This panel of leading CCT researchers will cover key CCT concepts and new frontiers in the field, as well as engage participants in conversation about the intersections of CCT and their own work and industry spaces. She received her MBA and PhD from the University of Wisconsin-Madison. The Object of Research: Considering Material Engagement Theory and Ethnographic Method, Ethnographic Praxis in Industry Conference Proceedings. Ensure videos are no longer than 20 seconds to keep view rates as high as Chong. Tamminen, Sakari & Elisabet Holmgren (2016) The Anthropology of Wearables: The Self, the Social, and the Autobiographical. Consumer culture theory: The ironies of history Søren Askegaard University of Southern Denmark, Denmark Linda Scott Oxford University, UK This special issue grows out of a set of debates on the challenges to and limitations of current consumer culture theory (CCT) research in academic journals including the present one (e.g. When a consumer has a positive … At least the universe around Consumer Culture Theory and applying it to video! • Observational Research "Consumer Culture Theory (CCT): Twenty Years of Research". EPIC is a 501(c)(3) incorporated in the state of Oregon. The great thing about social video marketing is it pulls on the consumer-culture theory and the psychology of sharing which umbrellas over emotional motivations and how valuable the content is to the individual be the first to share. Ethnographic Praxis in Industry Conference Proceedings. Arnould, Eric J. • Research Ethics. Her work is published in the Journal of Consumer Research and Journal of Public Policy and Marketing. Craig’s research addresses the socio-cultural shaping of consumer identities, with an emphasis on social class and gender. The great thing about social video marketing is it pulls on the consumer-culture theory and the psychology of sharing which umbrellas over emotional motivations and how valuable the content is to the individual be the first to share. Moving forward, we will discuss 3 factors marketers and businesses must follow to take advantage of the CCT-  by offering the opportunity for consumers to bond with a brand throughout the purchase funnel from adhering to the principles and applying it during the content creation stage of social video. “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion," Journal of International Consumer Marketing 1, pp. The role of this information is very valuable for marketers to have access to data that may predict the consumer’s online behaviour. Columbia University Press. 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. His research investigates the creation, manifestation, and resolution of class, gender and racial inequality in the marketplace and addresses consumer, managerial and public policy initiatives designed to alleviate inequality. When a consumer has a positive experience with your ad, 42% are likely to share it. When a paid ad or an organic post is formatted for mobile, we see massive uplifts in reach, impressions and CTR, just by simply taking an extra moment to adjust size and resolution. A good UX starts with targeting and the reason behind WHY you are targeting a group of potential customers. Consumer Culture Theory (CCT) looks at consumers, brands, and markets from a social and cultural vantage point. Epp, Amber M. & Sunaina R. Velagaleti (2014) “Outsourcing Parenthood? David Crockett is a Professor in the Department of Marketing, Darla Moore School of Business, University of South Carolina. Shares generate brand advocacy and massive organic reach, crucial elements to any brand. Goodrich & De Mooij (2013) conducted a valuable study on cross-cultural influences on purchase decisions and have concluded that the purchases made by consumers are reflected in their cultural background. How Families Manage Care Assemblages Using Paid Commercial Services.” Journal of Consumer Research 41(4):911–935, https://doi.org/10.1086/677892, Geisler, Markus & Eileen Fischer 2017, Market System Dynamics. 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. 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. Knowing this information about your target audience will avoid cultural blunders and embarrassing PR costs. Keep in mind, social videos are also very quick and to the point. Natalie Maas (2005). In the engagement rate equation designed by Wolfgang, we attribute social shares the highest ranking factor. This means formatting your video to look best on a mobile opposed to desktop. Her work has been published in the Journal of Consumer Research and the Journal of Marketing, and she has co-authored book chapters on qualitative data analysis, family consumption behavior, and assemblage theory. JOIN US! The Conversation, 2 June 2017. Let’s tie in the fundamentals of the CCT and apply it to social. Your brand wants those shares. This textbook offers the definitive review of CCT by the leading scholars in the field. Sage Publications. Keeping your content shareable, relatable and authentic will never fail. In 2014, he received the Society for Marketing Advances’ Distinguished Marketing Scholar Award. The key is to work smarter, not harder! 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. Journal of Consumer Research 31(4): 868–882, https://doi.org/10.1086/426626. 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. doi:10.1086/426626.) • EPIC2020 We hope your brand sees the guaranteed benefits of applying such a theory to your marketing strategy. Johnson, David (2019) Buying Gay. And do not be afraid to apply this method to all forms of content your brand creates. Epp, Amber, “Outsourced Parenthood” (video). You can see the domino effect in play with sharing on social and why shares are so important. Don’t be afraid to give your video a human touch. Sherry, John & Fischer eds (2017) Contemporary Consumer Culture Theory. The Object of Research: Considering Material Engagement Theory and Ethnographic Method. Crockett, David and Melanie Wallendorf (2004), The Role of Normative Political Ideology in Consumer Behavior, Journal of Consumer Research 31(3):511–528. So how do you create this shareable video content? Sunaina Schultz is a consultant advising companies like Microsoft, Facebook, General Mills, Starbucks, Warner Brothers, and Intermountain Healthcare. Amber's dissertation received the inaugural Sidney J. 4.3 Consumer Culture Theory. Amber Epp is an Associate Professor of Marketing and Wilbur Dickson-Bascom Professor in Business at the University of Wisconsin-Madison’s School of Business. In particular, she studies what products, brands, or services mean to families; how families derive value from brand uses and experiences; how families’ choices facilitate or hinder collective goals; and how families evaluate and make sense of their choices within the broader context of family life. Kantoor 230, Wolfgang Essentials 2017 Video: Facebook Shopping - How To Steal Competitors’ Revenue, Consumer Culture Theory (CCT): Twenty Years of Research. 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). Arnould, Eric J. Arnould, Eric & Craig Thompson eds. EVENTS & COURSES: Social Videos have a 135% greater organic reach compared to photos. 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. Whether building theory in academia or constructing actionable insights in industry, Sunaina adopts a socio-cultural approach to research—systematically connecting individual-level meaning and experience to cultural processes and structure. When 80% of social media usage time is spent on mobile, we need to throw traditional optimization methods out the window. Denzille Lane & Craig J. Thompson (2005) Consumer Culture Theory (CCT): Twenty Years of Research. Utilising this feature and understanding how this methodology works can ensure the message is not only relatable to the users, but authentic. Oops. Sunderland, Patricia L. & Rita Denny (2007) “What Is Coffee” in Doing Anthropology in Consumer Research. 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. Crockett, David (2017) “Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class,” Journal of Consumer Research 44(3):554–581, https://doi.org/10.1093/jcr/ucx049. Most significantly, from this period,SidneyLevyarguedforthesym-bolic nature of … Well, mostly because it is our job. Arnould, Eric & Craig Thompson eds. 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? From there, 76% of users are likely to then watch a video their friends or family have shared. Shannahan, L. (2004). (Arnould, E. J.; Thompson, C. J. 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). (2018). Crockett, David (2017) Does Changing Style of Hair or Dress Help People Avoid Stigma? In addition, understanding the culture of people your brand is targeting is key. Journal of Consumer Research. Used to describe the “sociocultural, experiential, symbolic, and ideological aspects of consumption” (Arnould & Thompson, 2005, p. 868), consumer culture theory acknowledges Does Changing Style of Hair or Dress Help People Avoid Stigma? Social Media Specialist @ Wolfgang Digital, Palmerston House, However, you are likely to find taking culture into consideration in your marketing content pays off in effectiveness. There you have it! Consumer Culture Theory (CCT) looks at consumers, brands, and markets from a social and cultural vantage point. & Julien Cayla (2013) Consumer Fetish, Ethnographic Praxis in Industry Conference Proceedings, 386–404. Consumer Culture Theory is one of the most exciting areas of interdisciplinary inquiry today. 31 (4): 868–882. EPIC is a global community of practitioners doing ethnography for impact in businesses and organizations. David's primary research interest is in sociological aspects of consumer behavior, particularly the consequences of social inequality. , Warner Brothers, and Intermountain Healthcare R. Velagaleti ( 2014 ) “ What is Coffee ” Doing... Equation designed by Wolfgang, we attribute social shares the highest ranking factor socio-cultural shaping of Consumer,... 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