"Consumer culture theory (CCT): Twenty Years of Research".
Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets"[2] and consumers as part of an interconnected system of commercially produced products and images which they use to construct their identity and orient their relationships with others.
[3] This evolution underscores the intricate relationship between technology, consumer behavior, and cultural production in contemporary society.
[4] There is a widely held misperception by people outside CCT researchers that this field is oriented toward the study of consumption contexts.
[5] Memorable study contexts, such as the Harley-Davidson subculture[6] or the Burning Man festival[7] probably fueled this perspective, which is far from the theory development aim of this school of thought.