Are all brand choises relevant in a social context?
That was what I was initially thinking. But then I went down to the gas station and bought a bag of HARIBO candy. Then I started to think about whether this a brand choice in a social context – obviously not. No one would see me throw all the wine-gums down my throat faster than a Olympic champion on dope ran the 100 meters back in the 80’s.
This purchase was solely for me. I might have considered the social context if there were some people in the store that I knew. In that case I perhaps didn’t wanted to show that I were planning to eat a full bag of candy, but I would have bought a bag of carrots instead.
If e.g. I had an overweight then I might be considering the signal I was sending by buying the bag of candy, meaning I would think about what the cashier would think and maybe other people in the store that I didn’t know either. So the same buying situation could be both solely individual as well as in a social context depending on a lot of factors. I think a term for this could be social involvement. The involvement would then be influenced by a number of factors such as the persons individual mind set.
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