![]() ![]() ![]() Our conclusion is that affect control theory provides sociologists with a means of exploring the important and fascinating questions that emerge when we consider people’s symbolic interaction with consumer products. Building on this foundation, we then consider how affect control theory might also contribute to three new research directions: social interaction with consumer products, affective design of consumer products, and the prosumer identity created from consumer products. A common approach to deal with social desirability bias is the use of impression management (IM) scales (e.g., the respective subscale of the Balanced Inventory of Desirable Responding BIDR Paulhus, Citation 1991). Considering that impression management relies so much on strategies of performance, scholars have called Erving Goffmans ideas a. First, we specifically explore how affect control theory’s concepts of affective meaning, identity modification, and impression management can be applied to understanding consumer products. The adversarial process in which the prosecutor and the defendant publicly present competing stories ( McGrath, 2021 :428) to an impartial judge about what happened, who is to blame, and what the appropriate outcomes are is replaced by a collaborative, non-transparent process ( Campbell, 2021 :244 Hock, 2021 :950). Fundamental analysts search for stocks currently trading at prices higher or lower than their real value. This benefits from consideration of the opinions of consumers and how the company can influence those opinions. We contend that affect control theory provides a framework for understanding and researching how consumer products influence people’s social experience and interaction. Fundamental analysis is a method of determining a stocks real or 'fair market' value. Updated SeptemManaging impressions requires dedication and strategy from marketing and advertising professionals. As a formal theory of symbolic interactionism, affect control theory emphasizes culturally-shared affective meaning, the impressions produced within social events, and identity processes that rely on those cultural meanings and social events. Consumer products are artifacts people can use to maintain the expressive order within social life – the order that is embedded within the shared meanings of a culture. Symbolic interactionism is one of the few social psychology perspectives that recognizes the important role of physical artifacts, including consumer products, in social life. There is a clear symmetry with Goffman (1956 1990, 1963 1990) here, whose emphasis on identity management relies on a presupposed socialization process in which persons develop identity patterns in reaction to the signs and symbols they receive, either overtly or subtly, from others. ![]()
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