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Consumer Culture Theory Definition Youtube Dr. maurice patterson, from the department of management & marketing in the kemmy business school discusses research in the area of consumer culture theory. Consumer culture theory (cct) is a stream of research focusing on consumption patterns as a social and cultural practice. scholars who espouse cct are predominantly, albeit not exclusively, employed in marketing or management departments in universities and business schools in europe and north america, though there is a growing interest in this. Abstract. consumer culture theory (cct) refers to a heteroglossic assemblage of theoretical perspectives and methodological orientations that seeks to illuminate the dynamic, interactive relationships among consumer actions, marketplace systems, cultural meanings, and broader sociostructural forces, such as socialization in class and gender. Consumer culture theory (cct) is the study of consumption from a social and cultural point of view, as opposed to an economic or psychological one. cct does not offer a grand unifying theory but "refers to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings". [1].
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