, where a social change implies in consumption changings and

vice-versa. The modern consumption occurs in different types of arenas, under diverse styles of consumption derived

from life styles of individuals. Williams (1982) presents this transformation of consumption in France, where the

consumption has migrated from nobleness to public places, when tailors that attend just nobles open their stores in

public environments, similar to chefs, which open their restaurants in the cities.

The media explored persuasive and informative stimulus, what provoked, according to Williams (1982), a

whish of participation and not just of a brief purchase of goods. The author focus especially to the department stores in

France, which invite the consumers to a new standard of interaction, that includes the introduction of credit through

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that the consumer could buy the good in instalments, something before impossible, accomplishing a true dream of

consumption.

To McCracken (2003) another important factor in the century XIX was that sold goods by department stores

given material expression. According to the author, a department store became a physical locus and an institutional

home, in line with Durkheim’s (2000) statement that the society brings the individuals to a place before unimaginable,

including in extremely situations, to the suicide. In the case of modern consumption, under the view of the present

paper, the place referred by Durkheim (2000) can be interpreted as department stores and shopping, truly apotheosis

of the consumption. In this sense to affirm I buy, therefore I am (socially), is something understandable from the point of

view according Durkheim (2000).

From the half of the century XX, the post-modernity followed the discourse of overtaking the modernity, due to

technological changes accrued with the globalization of markets and ideas, which led societies as a whole to rethink. In

this sense, to Bauman (1999, 2001) the reality becomes, so, ambiguous. The individual becomes autonomous and free

in a fragmented society and in the consequent fragmentation of consumption. It emerges a new retail, the virtual,

electronic retail. The anthropology of consumption to allows an enlargement of the concept of values connection or link

value. In studies of consumption behaviour, the quantitative positivist methodology cedes space to contribution from

sociological and anthropological studies, especially to ethnography (COVA, 1997).

2.1 Symbolism and the Relationships with Daily Life and the Culture of Consumption

The “symbol” nowadays can configure something legitimate with to a feeling, act or even a product. The several

campaigns of sportive products employ diverse symbols, as brands and athletes to divulge goods and services to

consumers.

The cult to the consumption can be exemplified in the feature film “Goodbye Lênin”, directed by Wolfgang

Becker. At one point in that East Germany was unified with the hand saw West is interesting to note the narrative: "the

market turned the corner paradise consumer, where the consumer is king." In the film, socialism cannot impose

consumer capitalism.

The consumption symbolizes power, and as such, is theme as in the post-structuralism (Bourdieu, 1974;

Foucault, 2006) as in the modernism and post-modernism (COOPER; BURRELL, 1988). In the post-modernism the

devices of power become the consumption. At this point, consumer behaviour is complex. The goods are destined, for

instance, to smaller families, single mothers, or families with just one child. The marketing segmentation approaches

the post-modern consumption (or modern, or still, neo-modern) with redoubled attention, since that the individual is

fragmented and independent, and at same time, consumer of symbols which refer sophistication.

Augras (1967, p. 3) simplifies the conception of a symbol as something that represents other. To the authoress,

the relationship between the object and the symbol is abstract, unreal, but, serves to allow the adaptation of the men to

the reality. To the marketing, the reality of the day to day in terms of consumer behaviour is almost an unarguable

idealism. The attempt to understand the day to day of consumer can bring some advantages in comparison with others

marketing strategies. Thus, it is important to know more about the individuals’ reality, and in order to do that, is must

be regarded not just the individual, but the society where him is inserted.

According Berguer and Luckmann (2002) the reality of everyday life is organized around my body here and

now my present. There are other phenomena that interact with reality, as the world and the work around the

individual, which share with others his daily life. Is necessary to study not just the individual as consumer, but also to

how this lives in the society. In this context, the cultural dimension is a key factor.

McCracken (2003) think that the culture constitutes the phenomena world in terms of two concepts: cultural

categories (the differences employed in a culture to divide the world of phenomena; and cultural principles (basic

premises which allow that all cultural phenomena are distinguishable and inter-related). McCraken (2003)

complements arguing that the cultural meaning is absorbed from the world culturally constituted and transferred to

consumption good, and this fact, being such good in fact an object transferred to a consumer. The author highlight that

this transference of meaning as far as the final consumer occurs by publicity means and by product’s project.

At this moment, the symbolism becomes fundamental to publicist comprehension about what can approximate

a product of consumer expectation. Thus, the symbolic role must be able to verify what is the best environment to

develop the advertisement (urban, rural, executive), what (s) the genre (s) which have to be regarded, age, social class,

and other aspects that configure the symbolic space concerning the consumer.

According to Bourdieu (1974, p. 142) the market of symbolic goods is that more or less unified second the social

standards and dominated by the rules of the dominant market under the perspective of legitimacy. In this case, the

legitimacy refers to follow a legitimate culture, such as that experienced by the consumer. The social space (1974) is as

a field of forces where the social agents are defined for their relative positions. The questions related to physical space

are views by the author as social representations of several social groups, being such representations constituted by

differences in social positions, in the habitus and choices of the agents.

In general, the social space involves the set of distinct and coexistent positions (BOURDIEU, 1974, p. 18).

Differentiated positions are function of economic and social capital, and each class of positions correspond to a class of

habitus. According the author, habitus would be the mediation between structure and practice. Each individual

experiences his experiences second his position in the social structures, constituting an unconscious mode of future

orientation of the subject actions. Through of the habitus, the past survives in the actual moment and tends to subsists

in the individual future actions, a process called by Bourdieu (1974) as interiorization of the external and

exteriorization of the internal.

Bourdieu (1974, p. 190) comments on habitus socially constituted, as being that which the consumer feel

himself ideologically inserted due to characteristics of group of agents. So, there are specific behaviours of teenagers

when they are together in a shopping mall speaking about some argument of interest. In this habitus, it is possible to

verify gestures, expressions, languages and other factors that can serve as characteristics which could compose the

symbolic space of this kind of consumer. The habitus has the function to attach the practices, the individuals and their

goods, associating the position with a unique life style of a determined class. The brands of the social position which the

individual occupies, the symbols, beliefs and preferences being incorporated, become portion of the nature of the

consumer, that is, a habitus.

According Slater (2002), the culture of the modern consumption derives from the individualism and from

market relations. In this sense, Slater (2002, p. 18) observes that the consumption culture is related to the modernism

or post-modernism, since the consumption culture is not a late consequence of industrial modernization and cultural

modernity, but, in fact, part of the own construction of the modern world. In this sense, the consumer and the act to

consume appertain to a constructed reality, in which there are symbolic and economic changes, where goods produced

by organizations and institutions are acquired by individuals in their daily life.

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In discussing about theories on culture and consumption, Featherstone (1995, p. 31) identifies three

perspectives: (1) conception of consumption culture as a premise of the expansion of the capitalist production of goods

(Marcuse, 1964; Lefebvre, 1971; Lukács, 1971; Horkheimer; Adorno, 1983); (2) social conception in which the

individuals use goods in order to create ties or to establish social distinctions (Leiss, 1978; Douglas e Isherwood, 1980;

Hirshman, 1982; Bourdieu, 1984); and (3) conception of the emotional pleasures of consumption, where the cultural

consumerist ideal produces physical excitation and esthetical pleasures (SIMMEL, 1978; BENJAMIN, 1982; BAILEY,

1986; URRY, 1988; ZUKIN, 1988).

Featherstone (1995) presented an evolution of the culture of consumption showing the shift from the

economic culture to that of social relationships, as far as the relation of consumption culture by means of dreams,

images and pleasures. The symbolism is seen as part of consumer culture, passing by the processes of life style,

marketing and design.

Based on the north-American consumption, cradle of the capitalist consumption, Limeira (2008) cites four

processes that contributed to the development of the society of consumption: (1) industrial production; (2) mass

distribution; (3) credit availability; and (4) overhead consumption of industrialized products. The authoress reinforces

in commenting that actually the majority of the population consumes above its basic needs, and that consumption

practices are socially accepted as source of satisfaction and pleasure. The identity of the modern individual is

constructed with basis on the life styles defined by consumption.

The consumption as a social process represents how the people must live and how the society is or should be

organized. The consumption is allied with the symbolic structure of the daily life, thus, it is not possible to deny the link

between society of consumption and modernity (SLATER, 2002). According to the author the symbolism earlier

propagated by mean of publicity and communication mass, begins to be treated with more sophistication, passing over

the use of the design, marketing, and arriving to the individual in department stores or even in his residence.

2.2 Consumer Behaviour, Symbolism and Post-Modernism

According Mowen and Minor (2003, p. 3) consumer behaviour can be defined as the study of purchaser unities

and the processes of change involved in acquisition, consumption, and goods’ availability, services , experiences and

ideas. In this conception it is can be noted yet the presence of a word that is also common to the meaning of symbolism

in relation to the consumption goods: change. This change goes beyond the economic sense of the word. The change is

also disclosed in terms of value, meaning and satisfaction.

According Wilkie (1994, p. 14), consumer behaviour is the set of mental, emotional and physical activities, in

which the people attend in selecting, buying, using, and disposing products and services in order to satisfy necessities

and wishes. In referring to emotional and mental activities, and to cite satisfaction and wishes, the author approaches

the consumer behaviour definition with that of symbolism, being that both of conceptions bring meanings of power to

the individual.

The consumer behaviour area is supported by models and conceptions that permeate the objective and the

subjective, the quantitative and the qualitative, and it can be analyzed through of mathematical model, with the

objective to respond specific questions, be through explicative models analyzing the reasons involved in consumer’s

decision making process. The mainly explicative models are those of Engel, Blackwell e Miniard (2000), the model of

Howard-Sheth (1969) and that of Sheth, Mittal e Newman (2001).

The model proposed by Howard e Sheth (1969), presents five main relations: (1) stimuli (marketing,

symbolical, social); (2) perceptual schemas (attention and perceptual bias); (3) learning schemas (motives, attitudes,

intention; (4) purchase; and (5) satisfaction. The authors state the symbolical and social stimuli as primary cognitive

activities of consumer behaviour, which starting to the decision making process of purchase. In the marketing field, the

symbolism is viewed as an emotional element associated to the product, which brings an effective contribution to the

brand.

Sheth, Mittal and Newman (2001) enlarge the consumer behaviour scope in observing that the organizations

must search for value creation to the consumer through the management of loyalty and notoriety to the brand. Here, it

is observed the sign as being the brand, which brings as change symbolical value what itself represents to the

consumer. In this context, the brand has the sense of intangible values to the consumer.

To Engel et al. (2000), the intangible values can be represented of social values or individuals that influence the

purchase and the consumption, according to the Berguer e Luckmann’s (2002) conception of sharing individual's social.

The consumption is viewed by scholars in the area of consumer behaviour as something which can be harmful to the

individual, especially in cases of incentive in to consume products as cigarettes and alcoholic drinks, which are risky to

the health (HAWKINS et al., 2007). To the authors, the excessive consumption of superfluous goods and services can

damage the saving, which, in the case of old people, helps with the expenditures of health treatments and complements

retirement stipends. In this context, the consumption can be viewed as something maleficent to the society.

According to Hawkins et al. (2007) the nature of consumer behaviour involves the auto-image and life style,

being these influenced by internal and external variables, resulting in a decision making process which characterizes

specific situations. The symbolism is present be in external aspects as culture, status social and marketing strategies, be

in internal aspects, as attitudes and emotions.

The consumer behaviour, according to Hawkins et al. (2007) , denotes a rational mental model of the individual

concerted with a psychological and social model, however, in this work it is regarded also a broader perspective among

individuals, society, organizations and consumption. In other way, to Sheth, Mittal e Newman (2001) e Howard e Sheth

(1969), the organizations as institutions appurtenant to society, observe the individual as that which wants not just his

needs, but also his feelings, expectancies and relationships with reference groups, that is, Family, friends and co-

workers. The way how the communication between organization and the individual as consumer, occurs by means of

symbolical and economical changes. The marketing appeal employed as a mean of contact between organization and

consumer occurs by the use of the language and brands, which express justly the expectancies and feelings of the

individual (Figure 1).

Figure 1 – Relationship among individual, society, organization and consumption Source: Elaborated by the authors based on Sheth, Mittal and Newman (2001), Howard e and Sheth (1969) and Bourdieu (1974).

Individual

SOCIETY

ORGANIZATION

Use of the language and brands

Relationships Feelings

Expectancies

Local Social Group (Family, friends, work)

Consumption by means of symbolical and

economical changes.

HABITUS

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Rocha (1995) observes that in the field of anthropology, the cultural industry is a social fact, since that the

message produced by it is understood by society. The dream is transferred to the society by mean of the publicity which

explores the symbols and sign, as in the case of the exploitation of the brands through the means of communication. In

the view more specific of consumer behaviour, the social dimension is understood when the individuals are segmented

in social classes. The consumers associate the brand with specific social classes (ENGEL et al., 1995). In this sense, it can

be inferred that the habitus socially constructed, as referred by Bourdieu (1974), is something acknowledge in the

marketing view.

In the field of marketing the individuals search and purchase products, becoming consumers, since them are

looking for some meaning to that choice. Thus, a genuine Louis Vuitton bag is viewed as a sign which transfer the

symbolical value to a more capitalized class, and a replica of the same bag, is viewed by other social class less privileged

as also symbolic sign. In this example, what is important to highlight is the search for meaning, which in the case is the

meaning of “status and power”, that is, both classes hold a Louis Vuitton bag.

To Levy (1959) the consumer acquires in fact symbols but not just a product or service. According to the

author, the symbolic value is evaluated by the consumer for that what it represents. In the case of services, the

consumer perception is differentiated in comparison to tangible goods, because these are make tangibles by services

rendered in itself, as well as for that what the publicity of services informs the consumer.

The managers must regard the cultural symbols in order to better understand the consumer behaviour. To

Mowen and Minor (2003, p. 306) symbols are entities that represent ideas and concepts, which are able to

communicate meanings in a more rapid and effortless way. The authors highlight that products and services are

consumed due its symbolic values, as in the automotive industry, which communicates symbolic values to automobiles

as synonym of security (Volvo), design (Fiat), cost X benefit (Tata), status (Mercedes), strength (Volkswagen), velocity,

status and privilege (Ferrari), among others. In all of these examples the communication with the Market involves the

symbolism, be in the brand, slogan, personage, or publicity.

In the post-modernism, the analysis of consumer behaviour becomes fundamental in order to better

understand how occurs the individual independence of the consumer, which is characterized by unpredictability.

However, the consumer behaviour does not support of its own accord to understand this individual. Oliveira (2008)

reinforces the post-modern discourse of Cova (1997), stating that consumer choices are based in the capacity of the

products and services to give support to the social interactions which permeate the formation and maintenance of

communities with specific meanings. The post-modernity brought changes in the consumption, passing from the

emphasis given to the value of use to the value of connection, this last more and more plural and complex.

The individual postmodern quickly adapts to the environment, realizing a great amount of interactions over

time. The individual postmodern quickly adapts to the environment, realizing a great amount of interactions over time.

However, postmodernism is not well accepted by some theoretical marketing, such as Hunt (2002). The author sees

postmodernism as normative, not scientific, and not palpable. There is a consensus among scholars that

postmodernism is indeed something so spectacular, beyond the modern and revolutionary.

Even with the criticism of postmodernism, some of his contributions are for the manager in organizations

perceives the consumer as a complex individual who has several interactions and that is changing in terms of choices.

That is, the individual consumes itself but can also be induced consumption. Even with research about consumer

behaviour, there is no single model or an opinion to prevail or answer how and why people consume. There are

explanatory models, specific and tested, however, cannot answer any questions about the use and symbolism that lead

people to buy.

3 Methodology

In relation to the methodological concerns, it was decided to develop an theoretical essay, based on the

knowledge from human and social sciences, as Management (organizational studies, marketing and consumer

behaviour), Economics, Philosophy, Psychology, Anthropology and Sociology.

The essay is much employed in the social sciences, an option of analysis and lucubrations relative to the object,

independent of its nature or characteristic (MENEGHETTI, 2009; WEATHINGTON, 2010). The assay causes a logical and

reflective reflection, allowing a variety of personal interpretations. These interpretations, in turn, stimulate reflections

that can illuminate some aspects of the argument here investigated, and thereby contribute to the sciences (ADORNO,

1986; 1991).

4 Conclusions, Recommendations and Limitations

This assay allowed in a first reading, saying that while the individual social actor, belonging to a given reality,

assumes different roles, including that of consumer. The symbolic value is translated as power. The consumer is

accepted by society because of who owns and uses.

In this paper becomes visible social belonging originated in the possibility and the act of consumption.

Campbell (1983) and Barbosa and Campbell (2006) corroborate the consumer society, to address us about modern

consumerism.

Another finding of this study was to discussion revealed the importance of society towards individuals. The

society in its mystical paths zooms in and out individuals when it comes to the issue of consumption. It was found in

this research that consumerism is studied in different sciences, however, sociology stood out as the science that most

closely matches the theme of consumption, and therefore the research of consumer behaviour.

As a consumer, the individual carries out your wishes according to the symbolic power which is passed

through the marketing communication and semiotics, using signs. It was observed by the researchers reported that

consumer behaviour provides data and information that enable managers to make decisions more arguments about

product launches and consumer trends

Another note given by this article reveals that interest in the consumption of material goods has led to the

consumption of representations in contemporary society. The lifestyle of characters found in television programs,

novels, movies and commercials alienate people and format a consumption-based "hyper-reality in the society of the

spectacle" as Baudrillard says (1968, 1981). Added to this context, the postmodern culture, which is represented by the

signs, confirming the dematerialisation of products.

The participation of individuals in social groups that share common symbolic universes as pointed out by

Berger and Luckmann (2002) takes us to a vision of postmodern consumption, in which the "tribes" while new forms of

groups are targeted segments of research marketing.

In terms of recommendations for future studies, we suggest the bibliometric studies on the topic, which enable

a broad survey of the state of the art publications involving the subject. Even being a theoretical paper in essay form, it

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is also suggested empirical research, which may point results presented here in the form of questions and assumptions

in relation to consumption.

Limitations of this study point to a specific number of researchers and scholars consumption. This essay is to

awaken a thematic principle, the theme "symbolism / consumption" is not exhausted. Because this paper an essay and

not a ready answer, the reader is invited to broaden the debates and discussions about consumer behaviour and

consumption before the symbolic value: are managers prepared to understand this relationship and to develop

effective marketing strategies to attend to consumers? Perhaps this is the best message or contribution to this test be

used by managers in their marketing strategies possible!

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