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Chapter 9Consumer Culture

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Learning Outcomes

• Understand how culture provides the true meaning of objects and activities

• Use the key dimensions of core societal values to apply the concept of cultural distance

• Define acculturation and enculturation

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Outcomes

• List fundamental elements of verbal and nonverbal communication

• Discuss current emerging consumer markets and scan for opportunities

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What is Culture?

• Consumer culture represents the commonly held societal beliefs that define what is socially gratifying within a specific society

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Culture, Meaning, and Value

Giving meaning to objects

Giving meaning to activities

Facilitating communication

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Cultural Norms and Sanctions

• Cultural Norm– Rule that specifies the

appropriate behavior in a given situation within a specific culture

• Cultural Sanctions– Penalties associated with

performing a nongratifying or culturally inconsistent behavior

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Origin of Culture

• Ecological factors– The physical

characteristics that describe the physical environment and habitat of a particular place

• Tradition– The customs and

accepted ways of structuring society

– Includes things like the family and political structures of a society

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Dimensions of Cultural Values

Individualism

Masculinity

Power Distance

Uncertainty Avoidance

Long-Term Orientation

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Cultural Distance

• Represents how disparate one nation is from another

Where,• CD = Cultural Distance• TCSV = Target Country Value Score on Dimension i• BCSV = Baseline Country Value Score on Dimension i

5

1

2)(i

ii BCSVTCSVCD

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

How Is Culture Learned?

Socialization

Enculturation

Acculturation

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Fundamental Elements of Communication

• Verbal communication– Translational

equivalence – Metric equivalence– Globish

• Nonverbal communication– Time– Mannerisms/Body

Language– Space – Etiquette/Manners – Relationships – Agreement – Symbols

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Emerging Cultures

BRIC Markets: Brazil, Russia, India, and China

Chindia: Refers to the combined market and business potential of China and India

Glocalization: marketing strategy may be global but the implementation should be local

© 2014 Cengage Learning.  All Rights Reserved.  May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.