Consumer Behavior 101: Culture and Subculture - Sacred and Profane Consumption

What It Is

Sacred and Profane Consumption is a concept in consumer behavior that refers to the distinction between consumption experiences that are considered sacred (transcendent, meaningful, and spiritual) and those that are considered profane (mundane, routine, and materialistic). A canonical example of this concept is the "Experience Economy" concept by Pine and Gilmore (1998), where they describe how companies like Disney create immersive, memorable experiences that evoke emotions and create lasting memories. This matters for understanding consumers because it highlights the importance of creating experiences that resonate with consumers on a deeper level, rather than just focusing on material goods.

Key Terms & Concepts

• Sacred Consumption: Consumption experiences that are considered transcendent, meaningful, and spiritual. (Example: A pilgrimage to a sacred site like Mecca or the Ganges River.)
• Profane Consumption: Consumption experiences that are considered mundane, routine, and materialistic. (Example: Buying a new pair of socks at a department store.)
• Experience Economy: A concept by Pine and Gilmore (1998) that describes how companies create immersive, memorable experiences that evoke emotions and create lasting memories. (Example: Disney's theme parks.)
• Transcendence: A feeling of being connected to something greater than oneself. (Example: A consumer feeling a sense of awe when watching a sunrise.)
• Meaningfulness: A feeling of significance and importance. (Example: A consumer feeling proud to own a handmade craft.)
• Spirituality: A sense of connection to something greater than oneself, often involving a higher power or a sense of oneness. (Example: A consumer feeling a sense of peace when meditating.)
• Materialism: A focus on material goods and possessions. (Example: A consumer buying a new smartphone solely for its features.)
• Experiential Marketing: A marketing strategy that focuses on creating immersive, memorable experiences for consumers. (Example: A brand hosting a pop-up event.)
• Emotional Connection: A feeling of attachment or affinity between a consumer and a product or brand. (Example: A consumer feeling a strong emotional connection to a brand that shares their values.)
• Self-Expression: The act of expressing oneself through consumption choices. (Example: A consumer buying a piece of clothing that reflects their personality.)
• Rituals: Repetitive consumption behaviors that hold emotional significance. (Example: A consumer buying a cup of coffee every morning at the same café.)
• Symbolic Consumption: The use of products or brands as symbols of status, identity, or affiliation. (Example: A consumer buying a luxury brand to signal their wealth.)
• Hedonic Consumption: The pursuit of pleasure or enjoyment through consumption. (Example: A consumer buying a new video game to relax.)
• Pavlov's Classical Conditioning (1927): A theory that describes how associations between stimuli and responses are formed. (Example: A consumer associating a certain scent with a pleasant memory.)
• Hofstede's Cultural Dimensions (1980): A framework that describes cultural differences in values and norms. (Example: A consumer from a collectivist culture prioritizing group harmony over individualism.)

Common Misunderstandings

• Misunderstanding: Sacred consumption is only about spiritual experiences.
• Correction: Sacred consumption can also involve experiences that are meaningful, transcendent, and emotionally significant, even if they are not necessarily spiritual. (Example: A consumer feeling a sense of awe when watching a sunrise.)
• Misunderstanding: Profane consumption is only about material goods.
• Correction: Profane consumption can also involve routine, mundane experiences, such as buying a new pair of socks. (Example: A consumer buying a new pair of socks at a department store.)
• Misunderstanding: The Experience Economy is only about theme parks and entertainment.
• Correction: The Experience Economy can also involve experiences like dining, travel, and education. (Example: A consumer taking a cooking class.)

Quick Application / Identification

Scenario: A consumer buys a new smartphone solely for its features, but later discovers that it has a unique design that reflects their personality. What concept is at play here?

Answer: Self-Expression. Explanation: The consumer is using the smartphone as a way to express themselves and reflect their personality, even if they initially bought it for its features.

Scenario: A consumer buys a luxury brand to signal their wealth, but later realizes that the brand's values align with their own. What concept is at play here?

Answer: Symbolic Consumption. Explanation: The consumer is using the luxury brand as a symbol of status, but also as a way to signal their affiliation with a particular set of values.

Scenario: A consumer buys a new video game to relax, but ends up playing it for hours and feeling a sense of enjoyment. What concept is at play here?

Answer: Hedonic Consumption. Explanation: The consumer is pursuing pleasure or enjoyment through consumption, in this case, playing the video game.

Last-Minute Revision

• Pine and Gilmore (1998): Authors of the Experience Economy concept.
• Transcendence: A feeling of being connected to something greater than oneself.
• Meaningfulness: A feeling of significance and importance.
• Spirituality: A sense of connection to something greater than oneself, often involving a higher power or a sense of oneness.
• Materialism: A focus on material goods and possessions.
• Experiential Marketing: A marketing strategy that focuses on creating immersive, memorable experiences for consumers.
• Emotional Connection: A feeling of attachment or affinity between a consumer and a product or brand.
• Self-Expression: The act of expressing oneself through consumption choices.
• Rituals: Repetitive consumption behaviors that hold emotional significance.
• Symbolic Consumption: The use of products or brands as symbols of status, identity, or affiliation.
• Hedonic Consumption: The pursuit of pleasure or enjoyment through consumption.
• Pavlov's Classical Conditioning (1927): A theory that describes how associations between stimuli and responses are formed.
• Hofstede's Cultural Dimensions (1980): A framework that describes cultural differences in values and norms.
• Experience Economy: A concept that describes how companies create immersive, memorable experiences that evoke emotions and create lasting memories.
• Sacred Consumption: Consumption experiences that are considered transcendent, meaningful, and spiritual.
• Profane Consumption: Consumption experiences that are considered mundane, routine, and materialistic.
• Don't confuse sacred consumption with spiritual experiences only.
• Don't assume that the Experience Economy only involves theme parks and entertainment.
• Don't forget that symbolic consumption can involve products or brands that signal affiliation with a particular set of values.