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Bus 347 > Week 9 > Flashcards

Week 9 Flashcards

1
Q

What is culture?

A

Learned ideas, beliefs, values, norms, knowledge, practices and customs that showcases the behavior of a society

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2
Q

How is culture society’s personality?

A

Through abstract ideas and material objectives and services

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3
Q

What is the belief portion of culture?

A

The belief and value component refers to the accumulated feelings and priorities and individuals

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4
Q

What are values

A
  1. Few in number
  2. Serve as guides for culturally appropriate behaviour
  3. During and difficult to change
  4. Widely accepted by members of society
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5
Q

What is Hofstede’s Dimension of culture?

A
  1. Power Distance
  2. Individualism
  3. Feminine/Masculine
  4. Uncertainty avoidance
  5. Long term orientation
  6. Restraint/indulgence
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6
Q

How is culture learned?

A

Socialization

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7
Q

What is socialization?

A

Learning through social interactions, making observations and actively processing this information to form impressions and understandings about everyday practices

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8
Q

What are the two main approaches to learning?

A

Enculturation and acculturation

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9
Q

What is enculturation

A

How and individual learns their own culture

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10
Q

How is enculturation learned?

A

Observational learning, habituation

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11
Q

What is acculturation

A

Learning new vulture

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12
Q

What is consumer acculturation

A

Adaptation of a consumer cultural environment in one country by those from another

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13
Q

What is the Penaloza’s study

A

Study that showcases the experiences of Mexican immigrants living in the USA

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14
Q

What are the outcomes of the Penaloza study that was identified

A
  1. Assimilation
  2. Maintenance
  3. Resistance
  4. Segregation
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15
Q

What is assimilation

A

The consumer entering the new culture abandon their native culture to favor the majority culture

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16
Q

What is maintenance

A

Aspects of both native and host cultures co exist

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17
Q

What is resistance

A

Keeping native culture over new host culture to keep their identity

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18
Q

What is segregation

A

Separation of cultural needs and newcomers live and shop in areas that is separated by the majority

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19
Q

What did Penaloza describe on the study?

A

Institutions (Family, school, church) alongside marketing agents are important in the process of acculturation

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20
Q

What are customs

A

Culturally approved or acceptable ways of behaving in specific situation

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21
Q

What are the characteristics of culture

A
  1. It is invisible
  2. It satisfies needs: offers direction, order and guidance
  3. It is learned
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22
Q

What differs that differ across cultures (values and norms)

A

Identifies the core values of each culture

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23
Q

Why is enculturation important?

A

This embraces the cultural practices and values because this is when culture is exposed at a young age

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24
Q

What are ways to understand culture?

A

Through language

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25
Q

What are norms

A

These are rules that dictate what’s right or wrong

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26
Q

What are the different types of norms

A
  1. Enacted norms
  2. Crescive norms
    1. Customers: Norms hands down from the past that control basic behaviour
    2. Mores: Custom with a strong moral overtone
    3. Convention:
      1. Norms regarding
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27
Q

How does the norms differ across culture?

A

Tastes, preferences, beliefs

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28
Q

What is food culture

A

Pattern of the food people eat

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29
Q

How do mixed marriages create opportunities marketers?

A

New products will create

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30
Q

What are beleifs

A

Thought an individual holds aboutsomething

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31
Q

What are values

A

Deep rooted and enduring beliefs ordeals about what is good or not

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32
Q

What is regional subcultures?

A

Different regions having distinct lifestyles resulting in variations in climate, culture

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33
Q

What are aspects of regional subcutlrues

A

National identity, regions

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34
Q

What is knowledge

A

This is familiarity with people or things that include understandings, facts, information and descriptions gained through experience and education

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35
Q

What are customs

A
  1. Behaviours passed in various generations
  2. Controls the basic behaviour within a culture around the core facets of life
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36
Q

How is culture communicated?

A

Through language or symbols

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37
Q

Why are culture commucated through language or symbols?

A

Bc the human mind has the ability to absorb and process symbolic communication

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38
Q

How can marketers take advantage or language and symbols in culture?

A

Promoting intangible product concepts as well as tangible products

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39
Q

What is the significance of advertisements in the consumer world

A

Advertising provides models for behaviour and also reinforces desired modes of behaviour and expectations

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40
Q

What is the movement of cultural meaning

A

Means that culture moves between aspects of society that make up culture

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41
Q

What is McCracken’s definition of cultural meaning

A

Cultural meaning is influenced by cultural categories (space, time, nature, sacred and society) and cultural principles (values, ideals, norms and beliefs_

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42
Q

What does McCracken’s diagram demonstrates

A

This demonstrates how the meaning associated with consumer goods transfers to consumers through cultural understanding of the world

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43
Q

What are myths

A

Story containing symbolic elements that represents the shared emotions/ideas of a culture

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44
Q

What are the functions and structures of myths

A
  1. Metaphysical —> explains origins of existence
  2. Cosmological
  3. Sociological
  4. Psychological
45
Q

What are rituals

A

Set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically

46
Q

What are the types of ritual experiences

A
  1. Comology
  2. Cultural values
  3. Group learning
  4. Individualaims and emotions
47
Q

What’s the three main elements that help understand culture?

A

Ecology, social structure and idealogy

48
Q

What is ecology

A
  1. Physical geography of a place and the way that a system has evolved and adapted to suit that environment
  2. Helps shape culture and provides the conditions within which culture is played out
49
Q

What is social structure

A

Tells us about the way that social life is maintained in a culture

50
Q

Where does social structure apply

A

Domestic and political life

51
Q

How does social structure play in advertising

A

Reinforces stereotypes around the dominant social structure

52
Q

What is ideology

A

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

53
Q

What is reconciliation branding

A

Has been taken but by companies who promote social harmony and repair the bond of our shared humanity

54
Q

What are core societal values

A

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

55
Q

Who is Hofstede

A

Dutch consumer behaviour researcher

56
Q

What did Hofstede dimensions of culture cover

A
  1. Individualism
  2. Masculinity
  3. Power distance
  4. Uncertainty avoidance
  5. Long term orientation
57
Q

What is individualism

A

Looks at the individuals goals are against collective goals

58
Q

What does it mean to have low individualism

A

Lack of interpersonal connection and little sharing

59
Q

What does it mean to have high individualism

A

Strong group cohesion

60
Q

What does “Our du, best du” mmean

A

“Only you are you” which displays German’s individualistic culture

61
Q

What is masculinity

A

Achievement-oriented with an emphasis on heroism, assertiveness and material reward

62
Q

What is power distance

A

Relates to hierarchical structure

63
Q

What does it mean to have a high power distance

A

Unequal distribution of power

63
Q

What does it mean to have a low power distance

A

Flat hierarchical structure and power is equal or well dispersed

64
Q

What is uncertainty avoidance

A

Relates to how groups feel about ambiguity and which members avoid of embrace it

65
Q

What does it mean to have a high UA

A

Avoids ambiguity

66
Q

What does it mean to have a low UA

A

value differences

67
Q

What is long term orientation

A

Relates to the time orientation of culture and its perspectives on time and tradition

68
Q

What does it mean to have long term orientation

A
  1. Tend to understand the importance of context and situation and display characteristics associated with perseverance
  2. They tend to save and invest and perserve
69
Q

What does it mean to have a short term orientation

A

Tend to not save for the future and look for quick results

70
Q

What are the critiques of Hofstede

A

Issues around measurement, sampling and model assumption

71
Q

What are the aspects of crescive norms

A
  1. Customs
  2. Mores
  3. Conventions
72
Q

What are mores

A
  1. Particular forms of customs with strong moral overtones
  2. Involves taboo or forbidden behaviour and violation of mores islet with strong censure form other members of a society
73
Q

What are conventions

A

Norms of everyday life

74
Q

What are myths

A

Symbolic elements that express shared emotions and ideals a culture

75
Q

What do myths serve

A

Emphasizes how things in a culture are interconnected, they maintain social order by authorizing a social code

76
Q

How are myths beneficial to marketers

A

Used for nostalgia

77
Q

What does ritual mean

A

Refers to a symbolic and expressive activity, comprising a varies ofbehaviour that are repeated over time

78
Q

What are the types of rituals in our lives

A

Viewed as sacred or religious or mundane

79
Q

How are rituals used for marketers

A

To understand consumption

80
Q

What are the types of consumer ritual

A
  1. Grooming
  2. Posession
  3. Gift giving
  4. Self gifts
  5. Holiday
  6. Rites of passage rituals
81
Q

What Is grooming rituals

A

Private behaviors that consumers undertake to aid the transition from private to public self

82
Q

What is possession rituals

A

Associated with transforming mass produced products from the market place into more personal products

83
Q

What is gift giving rituals

A

Giving presents to others and symbolism as a source of social connections

84
Q

What are self gifts

A

Buying gifts for ourselves as a form of reward

85
Q

What are holiday rituals

A

Routines during the holiday seasons or vacations

86
Q

What are rites of passage rituals

A

Rituals surrounding a change in a persons social status

87
Q

What are ritual artifacts

A

Objects used or consumed within a ritual setting that communicate specific symbolic messages and gives meaning to behaviors understood by ritual participants

88
Q

What is ritual script

A

Guide to the use of ritual artefacts

89
Q

What is a ritual performance roles

A

Roles occupied by people involved in the ritual as they perform according to the script

90
Q

What is ritual audience

A

People who witness or involve in a ritual

91
Q

What is sacred consumption

A

Objects and events that are treated with some degree of respect or awe which can be applied to places, people and events

92
Q

What is profane consumption

A

Consumer objects and events that are not considered sacred

93
Q

What is objectification

A

Sacred qualities are attributed to mundane items

94
Q

What is contamination

A

Describes objects associated with sacred events or people becoming sacred in their own right

95
Q

What is decralization

A

sacred item or symbol is removed from its special place

96
Q

What are subcultures

A

A cultural group within a larger culture that shares demographic characteristics or consumption interest

97
Q

What are demographic characteristics of subcultures

A

Age, sex, religion, ethnicity, region

98
Q

What are age based subcultures

A

Based on generations and are groups of consumers at key stages in their life course

99
Q

What are gender roles subcultures

A

Attitude, values and behaviors of men and women

100
Q

What are regional, ethnic and religious subcultures

A

Regional and ethnic identifications

101
Q

What are subculture of consumption

A

shared commitment to a particular product class, brand, or consumption activity

102
Q

How are subcultures identified

A

Ethos, core values, expression of the values

103
Q

Brand communities

A

community admirers of a brand

104
Q

What are four aspects of a brand community

A
  1. Consciousness of kind: Recognizes the connection of the brand and each other
  2. 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
  3. Moral responsibility: shared sense of duty to the community a as a whole and individuals within
  4. Anti brand community: A backlash against capitalism, corporate globalization
105
Q

What are consumer tribes

A

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

106
Q

What are the main difference of consumer tribes

A

Recognize the multiple nature of consumption collectives and that consumers may belong to several collectives or tribes at the same time

107
Q

What is tribal consumption

A
  1. One does not need to feel committed or responsible to the brand
  2. They emerge to grow
  3. Entreneurial
108
Q

What are the main difference of tribal consumption

A

Does not dominate consumer lives or have a strong moral obligation to the tribal collective

Bus 347 (6 decks)

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