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

1、THE CREATION AND DIFFUSION OF GLOBAL CONSUMER CULTURE Chapter SUMMARYThe styles prevalent in a culture at any point in time often reflect underlying political and social conditions. The set of agents responsible for creating stylistic alternatives is termed a culture production system. Factors such

2、as the types of people involved in this system and the amount of competition by alternative product forms influence the choices that eventually make their way to the marketplace for consideration by end consumers.Culture is often described in terms of high （or elite） forms and low （or popular） forms

3、. Products of popular culture tend to follow a cultural formula and contain predictable components. On the other hand, these distinctions are blurring in modern society as imagery from “high art” is increasingly being incorporated into marketing efforts.Reality engineering occurs as elements of popu

4、lar culture are appropriated by marketers and converted to vehicles for promotional strategies. These elements include sensory and spatial aspects of everyday existence, whether in the form of products appearing in movies, odors pumped in to offices and stores, billboards, theme parks, and video mon

5、itors attached to shopping carts.Diffusion of innovation refers to the process whereby a new product, service, or idea spreads through a population. Innovators and early adopters are quick to adopt new products, and laggards are slow. A consumers decision to adopt a new product depends on his or her

6、 personal characteristics as well as on characteristics of the innovation itself. Products stand a better chance of being adopted if they demand relatively little change in behavior from users, are easy to understand, and provide a relative advantage compared to existing products.The fashion system

7、includes everyone involved in the creation and transference of symbolic meanings. Meanings that express cultural categories （e.g., gender distinctions） are conveyed by many different products. New styles tend to be adopted by many people simultaneously in a process known as collective selection. Per

8、spectives on motivations for adopting new styles include psychological, economic, and sociological models of fashion. Fashions tend to follow cycles that resemble the product life cycle. The two extremes of fashion adoption, classics and fads, can be distinguished in terms of the length of this cycl

9、e.Because a consumers culture exerts such a big influence on his or her lifestyle choices, marketers must learn as much as possible about differences in cultural norms and preferences when marketing in more than one country. One important issue is to the extent to which marketing strategies must be

10、tailored to each culture versus standardized across cultures. Followers of an etic perspective believe that the same universal messages will be appreciated by people in many cultures. Believers in an emic perspective argue that individual cultures are too unique to permit such standardizationmarkete

11、rs must instead adapt their approaches to be consistent with local values and practices. Attempts at global marketing have met with mixed success; in many cases this approach is more likely to work if the messages appeal to basic values and/or if the target market consists of consumers who are more

12、internationally rather than locally oriented.The United States is a net exporter of popular culture. Consumers around the world have eagerly adopted American products, especially entertainment vehicles and items that are linked symbolically to a uniquely American lifestyle （e.g., Marlboro cigarettes

13、, Levis jeans）. Despite the continuing “Americanization” of world culture, some consumers are alarmed by this influence and are instead emphasizing a return to local products and customs. In other cases, they are integrating these products with existing cultural practices in a process known as creol

14、ization.Chapter Outline1. Introduction The Creation of Culture a. Big corporations are currently working hard to capture market share in the rapidly growing black urban culture. They are looking for the next hot fashion. b. It is quite common for mainstream culture to modify symbols identified with

15、“cutting edge” subcultures and present these to a larger audience. 1） As this occurs, these cultural products undergo a process of co-optation, where their original meanings are transformed by outsiders. 2） In many instances, cultural changes are brought to the average person via advertising and the

16、 fashion industry.*Use Figure 17-1 Here *Discussion OpportunityAsk: Can you think of an example where co-optation has occurred? What evidence of this was in advertising or on the mass media? Hint: Think of slang language used by African-American rappers that has become common to our daily expressions. What evidence is there that the Viet