Cultural Influences on consumer behaviour Flashcards
What is culture?
The accumulation of shared meanings, rituals, norms, and traditions.
How does culture affect consumer behaviour
Culture acts as a lens through which people view products and influences their preferences and purchasing decisions
What is culture shock?
The disorientation felt when immersed in a different culture and realizing its effects on behaviour and expectations
What is power distance?
The extent to which less powerful members of a society accept inequality in power distribution
What is uncertainty avoidance?
A society’s tolerance for uncertainty and abiguity
What is individualism vs collectivism
The degree to which indivduals are integrated into groups
What is individualism vs collectivism?
The degree to which individuals are integrated into groups
What is indulgence vs restraint?
The extent to which a society allows free gratification of basic human drives related to enjoying life and having fun
How do desired selves impact consumption?
People consume products that reflect their aspirational identities. Belk 1988, Solomon 1983
How do undesired selves impact consumption?
People avoid products that are associated with identities they reject. Banister & Hogg 2001
What are the four strategies immigrants use to adapt to a new culture?
Assimilation, Maintenance, Resistance, Segregation
What are the four strategies majority consumers use toward immigrants?
Pressure cooker, multiculturalism, segregation exclusion
What are the three types of innovation based on behavioural change?
Continuous innovation - Small modifications to existing products
Dynamically continuoous innovation - More significant product changes.
Discontinuous innovation - Major lifestyle changes
What are the three models of fashion adoption?
Trickle-down theory - Fashion trends start with elites and spread downward.
Trickle-across theory - Trends spread horizontally across social classes.
Trickle-up theory - Trends originate from lower social classes and influence higher classes
