week 8 - culture Flashcards
define culture
the sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society
define beliefs
are mental or verbal statements that reflect our knowledge and
assessment of something (examples: a person, store, product)
define values
are also beliefs but:
‒ Are fewer in number
‒ Guide culturally appropriate behaviour
‒ Are enduring
‒ Are not tied to specific objects or situations
‒ Are widely accepted by society
define customes
are culturally approved patterns of behaviour
properties of culture
Satisfies needs
‒ Is dynamic
‒ Is learned
‒ Is shared
explain culutre - dynaimic
Culture changes: ‒ When existing cultural beliefs/values/customs no longer satisfy needs
(example: the decline in wearing hats once shampoos, and with it
cleaner hair, became more common) ‒ In response to other social changes (examples: new technologies such as
mobile phones, resource shortages during WW2)
explain culture - learned
Culture can be transmitted through: ‒
Formal learning (example: parents explicitly teaching their children how
to use chopsticks)
‒ Informal learning (example: watching how one’s parents greet strangers
to learn appropriate ways of greeting people) ‒
Technical learning (example: sex education received at school)
define enculturation
• Enculturation occurs when we learn our own culture
define acculturation
Acculturation occurs when we learn other’s cultures
International firms need to engage in acculturation; otherwise, they may
expose their brands to ridicule or contempt
explain properties of culture - shared
Beliefs/values/customs only become cultural characteristics if they are
widely held by all members of that culture
• Various institutions transmit these elements of culture, including: ‒ The family ‒ Educational institutions ‒ Religious bodies ‒ The media
explain sub culture
Subcultures are distinct cultural
groups that exist as an identifiable
segment within a larger, more
complex society
• Members of subcultures possess beliefs, values, and customs that set them apart but otherwise adhere to most of the dominant cultural beliefs
explain subculture by age
Widespread (albeit contested) belief that people of a similar age will share
certain characteristics
‒ Millennials/Gen Y (1980-1994): tech savvy, open to change, brand
disloyal
‒ Gen X (1965-1979): seek work/life flexibility, spenders not savers
‒ Baby boomers (1946-1964): large pool of assets, conspicuous
consumption
explain subculture by geography
Geographic subcultures may emerge due to climatic, legal, historical etc.
variations ‒ Example: Melbourne – prefers AFL; café culture; skews politically
progressive; ‘cultural capital’ of Australia ‒ Example: Sydney – prefers NRL; beach culture; skews politically
conservative; financial gateway to the region/world
explain subculture by religion
Religions provide followers a framework for viewing the world
• This framework, and the behaviours it motivates, can result in the
emergence of religious subcultures
• Religious subcultures may influence certain purchase behaviours ‒ Example: Halal and Kosher food
‒ Example: giving up sugar/lollies during Lent, fasting during Ramadan
explain cross culture
Multinational firms must be aware of cross-cultural variations so they can
successfully promote their products/services to diverse cultures
• Firms are faced with several choices: ‒ Standardise their products and/or communications across all their
markets ‒ Localise their products and/or communications to each market
