Chapter 9- Consumer Culture Flashcards
consumer culture
represents the commonly held social beliefs that define what is socially gratifying w/in a specific society
functions that shape the values of consumer activities include
- giving meaning to others
- giving meaning to activities
- facilitating communication
what is the role of culture
culture determines things that are socially rewarding (valuable) or socially unrewarding (not valuable)
cultural sanctions
the penalties associated with performing a non-gratifying or culturally inconsistent behavior
role expectations
the specific expectations that are associated with each type of person; one’s sex, occupations, social class are all relevant bases for forming societal role expectations that are associated with each type of person
what causes culture
ecological factors: the physical characteristics that describe the physical environment and habitat of a particular place
tradition:refers to the customs and accepted ways of structuring society
core societal values (CSVs)
represent a commonly agreed upon consensus about the most preferable ways of living w/in a society
individualism
as a CSV means the extent to which ppl expect each other to take responsibility for themselves and their immediate family
collectivism
the extent to which an individuals life is intertwined w/a large cohesive group
masculinity
dimension captures societal distinctions based on mannerisms typically associated w/ Western male traits such as valuing assertiveness and control over traditional feminine traits such as caring, conciliation, and community
femininity
sex role distinction within a group that emphasizes the prioritization of relational variables such as caring, conciliation, community; CSV opposite of masculinity
power distance
the extent to which ppl accept as fact the principle of the division of authority and privilege among different groups w/in society
uncertainty avoidance
extent to which a culture is uncomfortable with things that are ambiguous or unknown
long-term orientation
values consistent w/ Confucian philosophy & a pragmatic prioritization of future rewards over short-term benefits
Guanxi
Chinese term for a way of doing business in which parties must first invest time & resources in getting to know one another and becoming comfortable w/one another before consummating any important deal
Renquing
idea that when someone does a good deed for you, you are expected to return that good deed
indulgence-restraint dimension
shoes similarity to the distinction btwn hedonic and utilitarian value and motivation
BRIC
Brazil, Russia, India, China acronym referring to the collective economies of these nations
cultural distance CD
approach represents how disparate one nation is from another in terms of their CSVs
CANZUS
acronym that refers to the close similarity in values among Canada, Australia, New Zealand, and the US; the ‘U’ could also represent the UK
socialization
involves learning through observation and the active processing of info about lived, everyday experience i
what are the two socialization processes
enculturation: represents the way people learn their native culture; the way in which consumers learn and develop shared understanding of things with their families
acculturation: the process by which consumers come to learn a culture other than their natural native culture
what factors can inhibit acculturation
strong ethnic identification, consumer ethnocentrism
a quartet of institutions
four groups responsible for communicating the CSVs through both formal and informal processes; family, school church, and media
modeling
process of imitating other’s behavior; a form of observational learning
verbal communication
transfer of info through the literal spoken or written
dialects
variations of a common language
translational equivalence
exists when two phrases share the same precise meaning in two different cultures
metric equivalence
statistical tests used to validate the way ppl use #s to represent quantities the same way across cultures
Globish
simplified for English that reduces the vocab to around 1.5k words and eliminates grammatical complications
Non-verbal communication
refers to info passed through some unspoken act: in other words, communication not involving the literal word
body language
refers to the non-verbal communication cues signaled by somatic (uncontrollable biological) responses
Chindia
refers to the combined market & business potential of China & India
Glocalization
the idea that the marketing strategy may be global, but the implementation of that strategy at the marketing level should be local
