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Chapter17 TheCreationandDiffusionofConsumerCulture CONSUMERBEHAVIORFourthEditionMichaelR Solomon CultureProductionProcess SymbolPool CreativeSubsystem ManagerialSubsystem CultureProductionSystem CommunicationsSubsystem Consumer CulturalGatekeepersFormalGatekeepersInformalGatekeepers ConsumerInnovation GrassRootsMovement CulturalProductionSystems ThesetofindividualsandorganizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem CPS Itconsistsof CreativeSubsystem responsibleforgeneratingnewsymbolsand orproducts ManagerialSubsystem responsibleforselecting makingtangible massproducing andmanagingthedistributionofnewsymbolsand orproducts CommunicationsSubsystem responsibleforgivingmeaningtothenewproductandcommunicatingthesesymbolicattributestotheconsumer HighCultureandPopularCulture CultureProductionSystemscreatemanydiversekindsofproducts suchasArtsandCrafts AnArtProductisviewedprimarilyasanobjectofaestheticcontemplationwithoutanyfunctionalvalue ACraftProductisadmiredbecauseofthebeautywithwhichitperformssomefunction MassculturechurnsoutproductsspecificallyforamassmarketandmanyfollowaCulturalFormulawherecertainrolesandpropsoccurconsistentlysuchasindetectiveorromancenovels 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 Tomaximizethech
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