消费者文化创作和扩散.ppt

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1、Chapter17TheCreationandDiffusionofConsumerCultureCONSUMERBEHAVIORFourthEditionMichaelR.SolomonCultureProductionProcessSymbolPoolCreativeSubsystemManagerialSubsystemCultureProductionSystemCommunicationsSubsystemConsumerCulturalGatekeepersFormalGatekeepersInformalGatekeepersConsumerInnovatio

2、n/GrassRootsMovementCulturalProductionSystemsThesetofindividualsandorganizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem(CPS).Itconsistsof:CreativeSubsystem-responsibleforgeneratingnewsymbolsand/orproducts.ManagerialSubsystem-responsibleforselecting,mak

3、ingtangible,massproducing,andmanagingthedistributionofnewsymbolsand/orproducts.CommunicationsSubsystem-responsibleforgivingmeaningtothenewproductandcommunicatingthesesymbolicattributestotheconsumer.HighCultureandPopularCultureCultureProductionSystemscreatemanydiversekindsofproducts,suchas

4、ArtsandCrafts:AnArtProductisviewedprimarilyasanobjectofaestheticcontemplationwithoutanyfunctionalvalue.ACraftProductisadmiredbecauseofthebeautywithwhichitperformssomefunction.MassculturechurnsoutproductsspecificallyforamassmarketandmanyfollowaCulturalFormulawherecertainrolesandpropsoccurco

5、nsistentlysuchasindetectiveorromancenovels.RealityEngineeringRealityEngineeringOccursasElementsofPopularCultureareAppropriatedbyMarketersandConvertedtoVehiclesforPromotionalStrategies.RealityEngineeringisAcceleratingduetothePopularityofProductPlacement.ProductPlacementistheInsertionofSpeci

6、ficProducts/BrandNamesinMovies&TV.MediaImagesAppeartoSignificantlyInfluenceConsumers’PerceptionsofReality.DiffusionofInnovationsPercentageofAdoptersTimeofAdoptionEarlyLateInnovatorsEarlyAdoptersEarlyMajority13.5%34%34%16%LaggardsLateMajorityDiffusionofInnovationsReferstotheProcessWherebyaN

7、ewProduct,Service,orIdeaSpreadsThroughaPopulation.2.5%AdopterCategoriesInnovators-2.5%ofthepopulation,thefirsttobuy,willbuynovelproducts.EarlyAdopters-13.5%ofthepopulation,sharemanycharacteristicswiththeInnovators,buttheyhaveahigherdegreeorconcernforsocialacce