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15-Oct-2017 00:59

A more appropriate and compelling academic brand would focus on the core theoretical interests and questions that define this research tradition.

Accordingly, we offer the term “consumer culture theory” (CCT).

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We propose that CCT has fulfilled recurrent calls for developing a distinctive body of theoretical knowledge about consumption and marketplace behaviors.While CCT research has witnessed tremendous growth over the last 20 yr., Ph D programs in marketing (the primary academic constituency of the ACR/ community) remain oriented around microeconomic theory, cognitive psychology, experimental design, and quantitative analytical methods.Accordingly, most consumer researchers have not received training in the theoretical traditions and research methodologies common in CCT research.In sum, CCT is an interdisciplinary research tradition that has advanced knowledge about consumer culture (in all its heterogeneous manifestations) and generated empirically grounded findings and theoretical innovations that are relevant to a broad constituency in the base social science disciplines, public policy arenas, and managerial sectors.We offer this review both as an entree for those who have not followed the development of CCT and as an integrative frame of reference for those who have.

We propose that CCT has fulfilled recurrent calls for developing a distinctive body of theoretical knowledge about consumption and marketplace behaviors.While CCT research has witnessed tremendous growth over the last 20 yr., Ph D programs in marketing (the primary academic constituency of the ACR/ community) remain oriented around microeconomic theory, cognitive psychology, experimental design, and quantitative analytical methods.Accordingly, most consumer researchers have not received training in the theoretical traditions and research methodologies common in CCT research.In sum, CCT is an interdisciplinary research tradition that has advanced knowledge about consumer culture (in all its heterogeneous manifestations) and generated empirically grounded findings and theoretical innovations that are relevant to a broad constituency in the base social science disciplines, public policy arenas, and managerial sectors.We offer this review both as an entree for those who have not followed the development of CCT and as an integrative frame of reference for those who have.Owing to its internal, fragmented complexity, consumer culture does not determine action as a causal force.