《精编》消费者文化创作和扩散

Chapter17 TheCreationandDiffusionofConsumerCulture CONSUMERBEHAVIORFourthEditionMichaelR Solomon CultureProductionProcess SymbolPool CreativeSubsystem ManagerialSubsystem CultureProductionSystem CommunicationsSubsystem Consumer CulturalGatekeepersalGatekeepersInalGatekeepers ConsumerInnovation GrassRootsMovement CulturalProductionSystems ThesetofindividualsandorganizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem CPS Itconsistsof CreativeSubsystem responsibleforgeneratingnewsymbolsand orproducts ManagerialSubsystem responsibleforselecting makingtangible massproducing andmanagingthedistributionofnewsymbolsand orproducts CommunicationsSubsystem responsibleforgivingmeaningtothenewproductandcommunicatingthesesymbolicattributestotheconsumer HighCultureandPopularCulture CultureProductionSystemscreatemanydiversekindsofproducts suchasArtsandCrafts AnArtProductisviewedprimarilyasanobjectofaestheticcontemplationwithoutanyfunctionalvalue ACraftProductisadmiredbecauseofthebeautywithwhichitperssomefunction MassculturechurnsoutproductsspecificallyforamassmarketandmanyfollowaCulturalulawherecertainrolesandpropsoccurconsistentlysuchasindetectiveorromancenovels RealityEngineering RealityEngineeringOccursasElementsofPopularCultureareAppropriatedbyMarketersandConvertedtoVehiclesforPromotionalStrategies RealityEngineeringisAcceleratingduetothePopularityofProductPlacement ProductPlacementistheInsertionofSpecificProducts BrandNamesinMovies TV MediaImagesAppeartoSignificantlyInfluenceConsumers PerceptionsofReality DiffusionofInnovations PercentageofAdopters TimeofAdoption Early Late Innovators EarlyAdopters EarlyMajority 13 5 34 34 16 Laggards LateMajority DiffusionofInnovationsReferstotheProcessWherebyaNewProduct Service orIdeaSpreadsThroughaPopulation 2 5 AdopterCategories Innovators 2 5 ofthepopulation thefirsttobuy willbuynovelproducts EarlyAdopters 13 5 ofthepopulation sharemanycharacteristicswiththeInnovators buttheyhaveahigherdegreeorconcernforsocialacceptance EarlyandLateMajority 68 ofthepopulation mainstreampublic interestedinnewthings butnottoonew Laggards 16 ofthepopulation thelasttoadoptaproduct TypesofInnovations SymbolicInnovationCommunicatesaNewSocialMeaning TechnologicalInnovationInvolvesSomeFunctionalChange BehavioralDemandsofInnovations DynamicallyContinuousInnovationMorePronouncedChangeintheExistingProduct ContinuousInnovationModificationofanExistingProduct DegreetoWhichanInnovationDemandsChangesinBehavior DiscontinuousInnovationCreatesMajorChangesintheWayWeLive PrerequisitesforSuccessfulAdoption ObservabilityOnesThatareObservableSpreadFaster TrialabilityReduceRiskbyLettingConsumerTryit ComplexityLowerTheBetter CompatibilityMustFitConsumer sLifestyle RelativeAdvantageMustGiveAdvantagesOtherProductsDon tHave ProductCharacteristicsforSuccessfulAdoption TheFashionSystem FashionistheProcessofSocialDiffusionbyWhichaNewStyleisAdoptedbySomeGroup s ofConsumers CulturalCategoriesAffectManyDifferentProductsandStylesCostumesWornbyCelebritiesCanAffectFashion CollectiveSelectionProcessbyWhichCertainSymbolicAlternativesareChosenOverOthersGroupProductsbyCategories BehavioralSciencePerspectiveonFashion Psychological Economic Sociological ModelsofFashion FashionLife Cycle Introductionstages Innovation Acceleration Obsolescence GeneralAcceptance Acceptancestages Regressionstages Rise Decline ANormalFashionCycle CyclesofFashionAdoption IntroductionStagesProductisusedbyasmallnumberofInnovators AcceptanceStagesProductenjoysincreasedsocialvisibilityandacceptancebylargesegmentsofthepopulation AClassicisafashionwithanextremelylongacceptancecycle AFadisashort livedfashion RegressionStagesProductreachesastateofsocialsaturationasitbecomesoverused andsinksintodeclineandobsolesceasnewproductsrisetotakeitsplace FadorTrend QuestionstoAsktoDetermineifaTrend WhichLastsforSomeTime isOccurringInclude ThinkGlobally ActLocally TwoViewsExistRegardingtheNecessityofDevelopingSeparateMarketingPlansforEachCulture EmicPerspectiveAdoptingaLocalizedStrategyWhichFocusesonVariationsWithinaCulture EticPerspectiveAdoptingaStandardizedStrategyWhichFocusesonCommonaltiesAcrossCultures DeterminingWhethertoUtilizetheEticorEmicPerspective Culturaldifferencesrelevanttomarketers Tastesandstyles Advertisingpreferencesandregulations Culturalnormstowardtaboosandsexuality Tomaximizethechancesofsuccessulticulturaladvertisingcampaigns marketersshouldtargetthosewhoshareacommonworldview whomayinclude Affluentpeoplewhoare globalcitizens andYoungpeoplewhoareinfluencedbythemedia TheDiffusionofWesternConsumerCulture