age with business schools and marketing departments, the initial foundation of what was to become consumer culture theory arose as a follow-up to the marketing research interest in motivational theory in the 1950s. Craig J. Thompson is the Churchill Professor of Marketing at the University of Wisconsin-Madison. “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion," Journal of International Consumer Marketing 1, pp. Johnson, David (2017) “Consumer Culture and Political Resistance: How Gay Entrepreneurs Sparked a Movement.” Keynote Address, Ethnographic Praxis in Industry Conference, Montreal, 23 October 2017. Oops. His research has been published in the Journal of Consumer Research, the Journal of Public Policy & Marketing, the Journal of Business Research, the Journal of Consumer Culture, the Journal of Research for Consumers, the American Marketing Science Review, the Journal of Macromarketing, and Preventive Medicine. Targeting for social video needs to be extremely precise and when you reflect on the Consumer-Culture Theory, creating a relationship with the consumer is essential. From Sid Levy’s famous 1955 HBR article, “Symbols for Sale,” to today’s thriving scholarship and practice across the globe, this research tradition offers powerful approaches to think about consumers as social beings creating meanings in and through the marketplace. Some of the social factors include reference groups, immediate family members and relatives' role and status in the society, whereas the cultural influence plays on nothing but values of an individual. So why does a table of nerds in the social department of Wolfgang care about the emphasis of the psychological effects and processes of buying? In 2014, he received the Society for Marketing Advances’ Distinguished Marketing Scholar Award. The Conversation, 2 June 2017. Her work spans academic, public health, and corporate contexts and focuses on the study of consumption and its pervasive impact on power, identity, and well-being. At least the universe around Consumer Culture Theory and applying it to video! Social advertising is undoubtedly going guns a blazing into the vivid world of social video, so let’s talk about how we can apply our basic knowledge of the theory and integrate it into our everyday social video marketing campaigns. On Facebook alone, brands can target people by their interests, demographic, age, location, gender as well as their interactions within Facebook pages and websites with the Facebook pixel. Ethnographic Praxis in Industry Conference Proceedings, p. 154–174. Crockett, David and Melanie Wallendorf (2004), The Role of Normative Political Ideology in Consumer Behavior, Crockett, David (2017) “Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class,”, Epp, Amber M. & Sunaina R. Velagaleti (2014) “Outsourcing Parenthood? Used to describe the “sociocultural, experiential, symbolic, and ideological aspects of consumption” (Arnould & Thompson, 2005, p. 868), consumer culture theory acknowledges This textbook offers the definitive review of CCT by the leading scholars in the field. The key is to work smarter, not harder! Social Videos have a 135% greater organic reach compared to photos. Craig is the president of the Consumer Culture Theory Consortium. & Craig J. Thompson (2005) Consumer Culture Theory (CCT): Twenty Years of Research. How Families Manage Care Assemblages Using Paid Commercial Services.”, Scaraboto, Daiane & Bernardo Figueiredo (2015), Sunderland, Patricia L. & Rita Denny (2007) “What Is Coffee” in, Tamminen, Sakari & Elisabet Holmgren (2016). Craig’s research addresses the socio-cultural shaping of consumer identities, with an emphasis on social class and gender. He has published in a wide range of marketing, consumer research, and sociological journals. The Object of Research: Considering Material Engagement Theory and Ethnographic Method, Ethnographic Praxis in Industry Conference Proceedings. You can see the domino effect in play with sharing on social and why shares are so important. David's primary research interest is in sociological aspects of consumer behavior, particularly the consequences of social inequality. The role of this information is very valuable for marketers to have access to data that may predict the consumer’s online behaviour. Bean, Jonathan, Bernardo Figueiredo & Hanne Pico Larsen (2017). An EPIC Talk moderated by RITA DENNY (Practica Group & EPIC) with: DAVID CROCKETT (University of South Carolina), AMBER EPP (University of Wisconsin), CRAIG THOMPSON (University of Wisconsin), & SUNAINA SCHULTZ (Grounded Insights LLC). You don’t need to change who you are as a brand across borders. 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