Zinkhan-Consumers - Consumers Textbook Consumer...

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Consumers Textbook Consumer behavior individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences Circle of Consumption— production, acquisition, consumption, and disposal of goods and services Disposition—the processes by which people divest themselves of consumer goods. Ch.2-The changing world of consumption Globalization -a process in which consumers, firms, and governments are increasingly interconnected across national borders by a variety of actors (multinational firms and regulatory agencies) and agencies (multinational advertising and PR firms for instance). Localization is about preserving a sense of identity, home, and community Creolization —a blending of local and global meanings (Fast food restaurants) Trends: smaller niche segments can be targeted; people are connected to, but also isolated from each other; “culture of subcultures” Engel’s Law —as real income goes down, so does the share devoted to luxury products (didn’t hold in Eastern Europe in 1990) Ch.3-The meaning and nature of culture Culture consists primarily of values and norms Values are enduring beliefs about desirable outcomes that transcend specific situations and shape one’s behavior Instrumental —shared beliefs about how people should behave: competence, ambition, compassion, integrity, consumer ethnocentrism Terminal —desirable life goals: social harmony, personal gratification, self-actualization, love Materialism-the importance a consumer attaches to worldly possessions; a consumption-based orientation to happiness seeking Value-attitude-behavior hierarchy —abstract values affect midrange attitudes that lead to specific consumer behaviors (Homer & Kahle JPSP 88). Measures of Values: List of Values (LOV) (Kahle 83 Book) Individualism vs. Collectivism (Hofstede’s Worker Values; Hofstede 90 Book) Norms are informal, usually unspoken rules that govern behavior New view of Culture —dynamic blueprints for action and interpretations that enable a person to operate in a manner acceptable to other members of the culture Cultural categories define and organize time, space, nature, the sacred, and society. Complex cultural categories are referred to as cultural fields (shopping trips, family leisure time, b-day parties) Cultural principles allow things to be grouped into cultural categories, ranked, and interrelated Culture cannot be reduced to a list of norms, values, or other cultural elements Cultural myths and symbols —blueprints Conspicuous consumption —the acquisition and visible display of luxury goods and services to demonstrate one’s ability to afford them Enculturation —learning a culture by growing up in it Acculturation —learning a new or foreign culture through direct or indirect experience of others Diderot effect— the motive “force that encourages an individual to maintain a cultural consistency in his/her complement of consumer goods” (McCracken 88 Book p.123)
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Zinkhan-Consumers - Consumers Textbook Consumer...

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