Conusmer Culture Theory

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Conusmer Culture Theory by Mind Map: Conusmer Culture Theory

1. Misunderstandings

1.1. 1)

1.1.1. CCT study particular contexts as ends in themselves. However CCT do not study consumption contexts; they study in consumption contexts to generate new constructs and theoretical insights and to extend existing theoretical formulations.

1.2. 2)

1.2.1. Differences between CCT and other traditions of consumer research are methodological. However CCT researchers embrace methodological pluralism whenever quantitative measures and analytic techniques can advance the operative theoretical agenda.

1.3. 3)

1.3.1. Consumer researchers most typically defined managerial relevance in terms of a rational choice paradigm and its corresponding focus on purchase behavior. However It is possible to argue that an understanding of consumer symbolism and lifestyle orientations is essential to successful marketing strategies

2. Culture

2.1. Instead of viewing culture as a fairly homogeneous system of collectively shared meanings, life forms and unifying values ​​shared by a member of society, CCT explores the heterogeneous distribution of meanings and the multiplicity of overlapping cultural groupings that exist within it. broader socio-historical framework of globalization and market capitalism

2.2. Consumer culture is an interconnected system of commercially produced images, texts,and objects that groups use through the construction of overlapping and even confiicting practices, identities, and meanings to make collective sense of their environments and to orient their members' experiences and lives

2.3. Most important CCT conceptualizes culture as the very fabric of experience, meaning and action.

3. Meaning

3.1. CCT refers to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings

3.2. CCT explore how consumers actively rework and transform symbolic meanings encoded in advertisements, brands, retail settings, or material goods to manifest their particular personal and social circumstances and further their identity and lifestyle goals

4. 4Ps Framework

4.1. Consumer Identity Projects.

4.1.1. Consumer culture theory concerns the , coproductive ways in which consumers, working with marketer-generated materials, forge a coherent if diversified and often fragmented sense of self

4.2. Marketplace Cultures.

4.2.1. CCT research also addresses the ways in which consumers forge feelings of social solidarity and create distinctive, fragmentary, self-selected, and sometimes transient cultural worlds through the pursuit of common consumption interests

4.3. The Sociohistoric Patterning of Consumption.

4.3.1. CCT addresses is the institutional and social structures that systematically influence consumption, such as class, community, ethnicity, and gender. Consumers are conceived of as enactors of social roles and positions

4.4. Mass-Mediated Marketplace Ideologies and Consumers ' Interpretive Strategies.

4.4.1. CCTy examines consumer ideology—systems of meaning that tend to channel and reproduce consumers' thoughts and actions in such a way as to defend dominate interests in society