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MGMT 442: Consumer Behaviour > Chapter 14: Cultural Influences on Consumer Behaviour > Flashcards

Chapter 14: Cultural Influences on Consumer Behaviour Flashcards

1
Q

Culture

A

The values, ethics, rituals, traditions, material objects, and services produced or valued by the members of society

Abstract ideas: Values and ethics
Material objects: Automobiles, clothing, food, art

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2
Q

Culture from class

A

Material Conditions - what you wear, what you drive, how you get to school

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3
Q

4 Learnings from new concepts

4 things to keep in mind whenever learning something new

A

1) What is it? (what is it about?)
2) What are the examples?
3) Why is it important
4) Are there witnesses (is this bullshit or not?)

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4
Q

All myths and rituals seem to follow 4 things:

A

1) Symbols
2) Rules
3) Followers
4) Taboo / things not to be done

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5
Q

Never Buy Drugs Online - it is not safe

A

Never Buy Drugs Online - it not safe

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6
Q

Culture is the “______” through which people view products

A

Lens

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7
Q

A cultural system consist of three functional areas:

A

1) Ecology
2) Social structure
3) Ideology

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8
Q

1) Ecology

A

The way in which a system is adapted to its habitat. This area is shaped by the technology used to obtain and distribute resources (eg in industrialized societies versus developing countries)

Adapt to habitat

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9
Q

2) Social structure

A

The way in which orderly social life is maintained. This includes the domestic and political groups dominant within the culture (ex: nuclear family vs extended family)

Orderly social life

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10
Q

3) Ideology

A

Refers to the mental characteristics of a people and a way in which they relate to their environment and social groups

Revolves around the belief that members of a society possess a common world view

Beliefs and relationships

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11
Q

Ethos

A

A set of morals, aesthetics, and evaluative principles

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12
Q

Key variables that tend to differ across cultures include:

A

Values and norms, myths and rituals, and language

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13
Q

Values

A

An enduring belief that a specific model of conduct is personally or socially preferable to an opposite mode of conduct

shared beliefs shaped by individual, social, and cultural forces

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14
Q

Most cultures value

Universal values

A

Family, health, happiness, and wisdom

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15
Q

Geert Hofstede’s six dimensions to score a country to compare and contrast values

A

1) Power distance
2) Uncertainty avoidance
3) Masculinity / Femininity
4) Individualism / Collectivism
5) Long-term orientation
6) Indulgence Vs Restraint

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16
Q

1) Power distance

A

The extent to which the less powerful member of an organization and institutions (like the family) accept and expect that power is distributed unequally

Way members perceive differences in power when they form interpersonal relationships

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17
Q

2) Uncertainty avoidance

A

Society’s tolerance for uncertainty and ambiguity

High-uncertainty-avoidance cultures tend to dislike and avoid uncertain, novel, or unusual situations

Low-uncertainty-avoidance cultures are more open to uncertain events and outcomes

Degree to which people feel threatened by ambiguous situations

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18
Q

3) Masculinity / Femininity

A

The degree to which gender roles are clearly delineated

Highly masculine countries tend to value traits such as assertiveness, dominance, and competition, and segregate gender roles

Feminine cultures tend to value modesty, caring, and compassion, and show less differentiation between the gender roles

Degree to which sex roles are clearly delineated

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19
Q

4) Individualism / Collectivism

A

Extent to which the welfare of the individual verses that of the group is valued

Extent to which culture values the welfare of the individual versus that of the group

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20
Q

Collectivist culture

A

People subordinate their personal goals to those of a stable in-group

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21
Q

Individualist culture

A

Attach more importance to personal goals, and people are more likely to change memberships when the demands of the group (workplace, church, etc) become too costly

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22
Q

5) Long-term orientation

A

Tends to foster an orientation toward future rewards, such as perseverance and thrift

Short-term orientation values virtues related to the past and present, including respect for tradition, preservation of “face”, and fulfilling social obligations

Fosters an orientation toward future rewards, such as perseverance and thrift

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23
Q

6) Indulgence Vs Restraint

A

New addition to the list - This value is the extent to which a society allows relatively free gratification of natural human drives related to enjoying life and having fun

Extent to which a society allows relatively free gratification of natural human drives related to enjoying life and having fun

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24
Q

Norms

A

Informal rules that govern what is right or wrong

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25
Enacted norms
Such as green is go and red is stop - explicitly decided upon
26
Crescive norms
Embedded in a culture, and discovered only through interaction with other members of that culture
27
Custom
Norm derived from a traditional way of doing things (division of labour in a household, practice of particular ceremonies)
28
More
A norm with strong moral overtones (taboos, forbidden behaviours, incest, cannibalism)
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Conventions
Norms regarding the conduct of everyday life - the correct way to furnish ones home, wear clothes, or host a dinner party
30
Food culture
Pattern of food and beverage consumption that reflects the values of social groups
31
Myths
A story containing symbolic elements that expresses the shared emotions and ideals of a culture Example: Little Red Riding Hood, Big Foot -Outcome is moral guide for people –Reduces anxiety
32
Myths service four interrelated functions in a culture:
1) Metaphysical 2) Cosmological 3) Sociological 4) Psychological
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1) Metaphysical
They help to explain the origins of existence
34
2) Cosmological
The emphasize that all components of the universe are part of a single picture
35
3) Sociological
They maintain order by authorizing a social code to be followed by members of a culture
36
4) Psychological
They provide models for personal conduct
37
Monomyth
A myth that is common to many cultures (Spider-Man, Superman)
38
Ritual
Set of multiple, symbolic behaviours that occur in a fixed sequence and that tend to be repeated periodically
39
Gift-giving ritual
The events involved in the selection, presentation, acceptance, and interpretation of a gift Consumers procure the perfect object, meticulously remove price tag, carefully wrap it, then deliver it to recipient
40
3 stages to the gift-giving ritual
1) Gestation 2) Presentation 3) Reformulation
41
1) Gestation
Motivated by an event to procure a gift Could be structural: giving a gift for Christmas, birthday, etc. Or emergent: Decision is personal and idiosyncratic
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2) Presentation
The gift exchange part Recipient responds to the gift and the donor evaluates their response
43
3) Reformulation
Bonds between the giver and receiver are adjusted (tighter or looser) to reflect the new relationship that emerges after the exchange is complete
44
Reciprocity norm
A culturally learned obligation to return the gesture of a gift with one of equal value
45
3 rules about regifting
1) Never regift something that has been used 2) Remove all traces of the original wrapping before rewrapping 3) Never return a gift to the person who gave it to you
46
5 familiar classes of rituals:
1) Exchanging gifts and cards 2) Showing affection 3) Going out 4) Preparing and consuming food and drink 5) Giving special attention to grooming and clothing
47
Rites of passage
Sacred times marketed by a change in social status
48
Examples of Rites of passage
Puberty, funerals, getting divorced
49
Consumers' rites of passage consist of three stages
1) Separation 2) Liminality 3) Aggregation
50
1) Separation
Occurs when the individual is detached from his or her original group or status (university leaves home)
51
2) Liminality
The middle stage in which the person is literally between one status and another (the new arrival on campus tries to figure out what is happening during orientation week)
52
3) Aggregation
Takes place when the person re-enters society after the rite of passage is complete (student returns home for summer vacation)
53
Sacred consumption
The process of consuming objects and events that are set apart from normal life and treated with some degree of respect or awe
54
Profane consumption **Does not mean vulgar or obscene in this context)
The process of consuming objects and events that are ordinary or of the everyday world
55
Sacralization
A process that occurs when ordinary objects, events, or people take on sacred meaning to a culture or to specific groups within a culture Example: Elvis Presley , the Stanley Cup Finals
56
Objectification
Occurs when sacred qualities are attributed to mundane items
57
Contamination
Objects associated with sacred events or people become sacred in their own right New York being Sacred for the Statue of Liberty
58
An item is sacralized as soon as it enters a ________ and takes on a special significance to the collector that in some cases may be difficult for an outsider to comprehend
Collection
59
Collecting
The systematic acquisition of a particular object or set of objects
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Desacralization
The process that occurs when a sacred item or symbol is removed from its special place, or is duplicated in mass quantities, and becomes profane as a result A miniature Statue of Liberty eliminates its special aspects by turning it into an unauthentic commodity
61
Back translation
Information is first translated from the original language (say English) to the target language (say Spanish) and then a different interpreter retranslates the translated as back into its original language to catch errors Example: Charles reading my French work and telling me what is exactly says in English
62
Symbol
An object that represents something else Ex: Glasses symbolizing intelligence Ex: Infant wearing pink means its a girl
63
Standardized strategy
Marketing strategy where many cultures, especially those of relatively industrialized countries, have become so homogenized that the same approach will work throughout the world
64
Etic perspective
An approach to studying cultures that stresses commonalities across cultures
65
Emic perspective
An approach to studying culture that stresses the unique aspects of each culture
66
Cross-cultural analysis
Systematic examination of the degree to which consumers for two or more cultures are different or similar in terms of psychological, social, and cultural factors
67
Four major segments
1) Global Citizens (55% of consumers) use the global success of a company as a sign of quality and innovation 2) Global dreamers (23% of consumers) consist of consumers who see global brands as quality products and readily buy into the myths they author 3) Antiglobals: (13% of consumers) skeptical that transnational companies deliver higher-quality goods. Avoid business with transnational firms 4) Global agnostics: (9% of consumers) don't base purchase decisions on a brand's attributes
68
Creolization
Occurs when foreign influences integrate with local meanings, often leading to new behaviours or products
69
Gift giving is a form of:
–Economic exchange –Symbolic exchange –Social expression
70
Business gifts
define/maintain professional relationships, improve employee morale, and result in higher sales
71
Self-Gifts
Self gifting is a socially acceptable way of rewarding for good deeds, or consoling themselves for negative events
72
Japanese gift-giving rituals
–Symbolic meaning of gift: duty to others in social group –Giri: giving is moral imperative –Kosai: reciprocal gift-giving obligations to relatives/friends –Never open gift in front of the giver

MGMT 442: Consumer Behaviour (10 decks)

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