Chapter 14 Flashcards
(19 cards)
What is culture?
It’s a society’s personality, the accumulation of shared meanings, rituals, norms and traditions. It’s the lens through which people view products and is not static or permanent.
Products can reflect the underlying cultural processes;
EX: The TV dinner or freezer food boom reflected changes in a family structure to be more informal.
What are the 3 dimensions of culture?
- Ecology = the way a system adapts to its habitat
EX: Japanese people highly value products that make efficient use of space to accommodate the close living quarters
- Social structure = how people are organized within a culture
- Ideology = a worldview that’s shared among a culture.
What is enculturation vs acculturation?
Enculturation is where you born into a culture and learn its customs through life experience.
Acculutration is where you are born in one culture and you move or travel to another.
What are Hofstede’s Dimensions of Culture?
Power Distance, Individualism, Masculinity, Uncertainity Avoidance, Long-term orientation, Indulgence vs Restraint
What are cultural gatekeepers?
They are the people that filters the information that travels to the public (businesspeople, fashion designers, product reviewers) . Us as consumers have only the options that the gatekeepers present and it defines the style and societal trends at a certain time.
What are Myths and how do markters use them in creating a brand?
They are stories with symbolic elements that represent shared emotions of a culture. In marketing, it helps brands tell stories.
EX: A myth Nike’s executives often share is how the coach of the Oregon track team would pour rubber into his waffle maker to make better shoes for his team –> created the origin of the Nike waffle sole.
What are Rituals?
Multiple symbolic behaviors that occur in a fixed sequence and is repeated periodically
What are Fortress Brands?
A brand that is embedded in the ritual
EX: Campbell’s Mushroom soup is embedded in the Thanksgiving ritual of making green bean casserole
What is an extraordinary belief?
Beliefs that cannot be affirmed by science or even cotnradict established science
In marketing, it’s used to enhance a product’s value and increase brand loyalty.
EX: Patagonia doesn’t just sell outdoor wear, they sell the fact that business can be used to save the planet. It challenges the status-quo of profit driven businesses and creates stronger connections between the consumer and the brand.
What are the gift giving stages?
- Gestation = buy a gift for someone to mark an event
- Presentation
- Reformulation = the relationship is now redefined depending on the type of gift and how extravant, meaningful, appropriate it is.
What is a rite of passage?
Rituals we perform to mark a change in social status
EX: Hallmark creates cards for graduations, weddings, etc.
What’s the difference between Sacred and Profane Consumption? What is Sacralization?
Sacred is an object or event that is different from normal activities whereas profane consumption are objects or events that aren’t special.
Sacralization is when an ordinary object or event takes on sacred meaning.
EX: Marty’s Mariniers toaster is sacred because the first time she used it on opening day, the team went to the playoffs.
The difference between collecting and hoarding?
Collecting = the systematic acquisition of a particular object or set of objects
EX: Collecting smiskis!
Hoarding = collecting objects but then are reluctant to discard it once used or has no purpose
What is Innovation and what is the Diffusion of Innovation?
Innovation = any product consumers perceive to be new. It can be in variation, packaging, or the way it’s delivered
Diffusion of Innovation is how innovations spread through society
What is the key to new product success?
Capturing the early and late majority who make up 68% of the adoption innovation curve. These people conversate with one another and that leads to product adoption (information cascade effect)
What is Continuous Innovation?
Evolutionary rather than revolutionary. It’s low risk and low investment and consumers are going to adopt it more easily because it isn’t as groundbreaking.
EX: Poppi introducing a new flavor
What is Dynamically Continuous Innovation?
It is a more pronounced change to existing products and users have to learn how to operate it.
EX: Electirc vehicles. We know how to drive them but now need to transition from gas stations to charging stations.
What is Discontinous Innovation?
Creates MAJOR changes in lifestyle. If they are successful, it’s the most profitable (but highest risk and high investment).
EX: Creating a flying car
What are the five things that determine whether an innovation will diffuse?
- Compatibility (to consumer lifestyles)
EX: During COVID, many shoppers started to order food online and have it delivered - Trialability = more people are likely to adopt if they can experiment with it prior to purchasing
EX: Beauty brands invest a lot into distributing trial size samples (Sephora) - Complexity = a product that is easy to understand will be the chosen one over competitors. This is why HCD is so important!
- Observability = innovations that are easily observable (aka Mere exposure) are likely to spread
- Relative Advantage = a product should offer relative advantage over alternatives. Improtant for discountinous innovation products.
