ADV 319 - Chapter 14 (Full)
in the context on diffusion of innovations, the extent to which a new product or service is an improvement over alternatives that are already available in the market
relative advantage
fictional products that appear in TV shows or movies become popular in the real world
reverse product placement
sacred times marked by a change in social status
rites of passage
a set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
ritual
items (consumer goods) used in the performance of rituals
ritual artifacts
a process that occurs when ordinary objects, events, or people take on sacred meaning to a culture or to specific groups within a culture
sacralization
the process of consuming objects and events that are set apart from normal life and treated with some degree of respect or awe
sacred consumption
3 stages of a young person who changes his social status to become a college student: In the first stage, ______________, he detaches from his original group or status as a high school kid and leaves home for campus. ______________ is the middle stage, where he is in limbo between statuses. Think of those bewildered new first-year students who try to find their way around campus during orientation. In the ______________ stage, he returns to society with his new status. Our hero returns home for Thanksgiving break as a cocky college "veteran."
separation Liminality aggregation
beliefs that run counter to rational thought or are inconsistent with known laws of nature
superstitions
moment of critical mass
tipping point
in the context of diffusion of innovations, the extent to which a new product or service can be sampled prior to adoption
trialability
"the perspective that fashions spread as the result of status symbols associated with the upper classes ""trickling down"" to other social classes as these consumers try to emulate those with grater status"
trickle-down theory
3 types of crescive norms: 1) A norm that controls basic behaviors, such as division of labor in a household or how we practice particular ceremonies. 2) A custom with a strong moral overtone. It often involves a taboo, or forbidden behavior, such as incest or cannibalism. Violation of a more often meets with strong sanctions. 3) Norms that regulate how we conduct our everyday lives. These rules often deal with the subtleties of consumer behavior, including the "correct" way to furnish one's house, wear one's clothes, or host a dinner party.
1) custom 2) more ("mor-ay") 3) conventions
a successful innovation should possess 5 attributes
Compatibility Trialability Complexity Observability Observability Relative advantage
1 of 4 interrelated functions of myths in a culture: They emphasize that all components of the universe are part of a single picture.
Cosmological
1 of 3 functional areas a cultural system: The way a system adapts to its habitat. The technology a culture uses to obtain and distribute resources shapes it. The Japanese, for example, greatly value products that make efficient use of space, because of the cramped conditions in their urban centers.
Ecology
A cultural system consists of 3 functional areas:
Ecology Social structure Ideology
1 of 3 functional areas a cultural system: The mental characteristics of a people and the way they relate to their environment and social groups. This relates to the idea of a common worldview. Members of a culture tend to share ideas about principles of order and fairness. They also share an ethos, or a set of moral and aesthetic principles.
Ideology
1 of 4 interrelated functions of myths in a culture: They help to explain the origins of existence.
Metaphysical
Myths serve 4 interrelated functions in a culture:
Metaphysical Cosmological Sociological Psychological
1 of 4 interrelated functions of myths in a culture: They provide models for personal conduct.
Psychological
1 of 3 functional areas a cultural system: The way people maintain an orderly social life. This includes the domestic and political groups that dominate the culture (e.g., the nuclear family versus the extended family; representative government versus dictatorship).
Social structure
1 of 4 interrelated functions of myths in a culture: They maintain social order because they authorize a social code for members of a culture to follow.
Sociological
_____________ are very general ideas about good and bad goals. From these flow _____________, or rules that dictate what is right or wrong, acceptable or unacceptable. We explicitly decide on _____________, such as the rule that a green traffic light means "go" and a red one means "stop." Many norms, however, are much more subtle. We discover these _____________ as we interact with others.
Values norms enacted norms crescive norms
a way to differentiate among fashions in terms of their longevity
acceptance cycles
online games merged with interactive advertisements that let companies target specific types of consumers
advergaming
a creation viewed primarily as an object of aesthetic contemplation without any functional value
art product
a defining structural characteristic of many myths in which two opposing ends of some dimensions are represented (ex: good versus evil, nature versus technology)
binary opposition
a fashion with an extremely long acceptance cycle
classic
a cultural process by which the original meanings of a product or other symbol associated with a subculture are modified by members of mainstream culture
co-optation
the systematic acquisition of a particular object or set of objects
collecting
in the context of diffusion of innovations, the extent to which a new product fits with a consumer's preexisting lifestyle
compatibility
in the context of diffusion of innovation, the extent to which a new product is difficult to use or to integrate into a person's daily life
complexity
when a place or object takes on sacred qualities because of its association with another sacred person or event
contamination
a modification of an existing product
continuous innovation
norms that regulate how we conduct our everyday lives
conventions
a creation valued because of the beauty with which it performs some function; this type of product tends to follow a formula that permits rapid production, and it is easier to understand than an art product
craft product
A culture production system has 3 major subsystems: • A __________________ to generate new symbols and products. • A __________________ to select, make tangible, produce, and manage the distribution of new symbols and products. • A __________________ to give meaning to the new product and provide it with a symbolic set of attributes.
creative subsystem managerial subsystem communications subsystem
unspoken rules that govern social behavior
crescive norms
a sequence of media events in which certain roles and props tend to occur consistently
cultural formula
individuals who are responsible for determining the types of messages and symbolism to which members of mass culture are exposed
cultural gatekeepers
the process by which some alternatives are selected over others by cultural gatekeepers
cultural selection
the values, ethics, rituals, traditions, material objects, and services produced or valued by the members of a society
culture
the set of individuals and organizations responsible for creating and marketing a cultural product
culture production system
a norm that controls basic behaviors, such as division of labor in a household
custom
the process that occurs when a sacred item or symbol is removed from its special place, or its duplicated in mass quantities, and becomes profane as a result
desacralization
the process whereby a new product, service, or idea spreads through a population
diffusion of innovations
a new product or service that radically changes the way we live
discontinuous innovation
a significant change to an existing product
dynamically continuous innovation
people who are receptive to new products and adopt them relatively soon, though they are motivated more by social acceptance and being in style than by the desire to try risky new things
early adopters
Researchers view gift-giving as a form of ___________________ in which the giver transfers an item of value to a recipient, who in turn must reciprocate. However, gift-giving also involves ___________________. For example, when a giver wants to acknowledge a friend's intangible support and companionship.
economic exchange symbolic exchange
a very short-lived fashion
fad
People in parts of Madagascar regularly remove the bodies of their ancestors from their tombs so that family members can caress the skeletal outlines that protrude through their burial shrouds. Many believe this is a time to convey the latest family news to the deceased and ask them for blessings and guidance.
famadihana (pronounced fa-ma-dee-an)
those people and organizations involved in creating symbolic meanings and transferring these meanings to cultural goods
fashion system
brands that consumers closely link to rituals; this makes it unlikely they will be replaced
fortress brands
enthusiastic early adopters of high-tech products
gadget lovers
The gift-giving ritual proceeds in 3 distinct stages: _________________ the giver procures an item to mark some event _________________ The recipient responds to the gift (either appropriately or not), and the donor evaluates this response. _________________ the giver and receiver redefine the bond between them (either looser or tighter) to reflect their new relationship after the exchange. Negativity can arise if the recipient feels the gift is inappropriate or of inferior quality.
gestation presentation reformulation
the events involved in the selection, presentation, acceptance, and interpretation of a gift
gift-giving ritual
sequences of behaviors that aid in the transition from the private self to the public self and back again
grooming rituals
unsystematic acquisition of objects (in contrast to collecting)
hoarding
a product or style that is perceived as new by consumers
innovation
people who are always on the lookout for novel developments and will be the first to try a new offering
innovators
consumers who are exceptionally slow to adopt innovations
laggards
the majority of consumers who are moderately receptive to adopting innovations
late adopters
Resolves the conflict between mythical opposing forces. This links the opposites as it shares characteristics of each. For example, many myths are about animals that have human abilities (e.g., a talking snake).
mediating figure
a perspective that uses a medical metaphor to explain how an idea or product enters the consciousness of people over time, much like a virus
meme theory
a myth with basic characteristics that are found in many cultures
monomyth
a story containing symbolic elements that expresses the shared emotions and ideals of a culture
myth
when we attribute sacred qualities to mundane items
objectification
in the context of diffusion of innovations, the extent to which a new product is something that is easy for consumers to see in use in order to motivate others to try it
observability
act of embedding a product or service link in a video
plinking
When a company works with an exclusive base of fashionistas to encourage designers to manufacture dress designs that otherwise appeared only on catwalks.
pretailer
Grooming rituals express two kinds of binary opposition: ______/______ and ______/______
private/public and work/leisure
the process of obtaining exposure for a product by arranging for it to be inserted into a movie, television show, or some other medium
product placement
the process of consuming objects and events that are ordinary or of the everyday world
profane consumption
the process whereby elements of popular culture are appropriated by marketers and become integrated into marketing strategies
reality engineering
a culturally learned obligation to return the gesture of a gift with one of equal value
reciprocity norm