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 Cultural Values and Symbols Consumer Goods Individual Consumer Destinations of Movement: Instruments of Movement: Advertising and Fashion Systems Consumption Rituals

Cultural Selection Culture Production Systems High Culture and Popular Culture Reality Engineering Product Placement Set of individuals and organizations responsible for creating and marketing a cultural product Set of individuals and organizations responsible for creating and marketing a cultural product High vs. Low Art, Cultural Formulae, and Aesthetic Market Research High vs. Low Art, Cultural Formulae, and Aesthetic Market Research Elements of popular culture are appropriated by marketers and become integrated in strategy Elements of popular culture are appropriated by marketers and become integrated in strategy Obtain exposure for a product by arranging for it to be inserted into some medium (e.g. TV) Obtain exposure for a product by arranging for it to be inserted into some medium (e.g. TV)

Diffusion of Innovations Innovators Early Adopters Early Majority Late Majority Laggards CATEGORIES

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 Complexity Compatibility Trialability Observability Relative Advantage Relative Advantage more likely to adopt if can experiment with it compatible with consumer’s lifestylelow in complexity, easiest to understand is chosen innovations easily observed are more likely to spreadshould provide a benefit other products cannot offer

Fashion Cycle Introduction stages Innovation Acceleration Obsolescence General Acceptance Acceptance stages Regression stages Rise Decline FAD……………….……..FASHION…………………….CLASSIC TREND??

Product Meaning Across Cultures Globalized Consumption Ethic Cultural Norms Creolization (foreign absorbed and mixed) Standardized vs. Localized Strategy Transfer Of Product Meaning Diffusion of Pop Culture Global Citizens and Youth Etic - commonalities across cultures vs. Emic – variations within cultures Taboos, favorites… Segments with common world view Quick to borrow from other cultures what is admired Global increase in consumption homogenizes differences in cultural product preferences Integrate foreign meanings with local meanings

Thanks REVIEW TIME and QUIZ