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Research shows that having intrinsic goals and values is valuable to personal well-being. He suggests that any society with this obsession feels threatened by disability: a conclusion echoed in the previous chapter. Wooten, David B. As there is no private land ownership as such, local governments, with the connivance of village leaders, have requisitioned land for development rather than farming. However, these films rarely transgressed, and thereby policed, the line of respectability. There are exceptions to these generalizations, but gender stereotypes tend to reinforce and be reinforced by collections. ——— (1993), “Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique,” Journal of Consumer Research, 19 (March), 537–55. Grayson, Kent and David Shulman (2000), “Indexicality and the Verification Function of Irreplaceable Possessions: A Semiotic Analysis,” Journal of Consumer Research, 27 (June), 17–30. What are the new frontiers for CCT? A "consumer culture" is one whose economy is defined by the buying and spending of consumers. In addition, central government’s objective is to focus on high-tech strategic industries rather than labour-intensive processing. In a 2002 paper in the Journal of Consumer Research (Vol. What distinguishes it, though, is that it is not focused so much on the power of money as it is on the happiness that can be attained through buying and owning personal property. Deighton and Grayson (1995) offer a counterintuitive spin on this interpretive agent viewpoint by analyzing how consumers willingly become complicit in their own seduction by marketplace narratives. The males of the modern middle-salaried class were notably new goods oriented, out of eagerness to show off their capacity to master Western-type technologies and thereby legitimate their place in the social hierarchy. Appadurai, Arjun (1990), “Disjuncture and Difference in the Global Cultural Economy,” in Theory, Culture, Society, ed. Robert Taylor, in The Globalization of Chinese Business, 2014. Stern, Barbara B. Schroeder, Jonathan E. and Janet L. Borgerson (1998), “Marketing Images of Gender: A Visual Analysis,” Consumption, Markets, and Culture, 2 (2), 161–201. Many girls imagined their bodies in public and sexual situations, but many never lived these experiences. Thompson, Craig J. and Maura Troester (2002), “Consumer Value Systems in the Age of Postmodern Fragmentation: The Case of the Natural Health Microculture,” Journal of Consumer Research, 28 (March), 550–71. 1993; Grayson and Martinec 2004; Mick and Fournier 1998; Moore and Lutz 2000). Girls looked to media images for instruction on how to shape and decorate their bodies, and also how to move their physical bodies in the social world. We further suggest that this body of research fulfills recurrent calls by Association for Consumer Research (ACR) presidents and other intellectual leaders for consumer research to explore the broad gamut of social, cultural, and indeed managerially relevant questions related to consumption and to develop a distinctive body of knowledge about consumers and consumption (Andreasen 1993; Belk 1987a, 1987b; Folkes 2002; Holbrook 1987; Kernan 1979; Lehmann 1996; Levy 1992; MacInnis 2004; Olson 1982; Richins 2001; Sheth 1985; Shimp 1994; Wells 1993; Wright 2002; Zaltman 2000). O'Guinn, in International Encyclopedia of the Social & Behavioral Sciences, 2001. In pursuit of this project, CCT research draws from an interdisciplinary body of theory to develop novel analytic theoretical frameworks that can illuminate the sociocultural dynamics that drive the consumption cycle and to advance a theoretical conversation that has arisen around four interrelated research domains. Hudson, Laurel Anderson and Julie L. Ozanne (1988), “Alternative Ways of Seeking Knowledge in Consumer Research,” Journal of Consumer Research, 14 (March), 508–21. Heisley, Deborah D. and Sidney J. ——— (1981), “Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior,” Journal of Marketing, 45 (Summer), 49–61. If the measure is not the quantity of goods and durability of structures but the quality of life that provided for physical well-being but used resources economically, the Japanese compared favorably with the British in the nineteenth century (Hanley 1997). Their predisposition to explore the full range of global cultures, to seek out new styles, or recycle traditions, and search for the exotic through travel makes them have dispositions that could be labeled postmodern, through their aesthetic interest in playing with signs and cultures. ——— (2004), How Brands Become Icons: The Principles of Cultural Branding, Cambridge, MA: Harvard Business School Press. Thompson, Craig J. Thomas S. Robertson and Harold H. Kassarjian, Englewood Cliffs, NJ: Prentice Hall, 548–91. This is largely beyond the control of producers as culture emerges as a social process over time. In this era, more than ever before, body image and appearance became essential to American girls’ daily lives and senses of self. Bonsu, Samuel K. and Russell W. Belk (2003), “Do Not Go Cheaply into That Good Night: Death Ritual Consumption in Asante Ghana,” Journal of Consumer Research, 30 (June), 41–55. Owing to the length constraints of this forum, we regrettably cannot give due consideration to the full spectrum of culturally oriented consumer research that appears in other publication venues such as the European Journal of Marketing; Culture, Markets, and Consumption; International Journal of Research in Marketing; Journal of Consumer Culture; Journal of Marketing; Journal of Material Culture; Research in Consumer Behavior; and a host of books and edited volumes. The cultural consumer describes a person who avidly consumes art, books, music, and live cultural events within a society. ——— (1997), “Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption,” Journal of Consumer Research, 23 (March), 326–50. This “distributed view of cultural meaning” (Hannerz 1992, 16) emphasizes the dynamics of fragmentation, plurality, fluidity, and the intermingling (or hybridization) of consumption traditions and ways of life (Featherstone 1991; Firat and Venkatesh 1995). There are, nevertheless, countervailing forces. Arnould, Eric J. Thornton, Sarah (1996), Club Cultures: Music Media, and Subcultural Capital, Hanover, NH: Wesleyan University Press. Thompson, Craig J. and Elizabeth C. Hirschman (1995), “Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices,” Journal of Consumer Research, 22 (September), 139–53. The ex-President of Peru, Alberto Fujimori, is the son of Japanese immigrants, and the Ecuadorian ex-President, Jamil Mahuad Witt, is the son of Lebanese and German immigrants. Arnould, Eric J. and Linda L. Price (1993), “River Magic: Extraordinary Experience and the Extended Service Encounter,” Journal of Consumer Research, 20 (June), 24–45. In a related vein, Grayson and Martinec (2004) suggest that experiences of authenticity (in tourist settings) are systematically linked to particular forms of signification (indexical and iconic authenticity) and consumers' corresponding imaginative and fantasy-oriented elaborations upon these different semiotic modalities. In a macroeconomic sense, however, the problem of low rural consumption can be best addressed by raising income levels in the countryside itself, given that in 2010 rural residents, over 50 per cent of China’s population, only took 23 per cent of the country’s total consumption, according to China’s National Bureau of Statistics. A second promising area is the temporality of consumption experiences, a topic instigated through interest in nostalgia (Holbrook 1993) and reinvigorated under the rubric of retroscapes and retrobranding (Brown and Sherry 2003; Brown et al. In addition, the male-dominated collecting areas generally have more to do with active production and the female-dominated collecting areas have more to do with passive consumption. These meanings are embodied and negotiated by consumers in particular social situations roles and relationships. Consumer culture can be broadly defined as a culture where social status, values, and activities are centered on the consumption of goods and services. While representing a plurality of distinct theoretical approaches and research goals, CCT researchers nonetheless share a common theoretical orientation toward the study of cultural complexity that programmatically links their respective research efforts. Osborne, Lawrence (2002), “Consuming Rituals of the Suburban Tribe,” New York Times Magazine, 28–31, January 13, 2002. American high-school and college girls began dieting, some obsessively tracking and recording their progress. ——— (1983), Local Knowledge: Further Essays in Interpretive Anthropology, New York: Basic Books. Belk, Russell W., Melanie Wallendorf, and John F. Sherry (1989), “The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey,” Journal of Consumer Research, 16 (June), 1–39. Consumer culture was originally limited to the United States and other powerful Western European countries that had the economic power and resources to develop industries. Consumer culture can be seen to work in a dual way through representations and sites. Kim Corfman and John Lynch, Association for Consumer Research, Provo, UT: 1–5. (2002), “The Politics of Consumption: A Re-Inquiry on Thompson and Haytko's (1997) ‘Speaking of Fashion,’” Journal of Consumer Research, 29 (December), 427–40. 13, ed. Consumer culture's capacity to offer ‘dream worlds,’ reaches a new high point with theme parks such as Disneyland, where ‘imagineers’ have been able to produce hyperreal full-scale simulations of fairy tales, novels, and historical settings in which visitors are invited to ‘step inside the dream,’ and enjoy the movie set quality and full sensory immersion of another world. Holt, Douglas B. and Craig J. Thompson (2004), “Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption,” Journal of Consumer Research, 31 (September), 425–40. R.M. Rather than factors like moral character and personality, physical attributes and the approval of peers became paramount in determining girls’ self-esteem. The size of the market for hair dyes is testament to the power of the normalizing discourse and the attendant impulse towards conformity. ——— (2004), “Culture, Consumption, and Marketing: Retrospect and Prospect,” in Elusive Consumption, ed. Twitchell, James (1996), Adcult USA: The Triumph of Advertising in American Culture, New York: Columbia University Press. ——— (2004), “Marketplace Mythologies and Discourses of Power,” Journal of Consumer Research, 31 (June), 162–80. Sherry, John F. and John W. Schouten (2002), “A Role for Poetry in Consumer Research,” Journal of Consumer Research, 29 (September), 218–34. Consumer Culture Theory (CCT) looks at consumers, brands, and markets from a social and cultural vantage point. Zaltman, Gerald (2000), “Consumer Researchers: Take a Hike!” Journal of Consumer Research, 26 (March), 423–28. At the other end we have the experiential sites that offer the ambience of ‘amazing spaces;’ sites where every effort is made to disguise standardization and uniformity and cultivate the exotic and the new. In … Consumers are conceived of as enactors of social roles and positions (Otnes, Lowrey, and Kim 1993). For full access to this pdf, sign in to an existing account, or purchase an annual subscription. Hunt, Shelby D. and Robert M. Morgan (1995), “The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (April), 1–15. Consumer culture theory research has shown that the tribal aspects of consumption are quite pervasive. Hill, Ronald Paul and Mark Stamey (1990), “The Homeless in America: An Examination of Possessions and Consumption Behaviors,” Journal of Consumer Research, 17 (December), 303–21. For example, indigenous people of Andean Ecuador have long performed individualized constructions of the European festival of Corpus Christi. Schlosser, Eric (2001), Fast Food Nation: The Dark Side of the All-American Meal, Boston: Houghton Mifflin. We use cookies to help provide and enhance our service and tailor content and ads. Mike Featherstone, London: Sage, 295–310. Folkes, Valerie S. (2002), “Presidential Address: Is Consumer Behavior Different?” in Advances in Consumer Research, Vol. One specific form of this research that we would like to encourage strives to tell cultural history through the commodity form (broadly defined). A person’s success is gauged by the success he or she receives in terms of economic, social and professional ladder (Andrejevic, Hearn and Kennedy 2015). Deighton, John and Kent Grayson (1995), “Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus,” Journal of Consumer Research, 21 (March), 660–76. The past 20 yr. of consumer research have produced a flurry of research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption. ], Eric J. Arnould, Craig J. Thompson, Consumer Culture Theory (CCT): Twenty Years of Research, Journal of Consumer Research, Volume 31, Issue 4, March 2005, Pages 868–882, https://doi.org/10.1086/426626. Arnould, Eric J. and Melanie Wallendorf (1994), “Market Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation,” Journal of Marketing Research, 31 (November), 484–504. ——— (1988), “The Ideology of Consumption: A Structural-Syntactical Analysis of ‘Dallas’ and ‘Dynasty,’” Journal of Consumer Research, 15 (December), 344–59. Buying a birthday present or gifts on holiday takes different types of judgment about price, taste, and aesthetics than the weekly supermarket visit or the purchase of a utility such as a washing machine. Nonetheless, indigenous and Black movements of South America together with labor movements, feminist movements, and various cultural emphases promoting counterhegemonic diversity work against the exclusive imagery of ethnic blending in their respective nation states and across national boundaries. A large differential between deposit and lending rates set by the central bank has stimulated investment in the urban housing sector inhibiting spending in other areas (Lardy, 2012). ——— (1987), “The Buying Impulse,” Journal of Consumer Research, 14 (September), 189–99. Japan clearly had a distinctive trajectory of development. The term “consumer culture” also conceptualizes an interconnected system of commercially produced images, texts, and objects that groups use—through the construction of overlapping and even conflicting practices, identities, and meanings—to make collective sense of their environments and to orient their members' experiences and lives (Kozinets 2001). 29, No. First, consumer culture is about consumption. Brown, Stephen and John F. Sherry Jr., eds. But more than 40 percent of both stamp and coin collectors are white collar, managers, or professionals (Crispell, 1988) and fine art collecting is restricted to higher social classes (Marquis, 1991; Moulin, 1987). Everest by companies such as Mountain Madness or Adventure Consultants, and indirectly in all sorts of more controlled simulations such as ‘white knuckle rides.’. However, the resulting diversity of investigative contexts (see table 1) makes it easy to lose sight of the theoretical forest and to classify these studies on the basis of their topical setting—the flea market study, the Star Trek study, the skydiving study—rather than the theoretical questions interrogated in that research setting. Images of the Gibson Girl, the ‘New Woman’, and later the flapper appeared everywhere from magazine covers to movie screens to collectible prints, plates, and other memorabilia. Ritson and Elliott (1999) show that advertisements often become a social resource for humor, social bonding, and conversational interactions in which consumers collectively critique and rework the meanings of a given campaign. These studies highlight how experiential consumption activities, such as skydiving (Celsi, Rose, and Leigh 1993), fandom (Kozinets 2001), countercultural lifestyles (Kates 2002; Thompson and Troester 2002), and temporary consumption communities (Arnould and Price 1993; Belk and Costa 1998; Kozinets 2002), foster collective identifications grounded in shared beliefs, meanings, mythologies, rituals, social practices, and status systems. Consumer culture theory is fulfilling the recurrent calls of consumer research's thought leaders for a distinctive body of theoretical knowledge about consumption and marketplace behaviors. On the other hand, they also include sites in which every effort is made to give goods or a brand a quasi-sacred significance, as for example we find in the Nike Museum in Chicago, where trainers are displayed like art objects. ——— (1987b), “Presidential Address: Happy Thought,” Advances in Consumer Research, Vol. As this generation gap emerged, so did a distinct youth culture. Richard J. Lutz, Provo, UT: Association for Consumer Research, 423–24. In one husband and wife couple studied he collected fire engines, African hunting trophies, and Western American artwork, while she collected mouse replicas. To address this problematic, consumer culture theorists investigate the processes by which consumption choices and behaviors are shaped by social class hierarchies (Allen 2002; Holt 1997, 1998; Wallendorf 2001); gender (Bristor and Fischer 1993; Dobscha and Ozanne 2001; Fischer and Arnold 1990; Thompson 1996; Thompson and Haytko 1997; Thompson, Locander, and Pollio 1990); ethnicity (Belk 1992; Mehta and Belk 1991; Reilly and Wallendorf 1987; Wallendorf and Reilly 1983); and families, households, and other formal groups (Moore-Shay, Wilkie, and Lutz 2002; Wallendorf and Arnould 1991; Ward and Reingen 1990). 2003). Examples of Consumer Culture Theory Research Contexts and Their Corresponding Theoretical Interests. The new consumer culture also posited consumption as a form of leisure – in the form of shopping, and also other activities like going to movies and reading magazines. Sheth, Jagdish N. (1985), “Presidential Address: Broadening the Horizons of ACR and Consumer Research,” in Advances in Consumer Research, Vol. Both because of such bias and the elitist tendency of cultural institutions such as museums and galleries to preserve only the “best,” the cultural legacy of collecting is to present a very distorted sample of earlier material cultures, concentrating on only the finest of its luxuries. Tse, David K., Russell W. Belk, and Nan Zhou (1989), “Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content of Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan,” Journal of Consumer Research, 15 (September), 457–72. Girls were consuming film images with incredible frequency. Developed from the increasing recognition of the postmodern consumer, this theory highlights the growing heterogeneous nature of consumption, emphasizing the formation of a variety of contradictions such as identity and meaning. (1987), “What Is Consumer Research?” Journal of Consumer Research, 14 (June), 128–32. In this spirit, Kozinets (2001) explores how fan identity is constituted in relationship to utopian ideals and the cooptation of those ideas by corporate media; Belk et al. While a distributive view of culture is not the invention of CCT, this research tradition has significantly developed this perspective through empirical studies that analyze how particular manifestations of consumer culture are constituted, sustained, transformed, and shaped by broader historical forces (such as cultural narratives, myths, and ideologies) and grounded in specific socioeconomic circumstances and marketplace systems. Implicit to a number of recent CCT studies is the idea that servicescapes afford consumers different kinds of (embodied) temporal experiences, enabling museum patrons to revel in the languid experience of aesthetic appreciation (Joy and Sherry 2003) or ESPN Zone patrons to feel the dizzying rush of a rapid fire, adrenalin-infused sport spectacle (Kozinets et al. Twentieth century migration has changed the complexion of many countries, as Europeans (Jewish, Catholic, and Protestant), Middle Easterners (Jewish, Christian, and Islamic), and Asians (Chinese, Japanese, Korean, and Vietnamese) have become prominent actors in various class sectors. Consumer culture is commonly defined as a culture where social status, values and activities are centered on the consumptions of goods and services. An increase in food diversity is in part at least a reflection of the growth of China’s middle class. Gartner Consumer and Culture Insights Drive higher response and ROI with the right consumer insights Understand changing consumer behaviors and identify the target audience to optimize go-to-market strategies, develop the right messaging, identify the right channels and … Price, Linda, Eric Arnould, and Carolyn Curasi (2000), “Older Consumers' Disposition of Valued Possessions,” Journal of Consumer Research, 27 (September), 179–201. Elizabeth Hirschman and Morris Holbrook, Provo, UT: Association for Consumer Research, 1–2. Attempts to increase consumption through the integration of urban and rural commerce and trade form the subject of the next section. Holt (2004) shows how longitudinal changes in advertising campaigns for iconic brands, such as Bud and Mountain Dew (and their respective failures and successes), are related to specific cultural tensions and economic anxieties that dominate particular historical moments. 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