scholarly journals Consumer Culture Theory (CCT) já é uma escola de pensamento em marketing?

2012 ◽  
Vol 52 (3) ◽  
pp. 330-344 ◽  
Author(s):  
Brunno Fernandes da Silva Gaião ◽  
Ildembergue Leite de Souza ◽  
André Luiz M. de Souza Leão
Keyword(s):  
Consumer Culture ◽  
Culture Theory ◽  
Consumer Culture Theory ◽  
Desk Research

A década de 1980 trouxe uma visão alternativa à corrente positivista predominante no campo de pesquisa do consumidor: a Consumer Culture Theory (CCT), que assume uma orientação epistemológica baseada no interpretativismo e na pesquisa qualitativa. Diante do destaque alcançado pela CCT, levantou-se a seguinte questão: a CCT já pode ser considerada uma escola de pensamento em marketing autônoma? Pautados em três critérios fundamentais para a qualificação de uma escola de pensamento (reconhecimento acadêmico, corpo de conhecimento e contribuições), foi realizada uma desk research, baseada em periódicos e artigos da área e na construção de um corpus de pesquisa construído com base nas referências contidas no texto seminal Consumer Culture Theory (CCT): twenty years of research. A conclusão é de que a CCT atende aos critérios adotados na presente pesquisa, podendo ser considerada uma escola de pensamento a utônoma dentro do campo de pesquisa do consumo.

Looking at Innovation through CCT Glasses: Consumer Culture Theory and Google Glass Innovation

2013 ◽  
Vol 1 (1) ◽  
pp. 38-54 ◽  
Author(s):  
Stefano Pace
Keyword(s):  
Innovation Diffusion ◽  
Consumer Culture ◽  
Preliminary Analysis ◽  
Consumer Behaviour ◽  
New Product ◽  
Google Glass ◽  
Culture Theory ◽  
Cultural Determinants ◽  
Functional Features ◽  
Consumer Culture Theory

Today innovation can be so radical and futuristic that common models of innovation diffusion might not be enough. The success of an innovation relies on the functional features of the new product, but also on how consumers shape the meaning of that innovation. Consumer Culture Theory (CCT) can help managers by focusing on the cultural determinants of consumer behaviour. The work provides a preliminary analysis of how consumers elaborate the cultural platform that will determine the degree of success of the upcoming innovation Google Glass.

Consumer Culture Theory

2015 ◽  
pp. 1977-1988
Author(s):  
Domen Bajde
Keyword(s):  
Consumer Culture ◽  
Technological Innovations ◽  
Cultural Resources ◽  
Cultural Meanings ◽  
Culture Theory ◽  
Cultural Processes ◽  
Cultural Forces ◽  
Consumer Culture Theory ◽  
Shed Light

Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. It enables people to articulate the cultural processes (ideological, mythic, ritualistic, etc.) through which cultural meanings become granted to or denied to technological innovations, thus shaping the value of technologies as cultural resources sustaining consumer identities. In its urge to shed light on these aspects, CCT tends to reinforce the gaps and asymmetries between the “socio-cultural” and the “techno-material”, leaving plenty of room for further study. The authors outline the strengths and limitations of CCT to offer several tentative suggestions as to how ANT and CCT might draw on each other to enrich our understanding of technology consumption.

Consumer Culture Theory

2018 ◽  
pp. 93-126
Author(s):  
Eric J. Arnould ◽  
Craig J. Thompson
Keyword(s):  
Research Program ◽  
Consumer Culture ◽  
Cultural Sociology ◽  
Historical Evolution ◽  
Cultural Meanings ◽  
Culture Theory ◽  
Theoretical Perspectives ◽  
And Gender ◽  
Societal Problems ◽  
Consumer Culture Theory

Consumer culture theory (CCT) refers to a heteroglossic assemblage of theoretical perspectives and methodological orientations that seeks to illuminate the dynamic, interactive relationships among consumer actions, marketplace systems, cultural meanings, and broader sociostructural forces, such as socialization in class and gender practices and ideologies. This chapter traces out the historical evolution of CCT and the four major domains of theoretical interests that organize its research program. Using Jeffrey Alexander’s metaphor of disciplinary fault lines, this chapter profiles the intellectual tangencies that link CCT to cultural sociology and their respective points of differentiation. It further discusses how the future trajectories of CCT research are likely to be shaped by actor-network, flat ontologies, and efforts to more directly address macro-level societal problems emanating from the logics of consumerism and the neoliberalization of global consumer culture.

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