Michael R Solomon《消费者行为学第6版 Consumer BehaviorBWord文档下载推荐.docx

Michael R Solomon《消费者行为学第6版 Consumer BehaviorBWord文档下载推荐.docx

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THECREATIONANDDIFFUSIONOFGLOBALCONSUMERCULTURE

ChapterSUMMARY

Thestylesprevalentinacultureatanypointintimeoftenreflectunderlyingpoliticalandsocialconditions.Thesetofagentsresponsibleforcreatingstylisticalternativesistermedacultureproductionsystem.Factorssuchasthetypesofpeopleinvolvedinthissystemandtheamountofcompetitionbyalternativeproductformsinfluencethechoicesthateventuallymaketheirwaytothemarketplaceforconsiderationbyendconsumers.

Cultureisoftendescribedintermsofhigh（orelite）formsandlow（orpopular）forms.Productsofpopularculturetendtofollowaculturalformulaandcontainpredictablecomponents.Ontheotherhand,thesedistinctionsareblurringinmodernsocietyasimageryfrom“highart”isincreasinglybeingincorporatedintomarketingefforts.

Realityengineeringoccursaselementsofpopularcultureareappropriatedbymarketersandconvertedtovehiclesforpromotionalstrategies.Theseelementsincludesensoryandspatialaspectsofeverydayexistence,whetherintheformofproductsappearinginmovies,odorspumpedintoofficesandstores,billboards,themeparks,andvideomonitorsattachedtoshoppingcarts.

Diffusionofinnovationreferstotheprocesswherebyanewproduct,service,orideaspreadsthroughapopulation.Innovatorsandearlyadoptersarequicktoadoptnewproducts,andlaggardsareslow.Aconsumer’sdecisiontoadoptanewproductdependsonhisorherpersonalcharacteristicsaswellasoncharacteristicsoftheinnovationitself.Productsstandabetterchanceofbeingadoptediftheydemandrelativelylittlechangeinbehaviorfromusers,areeasytounderstand,andprovidearelativeadvantagecomparedtoexistingproducts.

Thefashionsystemincludeseveryoneinvolvedinthecreationandtransferenceofsymbolicmeanings.Meaningsthatexpressculturalcategories（e.g.,genderdistinctions）areconveyedbymanydifferentproducts.Newstylestendtobeadoptedbymanypeoplesimultaneouslyinaprocessknownascollectiveselection.Perspectivesonmotivationsforadoptingnewstylesincludepsychological,economic,andsociologicalmodelsoffashion.Fashionstendtofollowcyclesthatresembletheproductlifecycle.Thetwoextremesoffashionadoption,classicsandfads,canbedistinguishedintermsofthelengthofthiscycle.

Becauseaconsumer’scultureexertssuchabiginfluenceonhisorherlifestylechoices,marketersmustlearnasmuchaspossibleaboutdifferencesinculturalnormsandpreferenceswhenmarketinginmorethanonecountry.Oneimportantissueistotheextenttowhichmarketingstrategiesmustbetailoredtoeachcultureversusstandardizedacrosscultures.Followersofaneticperspectivebelievethatthesameuniversalmessageswillbeappreciatedbypeopleinmanycultures.Believersinanemicperspectivearguethatindividualculturesaretoouniquetopermitsuchstandardization—marketersmustinsteadadapttheirapproachestobeconsistentwithlocalvaluesandpractices.Attemptsatglobalmarketinghavemetwithmixedsuccess;

inmanycasesthisapproachismorelikelytoworkifthemessagesappealtobasicvaluesand/orifthetargetmarketconsistsofconsumerswhoaremoreinternationallyratherthanlocallyoriented.

TheUnitedStatesisanetexporterofpopularculture.ConsumersaroundtheworldhaveeagerlyadoptedAmericanproducts,especiallyentertainmentvehiclesanditemsthatarelinkedsymbolicallytoauniquelyAmericanlifestyle（e.g.,Marlborocigarettes,Levi’sjeans）.Despitethecontinuing“Americanization”ofworldculture,someconsumersarealarmedbythisinfluenceandareinsteademphasizingareturntolocalproductsandcustoms.Inothercases,theyareintegratingtheseproductswithexistingculturalpracticesinaprocessknownascreolization.

ChapterOutline

1.Introduction

TheCreationofCulture

a.Bigcorporationsarecurrentlyworkinghardtocapturemarketshareinthe

rapidlygrowingblackurbanculture.Theyarelookingforthenexthotfashion.

b.Itisquitecommonformainstreamculturetomodifysymbolsidentifiedwith

“cuttingedge”subculturesandpresentthesetoalargeraudience.

1）Asthisoccurs,theseculturalproductsundergoaprocessofco-optation,where

theiroriginalmeaningsaretransformedbyoutsiders.

2）Inmanyinstances,culturalchangesarebroughttotheaveragepersonvia

advertisingandthefashionindustry.

*****UseFigure17-1Here*****

DiscussionOpportunity—Ask:

Canyouthinkofanexamplewhereco-optationhasoccurred?

Whatevidenceofthiswasinadvertisingoronthemassmedia?

Hint:

ThinkofslanglanguageusedbyAfrican-Americanrappersthathasbecomecommontoourdailyexpressions.

WhatevidenceistherethattheViet