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| Tekijä: | McCracken, G. |
| Otsikko: | Culture and consumer behaviour: an anthropological perspective. |
| Lehti: | Journal of the Market Research Society
1990 : JAN, VOL. 32:1, p. 3-11 |
| Asiasana: | CONSUMER BEHAVIOUR CULTURE ANTHROPOLOGY |
| Kieli: | eng |
| Tiivistelmä: | A study is presented of the relationship between culture and consumer behaviour. Conventional models of consumer behaviour are examined. Factors are identified that prevent traditional theory from fashioning the connection between culture and consumer behaviour more precisely. An alternative view is defined: consumer goods are seen as the vehicles of cultural meanings. A meaning transfer model is elaborated and described. Advertising is defined as a means of delivering meaning from the culturally constituted world to the product. Symbolic elements by which the cultural meanings may be communicated are discussed. Five places are identified in the product development system where cultural properties can be introduced. |
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