消费者文化创作和扩散.pptxVIP

Chapter 17The Creation and Diffusion of Consumer CultureCONSUMER BEHAVIORFourth EditionMichael R. Solomon Culture Production ProcessSymbol PoolCreative SubsystemManagerial SubsystemCulture Production SystemCommunications SubsystemConsumerCultural GatekeepersFormal Gatekeepers Informal Gatekeepers Consumer Innovation/ Grass Roots Movement 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.