Understanding Consumers & Consumer Culture Flashcards
What is the planned theory of behaviour?
Attitude, subjective norms & perceived behavioural control - Intention - Behaviour
What is consumer research?
Holbrrok & Hirschman, 1982
oved from rational to irrational choice and consumers may experiment the consumption of symbolic meanings for the irrational pursuits of fantasy, feelings and fun
What is a cultural production system?
This is the style prevalent within a culture at any given time that reflects is underlying political and social condition
How many components are there to a cultural production system?
3
What are the components to a cultural production system?
- Creative Subsystem: Responsible to generating new symbols/products
- Managerial Subsystem:
Responsible for selecting, making tangible, ,mass production and managing distribution
What is consumer culture theory?
Arnould & Thompson, 2005
- Concerned with the cultural meanings, socio-histroic influences and social dynamics that shape consumer experiences and identities in everyday life
What are consumer tribes?
Cova, 2002
- A tribe of heterogeneous persons who are linked by a shared passion or emotion
How do we use tribal marketing?
Richardson, 2013
- Identify which tribe or tribes to support
- Identify the basis for tribal linking value
- Begin to engage with the community and invite their participation in the design of product or services
- Launch products or services that support linking value, accompanied by marketing communications
What are the 4 characteristics consumer tribes exhibit?
- Multiplicity
- Playfulness
- Transience
- Entrepreneurialism
Describe what is meant by multiplicity:
When consumers build an identity through different memberships. This multiciply then facilitates collaborations between brands, introducing them to new markets
Describe what is meant by playfulness:
When the consumer tribe has a feeling of active play with marketplace resources
Describe what is meant by transience:
Tribes emerging morphing and then disappearing again!
Describe what is meant by entrepreneurialism:
They are entrepreneurs and take advantage of new opportunities
What is capital?
A source of value the facilitates action
Explain the two types of captial:
- Economic: Instrumental, means to an end
- Social: Relationships, organisation, etc
