Consumidor cultural

O Consumidor Cultural descreve uma pessoa que consome avidamente arte, livros, música, e eventos culturais dentro da sociedade. Com o aumento expressivo das tecnologias, consumidores de cultura têm aproveitado ainternet para alimentar seus próprios esforços consumistas.^[1]^[2]

O termo foi cunhado pela autora Patricia Martin, em seu livro A Ascensão do Consumidor Cultural e o Que Isso Significa Para o Seu Negócio (The Rise of the Cultural Consumer and What It Means For Your Business), no qual ela sugere que a convergência entre arte, tecnologia e entretenimento, está refazendo o perfil dos consumidores.

Este novo tipo de consumidor valoriza a criatividade, o design e o poder dos valores pessoais. Esses consumidores buscarão empresas que possam "apresentar uma oferta que solucione um problema, faça algo de bom e ofereça esteticamente".^[3] Eles também procuram produtos que envolvam os sentidos como uma maneira de discernir a verdade. Em outras palavras, eles acreditam no que podem experimentar. A autenticidade é primordial e as histórias e imagens são meios poderosos de comunicação de mensagens.

Embora os consumidores culturais possam representar apenas um pequeno segmento da população, esse grupo está se expandindo rapidamente por meio do acesso à tecnologia e à internet.^[4] Pesquisas recentes indicam que esses consumidores estão conectados, ativos em suas comunidades e criativos.^[5] Além disso, eles “aspiram a ser vistos como seres humanos expressivos e pensantes, em vez de alvos de mercado de massa”.^[6]

Referências

↑ «O que leva ao consumo cultural? - Cultura e Mercado». www.culturaemercado.com.br. Consultado em 1 de julho de 2018
↑ «Fatores culturais e sociais influenciam o comportamento dos consumidores - Audaces». Audaces. 8 de dezembro de 2015
↑ Martin, P. (2007). RenGen (Renaissance Generation): The Rise of the Cultural Consumer and What it Means to Your Business. LaCrosse, WI: Platinum Press ISBN 1-59869-134-1
↑ [1] Arquivado em 2010-02-17 no Wayback Machine
↑ Patricia Martin: American Life & Culture Survey
↑ Article in AdAge magazine

v d e Teoria do Consumidor
Temas	Consumo Consumo autônomo Consumo conspícuo Consumo induzido Consumo intertemporal Consumo sustentável Consumismo
Teorias	Função de consumo Hipótese da renda permanente Hipótese de caminhada aleatória Hipótese de renda relativa Hipótese do rendimento absoluto Homo economicus Lei da oferta e da procura Modelo de passeio aleatório de consumo Propensão marginal a consumir Teoria da cultura do consumidor Teoria do ciclo de vida
Atributos	Confiança do consumidor Confusão do consumidor Etnocentrismo do consumidor Socialização do consumidor Risco do consumidor
Processos	Atendimento ao consumidor Comportamento do consumidor Consumer-to-business Cooperativa de consumidores Defesa do consumidor Dívida do consumidor Economia do consumidor Gasto do consumidor Factory-to-consumer Neurociência do consumidor
Conceitos	Anticonsumismo Bem de consumo Ciclo de vida do produto Consumerização Consumidor cultural Consumo responsável Cultura de massa Despesas de consumo final Indústria cultural Livre-arbítrio Mercado consumidor Obsolescência programada Obsolescência Pesquisa de marketing Recompensa diferida
Geral	Lista dos maiores mercados consumidores
Commons • Categoria • Portal

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