消费者文化创作和扩散.pptx

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• Innovators - 2.5% of the population, the first to buy, will buy novel products.
• Early Adopters - 13.5 % of the population, share many characteristics with the Innovators, but they have a higher degree or concern for social acceptance.
Through a Population.
Percentage of Adopters Innovators
Early Majority
Late Majority
Early Adopters
34%
34%
Laggards
2.5%
Early
13.5%
Time of Adoption
16%
Late
Adopter Categories
Reality Engineering is Accelerating due to the Popularity of Product Placement.
Product Placement is the Insertion of Specific Products/ Brand Names in Movies & TV.
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Inform17-3
• The set of individuals and organizations responsible for creating and marketing a cultural product is a Cultural Production System (CPS). It consists of:
– A Craft Product is admired because of the beauty with which it performs some function.
• Mass culture churns out products specifically for a mass market and many follow a Cultural Formula where certain roles and props occur consistently such as in detective or romance novels.
– Creative Subsystem - responsible for generating new symbols and/or products.
– Managerial Subsystem - responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and/or products.
Culture Production
System
Managerial Subsystem
Communications Subsystem
Cultural Gatekeepers Formal Gatekeepers
Consumer
Consumer Innovation/ Grass Roots Movement
Reality Engineering
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Reality Engineering Occurs as Elements of Popular Culture are Appropriated by Marketers
and Converted to Vehicles for Promotional Strategies.
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Culture
• Culture Production Systems create many diverse kinds of products, such as Arts and Crafts:
– An Art Product is viewed primarily as an object of aesthetic contemplation without any functional value.
– Communications Subsystem - responsible for giving meaning to the new product and communicating these symbolic attributes to the consumer.
High Culture and Popular
• Early and Late Majority - 68% of the population, mainstream public, interested in new things, but not too new.
• Laggards - 16% of the population, the last to adopt a product.
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CONSUMER BEHAVIOR Fourth Edition
Michael R. Solomon
Chapter 17
The Creation and Diffusion of Consumer Culture
Culture Production Process
Symbol Pool
Creative Subsystem
Media Images Appear to Significantly Influence Consumers’ Perceptions of Reality.
Diffusion of Innovations
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Diffusion of Innovations Refers to the Process Whereby a New Product, Service, or Idea Spreads