A Consumer Culture Theory Approach to Analyzing Beauty Culture in Iran

Document Type

Conference Paper

Abstract

Consumption is a historically shaped mode of socio-cultural practice that emerges within the structures and ideological imperatives of dynamic market place. Consumer culture theory (CCT; Arnould and Thompson 2005) is fundamentally concerned with the cultural meanings, socio-historic influences, and social dynamics that shape consumer experiences and identities in the context of everyday life. In CCT–;s research program, consumers are conceived of as interpretive agents whose meaning-created activities range from those that tacitly embrace the dominant representations of consumer identity and lifestyle ideals portrayed in advertising and mass media to those that consciously deviate from these ideological instructions. CCT focuses on how marketing communication and fashion industry systematically predispose consumers toward certain kinds of identity projects (e.g., Zhao and Belk 2008a, b).

Publication Title

Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Publication Date

1-1-2015

First Page

1

ISSN

2363-6165

ISBN

9783319109121

DOI

10.1007/978-3-319-10912-1_1

Keywords

Academy of Marketing Science, customer behavior, marketing engagement, marketing strategy, marketing theory

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