Michael R. Solomon

The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective

Most empirical work on product symbolism has paid relatively little attention to how products are used by consumers in everyday social life. This paper argues that the subjective experience imparted by the consumption of many products substantially contributes to the consumers structuring of social reality, self-concept, and behavior. Moreover, the consumer often relies upon the social meanings inherent in products as a guide to the performance of social roles, especially when role demands are novel. While marketing theory traditionally views products as post hoc responses to underlying needs, the focus here is on conditions under which products serve as a priori stimuli to behavior. By integrating concepts adapted from symbolic interactionism, this approach stresses the importance of product symbolism as a mediator of self-definition and role performance.

The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising

Abstract This paper proposes the Beauty Match-Up Hypothesis, which has two main components: 1) That perceivers distinguish multiple types of physical attractiveness; and 2) That these specific types are seen as more or less suitable (i.e., better match-ups) for certain products when paired in advertising. A set of editors at major womens magazines sorted photos of professional fashion models. A multidimensional scaling analysis of these choices revealed six distinct types of good looks, and also identified prototypical fashion models who embodied these types. The beauty types were differentially associated with a set of perfumes and womens magazines representing diverse images. Implications of beauty types for product imagery in advertising are discussed.

Beauty Before the Eyes of Beholders: The Cultural Encoding of Beauty Types in Magazine Advertising and Music Television

Abstract Although researchers have conceptualized beauty as unidimensional, modern-day cultural definitions of beauty are multidimensional. This paper focuses on two forms of mass media that play an important role in transmitting information about multiple and diverse cultural ideals of beauty—fashion magazine advertising and music videos shown on music television. We examine the overall prevalence of different beauty ideals and how these are distributed across specific vehicles within each medium. We also compare the emphasis placed on different ideals of beauty across these two communications media (print vs. television) and formats (advertising vs. entertainment). The implications of the findings for understanding the cultural construction of beauty ideals and for understanding how advertising and other mass media communications contribute to them are discussed. Several extensions of the present research are proposed.

Self-Consciousness and Clothing

A questionnaire study was undertaken to investigate if different aspects of self-consciousness related to clothing attitudes and strategic use of clothing. The major purpose was to determine if the trait of public self-consciousness, as delineated by Buss, would be systematically related to clothing measures. A secondary goal was to investigate sex differences, with the expectation that the linkage between clothing measures and self-consciousness would be stronger for women. Participating in the study were 104 subjects. Clothing measures showed a consistent and pervasive correlation with scores on public self-consciousness. Contrary to expectations, the magnitude of these relationships was greater for men than for women. The results are discussed in terms of the tactical use of such social and symbolic products as clothing for self-definition.

Packaging the Service Provider

Major service businesses are beginning to resemble regional or national product brands. Packaging will thus become a more crucial aspect of the service mix. Unlike products, however, the actual service rendered is intangible; its attributes are embodied in the person delivering the service. This person is the focal point which must be correctly packaged. This paper proposes that the symbolic power of service apparel should be harnessed in such packaging strategies. The adoption of appropriate service apparel functions to increase the consumers preference for the service brand, bolsters employee morale by facilitating group cohesion, and serves as a vehicle for brand positioning and promotional strategies.

A role-theoretic approach to product symbolism: Mapping a consumption constellation

Abstract The relationship between sets of products and social roles has long been discussed by researchers. In this paper, a construct termed the consumption constellation is proposed to formalize this discussion. The properties of consumption constellations are mathematically operationalized, and their interrelationships are discussed. These measures are used to explore product/role relationships in a large-scale empirical example, based on the annual survey conducted by the Simmons Market Research Bureau. Using a consumption constellation associated with the stereo- typical “yuppie” role, a total of 1,197 participants in the Simmons data base were selected who fit predetermined demographic criteria. A series of conditional probabilities was calculated to assess the extent of joint consumption of selected products hypothesized to comprise this particular constellation, both within the specified sample and in the population as a whole (i.e., the entire Simmons data base). Results of these analyses provided evidence for the existence of joint consumption patterns of products related symbolically rather than functionally (e.g., gourmet ice cream and foreign cars). Further consumption constellation measurement techniques and conceptual issues also are considered.

Knowledge management as competitive advantage: lessons from the textile and apparel value chain

Purpose – The purpose of this research is to investigate knowledge management in the textile industry specifically through the relationships and interconnections of knowledge management systems, strategy and firm performance across the value chain.Design/methodology/approach – This research examines the process of acquisition, retention, maintenance, and retrieval of knowledge both within the firm through organizational memory and across the value chain. A series of case studies examines how Invista (a Du Pont subsidiary) manages knowledge internally and externally through relationships with downstream partners across a single value‐chain within the textile industry. Qualitative interviews assess the “state of the industry” regarding knowledge management systems.Findings – Differentiation through knowledge is difficult in practice. Invista has taken the first steps to develop knowledge management systems that connect the internal and external knowledge base to gain competitive advantage. Establishing inte...

Consumption imagery in music television: A bi-cultural perspective

Abstract Although much has been written concerning music television in the popular press and in academic publications, there has been little empirical research addressing the consumption imagery that accompanies the aesthetic elements of music videos. Given the potentially important role played by this medium in adolescent consumer socialization, this may be a significant oversight. This study examines the prevalence and nature of consumption imagery in music television, with emphasis on the covariation of this imagery with different musical genres. We present data from the United States and Sweden - two cultures with very different histories with music television. Implications are drawn for the socializing effects of music television in different cultures.

Unilateral leg edema caused by abdominoscrotal hydrocele: Elegant diagnosis by MRI

A 5-month-old boy presented with bilateral hydroceles since birth and right leg edema. An ultrasound of the pelvis showed a 4-cm cystic mass that was diagnosed as a teratoma or cystic hygroma. Magnetic resonance imaging was performed, which showed a dumbbell shaped contiguous, fluid filled mass extending intraabdominally through the inguinal canal from the scrotum. The cystic portion in the right iliac fossa was lying on the right iliac vessels, which were patent. A bilateral hydrocelectomy was performed, and the intraperitoneal sac was completely excised through the inguinal incision. The edema of the right leg disappeared a few days after surgery.

Using consumption constellations to develop integrated communications strategies

Abstract We advocate a holistic perspective on both communications and consumption processes. Much of the current emphasis in the area of integrated marketing communications is on the effective coordination of activities among different communications media. In contrast, our perspective emphasizes the content of the message and the notion that to create effective message strategies marketers must understand the context in which a product exists for consumers. We call attention to the role that symbolically based product complementarity (termed consumption constellations) plays in creating and maintaining social identities. Understanding how consumption constellations are represented cognitively and used by consumers as guides for consumption behavior provides valuable input in the development of integrated marketing communications. We provide a review of a program of research aimed at developing methods for identifying consumption constellations, and we also discuss the application of this work to developing effective integrated marketing communications strategies.