Viable Systems Perspective and Consumer Culture Theory: A Conceptual Framework

The aim of this study is to propose a conceptual framework, based on an interdisciplinary approach integrating the Viable Systems perspective with the Consumer Culture Theory (CCT), in order to depict the relational dynamics between the firm/brand and the individual/consumer. The study is based on the second order cybernetics point of view that every social system, including firms and consumers, is part of a perceptive scheme created by itself. In particular we assume the relevance of cultural metaphors and their symbols. Therefore, the consumption system can be conceived as the momentum of creation and maintenance of the symbolic and cultural relationships between the firm/brand and the individual/consumer. These relationships are finalized to establish a common and consonant language in order to achieve a resonance level (in systemic terms) capable to enable both the consumer and the firm/brand to maintain and enhance their systemic viability. We consider these reflections in a CCT frame, which considers the individual as an active co- maker of product/brand. Hence, we can conceive the consumption system as a system composed by individuals/consumers which continuously establish resonance-oriented relationships with the firm/brand system. A high degree of openness of the consumption system could dissolve its boundaries and turn it in a supra-system of brand community or subculture of consumption.