Week 9 Flashcards
What is culture?
Learned ideas, beliefs, values, norms, knowledge, practices and customs that showcases the behavior of a society
How is culture society’s personality?
Through abstract ideas and material objectives and services
What is the belief portion of culture?
The belief and value component refers to the accumulated feelings and priorities and individuals
What are values
- Few in number
- Serve as guides for culturally appropriate behaviour
- During and difficult to change
- Widely accepted by members of society
What is Hofstede’s Dimension of culture?
- Power Distance
- Individualism
- Feminine/Masculine
- Uncertainty avoidance
- Long term orientation
- Restraint/indulgence
How is culture learned?
Socialization
What is socialization?
Learning through social interactions, making observations and actively processing this information to form impressions and understandings about everyday practices
What are the two main approaches to learning?
Enculturation and acculturation
What is enculturation
How and individual learns their own culture
How is enculturation learned?
Observational learning, habituation
What is acculturation
Learning new vulture
What is consumer acculturation
Adaptation of a consumer cultural environment in one country by those from another
What is the Penaloza’s study
Study that showcases the experiences of Mexican immigrants living in the USA
What are the outcomes of the Penaloza study that was identified
- Assimilation
- Maintenance
- Resistance
- Segregation
What is assimilation
The consumer entering the new culture abandon their native culture to favor the majority culture
What is maintenance
Aspects of both native and host cultures co exist
What is resistance
Keeping native culture over new host culture to keep their identity
What is segregation
Separation of cultural needs and newcomers live and shop in areas that is separated by the majority
What did Penaloza describe on the study?
Institutions (Family, school, church) alongside marketing agents are important in the process of acculturation
What are customs
Culturally approved or acceptable ways of behaving in specific situation
What are the characteristics of culture
- It is invisible
- It satisfies needs: offers direction, order and guidance
- It is learned
What differs that differ across cultures (values and norms)
Identifies the core values of each culture
Why is enculturation important?
This embraces the cultural practices and values because this is when culture is exposed at a young age
What are ways to understand culture?
Through language
What are norms
These are rules that dictate what’s right or wrong
What are the different types of norms
- Enacted norms
- Crescive norms
- Customers: Norms hands down from the past that control basic behaviour
- Mores: Custom with a strong moral overtone
- Convention:
- Norms regarding
How does the norms differ across culture?
Tastes, preferences, beliefs
What is food culture
Pattern of the food people eat
How do mixed marriages create opportunities marketers?
New products will create
What are beleifs
Thought an individual holds aboutsomething
What are values
Deep rooted and enduring beliefs ordeals about what is good or not
What is regional subcultures?
Different regions having distinct lifestyles resulting in variations in climate, culture
What are aspects of regional subcutlrues
National identity, regions
What is knowledge
This is familiarity with people or things that include understandings, facts, information and descriptions gained through experience and education
What are customs
- Behaviours passed in various generations
- Controls the basic behaviour within a culture around the core facets of life
How is culture communicated?
Through language or symbols
Why are culture commucated through language or symbols?
Bc the human mind has the ability to absorb and process symbolic communication
How can marketers take advantage or language and symbols in culture?
Promoting intangible product concepts as well as tangible products
What is the significance of advertisements in the consumer world
Advertising provides models for behaviour and also reinforces desired modes of behaviour and expectations
What is the movement of cultural meaning
Means that culture moves between aspects of society that make up culture
What is McCracken’s definition of cultural meaning
Cultural meaning is influenced by cultural categories (space, time, nature, sacred and society) and cultural principles (values, ideals, norms and beliefs_
What does McCracken’s diagram demonstrates
This demonstrates how the meaning associated with consumer goods transfers to consumers through cultural understanding of the world
What are myths
Story containing symbolic elements that represents the shared emotions/ideas of a culture
What are the functions and structures of myths
- Metaphysical —> explains origins of existence
- Cosmological
- Sociological
- Psychological
What are rituals
Set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
What are the types of ritual experiences
- Comology
- Cultural values
- Group learning
- Individualaims and emotions
What’s the three main elements that help understand culture?
Ecology, social structure and idealogy
What is ecology
- Physical geography of a place and the way that a system has evolved and adapted to suit that environment
- Helps shape culture and provides the conditions within which culture is played out
What is social structure
Tells us about the way that social life is maintained in a culture
Where does social structure apply
Domestic and political life
How does social structure play in advertising
Reinforces stereotypes around the dominant social structure
What is ideology
This reflects on the mental characteristics of a people, building on the assumption that members of a society possess the same worldview, ethos, ideas and principles
What is reconciliation branding
Has been taken but by companies who promote social harmony and repair the bond of our shared humanity
What are core societal values
These are important in understanding cultures and underpin the various dimensions of culture which help understand how different people act and bhevaiour around the world
Who is Hofstede
Dutch consumer behaviour researcher
What did Hofstede dimensions of culture cover
- Individualism
- Masculinity
- Power distance
- Uncertainty avoidance
- Long term orientation
What is individualism
Looks at the individuals goals are against collective goals
What does it mean to have low individualism
Lack of interpersonal connection and little sharing
What does it mean to have high individualism
Strong group cohesion
What does “Our du, best du” mmean
“Only you are you” which displays German’s individualistic culture
What is masculinity
Achievement-oriented with an emphasis on heroism, assertiveness and material reward
What is power distance
Relates to hierarchical structure
What does it mean to have a high power distance
Unequal distribution of power
What does it mean to have a low power distance
Flat hierarchical structure and power is equal or well dispersed
What is uncertainty avoidance
Relates to how groups feel about ambiguity and which members avoid of embrace it
What does it mean to have a high UA
Avoids ambiguity
What does it mean to have a low UA
value differences
What is long term orientation
Relates to the time orientation of culture and its perspectives on time and tradition
What does it mean to have long term orientation
- Tend to understand the importance of context and situation and display characteristics associated with perseverance
- They tend to save and invest and perserve
What does it mean to have a short term orientation
Tend to not save for the future and look for quick results
What are the critiques of Hofstede
Issues around measurement, sampling and model assumption
What are the aspects of crescive norms
- Customs
- Mores
- Conventions
What are mores
- Particular forms of customs with strong moral overtones
- Involves taboo or forbidden behaviour and violation of mores islet with strong censure form other members of a society
What are conventions
Norms of everyday life
What are myths
Symbolic elements that express shared emotions and ideals a culture
What do myths serve
Emphasizes how things in a culture are interconnected, they maintain social order by authorizing a social code
How are myths beneficial to marketers
Used for nostalgia
What does ritual mean
Refers to a symbolic and expressive activity, comprising a varies ofbehaviour that are repeated over time
What are the types of rituals in our lives
Viewed as sacred or religious or mundane
How are rituals used for marketers
To understand consumption
What are the types of consumer ritual
- Grooming
- Posession
- Gift giving
- Self gifts
- Holiday
- Rites of passage rituals
What Is grooming rituals
Private behaviors that consumers undertake to aid the transition from private to public self
What is possession rituals
Associated with transforming mass produced products from the market place into more personal products
What is gift giving rituals
Giving presents to others and symbolism as a source of social connections
What are self gifts
Buying gifts for ourselves as a form of reward
What are holiday rituals
Routines during the holiday seasons or vacations
What are rites of passage rituals
Rituals surrounding a change in a persons social status
What are ritual artifacts
Objects used or consumed within a ritual setting that communicate specific symbolic messages and gives meaning to behaviors understood by ritual participants
What is ritual script
Guide to the use of ritual artefacts
What is a ritual performance roles
Roles occupied by people involved in the ritual as they perform according to the script
What is ritual audience
People who witness or involve in a ritual
What is sacred consumption
Objects and events that are treated with some degree of respect or awe which can be applied to places, people and events
What is profane consumption
Consumer objects and events that are not considered sacred
What is objectification
Sacred qualities are attributed to mundane items
What is contamination
Describes objects associated with sacred events or people becoming sacred in their own right
What is decralization
sacred item or symbol is removed from its special place
What are subcultures
A cultural group within a larger culture that shares demographic characteristics or consumption interest
What are demographic characteristics of subcultures
Age, sex, religion, ethnicity, region
What are age based subcultures
Based on generations and are groups of consumers at key stages in their life course
What are gender roles subcultures
Attitude, values and behaviors of men and women
What are regional, ethnic and religious subcultures
Regional and ethnic identifications
What are subculture of consumption
shared commitment to a particular product class, brand, or consumption activity
How are subcultures identified
Ethos, core values, expression of the values
Brand communities
community admirers of a brand
What are four aspects of a brand community
- Consciousness of kind: Recognizes the connection of the brand and each other
- Rituals and traditions: Associated with the consumption community are those vital social process by which meaning of the community is reproduced and transmitted within and beyond the community
- Moral responsibility: shared sense of duty to the community a as a whole and individuals within
- Anti brand community: A backlash against capitalism, corporate globalization
What are consumer tribes
A group of people emotionally connected by similar consumption values and usage
What are the main difference of consumer tribes
Recognize the multiple nature of consumption collectives and that consumers may belong to several collectives or tribes at the same time
What is tribal consumption
- One does not need to feel committed or responsible to the brand
- They emerge to grow
- Entreneurial
What are the main difference of tribal consumption
Does not dominate consumer lives or have a strong moral obligation to the tribal collective
