Consumer Culture Theory (CCT) is an interdisciplinary field that comprises macro, interpretive, and critical approaches to and perspectives of consumer behavior.
This approach basically considers consumption and its involved behavioral choices and practices as social and cultural phenomena – as opposed to psychological or purely economic phenomena. CCT, in the words of one of the summarizing articles about the field, “refers to a family of theoretical perspectives that address the dynamic relationship between consumer actions, the marketplace, and cultural meanings.”
CCT is not only referring to this family of perspectives, but also to an informal group of researchers who to some degree identifies with the cultural approach to the study of consumption and consumers. Thus, CCT also can be said to mean Consumer Culture Theorists. Most, but not all the people in this informal group of researchers are employed at business schools, and they can be found on all continents (possibly excluding Antarctis) but with most of its proponents in North America and Europe.
What is SC4?
The SC4 group of researchers organizes colloquia throughout the academic year for CCT scholars to present their research in various stages of completion. The aim of the group is to facilitate and support research publication through feedback, dialogue, and possibly, new partnerships.