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Unformatted text preview: 1) Chapter 15-Cultural influences on consumer behavior a) Culture i) Accumulations of shared meanings, norms, rituals, and traditions among members of a society b) Four Dimensions of Culture i) Power distance (1) The way members of a society perceive power differences when they form interpersonal relationships (a) Strict, or equality based ii) Uncertainty avoidance (1) The degree to which people feel threatened by ambiguous situations, and the measures they go to to avoid such situations (a) Belief systems like religion iii) Masculinity/femininity (1) The degree to which a culture defines sex roles iv) Individualism (1) The extent to which the culture values the welfare of the individual versus that of the group (a) Collectivist (i) People subordinate their own values for the good of the group (b) Individualist (i) Put more emphasis on personal achievement c) Crescive Norms i) Subtle norms that operate to define an appropriate cultural action (1) Customs (a) A norm that controls basic behaviors (i) Division of labor in a household (2) More (a) A custom that has a strong moral overtone, usually dealing with a taboo...
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- Spring '11