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02

03

Consumer 04

Culture 05

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CHapter 7
 - It represents the commonly held societal beliefs that define 01
what is socially gratifying within a specific society.
02

What is culture? 03

04
Culture shapes values by framing everyday life in terms of these commonly
held beliefs. 05

In all cases, what a person consumes helps determine acceptance by other 06

consumer in society. Consumption doesn’t have a meaning itself, only meaning
relative to the environment in which the act takes place.
 01
Culture, Meaning, and Values
02
1.Giving meaning to objects.
2.Giving meaning to activities 03
3.Facilitating communication
04
Cultural Norms- refers to a rule that specifies the appropriate
behavior in a given situation within a specific group. 05

Cultural Sanctions- the penalties associated with performing a 06

non-gratifying or culturally inconsistent behavior.

Popular Culture - captures the cultural trends and shapes norms

and sanctions within a society.
 01
Role Expectations
-Culture expects people to play roles in a culturally rewarding fashion. 02
-Are specific expectation that are associated with each type of person;
one’s sex, occupation, social class and age. 03

Where does culture come from? 04

-Consumer researchers commonly use culture to explain and predict
consumer behavior. 05

06
-Cultural beliefs define what religion is acceptable, what types of art
and recreation are preferred, what manners are considered polite,
expectations from men and women in society, etc.
How do people in one nation end up with a culture distinct from 01
that of people in another?
2 components: 02

Ecological factors - physical characteristics that describe the physical 03

environment and habitat of a particular one.
04

Traditions - refers to the customs and accepted ways of structuring 05

society.
06
 DIMENSIONS OF CULTURAL VALUES
01

TRADITION - customs and accepted ways of everyday behavior in a 02

given culture .
03
CORE SOCIETAL VALUES (CSVs) - commonly agreed-upon
consensus about the most preferable ways of living within a society, also 04
known as cultural values.
05

INDIVIDUALISM - extent to which people are expected to take care of 06

themselves and their immediate families.

COLLECTIVISM - extent to which an individual's life is intertwined with

a large cohesive group .
 MASCULINITY - sex role distinction within a group that values 01
assertiveness and control; CSV opposite of femininity .
02
FEMININITY- sex role distinction within a group that emphasizes the
prioritization of relational variables such as caring. conciliation, and 03
community, CSV opposite of masculinity .
04

POWER DISTANCE - extent to which authority and privileges are

05
divided among different groups within society and the extent to which
these facts of life are accepted by the people within the society. 06

LONG TERM ORIENTATION - values consistent with Confucian

philosophy and a pragmatic prioritization of future rewards over short-
term benefits .
 01
GUANXI - Chinese term for a way of doing business in which parties
must first invest time and resources in getting to know one another and
02
becoming comfortable with one another before consummating any
important deal .
03

RENQUING - the idea that favors given to another are reciprocal and
04
must be returned.
05
INDULGENCE-RESTRAINT - a cultural value dimension distinguishing
societies based on how oriented people are toward immediate fun and
06
enjoyment versus restraining oneself from much indulgence in such
things.

07
CULTURAL DISTANCE (CD) - approach represents how disparate one 0
nation is from another in terms of their csv. 1
0
2
HOW IS CULTURE LEARNED? 0
- is a learned process through one of the two socialization processes 3
discussed in this section. 0
4
SOCIALIZATION - involves learning through observation and the active 0
processing of information about lived. 5
0
ENCULTURATION - represents the way people learn their native
culture. 6
0
7
 ACCULTURATION - is the process by which consumers come to learn a
culture other than their natural native culture that is the culture to which 0
one may adapt when exposed to a new set of CSV. 1
0
QUARTET OF INSTITUTIONS - are largely responsible for 2
communicating csv through both formal and informal processes. 0
3
QUARTET OF INSTITUTIONS HAVE FOUR GROUPS 0
1. FAMILY 4
2. SCHOOL 0
3. CHURCH 5
4. MEDIA 0
6
0
7
 CULTURE AND POLICY RELATED CONSUMER COMMUNICATION
0
- Refers to the beliefs, values and behaviors of a group influencing how its 1
members interact and interpret the word.
\ 0
MODELING - Process of imitating others behavior, a form of observation 2
learning. 0
SHAPING - A socialization process by which consumers behaviors slowly 3
adapt to a culture through a series of rewards. 0
VERBAL COMMUNICATION -Transfer of information through either the literal 4
spoken or written word . 0
DIALECTS - Variations of common language. 5
0
TRANSLATIONAL EQUIVALENCE - Two phrases share the same precise 6
meaning in two different cultures . 0
7
METRIC EQUIVALENCE - Statistical test used to validate the way people
use numbers to represent quantities across culture. 0
1
GLOBISH - Simplified form of English that reduces the vocabulary to
0
around 1500 words and eliminates grammatical complications.
2
0
NONVERBAL COMMUNICATION - Information passed through some
3
nonverbal act.
0
4
TIME - The high value placed on timeliness may be due to the
0
importance of individualism and achievement as core values.
5
0
6
0
7
Mannerisms Body -Language are the nervous expressions a speaker
might not be aware of such as putting their hands in their pockets, 0
nodding their head excessively, or using filler words like um and ah too 1
often.
Space - refers to the distance between people as they 0
communicate. An example would be the personal space that a 2
person requires to feel comfortable. 0
3
Etiquette/Manners - they cover considerations of personal space, 0
touch, body movement, and tone of voice, among others. 4
0
Relationships - helps you consolidate, unify, and centralise all 5
the important customer information and company data in one 0
place. This includes information such as: Name, contact 6
number, email address, home and work addresses etc. 0
7
Agreement- is a legal document usually used between a company and a
technology service provider to outline the rights and responsibilities of 0
both parties as they enter into a business relationship.
1
Symbols - the chapter began by emphasizing the link between culture 0
and meaning. Because different cultures have different value 2
profiles, objects and activities take on different symbolic or semiotic 0
meaning. 3
0
Emerging Cultures- Is composed of several people who have similar 4
ways of thinking. Emerging cultures can be composed of customs or 0
values, the most important being that people share the same ways of 5
acting, thinking or tendencies. 0
6
0
7
 BRIC Markets - As discussed previously, the acronym BRIC stands for
Brazil, Russia, India, and China. These four nations were singled out as 0
having rapidly growing economies. 1
0
Chindia - is a portmanteau word that refers to the modern-day 2
republics of China and India together in general. 0
3
Glocalization - is a combination of the words "globalization" and 0
"localization." The term describes a product or service that is 4
developed and distributed globally but is also adjusted to 0
accommodate the user or consumer in a local market. 5
0
6
0
7
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Thank you 04

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Do you have any question ?
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