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What is “Symbolic Self-Completion Theory”?
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The Overview of “Symbolic Self-Completion Theory”
What is Symbolic Self-Completion Theory?
Symbolic Self-Completion Theory suggests that people use symbols and symbolic actions to complete their identity and self-evaluation.
This theory is based on the idea that individuals strengthen their self-concept by utilizing external symbolic objects and actions to complete themselves.
What is the background of the Symbolic Self-Completion Theory?
The Symbolic Self-Completion Theory was proposed in 1982 by social psychologists Robert A. Wicklund and Peter M. Gollwitzer.
They pointed out that it is crucial for individuals to supplement their self-concept not only through recognition and feedback from others but also through physical symbols and actions.
What symbols are used for self-completion?
In the Symbolic Self-Completion Theory, the symbols individuals use to supplement their self-concept include:
- Physical items: Medals, trophies, professional tools, etc.
- Qualifications and titles: Degrees, certifications, professional titles, etc.
- Actions and rituals: Specific behaviors and rituals, such as presenting at professional conferences or participating in particular sports activities.
- Social relationships: Belonging to specific groups or communities, relationships with significant individuals, etc.
What are some practical examples of the Symbolic Self-Completion Theory?
Practical examples of the Symbolic Self-Completion Theory include:
- Professional symbols: Doctors wearing white coats to reinforce their identity as medical professionals.
- Academic achievements: Framing and displaying degree certificates in offices to symbolize academic accomplishments.
- Sports achievements: Athletes displaying medals and trophies at home to demonstrate success in competitions.
How can the Symbolic Self-Completion Theory be applied in marketing?
The Symbolic Self-Completion Theory provides valuable insights for marketing.
Consumers may choose specific brands or products to enhance their own identity.
The theory can be applied as follows:
- Building brand identity: By using specific symbols, brands can enable consumers to enhance their self-evaluation through the brand.
- Offering exclusive items: Providing limited edition products or special services that allow consumers to strengthen their self-concept through ownership or experience.
- Emphasizing certifications and qualifications: Highlighting certifications and qualifications related to products or services to enhance consumers’ sense of self-completion by choosing the product.
What are the criticisms and limitations of the Symbolic Self-Completion Theory?
The Symbolic Self-Completion Theory has several criticisms and limitations.
For instance, the effectiveness of self-completion symbols may be limited if they are not recognized by others.
Additionally, over-reliance on external symbols might lead to instability in self-evaluation.
The Importance of the Symbolic Self-Completion Theory in Marketing
The Symbolic Self-Completion Theory offers valuable perspectives for developing marketing strategies.
By deeply understanding the motivations behind consumers’ choices of products and services, and by providing experiences and symbols that supplement their self-evaluation, brands can enhance customer loyalty.
Offering premium products or customizable services, for example, can become crucial elements for consumers to achieve a sense of self-completion.
By understanding and applying the Symbolic Self-Completion Theory, marketing activities can be more effective, fostering deeper relationships with consumers.
This article uses material from the Wikipedia article “Symbolic self-completion theory” which is released under the Creative Commons Attribution-Share-Alike License 4.0. Additionally, the texts and images were generated using ChatGPT.