Products as symbols of our personal connections
Actual identity schema
·
A set of multiple,
salient identities that reflects our self-concept
Connectedness function
·
The use of products as
symbols of our personal connections to significant people, events, or
experiences
Cultural categories
·
The natural grouping
of objects that reflect our culture
Cultural principles
·
Ideas or values that
specify how aspects of our culture are organized and/or how they should be
perceived or evaluated
Divestment ritual
·
Ritual enacted at the
disposition stage that is designed to wipe away all traces of our personal
meaning in a product
Emblematic function
·
The use of products to
symbolize membership in social groups
Expressiveness
function
·
The use of products as
symbols to demonstrate our uniqueness—how we stand out as different from others
Frame switching
·
Stimulated by language
cues, a consumer who identifies with more than one culture will activate the
aspects of his or her self-concept that relates to that language's cultural
background
Gestation stage
·
The first stage of
gift giving, when we consider what to give someone
Grooming ritual
·
Ritual we engage in to
bring out or maintain the best in special products
Ideal identity schema
·
A set of ideas about
how the identity would be indicated in its ideal form
Possession ritual
·
Ritual we engage in
when we first acquire a product that helps to make it "ours
Presentation stage
·
The second stage of
gift giving, when we actually give the gift
Profane things
·
Things that are
ordinary and hence have no special power
Reflexive evaluation
·
Feedback from others
that tells us whether we are fulfilling the role correctly
Reformulation stage
·
The final stage of
gift giving, when we reevaluate the relationship based on the gift-giving
experience
Role acquisition
function
·
The use of products as
symbols to help us feel more comfortable in a new role
Sacred entities
·
People, things, and
places that are set apart, revered, worshiped, and treated with great respect
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