solomon_cb08_16 - Chapter 16 Cultural Influences on...

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Chapter 16 Cultural Influences on Consumer Behavior CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 16-2 Chapter Objectives When you finish this chapter you should understand why: A culture is a society’s personality; it shapes our identities as individuals. Myths are stories that express a culture’s values, and in modern times marketing messages convey these values. Many of our consumption activities including holiday observances, grooming, and gift giving are rituals. We describe products as either sacred or profane, and it’s not unusual for some products to move back and forth between the two categories.
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Prentice-Hall, cr 2009 16-3 Understanding Culture Culture: the accumulation of shared meanings, rituals, norms, and traditions among members Culture is the lens through which we view products One’s culture determines product priorities and mandates a product’s success/failure
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Prentice-Hall, cr 2009 16-4 Discussion If your culture were a person, how would you describe its personality traits? Now, select another culture you’re familiar with. How would those personality traits differ from your own?
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Prentice-Hall, cr 2009 16-5 Understanding Culture (cont.) Products can reflect underlying cultural processes of a particular period: The TV dinner for the United States Cosmetics made of natural materials without animal testing Pastel carrying cases for condoms Cultural system function areas: Ecology: the way a system adapts to its habitat Social structure: the way in which social life is maintained Ideology: mental characteristics of a people and the way in which they relate to each other
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Prentice-Hall, cr 2009 16-6 Understanding Culture (cont.) Power Distance Uncertainty Avoidance Masculine versus Feminine Individualism versus Collectivism Way members perceive differences in power when they form interpersonal relationships Degree to which people feel threatened by ambiguous situations Degree to which sex roles are clearly delineated Extent to which culture values the welfare of the individual versus that of the group
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Prentice-Hall, cr 2009 16-7 Understanding Culture (cont.) Norms: rules dictating what is right or wrong Enacted norms: explicitly decided on (e.g., green light equals “go”) Crescive norms: embedded in a culture and include: Customs: norms handed down from the past that control basic behavior Mores: custom with a strong moral overtone Conventions: norms regarding the conduct of everyday life All three crescive norms combine to define a culturally appropriate behavior
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Prentice-Hall, cr 2009 16-8 Discussion When you go out on a first date, identify the set of crescive norms that are operating. Describe specific behaviors each person performs
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solomon_cb08_16 - Chapter 16 Cultural Influences on...

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