消费者文化创作和扩散

17-1Chapter17TheCreationandDiffusionofConsumerCultureCONSUMERBEHAVIORFourthEditionMichaelR.Solomon17-2CultureProductionProcessSymbolPoolCreativeSubsystemManagerialSubsystemCultureProductionSystemCommunicationsSubsystemConsumerCulturalGatekeepersFormalGatekeepersInformalGatekeepersConsumerInnovation/GrassRootsMovement17-3CulturalProductionSystems•ThesetofindividualsandorganizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem(CPS).Itconsistsof:–CreativeSubsystem-responsibleforgeneratingnewsymbolsand/orproducts.–ManagerialSubsystem-responsibleforselecting,makingtangible,massproducing,andmanagingthedistributionofnewsymbolsand/orproducts.–CommunicationsSubsystem-responsibleforgivingmeaningtothenewproductandcommunicatingthesesymbolicattributestotheconsumer.17-4HighCultureandPopularCulture•CultureProductionSystemscreatemanydiversekindsofproducts,suchasArtsandCrafts:–AnArtProductisviewedprimarilyasanobjectofaestheticcontemplationwithoutanyfunctionalvalue.–ACraftProductisadmiredbecauseofthebeautywithwhichitperformssomefunction.•MassculturechurnsoutproductsspecificallyforamassmarketandmanyfollowaCulturalFormulawherecertainrolesandpropsoccurconsistentlysuchasindetectiveorromancenovels.17-5RealityEngineeringRealityEngineeringOccursasElementsofPopularCultureareAppropriatedbyMarketersandConvertedtoVehiclesforPromotionalStrategies.RealityEngineeringisAcceleratingduetothePopularityofProductPlacement.ProductPlacementistheInsertionofSpecificProducts/BrandNamesinMovies&TV.MediaImagesAppeartoSignificantlyInfluenceConsumers’PerceptionsofReality.17-6DiffusionofInnovationsPercentageofAdoptersTimeofAdoptionEarlyLateInnovatorsEarlyAdoptersEarlyMajority13.5%34%34%16%LaggardsLateMajorityDiffusionofInnovationsReferstotheProcessWherebyaNewProduct,Service,orIdeaSpreadsThroughaPopulation.2.5%17-7AdopterCategories•Innovators-2.5%ofthepopulation,thefirsttobuy,willbuynovelproducts.•EarlyAdopters-13.5%ofthepopulation,sharemanycharacteristicswiththeInnovators,buttheyhaveahigherdegreeorconcernforsocialacceptance.•EarlyandLateMajority-68%ofthepopulation,mainstreampublic,interestedinnewthings,butnottoonew.•Laggards-16%ofthepopulation,thelasttoadoptaproduct.17-8TypesofInnovationsSymbolicInnovationCommunicatesaNewSocialMeaningTechnologicalInnovationInvolvesSomeFunctionalChange17-9BehavioralDemandsofInnovationsDynamicallyContinuousInnovationMorePronouncedChangeintheExistingProductContinuousInnovationModificationofanExistingProductDegreetoWhichanInnovationDemandsChangesinBehaviorDiscontinuousInnovationCreatesMajorChangesintheWayWeLive17-10PrerequisitesforSuccessfulAdoptionObservabilityOnesThatareObservableSpreadFasterTrialabilityReduceRiskbyLettingConsumerTryitComplexityLowerTheBetterCompatibilityMustFitConsumer’sLifestyleRelativeAdvantageMustGiveAdvantagesOtherProductsDon’tHaveProductCharacteristicsforSuccessfulAdoption17-11TheFashionSystemFashionistheProcessofSocialDiffusionbyWhichaNewStyleisAdoptedbySomeGroup(s)ofConsumers.CulturalCategoriesAffectManyDifferentProductsandStylesCostumesWornbyCelebritiesCanAffectFashionCollectiveSelectionProcessbyWhichCertainSymbolicAlternativesareChosenOverOthersGroupProductsbyCategories17-12BehavioralSciencePerspectiveonFashionPsychologicalEconomicSociologicalModelsofFashion17-13FashionLife-CycleIntroductionstagesInnovationAccelerationObsolescenceGeneralAcceptanceAcceptancestagesRegressionstagesRiseDeclineANormalFashionCycle17-14CyclesofFashionAdoption•IntroductionStages–ProductisusedbyasmallnumberofInnovators.•AcceptanceStages–Productenjoysincreasedsocialvisibilityandacceptancebylargesegmentsofthepopulation.–AClassicisafashionwithanextremelylongacceptancecycle.–AFadisashort-livedfashion.•RegressionStages–Productreachesastateofsocialsaturationasitbecomesoverused,andsinksintodeclineandobsolesceasnewproductsrisetotakeitsplace.17-15FadorTrend?QuestionstoAsktoDetermineifaTrend,WhichLastsforSomeTime,isOccurringInclude:DoesitFitWithBasicLifestyleChanges?WhataretheBenefits?CanitbePersonalized?IsitaTrendoraSideEffect?WhatOtherChangesHaveOccurredintheMarket?WhoHasAdoptedtheChange?17-16ThinkGlobally,ActLocallyTwoViewsExistRegardingtheNecessityofDevelopingSeparateMarketingPlansforEachCulture.EmicPerspectiveAdoptingaLocalizedStrategyWhichFocusesonVariationsWithinaCulture.EticPerspectiveAdoptingaStandardizedStrategyWhichFocusesonCommonaltiesAcrossCultures.17-17DeterminingWhethertoUtilizetheEticorEmicPerspective•Culturaldifferencesrelevanttomarketers.–Tastesandstyles,–Advertisingpreferencesandregulations,–Culturalnormstowardtaboosandsexuality.•Tomaximizethechancesofsuccessformulticulturaladvertisingcampaigns,marketersshouldtargetthosewhoshareacommonworldview,whomayinclude:•Affluentpeoplewhoare“globalcitizens”,and–Youngpeoplewhoareinfluencedbythemedia.17-18TheDiffusionofWesternConsumerCultureCreolizationOccursWhenForeignInfluencesareAbsorbedandIntegratedWithLocalMeaningsTheWestisaNetExporterofPopularCultureTheU.S.InvadesAsiaSignsThattheWesternCultureInvasionisSlowingEmergingConsumerCulturesinTran