This study investigates the use of mass media, specifically advertising, in cultural transformati... more This study investigates the use of mass media, specifically advertising, in cultural transformation projects to weaken cultures and replace them with a crafted pseudo-culture. We rely on Adorno’s theory of pseudo-culture to examine how political ideologies shape cultural transformation using mass-mediated ad images. Following a content analysis and a semiotic analysis of print advertisements over a period of 48 years, we identify five major themes underlying pseudo-culture formation and the advertising strategies implemented to support these themes. This work also identifies four major tools used in pseudo-culture formation and demonstrates how pseudo-cultures may be formed, promoted, and abolished.
School of Business, Fairfield University. His main area of research is social psychology of consu... more School of Business, Fairfield University. His main area of research is social psychology of consumer behavior with his current focus on sustainable consumption, green consumers, narcissistic consumers, and social influence.
ABSTRACT Sustainability research has coalesced around the notion that many environmental problems... more ABSTRACT Sustainability research has coalesced around the notion that many environmental problems can be framed as social dilemmas in which conflicts often arise between consumers’ pursuit of individual, short-term and self-directed goals and their support for collective, long-term and socially-oriented interests. The need to address this challenge is simultaneously becoming more important and challenging for macromarketers and policy makers as the incidence of individualistic consumer traits (e.g., narcissism and self-esteem), already high in general population, continues to grow throughout Western societies. This article examines why and how such individualistic tendencies (here, narcissistic exhibitionism) may impact consumers’ pro-environmental behavior. This research identifies an underlying mechanism (i.e., altruism) for the proposed effect. The potential effects of manageable boundary conditions for this relationship are also proposed and tested across four studies.
This document will continue to evolve as the IR expands. Additional guidelines will be drafted, a... more This document will continue to evolve as the IR expands. Additional guidelines will be drafted, as needed, over the coming months.
This document will continue to evolve as the IR expands. Additional guidelines will be drafted, a... more This document will continue to evolve as the IR expands. Additional guidelines will be drafted, as needed, over the coming months.
This study investigates the use of mass media, specifically advertising, in cultural transformati... more This study investigates the use of mass media, specifically advertising, in cultural transformation projects to weaken cultures and replace them with a crafted pseudo-culture. We rely on Adorno’s theory of pseudo-culture to examine how political ideologies shape cultural transformation using mass-mediated ad images. Following a content analysis and a semiotic analysis of print advertisements over a period of 48 years, we identify five major themes underlying pseudo-culture formation and the advertising strategies implemented to support these themes. This work also identifies four major tools used in pseudo-culture formation and demonstrates how pseudo-cultures may be formed, promoted, and abolished.
School of Business, Fairfield University. His main area of research is social psychology of consu... more School of Business, Fairfield University. His main area of research is social psychology of consumer behavior with his current focus on sustainable consumption, green consumers, narcissistic consumers, and social influence.
ABSTRACT Sustainability research has coalesced around the notion that many environmental problems... more ABSTRACT Sustainability research has coalesced around the notion that many environmental problems can be framed as social dilemmas in which conflicts often arise between consumers’ pursuit of individual, short-term and self-directed goals and their support for collective, long-term and socially-oriented interests. The need to address this challenge is simultaneously becoming more important and challenging for macromarketers and policy makers as the incidence of individualistic consumer traits (e.g., narcissism and self-esteem), already high in general population, continues to grow throughout Western societies. This article examines why and how such individualistic tendencies (here, narcissistic exhibitionism) may impact consumers’ pro-environmental behavior. This research identifies an underlying mechanism (i.e., altruism) for the proposed effect. The potential effects of manageable boundary conditions for this relationship are also proposed and tested across four studies.
This document will continue to evolve as the IR expands. Additional guidelines will be drafted, a... more This document will continue to evolve as the IR expands. Additional guidelines will be drafted, as needed, over the coming months.
This document will continue to evolve as the IR expands. Additional guidelines will be drafted, a... more This document will continue to evolve as the IR expands. Additional guidelines will be drafted, as needed, over the coming months.
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