Symbolic interaction theory
DESCRIPTION
Sociological theory or theories aimed at describing and explaining human action and interaction through the exchange of symbols or meaningful communication.
Sociological theory or theories aimed at describing and explaining human action and interaction through the exchange of symbols or meaningful communication.
KEY INSIGHTS
Symbolic interaction theory, or more broadly symbolic interactionism as developed and advocated by Blumer (1969) and other researchers, adopts the view that individual action is based on the meanings that the action has for the individual, where such meanings arise out of social interactions, and where social actions are a result of the combination of individual actions. The emphasis of the theory is thus not on characterizing the objective reality of individuals and society but rather on the meanings individuals associate with subjectively defined objects.
Symbolic interaction theory, or more broadly symbolic interactionism as developed and advocated by Blumer (1969) and other researchers, adopts the view that individual action is based on the meanings that the action has for the individual, where such meanings arise out of social interactions, and where social actions are a result of the combination of individual actions. The emphasis of the theory is thus not on characterizing the objective reality of individuals and society but rather on the meanings individuals associate with subjectively defined objects.
KEYWORDS Symbolic interactionism, individual action, social interaction
IMPLICATIONS
In adopting a symbolic interaction perspective to product consumption and use, marketers can obtain potentially useful insights into complex areas of consumer behavior. In particular, the theoretical perspective suggests that there are psychological and social meanings that individual consumers attach to products, where such meanings are a result of the interactions between the individual and others and their associated actions with the products. Such knowledge, in turn, can inform the development of appropriate marketing strategies aimed at increasing a product’s perceived value among consumers.
In adopting a symbolic interaction perspective to product consumption and use, marketers can obtain potentially useful insights into complex areas of consumer behavior. In particular, the theoretical perspective suggests that there are psychological and social meanings that individual consumers attach to products, where such meanings are a result of the interactions between the individual and others and their associated actions with the products. Such knowledge, in turn, can inform the development of appropriate marketing strategies aimed at increasing a product’s perceived value among consumers.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Leigh, J. H., and Gabel, T. G. (1992). ‘Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy,’ Journal of Consumer Marketing, 9(1), 27–38.
Leigh, J. H., and Gabel, T. G. (1992). ‘Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy,’ Journal of Consumer Marketing, 9(1), 27–38.
Consumer Behavior
Solomon, Michael R. (1983). ‘The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective,’ Journal of Consumer Research, 10(3), December, 319–329.
Solomon, Michael R. (1983). ‘The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective,’ Journal of Consumer Research, 10(3), December, 319–329.
BIBLIOGRAPHY
Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, NJ: Prentice-Hall.
Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, NJ: Prentice-Hall.
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