Transcript Chapter 8: Consumer Culture

Consumer Culture
Chapter 8
Consumer Culture


What is it?
Why do we care?







Shapes behavior
Subculture
Culture provides meaning
Cultural norms
Cultural sanctions
Pop culture
Sex roles
Core Values

Where does culture come from?

Ecological factors


Physical environment and habitat
Traditions
Cultural Values

Dimensions

Individualism / Collectivism


Masculinity / Femininity


What does it measure?
What does it measure?
Power Distance Index

What does it measure?
Cultural Values

Dimensions (cont’d)

Uncertainty Avoidance


Long-term Orientation


What does it measure?
Guanxi
CSV Scoreboard

Cultural distance
How is Culture Learned?

Socialization

Enculturation

Acculturation

Influences


Ethnic identification
Consumer ethnocentrism
How Is Culture Learned?

Quarter of Institutions



What are they?
World Teen Culture
Non-smoking ads

Modeling

Shaping
Communications

Verbal Communication



Dialects
Translations equivalence
Metric equivalence
Communications

Nonverbal Communications








High-context
Time
Body language
Space
Etiquette
Relationships
Agreement
Symbols
Emerging Cultures

Purchasing power parity

Glocalization (not a typo)