CH2 Flashcards
(40 cards)
What is the definition of culture?
Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.
What are the key aspects of culture?
Culture is comprehensive, acquired, and often operates unconsciously. It influences behavior, thought processes, and decision-making, but does not determine biological drives.
How does culture influence human behavior?
Culture affects how individuals perceive the world, how they make decisions, and how they act in social contexts. While biological drives exist, culture influences when and how these drives are expressed.
How do cultural norms and values influence behavior?
Norms are rules derived from cultural values that guide behavior in specific situations. Violation of norms results in sanctions, which can range from mild disapproval to exclusion from the group.
What is the relationship between cultural values, norms, and sanctions?
Cultural values give rise to norms, which dictate acceptable behaviors. When norms are violated, sanctions (penalties) are applied, which can influence consumption patterns.
How do cultural norms affect consumption?
Cultural values influence what is considered desirable, which then shapes norms. These norms, in turn, influence the way people consume products and services.
How can cultural differences impact global marketing?
Misunderstanding cultural values can lead to marketing failures. For instance, Tesco’s promotion of “Smokey Bacon Flavour” Pringles during Ramadan was a cultural misstep, as many Muslims avoid pork.
What is the role of family and mass media in culture?
Family and mass media play a key role in transmitting cultural values, norms, and behaviors, shaping the lifestyles and consumption patterns of individuals.
What are cultural values, and how do they influence behavior?
Cultural values are widely held beliefs that affirm what is desirable in a society. These values influence behavior through norms, which specify the acceptable range of responses to specific situations.
What are the three broad categories of cultural values that affect consumer behavior?
The three categories are:
Other-oriented values
Environment-oriented values
Self-oriented values
How do individualistic and collectivist cultures differ in terms of marketing?
In individualistic cultures, advertising often appeals to individuality (e.g., “be yourself”), while in collectivist cultures, advertising focuses more on group harmony and collective interests. Collectivist cultures tend to value respect and concern after service failures more than individualistic cultures.
What is the individual vs. collective orientation in cultures?
Individual-oriented cultures emphasize personal initiative, self-expression, and individual achievement (e.g., U.S., Australia), while collective-oriented cultures emphasize group harmony, cooperation, and conformity (e.g., Japan, Korea).
How does individualism affect luxury consumption in different cultures?
In individualistic cultures, luxury items are often used for self-expression, while in collectivist cultures, luxury goods may symbolize group membership and conformity to social norms, rather than personal distinction.
Why are cultural values important in marketing?
Cultural values shape consumer preferences, behavior, and responses to advertisements. Marketers must adapt to both cultural norms and changing values, particularly with generational shifts and the evolution of societal expectations.
How does the individual/collective value orientation affect luxury brand marketing in collectivist countries?
In collectivist countries, luxury goods are seen as a symbol of group identity and social belonging, rather than personal achievement or self-expression, influencing how luxury brands market to these consumers.
How do masculine and feminine cultural values impact marketing and advertisements?
Masculine cultures (e.g., the U.S. and U.K.) often emphasize prestige, status, and competitive roles in marketing. In contrast, feminine cultures (e.g., many Muslim countries) may portray women in less assertive, traditional roles, impacting how products, especially those related to family, are marketed.
What is the difference in attitudes toward competition in individualistic versus collectivist cultures?
Individualistic cultures, such as the U.S. and the U.K., tend to value competition and success through individual achievement. In contrast, collectivist cultures (e.g., Japan and China) find overt competition offensive, as it may cause others to “lose face.”
How do performance and status-oriented values influence consumer behavior?
In status-oriented societies (e.g., Japan, China, and India), consumers often prefer established, prestigious brands that convey social status. Performance-oriented cultures (e.g., the U.S.) focus more on a product’s functionality and its ability to accomplish a task.
How do materialism and non-materialism influence purchasing decisions across cultures?
In materialistic societies like the U.S., consumers are often focused on acquiring items for their own enjoyment or status. In more non-materialistic cultures, like in parts of India and China, possessions may be viewed more as a means to improve family status or social reputation.
What is the main difference between monochronic and polychronic time perspectives?
Monochronic time is seen as linear and fixed, with a focus on doing one thing at a time. Polychronic time views time as flexible, with simultaneous involvement in many activities and a focus on relationships over strict schedules.
What is one major influence on global youth culture?
Worldwide mass media, including the Internet and mobile devices, are the largest influences on global youth culture.
What does the term “superconnectors” refer to in the context of global youth culture?
“Superconnectors” are teens who use two or more electronic devices daily, such as a cell phone and the Internet.
What was a key finding from a survey of global youth (age 14–29) about product purchases?
86% of global youth believe products help define and communicate their personality.
What has been the impact of rapid economic growth in countries like India and China?
Rapid economic growth in India and China has led to increased personal disposable income, growing middle classes, and new opportunities for marketers, though concerns about future growth due to rising costs exist.
