*The Creation & Diffusion of Culture Flashcards
what is a cultural gatekeeper?
a person responsible for filtering the overflow of information and materials for customers
what is a tastemaker?
influential products customers get to consider (eg. movie critics, magazine editors)
what is reality engineering
when marketers appropriate popular culture elements and use them as promotional vehicles (eg. product placements in movies)
what is an economic model of fashion?
supply and demand drives the purchase
what is a psychological model of fashion?
conformity, personal creativity
what is the sociological model of fashion?
current fashions trickle up from lower classes, trickle across, mass fashion
what is the medical model of fashion?
?
what is defined as a fashion’s cycle?
slow acceptance, rapid acceleration, fading
what is defined as a classic’s cycle?
longer acceptance cycle, enduring
what does a fad cycle look like?
quickly accepted, diffuses rapidly, short lived; adopted on impulse
what are some guidelines for long term trends?
- fits with basic lifestyle change
- real benefit
- personalization
- not a side effect
what are some characteristics of adopters?
- category specific
- favour taking risks
- high education/ income levels
- socially active
- lead users
what are the 5 prerequisites for successful adoption?
compatibility observability relative advantage trial-ability complexity (CORTC)
what is an etic perspective?
when you develop one approach for multiple markets
what is an emic perspective?
when you treat each country as unique and market to its regional preferences
