MKT 230 Chapter Notes - Chapter 15: Thorstein Veblen, Sustainable Energy, Roland Barthes
Document Summary
Possibilities compete for adoption; most drop out of the mix and make their way down a path from conception to consumption. Set of individuals and organizations responsible for creating and marketing a cultural product. Helps determine the types of products that eventually emerge from them: number and diversity of competing systems, amount of innovation vs conformity is encouraged. Cultural gatekeeper filter overflow of information and materials intended for consumers include: movie, restaurant, car reviewers, interior designers, djs, magazine editors etc. Consumer space- customers act as partners with companies to decide what the marketplace will offer. Art product- viewed primarily as an object of aesthetic contemplations without any functional value. Craft product- admired because of the beauty with which it performs some function. Cultivation hypothesis- media has the ability to distort consumers" perceptions of reality. Shown that consumers who watch a lot of tv tend to overestimate the degree of affluence in he country.
