Consumer culture theory

Short description: Study of consumption choices and behaviors

Marketing

* Marketing
* Marketing management

Key concepts

* Distribution
* Pricing
* Retail
* Service
* Activation
* Brand licensing
* Brand management
* Co-creation
* Corporate identity
* Dominance
* Effectiveness
* Ethics
* Mystery shopping
* Promotion
* Research
* Segmentation
* Strategy
* Account-based marketing
* Digital marketing
* Product marketing
* Social marketing
* Influencer marketing
* Attribution
* Annoyance factor

Promotional content

* Advertising
* Branding
* Corporate anniversary
* Direct marketing
* Loyalty marketing
* Mobile marketing
* On-hold messaging
* Personal selling
* Premiums
* Prizes
* Product placement
* Propaganda
* Publicity
* Sales promotion
* Sex in advertising
* Underwriting spot

Promotional media

* Behavioral targeting
* Brand ambassador
* Display advertising
* Drip marketing
* In-game advertising
* Mobile advertising
* Native advertising
* New media
* Online advertising
* Out-of-home advertising
* Point of sale
* Product demonstration
* Promotional merchandise
* Visual merchandising
* Web banner
* Word-of-mouth

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Consumer culture theory (CCT) is the study of consumption from a social and cultural point of view, as opposed to an economic or psychological one.

CCT does not offer a grand unifying theory but "refers to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings".[1] Reflective of a post-modernist society, CCT views cultural meanings as being numerous and fragmented[2] and hence views culture as an amalgamation of different groups and shared meanings, rather than a homogeneous construct (such as the American culture).

Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets"[3] and consumers as part of an interconnected system of commercially produced products and images which they use to construct their identity and orient their relationships with others.[4]

## Methodology

There is a widely held misperception by people outside CCT researchers that this field is oriented toward the study of consumption contexts.[1] Memorable study contexts, such as the Harley-Davidson subculture[5] or the Burning Man festival[6] probably fueled this perspective, which is far from the theory development aim of this school of thought. Some academic journals associated with research on consumer culture theory are Journal of Consumer Research, Consumption Markets & Culture, and Marketing Theory.

CCT is often associated with qualitative methodologies, such as interviews, case studies, ethnography, and netnography,[7] because they are suitable to study the experiential, sociological and cultural aspects of consumption. However, CCT researchers use a variety of methods[1]

## Fields of study

In 2005, Arnould and Thompson[1] identified four research programs in CCT:

* Consumer identity projects, such as Schau & Gilly[8] study on personal web space, which studied how consumers create a coherent self through marketer-produced materials
* Marketplace culture. These studies look at consumers as culture producers. Some examples include subcultures of consumption,[5] brand communities,[9] and consumer tribes.[10][11]
* Mass-mediated marketplace ideologies and consumers' interpretive strategies, such as Kozinets[6] study of the Burning Man Festival, which looked at consumer ideologies and identities are influenced by economic and cultural globalisation and how cultural product systems orient consumers toward certain ideologies or identity projects.
* Sociohistoric patterning of consumption, such as Holt[12] study which looked at the influence of social capital on consumption choices.

## References

1. ↑ 1.0 1.1 1.2 1.3 Arnould, E. J.; Thompson, C. J. (2005). "Consumer culture theory (CCT): Twenty Years of Research". Journal of Consumer Research 31 (4): 868–882. doi:10.1086/426626. http://econpapers.repec.org/article/ucpjconrs/v_3a31_3ay_3a2005_3ai_3a4_3ap_3a868-882.htm.
2. ↑ Firat, A. F.; Venkatesh, A. (1995). "Liberatory Postmodernism and the Reenchantment of Consumption". Journal of Consumer Research 22 (3): 239–267. doi:10.1086/209448.
3. ↑ Arnould, E. J. (2006). "Consumer culture theory: retrospect and prospect". European Advances in Consumer Research 7 (1): 605–607. http://www.acrwebsite.org/volumes/eacr/vol7/EuropeanVolume7_105.pdf. Retrieved 14 August 2010.
4. ↑ Kozinets, R. V. (2001). "Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption". Journal of Consumer Research 28 (3): 67–88. doi:10.1086/321948.
5. ↑ 5.0 5.1 Schouten, J.; McAlexander, J. H. (1995). "Subcultures of Consumption: An Ethnography of the New Bikers". Journal of Consumer Research 22 (3): 43–.,./61. doi:10.1086/209434. http://classes.bus.oregonstate.edu/winter-07/ba492/Subcultures of Consumption.pdf. Retrieved 2010-08-14.
6. ↑ 6.0 6.1 Kozinets, Robert V (2002). "Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man". Journal of Consumer Research 29 (1): 20–38. doi:10.1086/339919. http://econpapers.repec.org/article/ucpjconrs/v_3a29_3ay_3a2002_3ai_3a1_3ap_3a20-38.htm. Retrieved 7 August 2010.
7. ↑ Kozinets, Robert V. (February 1, 2002). "The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities". Journal of Marketing Research 39 (1): 61–72. doi:10.1509/jmkr.39.1.61.18935. ISSN 0022-2437.
8. ↑ Schau, H. J.; Gilly, M. C. (2003). "We Are What We Post? Self-Presentation in Personal Web Space". Journal of Consumer Research 30 (4): 384–404. doi:10.1086/378616.
9. ↑ Muniz, Albert M.; O’Guinn, Thomas C. (2001). "Brand Community". Journal of Consumer Research 27 (4): 412–432. doi:10.1086/319618. ISSN 0093-5301. https://www.jstor.org/stable/10.1086/319618.
10. ↑ Goulding, Christina; Shankar, Avi; Canniford, Robin (May 24, 2013). "Learning to be tribal: facilitating the formation of consumer tribes". European Journal of Marketing 47 (5/6): 813–832. doi:10.1108/03090561311306886. ISSN 0309-0566.
11. ↑ Diaz Ruiz, Carlos A.; Penaloza, Lisa; Holmqvist, Jonas (2020-01-01). "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes". European Journal of Marketing 54 (5): 999–1024. doi:10.1108/EJM-08-2018-0565. ISSN 0309-0566. https://doi.org/10.1108/EJM-08-2018-0565.
12. ↑ Holt, D. B. (1998). "Does Cultural Capital Structure American Consumption". Journal of Consumer Research 25 (1): 1–25. doi:10.1086/209523.

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Consumer behaviour

Concepts|

* Consumption
* Autonomous consumption
* Induced consumption
* Consumer culture theory
* Consumer debt
* Consumer economy
* Consumer spending

Research types|

* Consumer behaviour
* Consumer choice
* Consumer economics
* Consumer neuroscience
* Consumer product
* Marketing research

Consumer attributes|

* Consumer confidence
* Consumer confusion
* Consumer ethnocentrism
* Consumer socialization
* Consumer's risk
* Consumption function
* Cultural consumer
* Homo economicus

Processes|

* Consumers' co-operative
* Consumer-to-business
* Factory-to-consumer
* Consumer service
* Consumerization

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