Symbolic consumption and the extended self during liminality of MBA students

Abstract

The current qualitative research was aimed at exploring and describing symbolic consumption and extension of self through possessions during liminality of full-time MBA students, moderated by financial constraint. The main purpose of the study was to gain deeper understanding of the liminal stage of full-time MBA students as consumers, and its effect on the symbolic consumption in the context of restricted financial resources. The main purpose of the research determined its exploratory and inductive nature within the interpretivist philosophy to qualitative inquiry. Twelve semi-structured interviews were conducted with participants chosen according to the pre-set criteria. Raw data was analysed using constant comparative and content analyses. The main findings of the research showed that during MBA studies as a period of liminality, participants faced the necessity to re-adjust their consumption behaviour in order to fulfil the shifts to new social roles and therefore construct new identities. Being financially constrained, they had to make trade-offs defined by main priorities of this stage in life. As a result, participants re-evaluated their previous consumption behaviour, and adopted a new one appropriate for their new social roles and gained new decisionmaking skills. Through financial constraint as an important moderating variable of the experience, participants gained new understanding of power and value of money which formed their consumption going forward. The outcome of the research contributed to the existing body of knowledge on changes in consumption behaviour of individuals in life transitions, including symbolic consumption and self-extension through possessions. In addition to that, insights gained during research contributed to the understanding of the role financial constraint plays as a moderating variable for consumption in transition. Therefore, the results of the research are of practical value for marketers as they provide valuable insights that can be used for more efficient targeting of appropriate buyer groups.