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Chapter 17

Chapter 17

The Creation and Diffusion of Consumer Culture

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Culture Production ProcessCulture Production Process

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Cultural Production SystemsCultural Production Systems

• The set of individuals and organizations responsible for creating and marketing a cultural product is a Cultural Production Cultural Production System (CPS)System (CPS). It consists of:– Creative Subsystem Creative Subsystem - responsible for generating

new symbols and/or products.

– Managerial Subsystem Managerial Subsystem - responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and/or products.

– Communications Subsystem Communications Subsystem - responsible for giving meaning to the new product and communicating these symbolic attributes to the consumer.

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High Culture and PopularCultureHigh Culture and PopularCulture

• Culture Production Systems Culture Production Systems create many diverse kinds of products, such as ArtsArts and CraftsCrafts:– An Art Product Art Product is viewed primarily as an object of

aesthetic contemplation without any functional value.

– A Craft Product Craft Product is admired because of the beauty with which it performs some function.

• Mass culture churns out products specifically for a mass market and many follow a Cultural Cultural Formula Formula where certain roles and props occur consistently such as in detective or romance novels.

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Reality EngineeringReality Engineering

Reality Engineering Reality Engineering Occurs as Elements of Popular Culture are Appropriated by Marketers

and Converted to Vehicles for Promotional Strategies.

Reality Engineering is Accelerating dueto the Popularity of Product Placement.

Reality Engineering is Accelerating dueto the Popularity of Product Placement.

Product Placement is the Insertion of Specific Products/ Brand Names in Movies & TV.

Product Placement is the Insertion of Specific Products/ Brand Names in Movies & TV.

Media Images Appear to Significantly Influence Consumers’ Perceptions of Reality.

Media Images Appear to Significantly Influence Consumers’ Perceptions of Reality.

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Diffusion of InnovationsDiffusion of InnovationsP

erce

nta

ge

of

Ad

op

ters

Time of AdoptionEarly Late

Inn

ova

tors

Early Adopters

Early Majority

13.5%

34% 34%

16%

Laggards

Late Majority

Diffusion of Innovations Diffusion of Innovations Refers to the Process Whereby a New Product, Service, or Idea Spreads

Through a Population.

2.5%

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Adopter Categories Adopter Categories

• InnovatorsInnovators - 2.5% of the population, the first to buy, will buy novel products.

• Early Adopters Early Adopters - 13.5 % of the population, share many characteristics with the InnovatorsInnovators, but they have a higher degree or concern for social acceptance.

• Early and Late Majority Early and Late Majority - 68% of the population, mainstream public, interested in new things, but not too new.

• LaggardsLaggards - 16% of the population, the last to adopt a product.

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Types of InnovationsTypes of Innovations

SymbolicSymbolicInnovationInnovation

Communicates a NewSocial Meaning

SymbolicSymbolicInnovationInnovation

Communicates a NewSocial Meaning

TechnologicalTechnologicalInnovationInnovation

Involves SomeFunctional Change

TechnologicalTechnologicalInnovationInnovation

Involves SomeFunctional Change

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Behavioral Demands of InnovationsBehavioral Demands of Innovations

Dynamically Continuous InnovationMore Pronounced Change in the

Existing Product

Dynamically Continuous InnovationMore Pronounced Change in the

Existing Product

Continuous InnovationModification of an Existing Product

Continuous InnovationModification of an Existing Product

Deg

ree

to W

hic

h a

n In

no

vati

on

D

eman

ds

Ch

ang

es in

Beh

avio

r Discontinuous Innovation

Creates Major Changes in the Way We Live

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Prerequisites for Successful AdoptionPrerequisites for Successful Adoption

ObservabilityOnes That are

ObservableSpread Faster

TrialabilityReduce Risk by

LettingConsumer Try it

ComplexityLower

The Better

CompatibilityMust Fit Consumer’s

Lifestyle

Relative AdvantageMust Give AdvantagesOther Products Don’t

Have

ProductCharacteristicsfor Successful

Adoption

ProductCharacteristicsfor Successful

Adoption

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The Fashion SystemThe Fashion System

Fashion is the Process of Social Diffusion by Which a New Style is Adopted by Some

Group(s) of Consumers.

CulturalCategories

Affect Many Different Products

and Styles

Costumes Worn byCelebrities CanAffect Fashion

CulturalCategories

Affect Many Different Products

and Styles

Costumes Worn byCelebrities CanAffect Fashion

Collective Selection

Process by WhichCertain SymbolicAlternatives are

Chosen Over Others

Group Products by Categories

Collective Selection

Process by WhichCertain SymbolicAlternatives are

Chosen Over Others

Group Products by Categories

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Behavioral Science Perspectiveon FashionBehavioral Science Perspectiveon Fashion

PsychologicalPsychological

EconomicEconomic

SociologicalSociological

Models ofFashion

Models ofFashion

MedicalMedical

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Behavioral Science Perspectiveon FashionBehavioral Science Perspectiveon Fashion

• Psychological Models of Fashion– Erogenous Zones

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Fashions Have Fashions Have Accentuated Accentuated Different Parts Different Parts of the Female of the Female Anatomy Anatomy Throughout Throughout HistoryHistory

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Are We at the Mercy of Fashion Designers?Are We at the Mercy of Fashion Designers?

• Do you believe there is a “designer Do you believe there is a “designer conspiracy” because they are the ones conspiracy” because they are the ones who determine what is “in” and what is who determine what is “in” and what is “out” in fashion?“out” in fashion?

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Economic Model of FashionEconomic Model of Fashion

• Parody Display

• Prestige-Exclusivity Effect

• Snob Effect

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Sociological Models of FashionSociological Models of Fashion

• Trickle-Down Theory

• Mass Fashion

• Trickle-Across Theory

• Trickle-Up

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Medical Model of FashionMedical Model of Fashion

• Meme Theory

• Tipping Point

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Fashion Life-CycleFashion Life-Cycle

Introductionstages

Innovation

Acceleration

Obsolescence

General Acceptance

Acceptancestages

Regressionstages

Rise

Decline

A Normal Fashion CycleA Normal Fashion Cycle

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Cycles of Fashion AdoptionCycles of Fashion Adoption

• Introduction StagesIntroduction Stages– Product is used by a small number of InnovatorsInnovators.

• Acceptance StagesAcceptance Stages– Product enjoys increased social visibility and

acceptance by large segments of the population.

– A ClassicClassic is a fashion with an extremely long acceptance cycle.

– A FadFad is a short-lived fashion.

• Regression StagesRegression Stages– Product reaches a state of social saturation as it

becomes overused, and sinks into decline and obsolesce as new products rise to take its place.

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Fads, Fashions and ClassicsFads, Fashions and Classics

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Fad or Trend?Fad or Trend?Questions to Ask to Determine if a TrendTrend, Which

Lasts for Some Time, is Occurring Include:

Does it Fit With Basic Lifestyle Changes?Does it Fit With Basic Lifestyle Changes?

What are the Benefits?What are the Benefits?

Can it be Personalized?Can it be Personalized?

Is it a Trend or a Side Effect?Is it a Trend or a Side Effect?

What Other Changes Have Occurred in the Market?What Other Changes Have Occurred in the Market?

Who Has Adopted the Change?Who Has Adopted the Change?

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Think Globally, Act LocallyThink Globally, Act Locally

Two Views Exist Regarding the Necessity of Developing Separate Marketing Plans

for Each Culture.

Emic Perspective Adopting a

Localized Strategy Which Focuses on Variations Within a

Culture.

Etic Perspective

Adopting a Standardized Strategy

Which Focuses on Commonalties Across

Cultures.

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Determining Whether to Utilize the Etic or Emic Perspective Determining Whether to Utilize the Etic or Emic Perspective

• Cultural differences relevant to marketers.– Tastes and styles,

– Advertising preferences and regulations,

– Cultural norms toward taboos and sexuality.

• To maximize the chances of success for multicultural advertising campaigns, marketers should target those who share a common worldview, who may include:

– Affluent people who are “global citizens”, and

– Young people who are influenced by the media.

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The Diffusion of Western

Consumer Culture

The Diffusion of Western

Consumer CultureCreolization Occurs When Foreign Influences

are Absorbed and Integrated With Local Meanings

Creolization Occurs When Foreign Influences are Absorbed and Integrated With Local Meanings

The West is a Net Exporter of Popular CultureThe West is a Net Exporter of Popular Culture

The U.S. Invades AsiaThe U.S. Invades Asia

Signs That the Western Culture Invasion is SlowingSigns That the Western Culture Invasion is Slowing

Emerging Consumer Cultures in Transitional EconomiesEmerging Consumer Cultures in Transitional Economies