ch16_Cultural Influences on Consumer Behavior.pptVIP

Chapter 16Cultural Influences on Consumer Behavior Opening Vignette: Wendy Understanding Culture Culture: The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. A society’s personality Consumption choices cannot be understood without cultural context. A consumer’s culture determines the priorities the consumer attaches to activities and products. Functional Areas of a Cultural System Ecology: The way in which a system is adapted to its habitat. Social Structure: The way in which orderly social life is maintained. Ideology: The mental characteristics of a people and the way in which they relate to their environment and social groups. Worldview: Members of a society share certain ideas about principles of order and fairness. Four Dimensions of Cultural Variability Power Distance Uncertainty Avoidance Masculinity/femininity Individualism Collectivist Cultures: People sub-ordinate their personal goals to those of a stable in-group Individualist Cultures: Attach more importance to personal goals, and people are more likely to change memberships when the demands of the group become too costly. LuckyS LuckyS, a free lottery site, puts an interesting twist on the common practice of keeping a lucky rabbit’s foot. Norms Norms: Rules dictating what is right or wrong, acceptable or unacceptable. Enacted norms: Explicitly decided on Crescive norms: Embedded in a culture Custom: A norm handed down from the past that controls basic behaviors. More (“mor-ay”): A custom with a strong moral overtone. Conventions: Norms regarding the conduct of everyday life. Mythical Figures This Spanish ad melds modern-day athletes with mythical figures. Myths and Rituals Myth: A story containing symbolic elements that represent the shared emotions and ideals of a culture. The Functions and Structure of Myths Metaphysical Cosmological Sociological Psychological Binary Opposition: Stories in which two opposing ends of some dimension are