Consumer Identity Concepts Comparison

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Concepts of Identity in the Context of Consumer Behaviour

Consumer behaviour is the value that is widely used in marketing for various purposes, including both the promotion of particular products and the analysis of potential changes in sales regimes. In this environment, the concepts of identity occupy an essential role since clients’ preferences and their interest in specific brands are based, as a rule, on individual characteristics. According to Dagher and Itani (2014), consumer behaviour is perceived as the factor that may have significant implications on business success.

In this regard, Papaoikonomou, Cascon-Pereira and Ryan (2016) consider the concepts of fixed and dynamic identity and call them the phenomena that determine the nature of marketing work in a certain environment. Both types have their unique characteristics and properties that distinguish them from each other and serve as drivers for specific interventions.

The concept of fixed identity implies forming sustainable consumer views on certain goods or services, regardless of external factors. As Hearn and Hein (2015) argue, this theory is often found in situations associated with gender issues, in particular, feminism and masculinity. According to the authors, marketing approaches based on sex differences are often criticised; nevertheless, they still exist in the modern consumer environment (Hearn & Hein 2015).

Ourahmoune (2016) notes that the concept of fixed identity does not affect the historical, educational or other aspects of marketing. At the same time, social interests and foundations are the main base hindering the dynamics of changes in client behaviour. As a result, according to Gonzalez-Fuentes (2019), the views of today’s young consumers who are the main purchasing audience often focus on ego-centric approaches that are not easy to manage. This trend creates complexity for marketers and is one of the main reasons for a constant search for new concepts to attract and retain customers.

Cultural aspects can also play a significant role in the formation of identity in the context of consumer behaviour. For instance, Cleveland, Laroche and Takahashi (2015, p. 367) state that “individuals vary in strength of affiliation with a given cultural entity”, which means that sustainable views on certain marketing moves create a specific way of consumer thinking. Such a fixed position is typical for countries with tough domestic policies and laws that abolish various mass campaigns.

A dynamic practice where following the trends is one of the main features of the sales area is the characteristic of a free consumer environment with a high assortment and various sellers’ offers. Thus, one can note that the level of competition maintained in a particular environment and the degree of control over the activities of market participants largely influence the formation of a specific type of identity and consumer behaviour.

In order to define identity in the context of the marketing assessment of a consumer decision-making process, it is possible to supplement this concept with additional notions that, as a rule, accompany it. According to Gatersleben, Murtagh and Abrahamse (2014), values are an incentive that encourages customers to follow a particular approach to market offerings. If the target audience has similar views on certain phenomena, for instance, leisure, it is easier for marketers to plan their activities and implement appropriate work plans. Another aspect that Hein and O’Donohoe (2014, p. 1293) suggest to consider is “various social settings and interactions”.

Relationships that develop among people in different groups determine the nature of preferences and are a classical example of the formation of demand when interest in specific goods or services vary depending on such criteria as income, education and other nuances. Social ties have a significant impact on consumer behaviour, which is particularly evident in the context of the global spread of social networks and an opportunity to exchange feedback on products and services. Therefore, such factors are to be taken into account when studying both fixed and dynamic identity.

Identity concepts based on fixed and dynamic conditions are the tools for analytic work. As Pantano and Priporas (2016) note, such theoretical aspects of marketing can build demand for specific products or services and influence customer decision-making. According to Oyserman et al. (2017, p. 139), “identity-based motivation” gives an opportunity to coordinate the interests of the target audience, thereby achieving brand recognition and the ability to withstand market competition. Thus, identity concepts based on fixed and dynamic theories play an essential role in the marketing policy of many sellers and help create a stable and profitable sales system in case of their competent and reasonable application in a specific environment.

Concept of Dynamic Identity in Relation to Consumer Behaviour

When analyzing the aforementioned concepts of identity, one can note that for modern marketing, a dynamic theory is more acceptable and convenient. According to Hillenbrand and Money (2015), this approach emphasizes the individuality of consumers more than a fixed principle. Consequently, it is easier for marketers to take appropriate measures and offer the target audience those goods and services that can satisfy their current interests and not just basic needs.

In addition, for sellers themselves, a dynamic theory has a potentially higher value. As Zheng and Muir (2015) remark, it helps form leadership identity that, in turn, is an essential aspect of success in the business environment because countering competition and working with subordinates requires high management skills. Therefore, when comparing the appropriateness of dynamic and fixed theories for marketers, the former one is more important because of the greater benefits that they can obtain through its practical implementation.

As another argument in favour of the dynamic theory and its influence on consumer behaviour, the nature of interaction among participants in the sales process improves. Von Wallpach, Hemetsberger and Espersen (2017) state that the relationship between sellers and buyers based on an individual level is potentially more productive through direct contact. In other words, in a dynamic environment, consumers have an opportunity to communicate with marketers directly, thereby discussing with them specific interests and preferences. Vendors, in turn, receive customer feedback and their opinions on certain innovations or offers.

This practice has positive results for both parties and, unlike a fixed strategy, gives entrepreneurs an opportunity to make the necessary adjustments directly in the process of interaction. In addition, according to Wolter et al. (2016, p. 785), this approach allows achieving such a meaningful objective as “consumer-brand identification”, which is the key to higher sales. Therefore, the dynamic theory of identity is superior to the fixed value in terms of communication and interaction among stakeholders.

A characteristic feature of the dynamic identity theory is an opportunity to adapt to changing conditions, thereby moving towards innovations. Buil, Catalán and Martínez (2016) confirm this statement and note that in various contexts, consumer behaviour based not on the fixed but the dynamic approach is one of the factors that marketers should take into account.

For instance, conservative views on the decision-making process and the purchases of only those goods and services that provide basic needs do not give market analysts a chance to plan interventions comprehensively. The dynamic concept, conversely, is an essential criterion for evaluating potential changes. As Orth and Rose (2017) argue, today, consumers can express their subjective opinions openly and can expect sellers to hear them. Therefore, a dynamic environment opens up broader prospects for effective and successful innovations.

With regard to sales management and analytical work, the dynamic theory is a rationale for all the technologies that are introduced today. In an effort to create brand recognition, many vendors acquire and implement equipment that allows influencing the process of client decision-making and improving business activities. For instance, according to Jussila et al. (2015), establishing sustainable supply chains with the subsequent distribution of goods are the result of an active consumer position.

When buyers are interested in purchasing certain products or services, they create demand, which, in turn, is a dynamic variable. In case marketers do not introduce any innovations in the sales process, trends will not appear, and the target audience will become more passive. In order to prevent this, it is crucial to create conditions under which clients’ interest will be stable. Black and Veloutsou (2017) state that to engage and retain consumers, it is essential to give them an opportunity to participate in creating the market structure, in particular, its product range. Therefore, the dynamic concept is more promising than the fixed one in terms of influence on innovations and forming specific trends.

Thus, when summing up the aforementioned facts and assumptions, one can note that the concept of dynamic identity is more promising and valuable in a modern marketing environment than the fixed one. As He and Wang (2015) argue, consumer behavioural intention is based not only on individual preferences but also on the conditions and proposals that the modern market creates. Accordingly, if sellers introduce appropriate innovations and follow trends, this will make it possible to minimise the risks of bankruptcy of a certain business and, at the same time, will be an effective measure to counter competition and propose a variety of goods and services.

Usefulness of the Concepts of Identity for Marketing Researchers and Practitioners

The considered concepts of identity play a special role both in the marketing sector and in other areas. Researchers resort to these theories in order to prove certain assumptions and hypotheses empirically by analysing consumer behaviour and making proportional correlations. For instance, according to Wang, Wezel and Forgues (2016), expert organisations study the indicators of dynamic and fixed identities to determine the preferences of certain segments of the population in relation to specific goods and services.

Subsequently, these data are used by both marketers who make up a unique picture of demand and by social workers who evaluate such indicators as income levels, age categories, and other aspects. As Buhalis and Foerste (2015, p. 159) argue, in the tourism industry, responsible persons “generate context-specific solutions that address the individual needs of travellers dynamically through a combination of personalisation based on pre-set preferences”. Thus, these concepts of identity find their application in different areas and fields due to their value from the perspective of the wide involvement of the target audience.

In addition to the value from the standpoint of social research, the proposed concepts have significance in the context of maintaining economic interests. Content created by marketers serves as a background for the target audience, and, as Scholz and Smith (2016) remark, improves sales efficiency, which, in turn, has a positive effect on the national budget. Different researchers analyze client preferences and assess the financial resources that consumers spend on certain goods or services.

This practice is useful from an economic point of view, and many stakeholders, including official authorities, use the information obtained for analytical purposes. According to Ho and O’Donohoe (2014), even seemingly insignificant data, for instance, the social identities of young buyers, can be useful for creating a holistic picture. Such facts allow assessing the situation of tax collections, the income level of the population, the purchasing power of individual categories and other aspects of life that influence the financial sector. Thus, economic benefits through researching the considered concepts are reasonable and scholarly proven.

When evaluating the importance of the dynamic and fixed theories of identity in relation to the significance of application in a particular environment, the most relevant area is marketing. Specialists in this field can make forecasts, introduce new proposals and perform other essential activities by analysing these concepts. Nevertheless, Lugosi (2014) offers to draw attention to the aspect of psychological manipulation that may be a valuable topic for sociological studies. The author argues that professional specialists involved in this type of analytical activity “manipulate the servicescape and mobilise signifiers of identity and cultural values to communicate with customers” (Lugosi 2014, p. 165).

Such prospects have significance in relation to different market conditions since the ability to retain consumers creates a stable demand. At the same time, psychological aspects associated with such practices, for instance, exposure to mass consciousness and shopping addiction, are fascinating topics to learn. As Hofacker et al. (2016) note, various innovations, for instance, mobile notifications or gaming marketing content allow engaging the target audience. Therefore, the theories of fixed and dynamic identity are promising areas for psychological research on the motives of consumer behaviour.

The benefits of exploring the concepts presented are also achieved due to the possibility of comparing fixed and dynamic identities and making those categories of interventions that may be relevant for a particular type. This activity is relevant for marketers who, according to Negahban and Yilmaz (2014), seek to promote more active rather than static principles of the decision-making process among the target audience. A comprehensive assessment provides an opportunity to obtain valuable data regarding the most frequent online requests for certain goods or services, the degree of clients’ satisfaction with the existing product range and other essential information.

Marketing specialists utilise this data for forecasting and analytic activities, and such planning is the key to successful sales. Leitch and Harrison (2016) state that the management of consumer behaviour and, in particular, self-concepts has not only local but also international significance in the market sector. Thus, a comprehensive study of the theories of fixed and dynamic identities opens up new perspectives for global marketing interventions.

Finally, for marketing researchers and practitioners, the benefit of analysing the fixed and dynamic theories lies in the ability to study an investment mechanism in detail. Thompson and Loveland (2015, p. 236) examine the differences between the concepts based on this criterion and argue that “choosing to engage in one identity affects other identities already held by the individual as well”, which, in turn, means that any new consumer interest leads to a shift in demand for specific goods or services.

Therefore, stakeholders seek to understand the principles of investment the target audience resorts to because an opportunity to coordinate these mechanisms allows managing the indicators of income and market positions. Megri and Bencherif (2014) even mention the concept of territorial marketing and define this term as an analytical activity characteristic of a particular region under the influence of particular investment flows. This principle makes the difference in the assessment of the situation in the market, and the comparison of financial indicators based on the assessment of two theories is an essential activity.

When summing up the aforementioned assumptions and arguments, one can note that the importance of evaluating the fixed and dynamic theories of identity in the field of marketing is due to the importance of the implications of these concepts and their influence on sales mechanisms. According to Zhang (2019), taking into account interdependencies among market participants helps avoid a biased view on working performance.

At the same time, despite the importance of both concepts in relation to the topic under consideration, a dynamic approach is more relevant and in-demand due to the constant emergence of new trends and valuable innovations. The field of marketing is not a static environment, and the analysis of aspects of stakeholders’ interaction provides an opportunity to conduct competent analytical work and evaluation.

Reference List

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Buhalis, D & Foerste, M 2015, ‘SoCoMo marketing for travel and tourism: empowering co-creation of value’, Journal of Destination Marketing & Management, vol. 4, no. 3, pp. 151-161.

Buil, I, Catalán, S & Martínez, E 2016, ‘The importance of corporate brand identity in business management: an application to the UK banking sector’, BRQ Business Research Quarterly, vol. 19, no. 1, pp. 3-12.

Cleveland, M, Laroche, M & Takahashi 2015, ‘The intersection of global consumer culture and national identity and the effect on Japanese consumer behavior’, Journal of International Consumer Marketing, vol. 27, no. 5, pp. 364-387.

Dagher, GK & Itani, O 2014, ‘Factors influencing green purchasing behaviour: empirical evidence from the Lebanese consumers’, Journal of Consumer Behaviour, vol. 13, no. 3, pp. 188-195.

Gatersleben, B, Murtagh, N & Abrahamse, W 2014, ‘Values, identity and pro-environmental behaviour’, Contemporary Social Science, vol. 9, no. 4, pp. 374-392.

Gonzalez-Fuentes, M 2019, ‘Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism’, The Journal of Social Psychology, vol. 159, no. 2, pp. 170-189.

He, J & Wang, CL 2015, ‘Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: an empirical study in China’, Journal of Business Research, vol. 68, no. 6, pp. 1225-1233.

Hearn, J & Hein, W 2015, ‘Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities’, Journal of Marketing Management, vol. 31, no. 15-16, pp. 1626-1651.

Hein, W & O’Donohoe, S 2014, ‘Practising gender: the role of banter in young men’s improvisations of masculine consumer identities’, Journal of Marketing Management, vol. 30, no. 13-14, pp. 1293-1319.

Hillenbrand, C & Money, KG 2015, ‘Unpacking the mechanism by which psychological ownership manifests at the level of the individual: a dynamic model of identity and self’, Journal of Marketing Theory and Practice, vol. 23, no. 2, pp. 148-165.

Ho, M & O’Donohoe, S 2014, ‘Volunteer stereotypes, stigma, and relational identity projects’, European Journal of Marketing, vol. 48, no. 5/6, pp. 854-877.

Hofacker, CF, De Ruyter, K, Lurie, NH, Manchanda, P & Donaldson, J 2016, ‘Gamification and mobile marketing effectiveness’, Journal of Interactive Marketing, vol. 34, pp. 25-36.

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Ourahmoune, N 2016, ‘Narrativity, temporality, and consumer-identity transformation through tourism’, Journal of Business Research, vol. 69, no. 1, pp. 255-263.

Oyserman, D, Lewis, NA, Yan, VX, Fisher, O, O’Donnell, SC & Horowitz, E 2017, ‘An identity-based motivation framework for self-regulation’, Psychological Inquiry, vol. 28, no. 2-3, pp. 139-147.

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Papaoikonomou, E, Cascon-Pereira, R & Ryan, G 2016, ‘Constructing and communicating an ethical consumer identity: a Social Identity Approach’, Journal of Consumer Culture, vol. 16, no. 1, pp. 209-231.

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Zheng, W & Muir, D 2015, ‘Embracing leadership: a multi-faceted model of leader identity development’, Leadership & Organization Development Journal, vol. 36, no. 6, pp. 630-656.

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Consumer Identity Concepts Comparison

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