Postwar Consumer Culture and the Rise of Market Segmentation in the U.S.

• 발행기관: 한국외국어대학교 영미연구소
• 저자명: Joo, Jeongsuk(주정숙)
• 간행물 정보: 『영미연구』제35집, 343~365쪽, 전체 23쪽
• 주제분류: 어문학 > 영어와문학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

This paper examines the shift to market segmentation in the U.S. between the late 1950s and the 1970s. It looks at market segmentation as an important development in consumer culture that helped sustain consumption and respond to changes in society. The shift to market segmentation began in the late 1950s amid the concerns over the saturation of the mass market. As a major change to mass consumption, market segmentation signaled the market’s embrace of difference and diversity in line with larger changes in American society, giving recognition to groups that had long been discriminated and thereby offering greater choices. At the same time, such changes only strengthened consumer culture, as marketers came to take advantage of social turmoil and divisiveness through market segmentation, incorporating developments that could have threatened a consumer culture under mass consumption. Lifestyle segmentation, as it developed in the 1970s, also indicated continued power of consumer culture. Marketers seized lifestyle segmentation to constantly divide up Americans. In particular, faced with the ever growing pressure to find new profitable segments beyond the existing ones, they came to highlight the divisive developments they could utilize in segmenting people. As this helped reinforce ongoing divisions and fragmentation, consumer culture did not simply respond to larger changes in society, but came to shape American society.

목차

Ⅰ. Introduction

Ⅱ. From Mass Consumption to Market Segmentation

Ⅲ. The Development of Market Segmentation in the 1960s

Ⅳ. Lifestyle Segmentation in the 1970s

Ⅴ. Conclusion

키워드

Market Segmentation Lifestyle Segmentation Consumer Culture Counterculture Mass Consumption 시장 세분화 라이프 스타일 세분화 소비문화 반문화 대량 소비