TRANSFORMATIONAL CONSUMPTION CHOICES: BUILDING AN UNDERSTANDING BY INTEGRATING SOCIAL IDENTITY AND MULTI-ATTRIBUTE ATTITUDE THEORIES SHORT TITLE: TRANSFORMATIONAL CONSUMPTION CHOICES Accepted for Publication in the Journal of Consumer Behavior Robert E. Kleine, III (Primary contact) The James F. Dicke College of Business Administration 525 South Main Street Ohio Northern University Ada, OH 45810 [email protected]419.772.3018 Susan Schultz Kleine Department of Marketing College of Business Bowling Green State University Bowling Green, OH 43403-0266 [email protected]419.372.0398 Gary J. Brunswick Walker L. Cisler College of Business Northern Michigan University Marquette, MI 49855 [email protected]906.227.1261
38
Embed
TRANSFORMATIONAL CONSUMPTION CHOICES: BUILDING AN …r-kleine/research/pubs/Kleine Kleine... · 2008-02-29 · 5 multi-attribute attitude modeling to better understand factors predicting
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
TRANSFORMATIONAL CONSUMPTION CHOICES: BUILDING AN UNDERSTANDING
BY INTEGRATING SOCIAL IDENTITY AND MULTI-ATTRIBUTE ATTITUDE
THEORIES
SHORT TITLE: TRANSFORMATIONAL CONSUMPTION CHOICES
Accepted for Publication in the Journal of Consumer Behavior
Robert E. Kleine, III (Primary contact) The James F. Dicke College of Business Administration
This work was supported by the Army Recruiting Command (MAJ Alan W. Poikonen) under the auspices of the U.S. Army Research Office Scientific Services Program administered by Battelle (Delivery Order 1042, Contract No. DAAL03-91-C-0034).
3
ABSTRACT
Transformational value offerings result when marketers bundle products, services, and
experiences in ways that provide consumers with opportunities to alter who they are (Pine and
Gilmore, 1999). Examples include universities, healthcare providers, travel and leisure services,
and many other businesses that guide individuals to change in some desired and lasting way.
Pine and Gilmore (1999) predict that in the emerging economy “…transformation offerings will
emerge across almost every industry that today views itself as part of the service sector” (p. 168).
By definition, transformational value offerings involve identity development. Thus, it makes
sense to use identity related variables to explain transformational value offering choices. This
paper tests a model merging social identity theory and multi-attribute attitude modeling to better
understand factors predicting consumers’ intentions to select a transformational value offering. A
survey sample of United States Army Reserve recruits was used to test the integrated model.
Results show that identity-related perceptions form the basis for evaluating the value offering’s
benefits and intentions to adopt the offering. The prospective consumer also considers whether
his or her self-concept can accommodate that role. The proposed blending of social identity and
multiattribute attitude models provides a promising framework for understanding and
investigating consumers’ choices to adopt transformational value offerings.
4
INTRODUCTION
Transformational value offerings result when marketers bundle products, services, and
experiences in ways that provide consumers with opportunities to alter who they are (Pine and
Gilmore, 1999). Marketers poised to position themselves as transformational include
universities, healthcare providers, travel and leisure services, and many other businesses that
guide individuals to change in some desired and lasting way. The transformational marketer
becomes a guide who designs situations that assist the consumer in diagnosing desired self-
change, and then developing and delivering a transformational program. Pine and Gilmore
(1999) predict that in the emerging economy “…transformation offerings will emerge across
almost every industry that today views itself as part of the service sector” (p. 168). However,
little is known about the factors that contribute to consumers’ adoption of a transformational
value offering.
What defines a transformational value offering? Transformations guide buyers toward
fundamental changes in who they are (Pine and Gilmore 1999: 171-172). The resulting self
change is evident in lasting cognitive and behavioral changes. Transformations are intentionally
chosen and inherently personal for every buyer. For example, obtaining a tattoo would not
necessarily be a transformation in the sense used here. However, when a flower tattoo is part of
the role-related symbols signifying the identity of expert gardener, the flower tattoo may signify
transformation. Self-transformational value offerings require the customer to engage in an
identity project, a process of adopting a particular identity (Kleine and Kleine 2000).
This study examines how consumers make buying decisions involving transformational
value offerings. We develop and test a model merging elements of social identity theory and
5
multi-attribute attitude modeling to better understand factors predicting consumers’ intentions to
select transformational value offerings. Consumer researchers tend to analyze buying decisions
as discrete choices, downplaying the importance of the larger self-developmental context. Yet
when a value offering promises a prospective buyer a path to self change, the self-developmental
implications should influence the decision whether to choose that path.
The study reported here casts the decision to choose a transformational value offering as
a case of identity adoption. Selecting a transformational value offering requires a consumer to
ask “is this a type of person I want to become?” and “how might adopting this impact other
elements of my self structure?” The results demonstrate that merging elements from symbolic
interactionist identity theory (Kleine, Kleine, and Kernan 1993; Piliavin and Callero 1991;
Solomon 1983; Stryker 1980) and multi-attribute attitude theory helps us understand factors
predicting intentions to choose a transformational value offering.
The paper proceeds as follows. Pertinent theory is identified. A model of
transformational value offering choice merging elements from symbolic interactionist identity
theory with traditional attitude model relationships is then proposed. A study that tests the model
in the context of choosing to join the U.S. Army Reserve is reported. We conclude that the
proposed blending of social identity and attitudinal theory provides a promising framework for
understanding and investigating consumers’ decisions to adopt transformational value offerings.
THEORETICAL BACKGROUND
A person considering a transformational value offering evaluates weighted outcome
beliefs and normative factors, but also the potentially more important impact the offering will
6
have on their identity. Prospects assess how adopting the value offering will fit within their lives
and what it will mean for their self-definitions and self-meaning. Therefore, supplementing
traditional attitude models with identity factors should yield improved understanding of the
transformational value offering adoption decision.
Social Identity Theory Applied To Transformational Value Offering Adoption
Symbolic interactionist (SI) role identity theory (Callero, 1985; Hoelter, 1983; Kleine,
1993; Kleine, Kleine, and Laverie, 2006; Laverie, Kleine, and Kleine 2002; Solomon 1983;
Stryker 1980) explains why individuals choose to become who they are (e.g., soldier, cyclist,
teacher). It emphasizes how social networks and interaction patterns lead to choices impacting
self-definition. Social influences, including marketing communications and selling messages,
draw prospects into a socialization process through which they come to see themselves as a
particular type of person (Kleineet al., 1993). Whether a person’s self-structure can
accommodate the new role and what it means to the person should help explain his or her choice
of a transformational value offering. The emphasis of social identity theory is on social
influences, but it also can explain how attitudes and other internal dispositions arise. That is, it
explains how the role-identity socialization process guides consumers to form outcome beliefs
and intentions to adopt transformational value offerings.
The current approach adopts a prospect-centric approach. Instead of focusing on whether
a prospect feels connected to an organization because of what it stands for, we examine how
individuals evaluate whether a transformational value offering will yield an identity that will fit
7
in their life pattern and self-conceptions. “Can I see myself in the role?” is the decision maker’s
issue, not whether he or she feels connected to the organization offering the identity opportunity
(Bhattacharya and Elsbach, 2002; Elsbach and Bhattacharya, 2001).
Three related schemas capture role perceptions -- the role schema, the ideal schema, and
the identity schema (Kleine,1993); these help explain how individuals come to perceive
themselves with respect to a transformational possibility. These schemata capture self images of
role, self, and aspirations with respect to a given transformational role.
Role Schema. The role schema captures an individual’s perception of the typical or
average person who performs the role--the typical Army Reservist, for example. It is a
stereotypical meaning resulting from socialization, exposure to media images, and/or contact
with role occupants. Prospects develop role schemas prior to contact with the transformational
provider. Like most role stereotypes held by outsiders to a role, role schemas may contain
inaccurate or caricatured images of role occupants (e.g., Wheaton, 2000).
Ideal Schema. The ideal schema captures a prospect’s personal vision of how he or she
ideally would be as someone in the role--e.g., “how I would like to be as an Army Reservist.”
The role schema and perceived personal competencies shape the ideal schema. This future
oriented schema informs current behavior directed toward achieving the ideal.
Identity Schema. The identity schema captures prospects’ perceptions of themselves with
respect to adopting a particular role-identity—“How I am now” as this type of person. The ideal
schema influences or guides the identity schema, which in turn provides a frame of reference for
how the prospect actually will go about engaging the particular role.
8
Identity Schema Predictors. Prior research (Kleine, 1993) provides empirical support
for the role schema ideal schema identity schema relationships depicted in the Figure. The
role schema (a stereotype) influences a person’s ideal aspirations (ideal schema) for their
performance in the role. In turn, aspirations (ideal schema) influence how the individual believes
they realistically will perform the role (identity schema).
Pride. Pride is a primary social emotion (Scheff, 1991) elicited by social experiences
that bring forth feelings of self-regard. Feelings of pride associated with the thought of adopting
a particular role will enhance prospects’ identification with the role itself. The emotion becomes
additional, non-cognitive input into the perception of the role and encourages role-identity
internalization (Deci and Ryan 1991). Thus, greater pride associated with the role enhances an
individual’s view of how he or she will be in that role. The more pride one feels, the more
favorable the identity schema (Laverie, 2002).
PROPOSED MODEL
The proposed Model of the Decision to Adopt Transformational Value Offerings is
depicted in the Figure. The model blends Theory of Reasoned Action variables (Fishbein and
Azjen, 1975) and adds Symbolic Interactionist Social Identity Theory (e.g., Stryker, 1980)
concepts and relationships. Prior research shows that adding explanatory variables (e.g., emotions
or identity salience, enhances the explanatory power of attitude models (Allen, 2005; Charng,
Piliavin, and Callero, 1998; Piliavin and Callero, 1991). As the Figure shows, social identity
concepts explain the origins of beliefs and behavioral intentions.
9
Attitude Components Applied To Transformational Value Offering Choice
Choosing to adopt a transformational value offering likely includes evaluation of
perceived benefits of role adoption. To capture this aspect, we apply the Theory of Reasoned
Action (Fishbein and Azjen, 1975). A prospect’s attitude toward adopting the transformational
value offering directly predicts his or her intention to adopt the offering. Attitude is predicted by
Beliefs, which are the perceived benefits of the transformational value offering, each weighted
by its perceived importance, and Normative Beliefs, which are perceptions about what others
(family and friends) think of adopting the Reservist role, weighted by how much respondents
care what those individuals think.
Social Identity Theory Elements
The Figure shows how role identity theory constructs explain attitudes and intentions.
The Identity Attitude path reflects the assumption that the more a person identifies with a
transformational role, the more the person has internalized the role (Deci and Ryan, 1991;
Piliavin and Callero, 1991), and the more favorably the person will view adopting that role.
Pride, Identity Ideal, and Beliefs each predict the identity schema. The Pride Identity
path reflects the fact that people tend to pursue activities which they believe they can perform
competently and that will invite favorable feedback. The more prospects believe other people
important to them think they will succeed in the role, the more they will anticipate experiencing
pride upon role adoption (Normative Beliefs Pride). The Ideal Identity path shows that the
type of person prospects aspire to be (Ideal) influences how they comport themselves with
10
respect to the identity (Identity). Finally, knowledge about role outcomes (Beliefs) is expected to
contribute to knowledge of self in role (Identity).
Prospects’ beliefs about the consequences of adopting the role are influenced by their
role stereotype (Role) and Normative Beliefs. The more favorable the role stereotype a prospect
holds, the stronger their beliefs that adopting the role will provide desirable outcomes.
Prospects’ conception of how they would ideally be in the role is influenced by the role
schema (Role), which, in turn, influences expectations of Pride. The role stereotype is the basis
of, and thus constrains, prospects’ understanding of how they will be as role occupants. The path
from Role Pride suggests that the more prospects favorably evaluate the stereotypical role
occupant, the more pride they anticipate with role adoption.
How the Transformational Role Identity Fits with Current Activities
The more prospects identify with a particular role (e.g., Army Reservist), the more
personal and attentional resources they allocate to the related activities (Callero, 1985; Hoelter,
1983; Kleine, 1993). However, constraints are placed on how many resources individuals can
devote to a role, depending upon how it impacts other identities already in place. The desirability
of adopting the role also depends upon how the transformational role complements other roles
comprising a prospect’s self-concept. Major identity groupings for most people are family-,
work-, and leisure-based. For example, a person may simultaneously be a father, husband, and
brother, an avid hunter and fly fisherman, and work as a salesperson in a camera store. The
prospect will consider how adopting a new role will impact other areas of life and will assess, a
11
priori, the potential conflict with other role identities. If the prospect anticipates a new role will
complement other identities, role adoption increases in appeal.
The proposed model seeks to explain and predict intentions to adopt a transformational
value offering by combining social identity variables with traditional attitude variables. It
portrays how perceptions of the intended self change emerge and influence outcome beliefs and
intentions toward adopting the transformational value offering. Through the two analyses, we
explore whether the proposed model blending social identity and Theory of Reasoned Action
variables is useful for studying transformational value offering choices.
METHODOLOGY
Sample and Procedures
Model testing required a context in which a transformational value was being offered
deliberately. With this in mind, the proposed model was tested with data collected from
individuals being actively recruited for the United States Army Reserve. Joining the U.S. Army
Reserves, like joining any of the United States’ armed services, is voluntary. Prospective
Reservists are not drafted into service, but choose to become Reservists. U.S. Army Reserve
recruits make a part-time commitment that entails monthly weekend, and annual week-long
obligations, with the possibility of being called into active duty. This context choice may seem
unusual. However, becoming an U.S. Army Reservist has been positioned for many years as a
self-transformational opportunity (e.g., the U.S. Army’s long running “Be all you can be”
slogan) and fits Pine and Gilmore’s (1999) definition of a transformational value offering. The
12
context also provided the opportunity to simultaneously examine prospects’ assessments of
instrumental benefits and identity-related images.
Due to privacy issues, the earliest point for possible data collection occurred when recruits
visited the military entrance processing station. At this station, prospects’ abilities were assessed
and recruits were informed of opportunities matching their abilities. This step occurred after the
recruit had met several times with a recruiter. Although recruits already had started considering
role adoption, they had yet to make the final decision to commit to the role.
Data were collected during peacetime, in the interval between Operation Desert Storm and
the 2003 war in Iraq. Respondents were cognizant that, as a reservist, they could be called to
full-time active duty. Data were collected with a self-administered questionnaire distributed by
Army personnel to qualified Army Reserve recruits. The questionnaire was pretested prior to
distribution with a sample of recruits selected from the target population. The questionnaires
were distributed as follows: The researchers provided questionnaire packets to coordinating
personnel at U.S. Army Reserve Recruiting (USAREC) headquarters. Each of the 1600
questionnaire packets included a cover letter, a questionnaire booklet, and a stamped self-
addressed envelope for returning the completed questionnaire. Army personnel distributed
questionnaire bundles to selected Army Reserve Recruiters and guidance counselors. Each
bundle included distribution instructions for the recipient recruiter or guidance counselor and a
set of questionnaire packets. All questionnaires were distributed in this manner.
Recruiters and guidance counselors were instructed to “distribute a questionnaire to each
person you advise until your questionnaire supply is exhausted.” They were asked to say the
following when distributing a questionnaire to a qualified individual, “Here is an important
13
questionnaire about deciding to enlist in the U.S. Army Reserve. Please complete it at your
earliest convenience and mail it promptly using the enclosed postage paid envelope.” The
questionnaire stated that the purpose of the research was “to evaluate and improve military
personnel and recruiting policies,” promised confidentiality of responses, and gave contact
information for reaching the researchers for questions.
Because recruiter and guidance counselor contact with recruits fluctuates, it was anticipated
some questionnaire packets would not be distributed within the data collection time-frame. To
track the actual number of questionnaires distributed, attached to each questionnaire packet was
a postcard that uniquely identified the questionnaire. The recruiter/guidance counselor was asked
to remove and mail the postcard after distributing a questionnaire. More completed
questionnaires were received than “questionnaire distributed” postcards. Because it was not
possible to maintain a data base of prospects who had been given a questionnaire, no follow-up
was possible with those who did not return their responses. This procedure created ambiguity
regarding the actual number of questionnaire packets distributed. Applying the most
conservative response rate calculation possible: the 275 usable questionnaires returned by
qualified individuals yields a 17.1% response rate (based on 1600 questionnaires provided for
distribution). Individuals unlikely to enlist probably are under represented in our sample.
The typical respondent is 20.4 years old (sd = 5.47), male (62%), single and has never been
married (85%), has no children (85%), is white (64%) or black (21%). Three educational
groupings are apparent in the sample: those who are still in high school (35%), high school
graduates (25%), and individuals with some college (25%). U.S. Army data reveal this profile is
typical for Army Reserve recruits.
14
Measures
Identity measures are adapted from prior studies (Callero 1985; Hoelter 1983, 1985;
Kleine, 1993). The attitude measures used are typical for multi-attribute measurement.
Role, Identity Ideal, and Identity Schemas. Each schema was indicated by three
seven-point bipolar adjective scales: powerful-powerless, inactive-active (reverse scored), and
weak-strong (reverse scored). The role schema was primed by asking respondents to use the bi-
polar scales to describe “the typical or average person who joins the Army Reserve.” The ideal
identity schema captured “the kind of person who you consider to be the ideal (best) person for
enlisting in the Army Reserve.” The identity schema was primed by asking respondents to
describe themselves “as someone who may or will enlist in the Army Reserve.” Prior research in
various contexts has validated this approach to measuring self-schema meaning in the survey