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

• Published in: Journal of business research 1991-03, Vol.22 (2), p.95-109
• Main Authors: Solomon, Michael R., Buchanan, Bruce
• Format: Article
• Language: English
• Subjects: Consumer behavior; Market segments; Roles; Social class; Statistical analysis; Studies; Values
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/0148-2963(91)90044-X

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.