Week 3

Question 1

Consumer culture

Answer 1

Commonly held societal beliefs that define what is socially gratifying

Question 2

Why does culture exist?

Answer 2

Sense of self and space

Dress and appearance

Communication and language

Food and feeding habits

Relationships

Values and norms

Beliefs and attitudes

Work habits and practices

Question 3

Cultural sanction

Answer 3

Penalty/punishment associated w performing a culturally inconsistent behaviour.

Question 4

Cultural norm

Answer 4

Rule that specifies the appropriate behaviour in a given situation within a specific culture.

Question 5

Hofstede’s cultural dimensions

Answer 5

Masculinity vs femininity
Individualism vs colectivism
Power distance
Indulgence vs restraint
Long vs short term orientation
Uncertainty avoidance

Question 6

Individualism vs collectivism

Answer 6

The extent to which members of a society want to be left alone to look after themselves or want to remain in a tightknit network

Individualistic countries place great importance on attaining personal goals

Collectivistic countries place great importance on the group as a whole

Question 7

Power distance

Answer 7

Extent to which less powerful members of society expect and accept that the distribution of power is not equal

HIGH POWER DISTANCE counties ACCEPT INEQUITY AND POWER DIFFERENCES and have great respect for rank and authority

Question 8

Indulgence vs self-restraint

Answer 8

Indulgence indicates a country that allows relatively free gratification related to enjoying life and having fun

Restraint indicates a society that suppresses gratification of needs and regulates it through social norms.

Question 9

Masculinity vs femininity

Answer 9

Masculine countries tend to have distinct gender roles and value material achievements.

Feminine countries tend to have more fluid gender roles and value quality of life.

Question 10

Uncertainty avoidance

Answer 10

Extent to which people in a society are not at ease w uncertainty and ambiguity.

HIGH UNCERTAINTY AVOIDANCE COUNTRIES have low tolerance for ambiguity and risks, and they attempt to control them through rules and regulations,

Low uncertainty countries are more open to ambiguity and risks and have more relaxed rules and regulations.

Question 11

Long-term orientation

Answer 11

Willingness to delay short-term material or social success or even short-term emotional gratification to prepare for the future.

Countries w this attribute value persistence, perseverance, saving and being able to adapt.

Short-term orientation involves placing a stronger emphasis on living for the present than the future.

Question 12

How is culture learned? (3)

Answer 12

Socialisation
Enculturation
Acculturation

Question 13

Enculturation

Answer 13

The process by which people learn the dynamics of their surrounding culture and acquire values and norms appropriate or necessary to that culture and its worldviews.

Question 14

Acculturation

Answer 14

A process in which an individual adopts, acquires and adjusts to a new cultural environment as a result of being placed into a new culture, or when another culture is brought to someone.

Question 15

Factors associated w faster acculturation

Answer 15

Female
Younger
Low ethnocentrism
Low ethnic identification
New language
Social media engagement

Question 16

Modelling vs shaping

Answer 16

Modelling is a process of imitating others’ behaviour.

Shaping is when consumers’ behaviours slowly adapt to a culture through a series of rewards and sanctions.

Question 17

Glocalisation

Answer 17

Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level could be local.