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“Global Consumer Culture,” in Encyclopedia of International Marketing, Jagdish Sheth and
Naresh Maholtra, eds., Eric J. Arnould
Consumer Culture
Consumer culture can be defined as a “social arrangement in which the relations
between the [lived cultural experience of everyday life] and social resources, between
meaningful [valued] ways of life and the symbolic and material resources on which they
depend, is mediated through markets.” Consumer culture is a system in which consumption, a
set of behaviors found in all times and places, is dominated by the consumption of commercial
products. It is also a system in which the transmission of existing cultural values, norms and
customary ways of doing things from generation to generation “is largely understood to be
carried out through the exercise of free personal choice in the private sphere of everyday life.”
Furthermore, consumer culture is also bound up with the idea of modernity, that is, a world “no
longer governed by tradition but rather by flux,” and in which “social actors who are deemed to
be individually free and rational” holds sway (Slater 2000, 8‐9). And finally, consumer culture
denote an economy in which value has been divorced from the material satisfaction of wants
and the sign value of goods takes precedence (Baudrillard 1996/1968; 1998/1970).
In consumer culture predispositions toward social emulation, matching, and imitation
expressed through marketplace choices are accompanied by a penchant for differentiation,
individuality, and distinction also expressed through marketplace choices. Together these
motives drive the characteristically rapid turn‐over in goods and services. These dynamics are
often thought to have been triggered by the purposeful social engineering of marketers,
advertisers and retailers (Packard 1957; Ewen
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