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Consumer Behaviour > Culture and Consumption > Flashcards

Culture and Consumption Flashcards

1
Q

Why is culture relevant to understanding consumer behaviour

A

Distinguish members from one group to another
Shared understanding
Blueprints as part of culture

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2
Q

What needs to be understood as a condition for consumption choices

A

The cultural context in which they are made

Collective memory of society
Accumulation of shared meanings and norms
Meaning transfer
Frames patterns of consumption

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3
Q

What is culture

A

A societies culture includes the values, ethics and material objects produced by people

Accumulation of shared meanings and traditions among members of society

Constantly evolving e.g binging
Cultures differ in the relationship to space, time and emphasis on individualism v collectivism
E.g China and Malaysia are more collectivist

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4
Q

What is szmigins (2014) definition of culture

A

Sum of the total learned beliefs, values, knowledge and customs that together regulate the behaviour of members of a particular society

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5
Q

What are beliefs

A

Thoughts an individual holds about some object, idea or person

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6
Q

What are values

A

Deep rooted and enduring beliefs or ideals about what is good and desirable

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7
Q

What is knowledge

A

Familiarity with people or things which can include understandings, facts and descriptions

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8
Q

What are customs

A

Norms of behaviour that have been passed on from generation to generation e.g porogotive aspects of households

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9
Q

What is enculturation

A

Refers to how an individual learns the traditional content of his or her native culture

Mostly takes place in family contexts
Children begin to mimic behaviours of adults

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10
Q

What is acculturation

A

The idea of movement between places or cultural contexts

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11
Q

What is customer acculturation

A

The process of movement and adaptation to the customer cultural environment in one country by persons from another (penzola, 1994)

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12
Q

How is culture communicated

A

Through a common language and shared symbols

Advertising provides models of behaviour

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13
Q

What are the different dimensions of cultural values

A 
Individualsim 
Masculinity
Power distance
Uncertainty avoidance
Long term orientation
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14
Q

What are the two types of norm

A 
Enacted (explicitly defined) 
Crescive (embedded in culture) 
- customs
- mores
- conventions
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15
Q

What is a myth

A

Story that contains symbolic elements that express shared emotions and ideals of a culture

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16
Q

What are the role of myths

A

Primitive belief in modern society
Used to market health foods anti aging
Myths are an example of what we can call a template or cultural blueprint for interpretation because they help us understand what we observe in social life (Arnold)

Stories containing symbolic elements that express shared emotions and ideals of a culture

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17
Q

How are myths used in advertising

A

Evokes nostalgic behaviour and can encourage consumers to look back in time
E.g hovis 150 years advert

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18
Q

What is a ritual

A

A type of expressive, symbolic activity constructed of multiple behaviours that occur in a fixed, episodic sequence and that tend to be repeated over time (Rook)

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19
Q

What is consumer culture

A

A social arrangement in which the relations between lived culture and social resources and between meaningful ways of life and the symbolic and material resources on which they depend are mediated

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20
Q

How has consumer culture developed

A 
Global market expansion 
Increasing importance of materialism 
Loosening of class boundaries 
Faster flow of information 
Influence of fashion industry
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21
Q

What does McCracken say about cultural meaning

A

Flows continually between its several locations in the social world, aided by the collective and individual efforts of designers, producers advertisers and consumers

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22
Q

What is mckrakens meaning of transfer model

A

World to goods

  • advertising
  • fashion
Good to person 
- possession 
Exchange
Grooming 
Divestment
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23
Q

What is a possession ritual

A

Transforming mass produced products from the marketplace into more personal products

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24
Q

What are exchange rituals

A

Consumers acting as gift givers are made agents of meaning transfer to the extent to which they selectively distribute goods with specific properties to individuals

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25
Q

What are grooming rituals

A

Situations where cultural meanings have to be drawn out on a repeated basis due to the perishable nature

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26
Q

What are divestment rituals

A

Applies to goods the consumer is dispensing with either by giving them away or selling them

For second hand goods it involves erasing meaning of the previous owner

27
Q

What are holts metaphors for consumption

A

Consuming as experience
Consuming as integration
Consuming as play
Consuming as classification

28
Q

What are sacred domains

A

Set apart form everyday activities or products collecting is one of the most common ways of experiencing sacred consumption

29
Q

What is a subculture

A

A group of consumers connected through a shared commitment your a particular product class, brand or consumption activity

30
Q

What is a subculture of consumption

A

A group of consumers connected through a shared commitment to a particular product class, brand or consumption activity

31
Q

What is a brand community

A

A specialised non geographically bound community based on a structured set of social relations among admirers of the brand

Rituals and traditions are often shared through sacred experiences
Moral responsibility to look out for newbies

32
Q

What is a consumer tribe

A

A group of people emotionally connected by similar consumption values and usage

May be a member of several kind simultaneously

33
Q

What are the 4 dimensions of consumer acculturation

A

Assimilation
Maintenance
Resistance
Segregation

34
Q

What are the elements of the cultural system

A

Ecology- whether, population- Japanese space saving devices
Social structure- sterotypes
Ideology - mental characteristics of people

35
Q

What is a custom

A

Norms of behaviour that have been passed from generation to generation

36
Q

What are mores

A

Particular forms of custom and have a strong moral overdone

37
Q

What are conventions

A

Specific forms of custom and relate to the norms for the conduct of everyday life

38
Q

What are the definitions of sacred and profane

A

Sacred- used to refer to objects and events that are set apart from normal activities

Profane- capture those customer objects and events that do not share the specialness

39
Q

What is objectification

A

Sacred qualities are attributed to mundane items

40
Q

What is CCT

A

Explores heterogenous distribution of meaning and the multiplayer of overlapping cultural groupings
Conceptualises culture as the very fabric of experience meaning and action

cCT explores how consumers actively rework and transform symbolic meanings eroded in ads, brands and goods to manifest their particular personal and social circumstances

The market provides consumers with an expansive pallet of resources from which to construct an identity

41
Q

Where are the 3 places mckraken finds culture

A

The constituted world
The consumer good
Individual consumer

42
Q

How ones culture constitute the world

A

Culture is a lens through which individuals view phenomena

Culture is a blueprint to human activity

43
Q

What are the instruments of meaning transfer world to good

A

Advertising- conduit from which meaning constantly pours

Fashion system- takes new styles of clothing and home furnishing and associates them with established cultural categories and principles

Undertaken by opinion leaders

Fashion system encourages the radical reform of cultural meaning

44
Q

Where is cultural meaning located

A

Products- serve as media for the expression of the cultural meaning that constitutes our world

45
Q

How does meaning transfer from good to consumer?

A

Ritual- opportunity to affirm, evoke, assign or revise the conventional symbols and meanings of the cultural order

46
Q

What are the rituals mckraken identifies

A

Exchange rituals
Possession rituals - claiming is an attempt to draw from the object the qualities that it has been given by the marketing forces of the world of goods

Grooming

Divestment

47
Q

Why has mckrakens view of movement of meaning been criticised?

A

Not seeing the creation of meaning as a two way process

48
Q

What does tynan (1997) find

A

Consumers play a role in linking product and consumption meanings and advertisers should tap into this pool

49
Q

How does Christmas relate to rituals

A

Cultural meaning has to be reestablished
After pre cleaning rituals decorations were brought out for grooming

Exchange rituals for gifts
Divestment for recycling cards etc

50
Q

What is consuming as experience

A

Views consumption as a psychological phenomenon, emphasising emotional states that arise during consumption

Can experience baseball in 3 ways
Accounting - make sense
Evaluating- construct value judgements
Appreciating- respond emotionally to baseball

51
Q

What is consuming as integration

A

How consumers acquire and manipulate objects and meanings

E.g fans of baseball integrate particular elements into their identity

52
Q

Consuming as classification

A

Views consuming as a process in which objects, viewed as vessels of cultural and personal meanings act to classify their consumers

Classify through objects e.g a team t shirt

53
Q

What is consuming as play

A

People use consumption objects to play and develop the relationship between this aspect and the other 3

54
Q

What is the importance of collecting

A

One of the most common ways of experiencing sacred consumption

55
Q

What is desacralisation

A

Objects that previously were sacred lose their sacred meaning to culture or specific groups within culture

56
Q

What is an anti brand community

A

E.g I hate Starbucks

57
Q

What is a myth

A

Story that contains symbolic elements that express shared emotions and ideals of culture

Can be used is a nostalgic way
Provide psychological models and

58
Q

What are the elements of a ritual

A

Ritual artefacts- objects and products that acompany or are consumed in a ritual setting

Ritual script - guides the use of the ritual artefact

Ritual performance roles- roles occupied by people involved

Ritual audience- people who witness or who are involved in the ritual

59
Q

What are the rituals rook identifies

A 
Grooming 
Possession 
Gift giving 
Self gift 
Holiday 
Rite of passage - marks a change in social status
60
Q

What is contamination

A

When objects associated with g sacred events or people become sacred in their own right.

61
Q

What are some examples of subcultures based on demographic

A

Age based
Sex roles- Mumsnet
Regional, ethnic or religious

62
Q

What are the 4 entrenched functions myths serve in culture

A

Metaphysical - explain origins of existence
Cosmological - emphasise that all components of the universe are part of a single picture
Sociological- maintain social order
Psychological- provide models for personnel conduct

63
Q

What are the elements of CCt

A

Consumer identity- mythic and symbolic resources through which people construct identity

Market culture- consumers are culture producers
May create cultural worlds through the persuit of common interests

Socioeconomic patterning- how consumption is shaped by social class hierarchies

Ideology

64
Q

What are the different age based groups

A

Tweens- consumers in training
Teens- digital natives and tech savvy
Gen Y- confident and self involved
Gen X- pessimistic and suspicious of advertising
Baby boomer- sizeable and important market

Consumer Behaviour (4 decks)

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