*Cultural Influences on Consumer Behaviour Flashcards
What were the 4 mentioned aspects of culture (Hofstede’s Dimensions)
- power distance
- uncertainty avoidance
- masculine vs. feminine
- individualism vs. collectivism
Define enacted norm
explicitly decided on rule (eg. green light = go)
What is a crescive norm?
a norm that is embedded in a culture & includes: customs, mores, and conventions
What is a more?
a custom with a strong moral overtone
What is a convention?
a norm regarding the conduct of everyday life
What is the function of a myth?
to reduce anxiety by providing guidelines
what is a mono myth?
a myth that is common in many cultures (eg. spiderman)
what are the stages of a gift-giving ritual?
gestation, presentation, and reformulation
what is gestation in gift-giving?
when a motive for gift giving arises (either structural/ cultural or emergent/ idiosyncratic event)
what happens in the reformation stage of gift giving?
the appropriateness of the gift is assessed and the reciprocity norm takes affect
what happens in the presentation stage of gift giving?
the recipient responds to the gift and the donor evaluates the response
what is sacred consumption?
consumption that involves objects and events that are set apart from normal activities and treated with respect or awe (eg. honeymoon, celebrity memorabilia)
what is profane consumption?
consumption that involves consumer objects and events that are ordinary and not special (eg. dress for work)
what is sacralization?
ordinary objects, events, or people that take on sacred meaning
what does objectification through contamination mean?
when ordinary objects become sacred due to who they previously belonged to (eg. Elvis’ guitar, Lady Di’s wedding dress)
