Chapter 9 notes.docx - Market Behavior Chapter 9 \u2013 Consumer Culture Culture and meaning are inseparable o What is culture What a person consumers

Chapter 9 notes.docx - Market Behavior Chapter 9 –...

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Market Behavior Chapter 9 – Consumer Culture Culture and meaning are inseparable o What is culture? What a person consumers helps determine acceptance by other consumers in society Consumer Culture – commonly held societal beliefs that define what is socially gratifying within a specific society Culture ultimately determines what consumption behaviors are acceptable o Culture, Meaning and Value Functions that shape the value of consumer activities Giving meaning to objects (breakfast, coffee) Giving meaning to activities (washing, tipping, recreational activities) Facilitating communication (whether handshake, hug or kiss is appropriate) o Cultural norms – rule that specifies the appropriate consumer behavior in a given situation within a specific culture Culture determines things that are socially rewarding or socially unrewarding Most are unwritten and simply understood by members of cultural group o Cultural Sanctions – penalty associated with performing a non-gratifying or culturally inconsistent behavior Many societies have strong cultural norms about marrying outside of one’s social class, religion or ethnic group o Role Expectations – specific expectations that are associated with each type of person When consumer interacts with another person any characteristic upon which that person can be categorized activates certain behavioral expectations One’s sex, occupation, social class, age, etc. Primary basis for cultural norms and sanctions Using Core Societal Values o Where does culture come from? Cultural beliefs define what religion is acceptable, what types of art and recreation are preferred, what manners are considered polite, roles for different types of individuals, expectations for men and women and more Culture causes differences in value consumers perceive from different products and experiences Ecological factors – physical characteristics that describe the physical environment and habitat of a particular place Changes the relative value of objects Tradition – customs and accepted ways of everyday behavior in a given culture o Dimensions of cultural values Core societal values (CSVs) – cultural values, commonly agreed-upon consensus about the most preferable ways of living within a society
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Individualism – extent to which people are expected to take care of themselves and their immediate families High individualistic place high value on self-reliance, individual initiative, personal achievement Collectivism – extent to which individual’s life is intertwined with large cohesive group o
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