Sinem's Notes-Session 21

Sinem's Notes-Session 21 - 0h~O-d 9- C!0 o.d~ Coco. - co (...

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0h~O-d 9- Coco. . -co ( D- o.d~ C!0 ® Coco- - Colo- 1+(J)pp (,/~S5 '/FJCl 16, - azj I 30 J?c GJI/IRfdoJ MICHIGAN ./, MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 21 March 30, 2011 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved Flows of Influence in the Social Environment ( CUlture) V ~~ Family consumers :;:::. ...---~ ) ( Media 1
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Why is Culture Important? Why is Culture Important? But it's not just about language . .. • Take a few moments to think about some of the elements of culture that make people different or similar to each other. • Why are these differences important? Have you ever experienced a time when cultural differences led to a misunderstanding or a tough situation? 2
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Why is Culture Important? Culture has a profound influence on most every aspect of our lives Often the influences are subtle and can escape our perception unless we look for them The cultural lens through which we view the world affects the ways in which . . . We interact and communicate with others We interpret information We view our opportunities, limitations, successes and failures We are driven to purchase and use products Culture • Hierarchical r- - -e -+ ea ed meanings, rituals, norms, and traditions shared among members of an organization or society • Country, company, groups, era, region, etc. • Power is in its pervasiveness • Lens through which world is viewed but taken for granted 3
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Aspects of Culture Ecology Physical surroundings, technology used to negotiate ecology Social structure Consists of customs, rituals, laws used to maintain orderly social life Ideology • Set of beliefs and principles about order and fairness Social Structure Laws Rules of conduct or action prescribed or formally recognized as binding or enforced by a controlling authority (e.g., no discrimination based on gender) l\Jorms • Rules dictating what is right or wrong, socially enforced Rituals Set of multiple, symbolic behaviors that occur in fixed sequence, and are periodically repeated. 4
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Stereotypes of Americans All American men are as handsome as movie stars. American women are either unusually fat or unusually thin, never of normal build. Women in the U.S. wear a lot of make-up. The typical American "native dress" is jeans, cowboy boots, and a cowboy hat. The first two things an American wants to discuss are salary and age. The two favorite leisure-time activities in the U.S. are movies and rodeos. Americans eat almost nothing but hamburgers, hot dogs, popcorn, and Coke. Subculture Segments within culture Distinctive interpretations, values and behaviors Classified according to a variety of dimensions Defined as membership groups within the Subculture membership j l (=J Intensity of affiliation society at large, who share beliefs and Consumption common experiences that set them apart from other members of the larger culture 5
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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Sinem's Notes-Session 21 - 0h~O-d 9- C!0 o.d~ Coco. - co (...

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