消費(fèi)者文化創(chuàng)作和擴(kuò)散英文

Chapter17TheCreationandDiffusionofConsumerCultureCONSUMERBEHAVIORFourthEditionMichaelR.SolomonCultureProductionProcessSymbolPoolCreativeSubsystemManagerialSubsystemCultureProductionSystemCommunicationsSubsystemConsumerCulturalGatekeepersFormalGatekeepers InformalGatekeepersConsumerInnovation/GrassRootsMovementCulturalProductionSystemsThesetofindividualsandorganizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem(CPS).Itconsistsof:CreativeSubsystem-responsibleforgeneratingnewsymbolsand/orproducts.ManagerialSubsystem-responsibleforselecting,makingtangible,massproducing,andmanagingthedistributionofnewsymbolsand/orproducts.CommunicationsSubsystem-responsibleforgivingmeaningtothenewproductandcommunicatingthesesymbolicattributestotheconsumer.HighCultureandPopular

CultureCultureProductionSystemscreatemanydiversekindsofproducts,suchasArtsandCrafts:AnArtProductisviewedprimarilyasanobjectofaestheticcontemplationwithoutanyfunctionalvalue.ACraftProductisadmiredbecauseofthebeautywithwhichitperformssomefunction.MassculturechurnsoutproductsspecificallyforamassmarketandmanyfollowaCulturalFormulawherecertainrolesandpropsoccurconsistentlysuchasindetectiveorromancenovels.RealityEngineeringRealityEngineeringOccursasElementsofPopularCultureareAppropriatedbyMarketersandConvertedtoVehiclesforPromotionalStrategies.RealityEngineeringisAcceleratingduetothePopularityofProductPlacement.ProductPlacementistheInsertionofSpecificProducts/BrandNamesinMovies&TV.MediaImagesAppeartoSignificantlyInfluenceConsumers’PerceptionsofReality.DiffusionofInnovationsPercentageofAdoptersTimeofAdoptionEarlyLateInnovatorsEarlyAdoptersEarlyMajority13.5%34%34%16%LaggardsLateMajorityDiffusionofInnovationsReferstotheProcessWherebyaNewProduct,Service,orIdeaSpreadsThroughaPopulation.2.5%AdopterCategoriesInnovators-2.5%ofthepopulation,thefirsttobuy,willbuynovelproducts.EarlyAdopters-13.5%ofthepopulation,sharemanycharacteristicswiththeInnovators,buttheyhaveahigherdegreeorconcernforsocialacceptance.EarlyandLateMajority-68%ofthepopulation,mainstreampublic,interestedinnewthings,butnottoonew.Laggards-16%ofthepopulation,thelasttoadoptaproduct.TypesofInnovationsSymbolicInnovationCommunicatesaNewSocialMeaningTechnologicalInnovationInvolvesSomeFunctionalChangeBehavioralDemandsof

InnovationsDynamicallyContinuousInnovationMorePronouncedChangeintheExistingProductContinuousInnovationModificationofanExistingProductDegreetoWhichanInnovationDemandsChangesinBehaviorDiscontinuousInnovationCreatesMajorChangesintheWayWeLivePrerequisitesforSuccessful

AdoptionObservabilityOnesThatareObservableSpreadFasterTrialabilityReduceRiskbyLettingConsumerTryitComplexityLowerTheBetterCompatibilityMustFitConsumer’sLifestyleRelativeAdvantageMustGiveAdvantagesOtherProductsDon’tHaveProductCharacteristicsforSuccessfulAdoptionTheFashionSystemFashionistheProcessofSocialDiffusionbyWhichaNewStyleisAdoptedbySomeGroup(s)ofConsumers.CulturalCategoriesAffectManyDifferentProductsandStylesCostumesWornbyCelebritiesCanAffectFashionCollectiveSelectionProcessbyWhichCertainSymbolicAlternativesareChosenOverOthersGroupProductsbyCategoriesBehavioralSciencePerspectiveonFashionPsychologicalEconomicSociologicalModelsofFashionFashionLife-CycleIntroductionstagesInnovationAccelerationObsolescenceGeneralAcceptanceAcceptancestagesRegressionstagesRiseDeclineANormalFashionCycleCyclesofFashionAdoptionIntroductionStagesProductisusedbyasmallnumberofInnovators.AcceptanceStagesProductenjoysincreasedsocialvisibilityandacceptancebylargesegmentsofthepopulation.AClassicisafashionwithanextremelylongacceptancecycle.AFadisashort-livedfashion.RegressionStagesProductreachesastateofsocialsaturationasitbecomesoverused,andsinksintodeclineandobsolesceasnewproductsrisetotakeitsplace.FadorTrend?QuestionstoAsktoDetermineifaTrend,WhichLastsforSomeTime,isOccurringInclude:DoesitFitWithBasicLifestyleChanges?WhataretheBenefits?CanitbePersonalized?IsitaTrendoraSideEffect?WhatOtherChangesHaveOccurredintheMarket?WhoHasAdoptedtheChange?ThinkGlobally,ActLocallyTwoViewsExistRegardingtheNecessityofDevelopingSeparateMarketingPlansforEachCulture.EmicPerspectiveAdoptingaLocalizedStrategyWhichFocusesonVariationsWithinaCulture.EticPerspectiveAdoptingaStandardizedStrategyWhichFocusesonCommonaltiesAcrossCultures.DeterminingWhethertoUtilizetheEticorEmicPerspectiveCulturaldifferencesrelevanttomarketers.Tastesandstyles,Advertisingpreferencesandregulations,Culturalnormstowardtaboosandsexuality.Tomaximizethechancesofsuccessformulticulturaladvertisingcampaigns,marketersshouldtargetthosewhoshareacommonworldview,whomayinclude:Affluentpeoplewhoare““globalcitizens””,andYoungpeoplewhoareinfluencedbythemedia.TheDiffusionofWesternConsumerCultureCreolizationOccursWhenForeignInfluencesareAbsorbedandIntegratedWithLocalMeaningsTheWestisaNetExporterofPopularCultureTheU.S.InvadesAsiaSignsThattheWesternCultureInvasionisSlowingEmergingConsumerCulturesinTransitionalEconomies謝謝謝1月-2302:05:5002:0502:051月-231月-2302:0502:0502:05:501月-231月-2302:05:502023/1/62:05:509、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Friday,January6,202310、雨中黃葉葉樹(shù)，燈下下白頭人。。。02:05:5002:05:5002:051/6/20232:05:50AM11、以我獨(dú)沈久久，愧君相見(jiàn)見(jiàn)頻。。1月-2302:05:5002:05Jan-2306-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。02:05:5002:05:5102:05Friday,January6,202313、乍見(jiàn)翻疑夢(mèng)夢(mèng)，相悲各問(wèn)問(wèn)年。。1月-231月-2302:05:5102:05:51January6,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國(guó)見(jiàn)青青山。。06一月20232:05:51上午02:05:511月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月232:05上午午1月-2302:05January6,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/62:05:5102:05:5106January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時(shí)時(shí)，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點(diǎn)點(diǎn)的的射射線(xiàn)線(xiàn)向向前前。。。。2:05:51上上午午2:05上上午午02:05:511月月-239、沒(méi)有有失敗敗，只只有暫暫時(shí)停停止成成功！！。1月-231月-23Friday,January6,202310、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒(méi)沒(méi)有。。02:05:5102:05:5102:051/6/20232:05:51AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。1月-2302:05:5102:05Jan-2306-Jan-2312、世間間成事事，不不求其其絕對(duì)對(duì)圓滿(mǎn)滿(mǎn)，留留一份份不足足，可可得無(wú)無(wú)限完完美。。。02:05:5102:05:5102:05Friday,January6,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2302:05:5102:05:51January6,202314、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。06一一月20232:05:51上午午02:05:511月-2315、楚塞三湘接接，荊門(mén)九派派通。。。一月232:05上上午1月-2302:05January6,202316、少年年十五五二十十時(shí)，，步行行奪得得胡馬馬騎。。。2023/1/62:05:5102:05:5106January202317、空山新新雨后，，天氣晚晚來(lái)秋。。。2:05:51上午午2:05上午午02:05:511月-239、楊柳柳散和和風(fēng)，，青山山澹吾吾慮。。。1月-231月-23Friday,January6,202310、閱閱讀讀一一切切好好書(shū)書(shū)如如同同和和過(guò)過(guò)去去最最杰杰出出的的人人談?wù)勗?huà)話(huà)。。02:05:5102:05:5102:051/6/20232:05:51AM11、越是沒(méi)有有本領(lǐng)的就就越加自命命不凡。1月-2302:05:5102:0