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