消费者文化创作和扩散.pptVIP

Chapter 17The Creation and Diffusion of Consumer CultureCONSUMER BEHAVIORFourth EditionMichael R. Solomon第一页，共十九页。 Culture Production ProcessSymbol PoolCreative SubsystemManagerial SubsystemCulture Production SystemCommunications SubsystemConsumerCultural GatekeepersFormal Gatekeepers Informal Gatekeepers Consumer Innovation/ Grass Roots Movement第二页，共十九页。 Cultural Production SystemsThe set of individuals and organizations responsible for creating and marketing a cultural product is a Cultural Production System (CPS). It consists of:Creative Subsystem - responsible for generating new symbols and/or products.Managerial Subsystem - responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and/or products.Communications Subsystem - responsible for giving meaning to the new product and communicating these symbolic attributes to the consumer.第三页，共十九页。 High Culture and PopularCultureCulture Production Systems create many diverse kinds of products, such as Arts and Crafts:An Art Product is viewed primarily as an object of aesthetic contemplation without any functional value.A Craft Product is admired because of the beauty with which it performs some function.Mass culture churns out products specifically for a mass market and many follow a Cultural Formula where certain roles and props occur consistently such as in detective or romance novels.第四页，共十九页。 Reality EngineeringReality Engineering Occurs as Elements of Popular Culture are Appropriated by Marketers and Converted to Vehicles for Promotional Strategies.Reality Engineering is Accelerating dueto the Popularity of Product Placement.Product Placement is the Insertion of Specific Products/ Brand Names in Movies TV.Media Images Appear to Significantly Influence Consumers’ Perceptions of Reality.第五页，共十九页。 Diffusion of InnovationsPercentage of AdoptersTime of AdoptionEarlyLateInnovatorsEarly AdoptersEarly Majority13.5%34%34%16%LaggardsLate MajorityDiffusion of Innovations R