Accordingly, we offer the term “consumer culture theory” (CCT).This CCT is not a unified, grand theory, nor does it aspire to such nomothetic claims.
Rather, it refers to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings.
While representing a plurality of distinct theoretical approaches and research goals, CCT researchers nonetheless share a common theoretical orientation toward the study of cultural complexity that programmatically links their respective research efforts.
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While a distributive view of culture is not the invention of CCT, this research tradition has significantly developed this perspective through empirical studies that analyze how particular manifestations of consumer culture are constituted, sustained, transformed, and shaped by broader historical forces (such as cultural narratives, myths, and ideologies) and grounded in specific socioeconomic circumstances and marketplace systems.