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Elin Kvarnström

on 7 February 2013

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Seminar 3 Subcultures of Consumption Agenda Arnould & Thompson (2005) Consumer Culture Theory (CCT): Twenty Years of Research

Muniz Jr. A.M., & O´Guinn T.C., (2001) Brand Community

Schouten, J.W., & McAlexander, J.H., (1995) Subcultures of Consumption: An Ethnography of the New Bikers


Empirical investigation

Your discussion questions

Summary Arnould & Thompson (2005) Consumer Culture Theory (CCT): Twenty Years of Research Muniz Jr. A.M., & O´Guinn T.C., (2001) Brand Community Craig J. Thompson Eric J. Arnould Overall the research in this area:
"refers to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings." Four research areas 1. Consumer identity projects

2. Marketplace cultures

3. Sociohistoric pattern of consumption

4. Mass-mediated marketplace ideologies and
consumer interpretive strategies Schouten & McAlexander “A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity” Subculture of consumption; Method of study Thomas O'Guinn Albert M. Muniz, Jr. Started as outsiders--->gradually became accepted Brand community: "A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand, Interviews 1. Shared consciousness

2. Rituals and traditions

3. Sense of moral responsibility Makers of community: Connection to brand and each other
Oppositional brand loyalty
Power of images Observation Photo Shared consumption experiences Subculture of consumption Integrating and retaining members
Assisting other members to the proper use Structure; Complex, hierarchical Positive aspects of
brand communities Form of consumer agency

Information resource for consumers

Social benefits Discussion Ethos; core values, "religion" What could be some possible negative aspects of brand communities? BREAK! Transformation of self; commitment How relevant is the study of Harley Davidson for other subcultures of consumption?

Do you consider the Harley Davidson subculture to be too extreme in relation to other subcultures? The authors end up with a discussion whether to make the Harley Davidson brand more attractive to people outside the subculture (to be more profitable) or if they should keep the "mystique" and exciting part of the brand and only attract people within the subculture. What do you consider to be most important and what would you do? Schouten, J.W., & McAlexander, J.H., (1995) Subcultures of Consumption Part 1 Do you think there are any brands that would not benefit from having a brand community? Why/why not? Do you feel a connection to the brand?
Why/ why not? Why do you think that Coca-Cola has been so successful?

Do you consider Coca-Cola to have a strong brand community? According to Muniz & O'Guinn the communal feeling that surrounds Coca-Cola may be considerably more subtle. What can be some of the positive vs. negative aspects of this? How should other brands in this category try to compete with Coca-Cola in the future? OR
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