Solomon Ch - 16 Revised

Solomon Ch - 16 Revised - Chapter 16 Cultural Influences on...

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16 - 1 Chapter 16 Cultural Influences on Consumer Behavior By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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16 - 2 Understanding Culture Culture: The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. A society’s personality Consumption choices cannot be understood without cultural context. A consumer’s culture determines the priorities the consumer attaches to activities and products.
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16 - 3 Functional Areas of a Cultural System Ecology: The way in which a system is adapted to its habitat. Social Structure: The way in which orderly social life is maintained. Ideology: The mental characteristics of a people and the way in which they relate to their environment and social groups. Worldview: Members of a society share certain ideas about principles of order and fairness.
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16 - 4 Four Dimensions of Cultural Variability Power Distance Uncertainty Avoidance Masculinity/femininity Individualism Collectivist Cultures: People sub-ordinate their personal goals to those of a stable in-group Individualist Cultures: Attach more importance to personal goals, and people are more likely to change memberships when the demands of the group become too costly.
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16 - 5 LuckySurf.com LuckySurf.com, a free lottery site, puts an interesting twist on the common practice of keeping a lucky rabbit’s foot.
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16 - 6 Norms Norms: Rules dictating what is right or wrong, acceptable or unacceptable. Enacted norms:
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Solomon Ch - 16 Revised - Chapter 16 Cultural Influences on...

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