scholarly journals Studying Consumption Behaviour through Multiple Lenses: An Overview of Consumer Culture Theory

2012 ◽  
Vol 1 (1) ◽  
pp. 141 ◽  
Author(s):  
Annamma Joy ◽  
Eric Ping Hung Li
Keyword(s):  
Media Studies ◽  
Consumer Behaviour ◽  
Feminist Studies ◽  
Culture Theory ◽  
Critical Studies ◽  
Consumer Identity ◽  
New Directions ◽  
Theoretical Innovation ◽  
Interpretive Strategies ◽  
Consumer Culture Theory

Since Miller’s (1995) ground-breaking directive to the anthropology community to research consumption within the context of production, CCT has come of age, offering distinctive insights into the complexities of consumer behaviour. CCT positions itself at the nexus of disciplines as varied as anthropology, sociology, media studies, critical studies, and feminist studies; overlapping foci bring theoretical innovation to studies of human behaviours in the marketplace. In this paper, we provide asynthesis of CCT research since its inception, along with more recent publications. We follow the four thematic domains of research as devised by Arnould and Thompson (2005): consumer identity projects, marketplace cultures, the socio-historic patterning of consumption, and mass-mediated marketplace ideologies and consumers’ interpretive strategies. Additionally, we investigate new directions for future connections between CCT research and anthropology.

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.

Rethinking marketplace culture: Play and the context of context

2019 ◽  
Vol 19 (4) ◽  
pp. 509-531 ◽  
Author(s):  
Stephen R. O’Sullivan ◽  
Avi Shankar
Keyword(s):  
Consumer Culture ◽  
Consumer Behaviour ◽  
Analytical Framework ◽  
Play Theory ◽  
Culture Theory ◽  
Consumer Culture Theory

Play theory has been underutilized to understand consumer behaviour. In this article, we adopt a play theory perspective to understand how consumers respond to and navigate macrostructural influences. The marketplace culture stream of consumer culture theory (CCT) research is particularly well suited to macrostructural analysis from a play theory perspective. We develop an analytical framework derived from play theory to interpret the context of marketplace culture. We show how the types of play foundational to marketplace culture experiences act as expressions of order or disorder to wider macrostructural influences. In contrast to agentic perspectives, we show how marketplace culture experiences, despite their fun appearance, embody the underlying tensions of the intensifying rationality, regulation and competition structuring neoliberal society. Finally, we express concern over the marketer’s control of playground expression and suggest CCT adopt a more critical stance to the commercialization of play.

scholarly journals How globalization affects consumers: Insights from 30 years of CCT globalization research

2019 ◽  
Vol 20 (3) ◽  
pp. 273-298 ◽  
Author(s):  
Zahra Sharifonnasabi ◽  
Fleura Bardhi ◽  
Marius K. Luedicke
Keyword(s):  
Marketing Research ◽  
Narrative Synthesis ◽  
Consumer Empowerment ◽  
Culture Theory ◽  
Cultural Globalization ◽  
Global Brands ◽  
Consumer Identity ◽  
Cultural Conditions ◽  
Theoretical Perspectives ◽  
Consumer Culture Theory

Understanding how globalization affects consumers is a key concern of international marketing research. Consumer culture theory (CCT) studies contribute to this stream of research by critically examining how globalization affects consumers under different cultural conditions. We offer a systematic narrative synthesis of 30 years of CCT globalization research to gain perspective on this important stream of research. We identify three theoretical perspectives – that is, homogenization, glocalization and deterritorialization – that have shaped the ways in which CCT scholars have approached globalization phenomena. We discuss each perspective with regard to its underlying notion of culture, its assumptions of power relations between countries and the role that it ascribes to individuals in globalization processes. We problematize these perspectives and show how CCT research has challenged and extended each perspective, focusing specifically on consumer empowerment, consumer identity and the symbolic meaning of global brands as substantial domains. Lastly, we discuss avenues for future consumer cultural globalization research.

scholarly journals I share, therefore i am? The (re) construction of consumer identity by collaborative con-sumption

2017 ◽  
Vol 10 (1) ◽  
Author(s):  
Helena da Gama Cerqueira Andrade ◽  
Marcelo De Rezende Pinto ◽  
Gustavo Tomaz De Almeida ◽  
Maytê Cabral Mesquita
Keyword(s):  
Consumer Culture ◽  
Culture Theory ◽  
Collaborative Consumption ◽  
Consumer Identity ◽  
The Social ◽  
Ethnographic Methodology ◽  
Consumer Culture Theory ◽  
Depth Interviews ◽  
Consumption Habits

This article aims to investigate how the practice of collaborative consumption, which privileges the "use" in detriment of "possessions" of goods, influences the construction, reconstruction and deconstruction of consumer identity. The practice of coworking was chosen as a means to conduct the research. The study was theoretically based on the themes: culture and consumption, collaborative consumption, coworking and identity. Using a qualitative, ethnographic methodology, the study focused on people who use coworking to work, and sought to identify and analyze aspects related to their consumption habits and identity traits. The study collected the data through participant observations and in-depth interviews, producing results that enabled the articulation with the CCT - Consumer Culture Theory. It was found that the collaborative consumption is part of the social and cultural universe of this group of consumers to the extent that, in addition to coworking, this is an environment that presupposes collaboration. The fact that they are working in this environment and living with other people in the same situation, makes this climate of collaboration extrapolate the walls of coworking and influence them in order to adopt other attitudes and collaborative habits, which shows a relationship between consumption and identity.

scholarly journals New directions in researching ethnicity in marketing and consumer behaviour

2014 ◽  
Vol 15 (2) ◽  
pp. 265-270 ◽  
Author(s):  
Aliakbar Jafari ◽  
Luca M. Visconti
Keyword(s):  
Consumer Behaviour ◽  
New Directions

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.

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