W1L1

Question 1

Consumer culture represetn

Answer 1

the commonly held social beliefs that define what is socially gratifying within a specific society.

Question 2

Cultural sanction

Answer 2

refers to the penalties associated with performing non gratifying culturally inconsistent behavior.

Question 3

3 functions of culture

Answer 3

giving meaning to objects
giving meaning to activities
facilitating communication

Question 4

Hofstedes 6 dimensions of culture = core societal values

Answer 4

powere distance, individualism/collectivism, masculinity/feminity,
uncertainty avoidance, long/short term, indulgence vs restraint

Question 5

steps of: culture is learned 3

Answer 5

Social interaction  modeling  reinforcement

Question 6

2 ways of learning
-Enculturation
Acculturation

Answer 6

Enculturation: way people learn their native culture
- Acculturation: process by which consumers come to learn a culture other than their natural native culture

Question 7

Microcultures:

Answer 7

group of people who share similar values and tastes that are subsumed within a larger culture

Question 8

Role conflict:

Answer 8

a situation where a consumer experiences conflicting expectations based on cultural expectations

Question 9

Divergence:

Answer 9

a situation in which consumers choose membership in microcultures in order to stand out or define themselves

Question 10

Values

Answer 10

abstract, enduring beliefs about what is wrong, right, important etc

Question 11

Value system

Answer 11

our total value and their relative importance

Question 12

Lifestyles:

Answer 12

Distinctive modes of living, including how people spend their time and money

Question 13

• Psychographics

Answer 13

Quantitative investigation of consumer lifestyle

Question 14

• Psychographics: are important for

Answer 14

for companies as target groups are described in lifestyle

Question 15

3 Different Technique to describe groups

Answer 15

1. VALS 2. GEODEMOGRAPHIC 3. DemographicsTECHNIQUES

Question 16

1. VALS
   Describes and classifies them among

Answer 16

• Motivation
  o Ideals
  o Achievement
  o Self-expression
• resources
  o low/high resources
  o low/high motivation

Question 17

2. GEODEMOGRAPHIC TECHNIQUES

Answer 17

Techniques that provide data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions.

Question 18

SELF-CONGRUENCY THEORY

Answer 18

Behavior can be explained by congruency between a consumer’s self-concept and the image of a typical user of the product.

Question 19

LMarketers can use congruency theory by

Answer 19

theory by segmenting markets into groups of consumers who perceive high-self-concept congruence with the product-user image

Question 20

Cultural norms

Answer 20

the rules that specify the appropriate behavior in a given situation within a specific culture