Subcultural theory
DESCRIPTION
A theory that certain groups or subcultures in society share values and attitudes that influence them in assimilating dominant cultural consumption patterns.
A theory that certain groups or subcultures in society share values and attitudes that influence them in assimilating dominant cultural consumption patterns.
KEY INSIGHTS
While subcultural theory receives considerable attention in anthropology and psychology, it also provides a basis for marketing research. For example, groups of people forming subcultures may share demographic and social characteristics and values, but they may also share common motivations, consumption attitudes, and consumption behaviors.
While subcultural theory receives considerable attention in anthropology and psychology, it also provides a basis for marketing research. For example, groups of people forming subcultures may share demographic and social characteristics and values, but they may also share common motivations, consumption attitudes, and consumption behaviors.
KEYWORDS Values, attitudes, culture
IMPLICATIONS
Consumer typologies which are based on subcultural theory can help enhance an understanding of subcultures’ common needs and motives and assist in predicting consumption behavior. This can help target communication strategies and marketing mix plans towards specific subcultures more effectively.
Consumer typologies which are based on subcultural theory can help enhance an understanding of subcultures’ common needs and motives and assist in predicting consumption behavior. This can help target communication strategies and marketing mix plans towards specific subcultures more effectively.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Cova, Bernard, and Cova, Véronique (2002). ‘Tribal Marketing: The Tribalisation of Society and its Impact on the Conduct of Marketing,’ European Journal of Marketing, 36(5–6), June, 595–620.
Marketing Strategy
Cova, Bernard, and Cova, Véronique (2002). ‘Tribal Marketing: The Tribalisation of Society and its Impact on the Conduct of Marketing,’ European Journal of Marketing, 36(5–6), June, 595–620.
Marketing Management
Deshpande, Rohit, and Webster, Frederick E., Jr. (1989). ‘Organizational Culture and Marketing: Defining the Research Agenda,’ Journal of Marketing, 53(1), January, 3–15.
Deshpande, Rohit, and Webster, Frederick E., Jr. (1989). ‘Organizational Culture and Marketing: Defining the Research Agenda,’ Journal of Marketing, 53(1), January, 3–15.
Consumer Behavior
Schouten, John W., and McAlexander, James H. (1995). ‘Subcultures of Consumption: An Ethnography of the New Bikers,’ Journal of Consumer Research, 22(1), June, 43–61.
Schouten, John W., and McAlexander, James H. (1995). ‘Subcultures of Consumption: An Ethnography of the New Bikers,’ Journal of Consumer Research, 22(1), June, 43–61.
Harris, Lloyd C. (1998). ‘Cultural Domination: The Key to Market-Oriented Culture?’ European Journal of Marketing, 32(3–4), April, 354–373.
Mathur, Anil, and Moschis, George P. (2005). ‘Antecedents of Cognitive Age: A Replication and Extension,’ Psychology and Marketing, 22(12), October, 969–994.
Marketing Research
Thompson, Craig J. (1997). ‘Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories,’ Journal of Marketing Research, 34(4), November, 438–455.
Thompson, Craig J. (1997). ‘Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories,’ Journal of Marketing Research, 34(4), November, 438–455.
International Marketing
Steenkamp, Jan-Benedict E. M. (2001). ‘The Role of National Culture in International Marketing Research,’ International Marketing Review, 18(1), February, 30–44.
Steenkamp, Jan-Benedict E. M. (2001). ‘The Role of National Culture in International Marketing Research,’ International Marketing Review, 18(1), February, 30–44.
BIBLIOGRAPHY
Blackman, Shane (2005). ‘Youth Subcultural Theory: A Critical Engagement with the Concept, its Origins and Politics, from the Chicago School to Postmodernism,’ Journal of Youth Studies, 8(1), March, 1–20.
Blackman, Shane (2005). ‘Youth Subcultural Theory: A Critical Engagement with the Concept, its Origins and Politics, from the Chicago School to Postmodernism,’ Journal of Youth Studies, 8(1), March, 1–20.
Calluri, R. (1985). ‘The Kids are All Right: NewWave Subcultural Theory,’ Social Text, 12, 43–53.