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 INDEX

A Bon, Gustav Le, 77

Ads, Fads and Consumer Culture, 8
advertising, see marketing
Adweek, 88
aesthetic theory, 10
Allure of the Seas, 88, 92
ambivalence, 30
American Psychological
Association, 113
Applbaum, Kalman, 4, 126
Apple corporation, 106
Argonauts of the Western Pacific, 58
Askegaard, Soren, 123, 128
avoidance, 30
B
Barmossy, Gary, 123, 128
Barthes, Roland, 22–23
Baudrillard, Jean, 32
“Mr. Bennett and Mrs. Brown”, 127
Bevan, Andrew, 64
Billions: Selling to the New Chinese
Consumer, 74
BMJ, 66
Boone, Louis E., 89, 90
Botterill, Jacqueline, 131
Bowen, John, 125
branding
in ancient civilizations, 64
defined, 63–64, 72
not created by capitalism, 65
Brenner, Charles, 29
Brenner, Michael, 107
Brunskill, David, 76–77
Burnett, Dave, 104
Bush, Jeb, 94–97, 99
businessinsider.com, 105
Buying In: What We Buy
and Who We Are, 108
C
California Cooler, 2, 6–8
“Cash is not king: Jeb Bush’s Super
PAC problem”, 97
Childhood and Society, 109
Citizen’s United decision, 96, 97
Coca-Cola, 3, 10–11

© The Author(s) 2016 157

A.A. Berger, Marketing and American Consumer Culture,
DOI 10.1007/978-3-319-47328-4
158 INDEX

Collective Search for Identity, 73 Democratic Party, 95

concepts
defined negatively, 18
differentially defined, 17
connotation
contrast with denotation, 18
cultural meanings, 18
Consumer Behaviour: A European
Perspective, 123, 128
Contemporary Marketing, 89
Cortese, Anthony J., 72
Course in General Linguistics, 13
Cova, Bernard, 127
Crowd, 77
“Cruise Companies Learn How to
Cater to Distinct
Market Segments”, 89
Cruise Critic, 87
cruise marketing
money spent on cruise
advertising, 89
typology of cruise market
segments, 89
culture
as codes, 55–59
defined, 56
differences in cultures, 57–58
imprinting by, 57
marketers interest in, 60
Culture Code: An Ingenious Way to
Understand Why People Around
the World Live and Buy as They
Do, 57
Cultures of Commodity Branding, 64
Culture Theory, 40
denial, 30
denotation
comparison with connotation
(chart), 19
difference from connotation, 18
literal meaning, 18
Dichter, Ernest, 25, 132, 134–137
Doctoroff, Tom, 74
Dodd, Jan, 117
Douglas, Mary, 39, 41–42
Dracula, 142
Drake, Bruce, 103
Dye, Thomas R., 98
E
Eco, Umberto, 22
ego
defined, 29
must balance forces of id and
superego, 30
relation to environment, 29
Eichler, Alexander, 66
Eisenberg, Lee, 2, 108, 132
Ellis, Richard, 40
Entrepreneur, 107
Erik Erikson
crises and coping mechanisms
(chart), 109
crises we face as we age, 109
ethical criticism, 10
Everyday Life in the Modern World, 3
“Exploring the Morphology of Signs,
Symbols, and Significance”, 13

D
Dalli, Daniele, 127 F
Death of a Salesman, 71 feminist theory, 10
defense mechanisms, 30–31 Fidji perfume advertisements
Democracy in America, 118 Fidji perfume, 20

metaphors in, 20
use of symbols in, 33
Financial Post, 104
fixation, 30
Frankenstein, 142
Frankfurt school, 64
French, 116
Freud, Sigmund, 26–30, 33, 34, 135
Frith, Katherine Toland, 79
Fromm, Erich, 51
Fuchs, Christian, 111
functionalism, 37
defined, 37–38
kinds of (chart), 38
marketers and, 39
G icons
Getting Wiser to Teens, 43–44
Goldberg, Fred, 2, 5, 8, 80
Goldberg Moser O’Neill, 5
Google, 125
Gramont, Sache de, 116
Greenstein, Fred I., 97, 98
grid-group theory, 37, 38, 39–42
egalitarians, 39–41
elitists, 39–41
fatalists, 39–41
four lifestyles (chart), 39;
individualists, 39–41
lifestyles and popular culture
preferences; (chart), 40–41
problem of behavior, 39
problem of identity, 39
Grotjahn, Martin, 34
Guaghan, Anthony J., 96–97
H Invisible Man, 142
Hall, Stuart, 55
Hamilton, Audrey, 101
Handbook of Consumer
Motivation, 135
INDEX 159
Harvard university, 70–71
Hinsie, L.E., 32
How Customers Think: Essential
Insights into the Mind of the
Market, 28
“How Donald Trump Broke the
Media”, 93
“How Semiotic Ethnography
Solve the riddle: What
Do Chronic Pain Patients
Want?”, 15
Huffington Post, 99, 105
Huizinga, J., 25, 26
I
defined, 18
difference from indexes and
symbols, 18
signify by resemblance, 18
id
defined, 29
relation to ego and superego, 29–30
identification, 30
“In Defence of Shopping”, 41–42
indexes
defined, 17
difference from icons and
symbols, 17
signify by cause and effect, 17
International Journal of Research in
Marketing, 24
“Introduction: Commodity Branding
in Archaeological and
Anthropological
Perspectives”, 63
Irony of Democracy: An Uncommon
Introduction to American Politics
3rd edition, 98
“It’s All in the Game”, 21
160 INDEX

J branding in ancient civilizations, 64

Jagger, Elizabeth, 69–70 broader concept for
Dr. Jekyll and Mr. Hyde, 142 understanding, 52
Jhally, Sut, 131 Claritas/Nielsen typology
Jobs, Steve, 129 (chart), 44, 45
Johnson, Mark, 20 consumer’s journey for a cruise, 84
countries, 115–122
“creatives” in advertising
K agencies, 80
Key, Wilson Bryant, 25, 26 cruise tourism, 79–92
King Kong, 142 culture and consumer
Klapp, Orrin, 73, 74 behavior, 56–58
Klein, Calvin, 123 defense mechanisms and, 30–31
Kline, Stephen, 131 different disciplinary perspectives
Kotler, Philip, 125 on, 10–11
Kurtz, David L., 89, 90 escaping from dominance by
marketers, 150
feminist theory, 124
foreign travel and changing
L codes, 60
Lakoff, George, 20 high status brands in China, 74
Langfelder, Hedy, 132 human psyche and, 26–28
Laroche, Guy, 20 iceberg image, 81
Lazere, Donald, 47 impact on American society, 9–10
Lee, Meg, 80, 89 imprinting and national codings, 57
Lefebvre, Henri, 3, 4 influence on tourism, 83
Leiss, William, 131 interview with Norwegian Line’s
Lien, Marianne Elisabeth, 63, 65 Chief Marketing Officer, Meg
literary theory, 10 Lee., 89
Lotman, Yuri, 22 Marxist semiotics, 124
Lyotard, Jean-François, 77 Maslow’s theory of needs, 126
millennials and, 101–110
millennials want stories not ads, 107
M modernism and
MacCannell, Dean, 82–83 postmodernism, 129
Mann, Robert, 88 and modernity, 63–67
Markens, James, 125 most popular international tourist
marketing countries, 119
anthropology and, 55–61 need to penetrate mental
Barthes on meaning of soap powders attitudes, 60
and detergents, 23 number of books on Amazon.com
behavioral targeting, 91 books on marketing, 125

number of sites on Google search
and, 125
Patagonia products
and millennials, 105
permeating American culture, 70
political, 93–100
post-colonial theory, 124
postmodernism and, 128–129
problems Brazil faces, 121–122
products “deep core”, 66
profitability of cruising, 85
self, 69–78
sells capitalism
and products, 52
size of international tourism
industry, 116
social media and, 111–122
social media and self-
promotion, 75–76
symbiotic relation with
advertising, 80
theoretical foundation for
advertising, 80
Marketing and Modernity, 63
Marketing and Semiotics: New
Directions in the Study
of Signs for Sale., 14, 121
Marketing Era: From Professional
Practice to Global
Positioning, 4, 126
Marketing for Hospitality and Tourism
2nd edition, 125
marketing politics
Trump campaign, 93–100
2016 campaign spending (chart), 95
marketing theory, 123–129
marketing the self
brands and, 72–73
college resume, 70–72
dating, 69
imposter identity, 77
styles and their meanings, 73
INDEX 161
“Marketing the Self, Buying Another:
Dating in Postmodern, Consumer
Society”, 69
Marx, Karl, 47–52
Marxism
alienation and consumption, 50–51
and American Dream, 53
class conflict, 49–50
culture of capitalism, 52–54
dialectical materialism, 48–49
Maslow, Abraham, 126
“Mass Culture, Political Consciousness
and English Studies”, 47
McClosky, Herbert, 98
McGinnis, Joe, 94
metaphor
basic to our thinking, 20
communicates by analogy, 19–20
in Fidji “Woman is an Island”
advertisement, 20
simile as weak form of, 20
use in marketing, 21–22
metonymy
basic to our thinking, 20
communicates by association, 19–20
synecdoche as weak form of, 20
Mick, David Glen, 13
Mike Featherstone, 127
millennials
brand preferences, 106
characteristics of, 104
chart with different generations, 102
defined, 102
fewer attractions to institutions, 103
Huffington Post report on, 105
less trusting of others, 104
more burdened by financial
hardships, 103
most racially diverse generation, 104
Pew Report on, 103
small proportion married, 104
as target for cruising, 88
162 INDEX

Miller, Arthur, 71 Personality & Politics: Problems

MinnPost, 67
Mirzoeff, Nicholas, 93, 95
motivation research, 131–147
Dichter’s methods, 134–137,
143–145
Dichter of cigarette
lighters, 135–136
Dichter on baby food, 138
Dichter on false
assumptions, 138–139
Dichter on horror, 141–143
Dichter on the burden of the good
life, 145–147
Dichter on the soul
of things, 139–140
life of Ernest Dichter, 132–134
random insights from
Dichter, 140
Mythologies, 22–23
N conscious and unconscious, 26–28
National Public Radio, 113
neotony, 28
New Strategist Books (chart), 43
New York Times, 89, 121
Nixon, Richard, 94
Norwegian Epic, 84, 87
O reality TV, 93
Oedipus Complex, 124
“One of the Difficulties of
Psychoanalysis”, 27
Oswald, Laura, 15
P Richmond, Simon, 117
Peirce, Charles Sanders, 14, 15, 17–18
Pepsi Cola, 3
of Evidence, Inference and
Conceptualization, 97
“Pharmaceutical Companies Spent 19
Times More on Self-Promotion
Than Basic Research”, 66
Pine, Maya, 23
political marketing
Jeb Bush campaign, 95–96
role of elites in democracies, 98
Trump campaign, 93–100
Politico, 95
Portable Postmodernist, 128
postmodernism
collage or pastiche as dominant
art form, 78
defined, 77
fractured personalities, 77–78
projection, 30
psychoanalytic Approach to
Marketing, 25–35
psychoanalytic theory, 10, 124
defense mechanisms, 30–31
id-ego-superego relationship, 124
persona, privata, privatissima, 74
R
Rapaille, Clotaire, 55–56, 57–58, 60
rationalization, 31
reaction formation, 31
Reczek, Rebecca Walker, 91
regression, 31
Representation: Cultural
Representations and Signifying
Practices, 55
Republican Party, 95
Romney, Mitt, 99
Rough Guide to Japan, 117–118

Rubio, Marco, 95
Russians, 115, 118
S Smith, Robert W., 91
Sales, Nancy Jo, 113
Saussure, Ferdinand de, 13, 14, 15,
16–18
Selling of the President, 94
semiotics, 10, 13–17, 64, 79 see signs
defined, 16
icon, index and symbol
in Peirce’s theory, 17
language and oppositions, 17
marketers interest in, 14
Maya Pines overview of, 23
relation between signifier
and signifier, 16
semiotic ethnography, 15
sign basic concept, 16
“Semiotics and Marketing: New
Directions in Industrial
Applications”, 24
Sharp, Byron, 125
shopping
cultural alignment strongest
predictor of preferences, 41
lifestyles all antagonistic, 42
membership in a lifestyle
basic, 41–2
Shoptimism: Why the American
Consumer Will Keep
on Buying No Matter
What, 2, 108, 132
Sign see semiotics
arbitrary relation between signified
and signifier, 16
basic concept in semiotics, 16
can be used to lie, 18
combination of signifier
and signified, 16
defined, 16
INDEX 163
Signs of Our Time: The Secret Meanings
of Everyday Life, 79, 123
Simmel, Georg, 37
Smith, Hedrick, 115, 118
Smythe, Dallas, 111
Social Communication
in Advertising, 131
social media
and advertising (chart), 113
grandiosity, 76
impulsivity, 76
narcissism, 76
“net effect” and, 76
online e-personality, 76
“Peek into what Social Media
is Doing to Girls”, 114
time spent with, 112
“Social Media, Social Avatars
and the Psyche: Is Facebook
Good For Us?”, 76
sociological theory and
marketing, 37–46
sociology
defined, 38
functionalism, 38
grid-group theory, 39–41
kinds of functions, 38 (chart)
lifestyles, 39–41
“The Sociology of Sociability”, 37
Solomon, Jack, 79, 123
Solomon, Michael, 123, 128
Solomon, Odile, 24
Stanford University, 71
Stieghorst, Tom, 89
Strategy of Desire, 25, 134, 136–7, 145
Subliminal Seduction, 25
Summers, Christopher A., 91
superego
defined, 29
relation to ego and id, 29
suppression, 31
164 INDEX

symbols United States Department

accidental, 33
conventional, 3
Freud on male and female
symbols, 33–4
manifest and latent content, 35
meaning must be learned, 17–18
System of Objects, 32
of Education
illiteracy in America, 99
inmates reading ability in US
Prisons, 99
reading ability of juveniles
in court system, 99

V
VALS typology (Values
T
and Lifestyles), 38, 44
Thompson, Michael, 40
Viking Ocean Cruises, 82
Tocqueville, Alexis de, 118
Voice of the Symbol, 34
Total Media Ad Spending Worldwide
Vuitton, Louis, 108
Chart, 8–9
tourism
importance of “markers”, 83
W
planning for trips, 83
Walker, Rob, 108
size of industry, 82
Wal-Mart, 106
tourist
Waning of the Middle Ages, 25
defined, 82
War of the Worlds, 2, 149
as model for modern man, 82
Washington Post, 108
Tourist: A New Theory
Wells, H. G., 2, 3, 149–150
of the Leisure Class, 82–83
Wengrow, David, 63–64, 65
Trump, Donald J., 93–97, 98,
“Western Modernity
99, 100
and the Disengaged Portrayal
Twenge, Jean, 101
of ‘True Selves’”, 65–66
Twitter, 93
Why We Buy: The Science
of Shopping, 1
Wildavsky, Aaron, 39, 40
U Woolf, Virginia, 127–128
Umiker-Sebeok, Jean, 14, 121 “Working Consumers: the next
Unconscious step in marketing
and iceberg model, 27 theory”, 127
95–5 split in psyche, 28
not accessible, 27
shapes behavior, 27 Z
Underhill, Paco, 1, 56 Zaltman, Gerald, 21, 28
Undressing the Ad: Reading Culture Ziegler, L. Harmon, 98
in Advertising, 79 Zollo, Peter, 43–44