COMMERCE 3MB3 Chapter Notes - Chapter 11: Running Club, Reference Group, Subset
25 Dec 2019
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Consumption subcultures: a distinct sub-group of society that self-selects on the basis of a shared commitment to a particular. Chapter 11: group influence and social media product class, brand or consumption activity. For example: novice to expert status, organized groups form around the subculture online and offline. Subsets of fan types: a set of shared beliefs or values. The members are attracted to the subculture because it expresses or is compatible with their beliefs and values. The subculture has strong effects on their lifestyle and possessions: subculture has strong effects on their lifestyle and possessions. Products, models, logos, colors, clothing, symbols, characters, etc. These might not be understood by people outside the subculture. Harry potter: global phenomenon with more than 400 million copies from the series in ~60 languages including latin! Series is second only to the bible as an all-time best seller. Popular with males and females of all ages.
