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    Reflections Consumer Culture Theory (CCT) - Twenty Years of Research

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    Reflections
    Consumer Culture Theory (CCT):
    Twenty Years of Research
    This article provides a synthesizing overview of the past 20 yr. of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption.
    Their aim is to provide a viable disciplinary brand for this research tradition that we call consumer culture theory (CCT).
    Abstract
    In this article, they offer a thematic overview of the motivating interests, conceptual orientations, and theoretical agendas that characterize this research stream to date, with a particular focus on articles published in the Journal of Consumer Research (JCR).
    Over the years, many nebulous epithets characterizing this research tradition have come into play (i.e., relativist, postpositivist, interpretivist, humanistic, naturalistic, postmodern), all more obfuscating than clarifying.
    Definition of CCT (Consumer Culture Theory) ?
    This CCT is not a unified, grand theory, nor does it aspire to such nomothetic claims.
    Consumer culture denotes a social arrangement in which the relations between lived culture and social resources, and between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets.
    Perhaps most important, CCT conceptualizes culture as the very fabric of experience, meaning, and action (Geertz 1983).
    Definition of CCT (Consumer Culture Theory) ?
    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.
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