16_Cultural_Influences_on_Consumer_Behavior_S1

16_Cultural_Influences_on_Consumer_Behavior_S1 - Chapter 15...

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Chapter 15 Cultural Influences on Consumer Behavior
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Understanding Culture Culture = society’s personality 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 2
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Functional Areas in a Cultural System Cultural system function areas: Ecology Social structure Ideology Worldview and ethos 3
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Dimensions of Cultural Variability 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 4
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Norms in Culture Norms Enacted norms Crescive norms Custom More Conventions All three crescive norms combine to define a culturally appropriate behavior 5
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Myths and Rituals Every culture develops stories/practices that help its members to make sense of the world Other cultures’ myths/rituals can seem bizarre 6
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Myths A story containing symbolic elements that represent the shared emotions/ideals of a culture Conflict between opposing forces Outcome serves as moral guide for people Reduces anxiety Marketers often pattern messages along a mythic structure McDonald’s golden arches, Ronald McDonald vs. the Hamburglar, and Hamburger University 7
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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16_Cultural_Influences_on_Consumer_Behavior_S1 - Chapter 15...

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