Arnould, Eric J. and Linda L. Price (1993), “River Magic: Extraordinary Experience and the Extended Service Encounter,” Journal of Consumer Research, 20 (June), 24–45. Such a consumer-centric theory would investigate how customers allocate economic, social, and cultural capital resources between competing brand and service offerings and use them to enrich their endowments. The disciplinary pioneers of CCT encouraged investigation of the contextual, symbolic, and experiential aspects of consumption as they unfold across a consumption cycle that includes acquisition, consumption and possession, and disposition processes and analysis of these phenomena from macro-, meso-, and micro-theoretical perspectives (Belk 1987b, 1988; Belk, Wallendorf, and Sherry 1989; Hirschman and Holbrook 1982; Holbrook 1987; McCracken 1986; Mick 1986). People use phrases and other utterances from ads in daily discourse (Friedman 1991, Ritson and Elliot 1999), revealing more than mere mimicry, but also the ad-inspired consumer ethos of contemporary consumer culture. (1995), “How Consumers Consume: A Typology of Consumption Practices,” Journal of Consumer Research, 22 (June), 1–16. If such barriers can be overcome it will facilitate specialisation in agricultural production which itself partially reflects diversification of taste in foodstuffs, especially in the cities, since, with rising income, the role of grain in the diet has decreased, and there is also a greater consciousness of food quality and safety (Zhang, 2012). In this branch of work, Holt (1997, 1998) shows how cultural capital endowments distributed by social class systematically structure consumer preferences. 29, No. Otnes, Cele, Tina Lowrey, and L. J. Shrum (1997), “Toward an Understanding of Consumer Ambivalence,” Journal of Consumer Research, 24 (June), 80–93. While representing a plurality of distinct theoretical approaches and research goals, CCT researchers nonetheless share a common theoretical orientation toward the study of cultural complexity that programmatically links their respective research efforts. Perhaps most important, CCT conceptualizes culture as the very fabric of experience, meaning, and action (Geertz 1983). Hunt, Shelby D. and Robert M. Morgan (1995), “The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (April), 1–15. Most particularly, Belk (1986, 1987b) and Holbrook (1987) cautioned that being unduly wedded to a managerial perspective posed formidable barriers to investigating consumption in its full experiential and sociocultural scope and to developing an autonomous discipline of consumer behavior that would not be regarded as a subspecialty of marketing, advertising, or the base disciplines. Escalas, Jennifer Edson and Barbara B. Stern (2003), “Sympathy and Empathy: Emotional Responses to Advertising,” Journal of Consumer Research, 29 (March), 566–78. Response to these trends has been reflected in the priorities of the current 12th Five Year Plan (2011−15) which extends the previous plan’s focus on the creation of a harmonious society (hexie shehui) based on balanced growth, the implication being that China’s economic success had its costs in terms of an increasing urban−rural divide, increasing social and income inequality and environmental degradation. ——— (1995), “Consumer Myths: Frye's Taxonomy and the Structural Analysis of Consumption Text,” Journal of Consumer Research, 22 (September), 165–85. ——— (1997), “Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption,” Journal of Consumer Research, 23 (March), 326–50. The papers are organized into sections addressing challenges of consumer cultural diversity, the interplay of consumer practices and materiality, the embodiment of consumption, and the creation of value in cultural context. While CCT research has witnessed tremendous growth over the last 20 yr., PhD programs in marketing (the primary academic constituency of the ACR/JCR community) remain oriented around microeconomic theory, cognitive psychology, experimental design, and quantitative analytical methods. Consumer culture offers a large repertoire of resources for the construction and renewal of identities and presentation of the self as people move between public and private settings. In a macroeconomic sense, however, the problem of low rural consumption can be best addressed by raising income levels in the countryside itself, given that in 2010 rural residents, over 50 per cent of China’s population, only took 23 per cent of the country’s total consumption, according to China’s National Bureau of Statistics. R.M. Specifically, the authors bring attention to the perceptual, cognitive and motivational consequences of globalization, as well as its effects on consumer identification. These meanings are embodied and negotiated by consumers in particular social situations roles and relationships. We use cookies to help provide and enhance our service and tailor content and ads. Consumer identity projects are typically considered to be goal driven (Mick and Buhl 1992; Schau and Gilly 2003), although the aims pursued may often be tacit in nature (and vaguely understood; see Arnould and Price 1993; Thompson and Tambyah 1999) and marked by points of conflict, internal contradictions, ambivalence, and even pathology (Hirschman 1992; Mick and Fournier 1998; Murray 2002; O'Guinn and Faber 1989; Otnes et al. These complications frequently engender the use of myriad coping strategies, compensatory mechanisms, and juxtapositions of seemingly antithetical meanings and ideals. 2002; Muñiz and O'Guinn 2000), consumer lifestyles (Holt 1997; Thompson 1996), retail experiences (Kozinets et al. How do consumers make sense of these messages and formulate critical responses (Hetrick and Lozada 1994; Hirschman and Thompson 1997; Murray and Ozanne 1991; Murray, Ozanne, and Shapiro 1994)? To address this problematic, consumer culture theorists investigate the processes by which consumption choices and behaviors are shaped by social class hierarchies (Allen 2002; Holt 1997, 1998; Wallendorf 2001); gender (Bristor and Fischer 1993; Dobscha and Ozanne 2001; Fischer and Arnold 1990; Thompson 1996; Thompson and Haytko 1997; Thompson, Locander, and Pollio 1990); ethnicity (Belk 1992; Mehta and Belk 1991; Reilly and Wallendorf 1987; Wallendorf and Reilly 1983); and families, households, and other formal groups (Moore-Shay, Wilkie, and Lutz 2002; Wallendorf and Arnould 1991; Ward and Reingen 1990). One indicator of discretionary spending is expenditure on food; in 2009 while rural households spent 40.7 per cent of their total on food, the equivalent figure for their urban counterparts was 29.4 per cent, statistics being taken from China’s 2010 Statistical Yearbook (Anon., 2011). Similarly, Escalas and Stern (2003) and McQuarrie and Mick (1992, 1996, 1999) employ pluralistic multimethods approaches, the latter to analyze rhetorical and imagistic qualities that contribute to advertising resonance and encourage more complex advertising processing than classical models describe. Consumer culture can be seen as offering and legitimating a wide range of aesthetic experiences and bodily pleasures, something that has become designed into goods and consumer spaces by the growing ranks of cultural intermediaries. While the priority of increasingly moving from labour-intensive manufacturing towards more high-tech value-added industries and innovation will impact most upon the cities, particularly those on the southeastern seaboard, the task of reducing the urban−rural divide necessitates also rebalancing of the economy in the countryside, in the interests of maintaining social stability. Yet, consumer culture seeks to market the risk and adventure too, both directly, through the ‘ultimate experience’ of high risk sports, such as paying large sums of money to be guided to the top of Mt. Accordingly, most consumer researchers have not received training in the theoretical traditions and research methodologies common in CCT research. A large differential between deposit and lending rates set by the central bank has stimulated investment in the urban housing sector inhibiting spending in other areas (Lardy, 2012). They depicted starlets like Clara Bow and Joan Crawford, modernly styled and expressing modern social and sexual norms. Twitchell, James (1996), Adcult USA: The Triumph of Advertising in American Culture, New York: Columbia University Press. The rise of consumer culture in the West has generated a fascination with the representation, maintenance and performance of the body, encouraging individuals to strive to achieve a certain sort of appearance and to control their visual image (Featherstone 1991). WhittenJr., in International Encyclopedia of the Social & Behavioral Sciences, 2001. Rather than factors like moral character and personality, physical attributes and the approval of peers became paramount in determining girls’ self-esteem. Belk, Russell W. and Richard W. Pollay (1985), “Images of Ourselves: The Good Life in Twentieth Century Advertising,” Journal of Consumer Research, 11 (March), 887–97. By decoding and deconstructing these mass-mediated marketplace ideologies, consumer culture theorists reveal the ways in which capitalist cultural production systems invite consumers to covet certain identity and lifestyle ideals. In response to both the politicized indigenous movements and the craving of foreign tourists for ‘authentic’ Incaic performative reproductions, some of these festivals have been renamed ‘Inti Raymi,’ solstice of the sun. (2003), Time, Space, and the Market: Retroscapes Rising, London: M. E. Sharpe. ——— (1998), “Does Cultural Capital Structure American Consumption?” Journal of Consumer Research, 25 (June), 1–26. Concepts of cultural hybridity and alternative modernity fold ethnic and cultural diversity into a unified national pride. In broad terms, CCT has advanced consumer behavior knowledge by illuminating sociocultural processes and structures related to (1) consumer identity projects, (2) marketplace cultures, (3) the sociohistoric patterning of consumption, and (4) mass-mediated marketplace ideologies and consumers' interpretive strategies. Deighton, John and Kent Grayson (1995), “Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus,” Journal of Consumer Research, 21 (March), 660–76. Twentieth century migration has changed the complexion of many countries, as Europeans (Jewish, Catholic, and Protestant), Middle Easterners (Jewish, Christian, and Islamic), and Asians (Chinese, Japanese, Korean, and Vietnamese) have become prominent actors in various class sectors. We further suggest that this body of research fulfills recurrent calls by Association for Consumer Research (ACR) presidents and other intellectual leaders for consumer research to explore the broad gamut of social, cultural, and indeed managerially relevant questions related to consumption and to develop a distinctive body of knowledge about consumers and consumption (Andreasen 1993; Belk 1987a, 1987b; Folkes 2002; Holbrook 1987; Kernan 1979; Lehmann 1996; Levy 1992; MacInnis 2004; Olson 1982; Richins 2001; Sheth 1985; Shimp 1994; Wells 1993; Wright 2002; Zaltman 2000). Attempts to increase consumption through the integration of urban and rural commerce and trade form the subject of the next section. On the other hand, in consumer culture, a large part of what you do, what you value and how you defined turns around your 1990; Wallendorf and Arnould 1991). The nations of South America vary greatly one from the other, and the salient characteristics of their respective modernities also vary. The Journal of Consumer Culture is an established journal, supporting and promoting the continuing expansion in interdisciplinary research focused on consumption and consumer culture, opening up debates and areas of exploration. (1959), “Symbols for Sale,” Harvard Business Review, 37 (July–August), 117–24. Additionally, observers have noted that logistics costs are higher than in developed countries. Thomas S. Robertson and Harold H. Kassarjian, Englewood Cliffs, NJ: Prentice Hall, 548–91. With a growing middle class has emerged the beginnings of a civil society which is likely to engender a greater consciousness of civil liberties and human rights. (1987), “What Is Consumer Research?” Journal of Consumer Research, 14 (June), 128–32. Consumers seek to form lifestyles that defy dominant consumerist norms or that directly challenge corporate power (Dobscha and Ozanne 2001; Kozinets 2002; Murray and Ozanne 1991; Murray et al. Over the years, many nebulous epithets characterizing this research tradition have come into play (i.e., relativist, postpositivist, interpretivist, humanistic, naturalistic, postmodern), all more obfuscating than clarifying. Witkowski, Terrence H. (1989), “Colonial Consumers in Revolt: Buyer Values in Behavior during the Nonimportation Movement, 1764–1776,” Journal of Consumer Research 16 (September), 216–26. Sherry, John F. and Mary Ann McGrath (1989), “Unpacking the Holiday Presence: A Comparative Ethnography of the Gift Store,” in Interpretive Consumer Research, ed. 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