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DAVID GLEN MICK

Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance. DAVID GLEN MICK. Shift philosophical emphasis to a relational world view whereby meaning derives from the priorities human beings construct and perceive among signs in a system. F. de Saussure.

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DAVID GLEN MICK

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  1. Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance DAVID GLEN MICK

  2. Shift philosophical emphasis to a relational world view whereby meaning derives from the priorities human beings construct and perceive among signs in a system F. de Saussure

  3. CHESSBOARD METAPHOR

  4. Paradigmatic/Syntagmatic Relations

  5. Paradigmatic/Syntagmatic Relations

  6. C.S. PEIRCE

  7. Triadic : three subjects such as a sign, its object, and its interpertant Peirce’s semiotics anchored in the real world Saussure de-emphasized. Interpretant: the interpreter’s reaction to the sign C.S. PEIRCE

  8. Iconic sign Icons/ Indexes/ Symbols sign

  9. Indexical sign Global Consumer Confidence Index - Top 10Sep.2006 from ACNielsen Icons/ Indexes/ Symbols sign

  10. Symbolic sign: starbucks coffee http://www.starbucks.com/flash/yearinreview/index.html Icons/ Indexes/ Symbols sign

  11. Q: What do you perceive in the flash in marketing research way? Icons/ Indexes/ Symbols sign

  12. Artifactual Communication Kehret-Ward extended Saussurean semiotics to consumption symbolism. Each is a symbol made meaningful by its distinction from and relationship to competing symbols. EXPLICIT SEMIOTICS IN CONSUMER RESEARCH

  13. Ex: “lite”

  14. Advertising-Marketing Communication Advertising seeks to regularly to bestow a product with properties beyond its intrinsic features lung.zip EXPLICIT SEMIOTICS IN CONSUMER RESEARCH

  15. Q: What the implication you saw in this video could apply for consumer research? EXPLICIT SEMIOTICS IN CONSUMER RESEARCH

  16. Consumption use system: one-as-sign has changeable value and identity, dependent upon its selection and combination with other components of use systems EX: sofa-bed imPLICIT SEMIOTICS IN CONSUMER RESEARCH

  17. Symbolic Interactionism: a process by which individuals understand their world that people interpret the actions of others rather than simply reacting to them. http://tw.youtube.com/watch?v=TSmHcN8nLuo imPLICIT SEMIOTICS IN CONSUMER RESEARCH

  18. Q: As a marketing researcher, how do you utilize the theory for the real market? imPLICIT SEMIOTICS IN CONSUMER RESEARCH

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