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Cultural clout The role of culture in consumer decision making

Cultural clout The role of culture in consumer decision making. Justin Gibbons C reative D irector Arena Media. We’ve learnt a lot about decision making. And we’re still learning. There is a new layer to consider: the role of culture. Brands sit at the heart of this new understanding.

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Cultural clout The role of culture in consumer decision making

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  1. Cultural clout The role of culture in consumer decision making Justin Gibbons Creative Director Arena Media

  2. We’ve learnt a lot about decision making

  3. And we’re still learning

  4. There is a new layer to consider: the role of culture

  5. Brands sit at the heart of this new understanding

  6. Brands exist in the cultural world of the consumer

  7. What are ‘cultural texts’ ?

  8. A plethora of academic research demonstrates the role of media context

  9. Newsbrands are ‘the new cultural intermediaries’

  10. Media with Cultural Clout support brands’ cultural ideals

  11. Insert film here

  12. 5 things to think about • What are the cultural ideals my brand could or should support? • What stories does my brand have to tell to support these ideals? • In media, where do these cultural stories exist? • Which media have the most cultural clout? • Are there ways of working with Newsbrands to leverage the cultural story?

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