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Flashcards in Understanding Consumers & Consumer Culture Deck (17)
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1
Q

What is the planned theory of behaviour?

A

Attitude, subjective norms & perceived behavioural control - Intention - Behaviour

2
Q

What is consumer research?

A

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

3
Q

What is a cultural production system?

A

This is the style prevalent within a culture at any given time that reflects is underlying political and social condition

4
Q

How many components are there to a cultural production system?

A

3

5
Q

What are the components to a cultural production system?

A
  • Creative Subsystem: Responsible to generating new symbols/products
  • Managerial Subsystem:
    Responsible for selecting, making tangible, ,mass production and managing distribution
6
Q

What is consumer culture theory?

A

Arnould & Thompson, 2005
- Concerned with the cultural meanings, socio-histroic influences and social dynamics that shape consumer experiences and identities in everyday life

7
Q

What are consumer tribes?

A

Cova, 2002

- A tribe of heterogeneous persons who are linked by a shared passion or emotion

8
Q

How do we use tribal marketing?

A

Richardson, 2013

  1. Identify which tribe or tribes to support
  2. Identify the basis for tribal linking value
  3. Begin to engage with the community and invite their participation in the design of product or services
  4. Launch products or services that support linking value, accompanied by marketing communications
9
Q

What are the 4 characteristics consumer tribes exhibit?

A
  • Multiplicity
  • Playfulness
  • Transience
  • Entrepreneurialism
10
Q

Describe what is meant by multiplicity:

A

When consumers build an identity through different memberships. This multiciply then facilitates collaborations between brands, introducing them to new markets

11
Q

Describe what is meant by playfulness:

A

When the consumer tribe has a feeling of active play with marketplace resources

12
Q

Describe what is meant by transience:

A

Tribes emerging morphing and then disappearing again!

13
Q

Describe what is meant by entrepreneurialism:

A

They are entrepreneurs and take advantage of new opportunities

14
Q

What is capital?

A

A source of value the facilitates action

15
Q

Explain the two types of captial:

A
  • Economic: Instrumental, means to an end

- Social: Relationships, organisation, etc

16
Q

What are the 3 types of culture?

A

Objectified: Things
Embodied: Body language
Institualised: Credentials and qualifications

17
Q

What is subcultural capital:

A

Group within a larger culture that has beliefs or interests at a variance with those of the larger culture