Editing Consumer behaviour (section)

==== Symbolic Consumer Behaviour ====
Symbolic consumption becomes the internal influence of consumer behaviour and forms a special symbol. Consumption symbols can be used to explain the consumer as a group member or a unique individual.<ref>{{cite book |last1=Hoyer |first1=Wayne |last2=Deborah |first2=MacInnes |last3=Pieters |first3=Rik |title=Consumer behavior |date=2018 |publisher=Cengage |location=Australia |isbn=9781337514804 |page=431 |edition=7th |url=https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6351273&ppg=449}}</ref> Consumer consumption behaviour is not only material and psychological consumption.
Symbolic consumption has two meanings:
1. A symbol of consumption. Consumption expresses and transmits a certain meaning and message. The meaning derived from culture enables us to use products to symbolise our membership in various social groups.<ref>{{cite book |last1=Hoyer |first1=Wayne |last2=Deborah |first2=MacInnes |last3=Pieters |first3=Rik |title=Consumer behavior |date=2018 |publisher=Cengage |location=Australia |isbn=9781337514804 |page=432 |edition=7th |url=https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6351273&ppg=449}}</ref> This symbolic consumption is the process of social expression and social communication.
2. Symbolic consumption: People consume not only the commodities themselves but also certain cultural and social significance symbolised or represented by them, including mood, beauty, grade, status, status, atmosphere, style, emotional appeal, etc. Symbolic consumption is typically reflected in brand consumption. Brand has three functions for consumers: functional value, symbolic value and experience value. Take luxury brands: The power of luxury brands is more than just their ability to convey identity. Some consumers want to make an impression. Luxury goods used to be the daily routine of the aristocracy, but after the concept of modern social class was blurred, consumers still regarded it as a ticket to enter the upper class. Consumers evaluate a brand based on how it aligns with our identity, which helps define and maintain our self-concept.<ref>{{cite book |last1=Hoyer |first1=Wayne |last2=Deborah |first2=MacInnes |last3=Pieters |first3=Rik |title=Consumer behavior |date=2018 |publisher=Cengage |location=Australia |isbn=9781337514804 |page=439 |edition=7th |url=https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6351273&ppg=449}}</ref> As a symbol of noble status, wealth and success, it has become a consumer identity and status symbol.