BB week2 Flashcards
(21 cards)
What is culture in consumer behaviour?
Culture is the accumulation of shared meanings, rituals, norms, and traditions that shape consumer identities and behaviours
Why is culture described as a society’s personality?
Because it influences how individuals think, feel, and act—including what products they seek or avoid.
What are the key characteristics of culture?
Learned, shared, adaptive, and influences perception and behaviour.
What does Power Distance measure?
Acceptance of unequal power distribution (e.g., preference for luxury brands)
What is Individualism vs. Collectivism?
Individualism emphasizes personal goals; collectivism values group loyalty.
Define Masculinity vs. Femininity.
Masculinity stresses competition; femininity values care and quality of life.
What is Uncertainty Avoidance?
A culture’s tolerance for ambiguity and risk (low = open to new products).
What is Long-term vs. Short-term Orientation?
Focus on future rewards vs. valuing tradition and the present.
What does Indulgence vs. Restraint measure?
Degree of freedom in fulfilling desires (indulgent = impulse buying).
How does culture affect product choice?
Through values and norms that dictate what is appropriate or desirable
What is a subculture?
A group sharing distinct values and consumption patterns (e.g., ethnic, religious, generational).
What are crescive norms?
Subtle cultural rules learned over time (e.g., no pineapple on pizza in Italy).
What is a high-context culture?
Relies on implicit communication and strong social ties (e.g., Japan).
What is a low-context culture?
Uses explicit, direct communication and values individuality (e.g., USA, UK).
Give an example of culture affecting advertising style.
UK ads often use direct language; Indonesian ads use symbolic cues.
What are the 3 subsystems in the Culture Production System?
Creative (designers), Managerial (marketers), Communications (media).
What do cultural gatekeepers do?
Filter and control which products and messages reach the public.
How does meaning move from culture to consumers?
Through rituals, advertising, and symbolic consumption.
What is reality engineering?
Marketers shaping cultural meanings (e.g., product placement in media).
What is advergaming?
Branded content integrated into games to influence preferences.
Why is cultural awareness important in marketing?
to avoid miscommunication and tailor products to local norms.
