According to McCracken’s model, the ultimate goal is to move meaning where?
A To the culturally constituted world
B To consumer goods
C To the brand community
D To the individual consumer
The correct answer and explanation is:
The correct answer is D) To the individual consumer.
McCracken’s model of meaning transfer focuses on how cultural meanings are transferred from cultural sources (like celebrities, rituals, or societal symbols) to consumer goods and, eventually, to the individual consumer. The key idea is that meanings are not inherently attached to products or services; instead, these meanings come from broader cultural contexts and are then conveyed through advertising, branding, or product associations.
In McCracken’s framework, the process works as follows:
- Cultural Meaning: Initially, cultural meaning exists in a larger societal context. This includes symbols, beliefs, and values that are shared within a culture. These meanings are abstract, generalized, and can be seen in media, art, and other forms of cultural expression.
- Consumer Goods: Companies and marketers take these cultural meanings and associate them with products. This could be through advertisements, packaging, and brand imagery. Products are not just seen for their functional value but are imbued with these deeper, symbolic meanings. For instance, a luxury brand may evoke exclusivity, wealth, or status, which are meanings rooted in culture.
- To the Individual Consumer: Finally, the most crucial step is transferring these cultural meanings to the individual consumer. The consumer then internalizes these meanings, using the product to express their identity, status, or personal beliefs. A person may buy a specific brand because it aligns with their own values or aspirations, which were shaped by societal influences. This is the ultimate goal, as the consumer makes the meaning personal and applies it to their life, whether through self-expression, social status, or lifestyle choice.
Thus, McCracken’s model highlights the flow of cultural meanings from a broad societal context to the individual consumer, emphasizing the role of personal identification in consumption.