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Consumer Culture

Consumer Culture. Chapter 8. Consumer Culture. What is it? Why do we care? Shapes behavior Subculture Culture provides meaning Cultural norms Cultural sanctions Pop culture Sex roles. Core Values. Where does culture come from? Ecological factors Physical environment and habitat

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Consumer Culture

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  1. Consumer Culture Chapter 8

  2. Consumer Culture • What is it? • Why do we care? • Shapes behavior • Subculture • Culture provides meaning • Cultural norms • Cultural sanctions • Pop culture • Sex roles

  3. Core Values • Where does culture come from? • Ecological factors • Physical environment and habitat • Traditions

  4. Cultural Values • Dimensions • Individualism / Collectivism • What does it measure? • Masculinity / Femininity • What does it measure? • Power Distance Index • What does it measure?

  5. Cultural Values • Dimensions (cont’d) • Uncertainty Avoidance • What does it measure? • Long-term Orientation • Guanxi • CSV Scoreboard • Cultural distance

  6. How is Culture Learned? • Socialization • Enculturation • Acculturation • Influences • Ethnic identification • Consumer ethnocentrism

  7. How Is Culture Learned? • Quarter of Institutions • What are they? • World Teen Culture • Non-smoking ads • Modeling • Shaping

  8. Communications • Verbal Communication • Dialects • Translations equivalence • Metric equivalence

  9. Communications • Nonverbal Communications • High-context • Time • Body language • Space • Etiquette • Relationships • Agreement • Symbols

  10. Emerging Cultures • Purchasing power parity • Glocalization (not a typo)

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