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acceptance cycles
We identify different classes of fashion when we look at the relative length of their acceptance cycles
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advergaming
where online games merge with interactive advertisements that let companies target specific types of consumers.
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antifestival
an event that distorts the symbols we associate with other holidays
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art product
an object we admire strictly for its beauty or because it inspires an emotional reaction in us
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binary opposition
represents two opposing ends of some dimension
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classic
a fashion with an extremely long acceptance cycle
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collecting
the systematic acquisition of a particular object or set of objects
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compatibility
The innovation should be compatible with consumers’ lifestyles
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complexity
- The product should be low in complexity
- prerequisite for successful adoption
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contamination
objects we associate with sacred events or people become sacred in their own right
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continuous innovation
a modification of an existing product
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conventions
norms that regulate how we conduct our everyday lives
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co-optation
modify symbols from “cutting-edge” subcultures for a larger audience to consume. As this occurs, these cultural products undergo a process of co-optation, in which outsiders transform their original meanings
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craft product
because of the beauty with which it performs some function
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crescive norms
- Many norms, however, are much more subtle. We discover these crescive norms as we interact with others;
- crescive norm types: custom,more,conventions
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cultural formula
where familiar roles and props occur consistently
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cultural gatekeepers
These cultural gatekeepers filter the overflow of information as it travels down the “funnel"
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cultural production system (CPS)
the set of individuals and organizations that create and market a cultural product
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custom
- a norm that controls basic behaviors, such as division of labor in a household or how we practice particular ceremonies.
- a crescive norm type
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desacralization
occurs when we remove a sacred item or symbol from its special place or duplicate it in mass quantities so that it loses its “specialness” and becomes profane"
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diffusion of innovations
refers to the process whereby a new product, service, or idea spreads through a population.
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discontinuous innovation
creates really big changes in the way we live.
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dynamically continuous innovation
a significant change to an existing product.
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early adopters
share many of the same characteristics as innovators. An important difference is their high degree of concern for social acceptance,
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fad
is a very short-lived fashion.
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fashion
the process of social diffusion by which some group(s) of consumers adopts a new style.
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fashion system
includes all the people and organizations that create symbolic meanings and transfer those meanings to cultural goods.
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fortress brand
brands used to perform rituals; once they become embedded in our ceremonies—whether we use them to brush our teeth, drink a beer, or shave—we’re unlikely to replace them
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gadget lovers
As a group, innovators adopt a little more quickly than gadget lovers. While gadget lovers tend to adopt much more rapidly than the average consumer, they don’t all qualify as innovators
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gift-giving ritual
- we procure the perfect object, meticulously remove the price tag, carefully wrap the object
- and deliver it to the recipient.
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grooming rituals
These ceremonies help us to transition from our private self to our public self, or back again.
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hoarding
unsystematic collecting
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innovation
any product or service that consumers perceive to be new
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innovators
These are the brave souls who are always on the lookout for novel products or services and who are first to try something new.
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laggards
- slow adopters
- 1/6 population
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late adopters
- between early and slow adopters
- 2/3 population
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meme theory
A meme is an idea or product that enters the consciousness of people over time.
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monomyth
a myth that is common to many cultures
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more (moray)
- a custom with a strong moral overtone.
- a crescive norm type
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myth
a story with symbolic elements that represents a culture’s ideals
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objectification
when we attribute sacred qualities to mundane items
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observability
- Innovations that are readily apparent are more likely to spread because we can learn about them more easily
- A prerequisite for successful adoption
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plinking
the act of embedding a product or service link in a video
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pretailer
the fashion site ModaOperanda labels itself a pretailer. It works with an exclusive base of fashionistas to encourage designers to manufacture dress designs that otherwise appeared only on catwalks.
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product placement
the insertion of real products in fictional movies, TV shows, books, and plays
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profane consumption
describes objects and events that are ordinary or everyday
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reality engineering
occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.
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reciprocity norm
the reciprocity norm, which obliges people to return the gesture of a gift with one of equal value.
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relative advantage
- consumer must believe that it will provide a benefit other products cannot offer.
- Prerequisites for successful adoption
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rites of passage
rituals we perform to mark a change in social status
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ritual
a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.
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ritual artifiacts
These are items we need to perform rituals, such as wedding rice, birthday candles, etc.
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sacralization
occurs when ordinary objects, events, and even people take on sacred meaning
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sacred consumption
when we “set apart” objects and events from normal activities and treat them with respect or awe.
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superstitions
beliefs that run counter to rational thought or are inconsistent with known laws of nature
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tipping point
A few people initially use the product, but change happens in a hurry when the process reaches the moment of critical mass
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trialability
we’re more likely to adopt an innovation if we can experiment with it prior to making a commitment
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trickle-down theory
It states that two conflicting forces drive fashion change. First, subordinate groups adopt the status symbols of the groups above them as they attempt to climb up the ladder of social mobility. Dominant styles thus originate with the upper classes and trickle down to those below.
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