Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 38: Psychosocial Themes in Consumer Grooming Rituals
Psychosocial Themes in Consumer Grooming Rituals
Advancement of symbolic analyses in consumer research has proceeded less rapidly than progress in such areas as behavioral measurement and quantitative data analysis. A major factor discouraging the symbolic interpretation of products, brands, and companies is the widespread reluctance to deal with the less tangible realms of explanation of human behavior (Levy, 1978). Such inhibition has tended toward narrowly conceived, static, and ultimately unrealistic portrayals of human behavior and motivation. Recent work exploring the deep structure of consumer myth systems serves to guide interpretation of the various symbolic logics that underlie product and brand usage behavior (Levy, 1981). The present study investigates the relationship between consumer myths (as evidenced in fantasy expressions) ...