COMMERCE 3MB3 Chapter Notes - Chapter 15: Communications System, Product Placement, Toothpaste
25 Dec 2019
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Document Summary
Chapter 15: the creation and diffusion of culture. Cultural selection: gradual process in which consumption possibilities acquire symbolic meaning and are adopted by consumers. The symbol pool contains many possibilities relatively few of these make it all the way to end users. Creative subsystem: artists, scientists, inventorspeople who come up with ideas: managerial subsystem: businesses and others that make the ideas reality or manage them. Formal gatekeepers: regulatory bodies, reviewers, professional associations, retail buyers (eg. school board) Informal gatekeepers: friends, family, style or opinion leaders. Product placement (brands paying to be featured in movies, tv and other content: brand integration: product being placed into the show all the way through into the script, gaming: billboards. Discontinuous innovation distance and adjusts the shoe to the way you run things, electric car. Factors influencing adoption: relative advantage: something that makes the innovation better than existing products or not, relative disadvantage: something that means the innovation doesn"t compare as well.
