The Creation and Diffusion of Culture

The Creation and Diffusion of Culture Chp.15 with Duane Weaver A look at how our culture creates meanings and how those meanings move through society to consumers. The Movement of Meaning Instruments of Movement: Advertising and Fashion Systems Consumption Rituals Destinations of Movement: Cultural Values and Symbols Consumer Goods

Individual Consumer Cultural Selection Culture Production Systems High Culture and Popular Culture Set Setof ofindividuals individualsand andorganizations organizationsresponsible responsible for forcreating creatingand andmarketing marketingaacultural culturalproduct product High

Highvs. vs.Low LowArt, Art,Cultural CulturalFormulae, Formulae, and andAesthetic AestheticMarket MarketResearch Research Reality Engineering Elements Elementsof ofpopular popularculture cultureare areappropriated appropriated by bymarketers marketersand andbecome

becomeintegrated integratedin instrategy strategy Product Placement Obtain Obtainexposure exposurefor foraaproduct productby byarranging arrangingfor for ititto tobe beinserted insertedinto intosome somemedium medium(e.g. (e.g.TV) TV)

Diffusion of Innovations CATEGORIES Innovators Early Adopters Early Majority Late Majority Laggards Types of Innovations Continuous Innovation A minor modification to an existing product Evolutionary rather than revolutionary Dynamically Continuous Innovation A more pronounced changed to an existing product Create some behavioural changes Discontinuous Innovation Creates major changes in the way we live Major inventions: car, airplane, personal computer Prerequisites for Successful Adoption compatible with consumers lifestyle

Compatibility Compatibility low in complexity, easiest to understand is chosen Trialability Trialability Complexity Complexity more likely to adopt if can experiment with it Observability Observability innovations easily observed are more likely to spread Relative Relative Advantage Advantage should provide a benefit other products cannot offer Fashion Cycle Acceleration

General Acceptance Decline Rise Obsolescence Innovation Introduction stages Acceptance stages Regression stages ?? FAD...FASHION.CLASSIC D N E R T

Product Meaning Across Cultures Integrate foreign meanings with local meanings Creolization (foreign absorbed and mixed) Global increase in consumption homogenizes differences in cultural product preferences Globalized Consumption Ethic Quick to borrow from other cultures what is admired Etic - commonalities across cultures vs. Emic variations within cultures

Standardized vs. Localized Strategy Taboos, favorites Cultural Norms Transfer Of Product Meaning Global Citizens Diffusion of Pop Culture and Youth Segments with common world view Thanks REVIEW TIME

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