C/M/293. Consumer Behaviour to articulate symbolic meanings rather than economic rationality

This paper discusses the assumption that consumers behave in a rational, economic manner when making their choices of consumption. It has found that whilst it is true that rational thought will influence consumers, they are much more likely to be influenced by symbolic meanings attached to their consumption. These symbolic meanings will be created predominately by the reference group to which a consumer does or wishes to belong. Or even, the group to which they do not wish to belong! Consumer behaviour will also be influenced by the personality of the consumer and how motivated they are to project a certain image to meet their self concept.