Aspirational expects address another form of symbolism, one which is much more deeply rooted. They reflect the consumer’s fundamental aspirations: personal values, self-image, self-esteem, etc. Aspirational expects are amongst the most influential elements on consumption.
Cosmetics and perfumes offer excellent examples of products that appeal to the consumer’s aspirational expects; the image of femininity, very much apparent in Lancôme’s advertising for its Trésor fragrance, is a response to such an aspiration amongst some women; other perfumes may use the image of a very active professional woman to answer aspirations of a different group. Cosmetics pledge to fulfil the wishes of those aspiring to beauty, and to be a Fountain of Youth for those seeking eternal youth.
In the field of tourism, several products aim to answer aspirational expects. Religious tourism notably: all countries that feature several churches, basilicas, cathedrals, mosques, temples, attract thousands of visitors each year. Some seek spiritual inspiration, others a form of sacred art, others still cultural exoticism.
Various destinations propose a unique experience, the pilgrimage to Santiago de Compostela in
Do you know what your deeply rooted aspirations are?
Do you think that they influence your consumption?
In retrospect, in the light of what precedes, what are the aspirational expects that have influenced your last important purchase?