Ch 9 Notes

Question 1

9-1 Culture and Meaning Are Inseperable

What is Culture?

Answer 1

-What a person consumes helps determine acceptance by other consumers in society.

-The consumption act has meaning relative to the environment in which the act takes place; thus, culture embodies meaning.

-Culture determines what consumption behaviors are acceptable

Question 2

9-1 Culture and Meaning Are Inseparable

Culture, Meaning, Value

Answer 2

Today’s marketplace is global.

Culture performs important functions for consumers, and these functions shape the value of consumer activities:

1.Giving meaning to activities
2.Facilitating communication

Question 3

9-1 Culture and Meaning Are Inseparable

-Culture, meaning, and value are closely intertwined.

-Most, but not all, cultural norms are unwritten and simply understood by members of a cultural group.

Answer 3

Cultural norm

Question 4

9-1 Culture and Meaning Are Inseparable

Popular culture captures cultural trends, and it shapes norms and sanctions within society.

Answer 4

Popular Culture

Question 5

9-2 Using Core Societal Values

Where does culture come from?

Answer 5

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

Culture causes differences in the value consumers perceive from different products and experiences.

What causes culture?
1.Ecological Factors
2.Tradition

Question 6

9-2 Using Core Societal Values

Dimensions of cultural values

Answer 6

The most widely applied dimensions to describe differences in cultural values are those developed by Geert Hofstede.

The theory of value-based differences in cultures is based on multiple dimensions, with each representing an identifiable core societal value aspect.

Question 7

9-2 Using Core Societal Values

Core societal values can be described along six dimensions

Answer 7

1. Individualism
2. Masculinity
3. Power Distance
4. Uncertainty Avoidance
5. Long-Term Orientation
6. Indulgence

Question 8

9-2 Using Core Societal Values

High Score: Society expects one to take responsibility for self and family

Low Score: Life intertwined with large cohesive group

Answer 8

Individualism

Question 9

9-2 Using Core Societal Values

High Score: Society values assertiveness and control

Low Score: Values caring, concilation, and community

Answer 9

Masculinity

Question 10

9-2 Using Core Societal Values

High Score: Society values the division of authority and privilege

Low Score: Society blurs distinction among classes

Answer 10

Power Distance

Question 11

9-2 Using Core Societal Values

High Score: Society values novelty, risk taking

Low Score: Society values charity and familiarity and avoids risks

Answer 11

Uncertainty Avoidance

Question 12

9-2 Using Core Societal Values

High Score: Society values future rewards over short term rewards

Low Score: Society oriented in the present

Answer 12

Long Term Orientation

Question 13

9-2 Using Core Societal Values

High Score: Values happiness and extraversion

Low Score: Values restraint and reserved personality

Answer 13

Indulgence

Question 14

9-2 Using Core Societal Values

-Highly individualistic societies place high value on self-reliance, individual initiative, and personal achievement; nations with low individualism are high in collectivism.

-Western societies tend to be more individualistic, whereas Eastern nations tend to be more collectivistic

Answer 14

Individualism

Question 15

9-2 Using Core Societal Values

-In a culture with low masculinity, men also tend to share some feminine traits.

-Consumers in cultures with high masculinity, regardless of biological sex, are more prone to take financial risks than are consumers in feminine cultures.

Answer 15

Masculinity

Question 16

9-2 Using Core Societal Values

-Social class distinctions become a very real issue among consumers in high-power-distance nations.
Low-power-distance nations tend to be more egalitarian.

-In high-power-distance nations, those with less status must show deference to those with greater status.

Answer 16

Power Distance

Question 17

9-2 Using Core Societal Values

-Consumers high in uncertainty avoidance prefer the known, avoid taking risks, and like life to be structured and routine.

-Nations that are high in uncertainty avoidance will be slower to adopt new products or react to novel price promotions.

-Consumers in high-uncertainty-avoidance cultures are quicker to buy something because of a perceived fear of scarcity of products.

Answer 17

Uncertainty Avoidance

Question 18

9-2 Using Core Societal Values

-A CSV scoreboard can be put together using historical CSV dimension scores.

-The CSV scores for a given country can be essential information for marketers

Answer 18

CSV Scoreboard

Question 19

9-3 How is Culture Learned?

Enculturation represents the way in which consumers learn and develop shared understandings of things (objects, products, services, actions, rituals) with their families.

Answer 19

Encultuation

Question 20

9-3 How is Culture Learned?

Acculturation is a learning process.

*Old beliefs are replaced by new beliefs.

*Children generally become acculturated more quickly than adults.

Answer 20

Acculturation

Question 21

9-3 How is Culture Learned?

Sociology theory long recognizes the family, school, and church as primary acculturation and enculturation agents

In more recent times, the influence of popular media, including electronic media, also merits consideration as an influential institution

Answer 21

Quartet of Institutions

Question 22

9-3 How is Culture Learned?

Beyond the teen years particularly, differences in tastes, political views, and preferences are expected to remain somewhat distinct from culture to culture

Answer 22

Culture and Policy Related Consumer Communication

Question 23

9-3 How is Culture Learned?

Young children observe their parents and model their behavior.

Adolescents may be more susceptible to modeling their friends’ behavior.

Answer 23

Modeling

Question 24

9-4 Fundamental Elements of Communication

-Marketers wrestle with the problem of translating advertisements, research instruments, product labels, and promotional materials into foreign languages for foreign markets.

-Translation alone is insufficient to guarantee effective communication

Answer 24

Verbal Communication

Question 25

9-4 Fundamental Elements of Communication

Translation–back translation is a way to try to produce translational equivalence.

Answer 25

Translational equivalence

Question 26

9-4 Fundamental Elements of Communication

Comparing average scores for consumer attitudes from one culture to the next requires scalar equivalence

Answer 26

Metric equivalence

Question 27

9-4 Fundamental Elements of Communication

-Research suggests that well-known global brands are better off sticking to real English in advertisements.

-Local brands in non–English-speaking countries can improve their quality perceptions by using a little Globish.

Answer 27

Globish

Question 28

9-4 Fundamental Elements of Communication

Many nonverbal communication cues are culturally laden so that the meaning depends on culture

Answer 28

Nonverbal Communication

Question 29

9-4 Fundamental Elements of Communication

Nonverbal Communication Affects the Message Comprehended

Answer 29

1. Time
2. Verbal Communication
3. Symbols
4. Relationships
5. Agreement
6. Etiquette
7. Space
8. Mannerisms/Body Language

= Message!

Question 30

9-4 Fundamental Elements of Communication

-Americans typically place a high value on time and timeliness.

-Consumers from some other cultures do not value timeliness in the same way.

-In other cultures where individualism is much lower than in the United States, timeliness is not valued as highly.

-Asian cultures show much more patience consistent with high long-term orientation.

Answer 30

Time

Question 31

9-4 Fundamental Elements of Communication

The mannerisms that reveal meaning include the following characteristics:

-Facial expressions
-Posture
-Arm/leg position
-Skin conditions
-Voice tone

Answer 31

Mannerisms/Body Language

Question 32

9-4 Fundamental Elements of Communication

Space varies in importance based on population density.

The value that consumers place on space affects communication styles.

Answer 32

Space

Question 33

9-4 Fundamental Elements of Communication

Differing CSVs have other implications for consumer–brand or consumer–service provider relationships.

With high collectivism, the idea of a relationship is no longer personal

Answer 33

Relationships

Question 34

9-4 Fundamental Elements of Communication

An Asian consumer who responds to a sales appeal with “yes” is not indicating agreement. This is more a way of indicating that the consumer understands what is being said

Answer 34

Agreement

Question 35

9-4 Fundamental Elements of Communication

Because different cultures have different value profiles, objects and activities take on different symbolic or semiotic meaning.

The symbolic meaning of objects also affects gift giving from culture to culture.

Marketers need to take care not to unintentionally promote offensive items based on cultural symbolism.

Answer 35

Symbols

Question 36

9-5 Emerging Cultures

International marketers traditionally direct most efforts at consumers from developed nations.

In the 1990s and early 2000s, marketing investment in developing nations increased dramatically.

In recent years, the high uncertainty associated with many emerging markets has curbed further direct foreign investment.

*In 2020, the U.S. represents the most attractive markets for foreign investment.

*China comes in second place at about half of the investment in the United States.

*After China, Brazil is the next emerging market.

Question 37

9-5 Emerging Cultures

Brazil, Russia, India, and China were singled out as having rapidly growing economies.

In each market, large middle classes emerged as job opportunities followed the emerging consumer cultures.

In 2010, South Africa was added to the list to turn BRIC into BRICS.

Political changes coupled with large, growing populations mean that places like Mexico, Bangladesh, Indonesia, Nigeria, Vietnam, and the Philippines may be leaders in the next round of emerging consumer cultures.

Answer 37

BRIC Markets

Question 38

9-5 Emerging Cultures

Over 250 million households call India home.

As Indian incomes rise, the market potential of India expands as well.

More and more Chindian consumers are stepping up to some luxuries that would have been out of their reach previously.

Answer 38

Chindia

Question 39

9-5 Emerging Cultures

he term glocalization represents one alternative that allows flexibility in responding to the unique value profiles of consumers.

In contrast, global brands like Coca-Cola and Red Bull shun the glocalization approach in favor of a more global appeal.

Answer 39

Glocalization