ERIC J. ARNOULD and CRAIG J. THOMPSON
Consumer Culture Theory (CCT): Twenty Years of Research
Past 20 years: Flurry of Research and studies abot aspects of consumption. CCT presents a non-exhaustive overview about consumption and marketplace behavior: A family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings. Culture is not seen as a homogenous system of collective meanings, way of life and unified values ( eg. Americans / Asians). CCT explores cultural meanings as being numerous and fragmented - A heterogenous distribution of meanings. Culture therefore is an aglomeration of heterogeneous meanings and different cultural groupings, which are overlapping within a sociohistoric frame and mediated by markets. Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets" and consumers as part of an interconnected system of commercially produced products and images which they use to construct their identity and orient their relationships with others. CCT conceptualizes culture as the very fabric of experience, meaning and action It frames consumers’horizons of conceivable action, feeling, and thought, making certain patterns of behavior and sense-making interpretations more likely than others.
Demythologizing CCT (3 major misunderstandings in CCT) CCT does NOT particularly study consumption contexts. Theorists study in consumption contexts to gather theory and insight. Investigation of cultural dimensions of consumption IN context. The primary differences between CCT and other traditions of consumer Research are NOT only methodological. Qualitative data and an array of related data collection and analysis techniques have been quite central to CCT, however this methodological predilection follows from...
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