Ch 9 Notes Flashcards
(39 cards)
9-1 Culture and Meaning Are Inseperable
What is Culture?
-What a person consumes helps determine acceptance by other consumers in society.
-The consumption act has meaning relative to the environment in which the act takes place; thus, culture embodies meaning.
-Culture determines what consumption behaviors are acceptable
9-1 Culture and Meaning Are Inseparable
Culture, Meaning, Value
Today’s marketplace is global.
Culture performs important functions for consumers, and these functions shape the value of consumer activities:
1.Giving meaning to activities
2.Facilitating communication
9-1 Culture and Meaning Are Inseparable
-Culture, meaning, and value are closely intertwined.
-Most, but not all, cultural norms are unwritten and simply understood by members of a cultural group.
Cultural norm
9-1 Culture and Meaning Are Inseparable
Popular culture captures cultural trends, and it shapes norms and sanctions within society.
Popular Culture
9-2 Using Core Societal Values
Where does culture come from?
Consumer researchers commonly use culture to explain and predict consumer behavior.
Culture causes differences in the value consumers perceive from different products and experiences.
What causes culture?
1.Ecological Factors
2.Tradition
9-2 Using Core Societal Values
Dimensions of cultural values
The most widely applied dimensions to describe differences in cultural values are those developed by Geert Hofstede.
The theory of value-based differences in cultures is based on multiple dimensions, with each representing an identifiable core societal value aspect.
9-2 Using Core Societal Values
Core societal values can be described along six dimensions
- Individualism
- Masculinity
- Power Distance
- Uncertainty Avoidance
- Long-Term Orientation
- Indulgence
9-2 Using Core Societal Values
High Score: Society expects one to take responsibility for self and family
Low Score: Life intertwined with large cohesive group
Individualism
9-2 Using Core Societal Values
High Score: Society values assertiveness and control
Low Score: Values caring, concilation, and community
Masculinity
9-2 Using Core Societal Values
High Score: Society values the division of authority and privilege
Low Score: Society blurs distinction among classes
Power Distance
9-2 Using Core Societal Values
High Score: Society values novelty, risk taking
Low Score: Society values charity and familiarity and avoids risks
Uncertainty Avoidance
9-2 Using Core Societal Values
High Score: Society values future rewards over short term rewards
Low Score: Society oriented in the present
Long Term Orientation
9-2 Using Core Societal Values
High Score: Values happiness and extraversion
Low Score: Values restraint and reserved personality
Indulgence
9-2 Using Core Societal Values
-Highly individualistic societies place high value on self-reliance, individual initiative, and personal achievement; nations with low individualism are high in collectivism.
-Western societies tend to be more individualistic, whereas Eastern nations tend to be more collectivistic
Individualism
9-2 Using Core Societal Values
-In a culture with low masculinity, men also tend to share some feminine traits.
-Consumers in cultures with high masculinity, regardless of biological sex, are more prone to take financial risks than are consumers in feminine cultures.
Masculinity
9-2 Using Core Societal Values
-Social class distinctions become a very real issue among consumers in high-power-distance nations.
Low-power-distance nations tend to be more egalitarian.
-In high-power-distance nations, those with less status must show deference to those with greater status.
Power Distance
9-2 Using Core Societal Values
-Consumers high in uncertainty avoidance prefer the known, avoid taking risks, and like life to be structured and routine.
-Nations that are high in uncertainty avoidance will be slower to adopt new products or react to novel price promotions.
-Consumers in high-uncertainty-avoidance cultures are quicker to buy something because of a perceived fear of scarcity of products.
Uncertainty Avoidance
9-2 Using Core Societal Values
-A CSV scoreboard can be put together using historical CSV dimension scores.
-The CSV scores for a given country can be essential information for marketers
CSV Scoreboard
9-3 How is Culture Learned?
Enculturation represents the way in which consumers learn and develop shared understandings of things (objects, products, services, actions, rituals) with their families.
Encultuation
9-3 How is Culture Learned?
Acculturation is a learning process.
*Old beliefs are replaced by new beliefs.
*Children generally become acculturated more quickly than adults.
Acculturation
9-3 How is Culture Learned?
Sociology theory long recognizes the family, school, and church as primary acculturation and enculturation agents
In more recent times, the influence of popular media, including electronic media, also merits consideration as an influential institution
Quartet of Institutions
9-3 How is Culture Learned?
Beyond the teen years particularly, differences in tastes, political views, and preferences are expected to remain somewhat distinct from culture to culture
Culture and Policy Related Consumer Communication
9-3 How is Culture Learned?
Young children observe their parents and model their behavior.
Adolescents may be more susceptible to modeling their friends’ behavior.
Modeling
9-4 Fundamental Elements of Communication
-Marketers wrestle with the problem of translating advertisements, research instruments, product labels, and promotional materials into foreign languages for foreign markets.
-Translation alone is insufficient to guarantee effective communication
Verbal Communication
