Chapter 13 Culture and Popular Culture

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Chapter 13Culture and Popular Culture

• Consumer Behavior A FrameworkJohn C.
  MowenMichael S. Minor

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Key Concepts

• Culture
• Role of consumer goods in culture
• Core American values
• Belief systems, global and domain-specific
  values, evaluating product attributes

• Rituals
• Popular culture
• Examples of popular culture
• Fashion and fashion trends
• Formation of popular culture

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Culture

• A way of life

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Culture Includes

• The Material Objects of a Society
• Ideas, Values, Norms
• Institutions
• Symbols
• The Ways We Dress, Think, Eat, and Spend Our
  Leisure Time

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Culture

• A learned behavior.
• Enculturation
• Acculturation
• Adaptive

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Components of Culture

• Values
• Norms are more specific than values and dictate
  acceptable and unacceptable behaviors
• Enacted Norms
• Cresive Norms

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Three Types of Cresive Norms

• Customs
• Mores
• Conventions

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Cultural Meanings

• Values, norms, and shared beliefs that are
  symbolically communicated

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Transferring Cultural Meanings
Culturally Constituted World
Advertising System
Fashion System
Consumer Goods
Possession Ritual
Exchange Ritual
Grooming Ritual
Divestment Ritual
Individual Consumer
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Cultural Values

• Shared meanings of ideal end states and modes of
  conduct

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The LOV Scale

• Values
• are consistent over time.
• influence attitudes, which influence behavior.
• may change more among females than among males.
• change more among the young.
• the need to be well-respected may have
  decreased over time.

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Materialism Values

• Materialistic themes are stable over time.
• Types of materialism
• Instrumental
• Terminal
• Women are more sharing, less materialistic.
• Cross-cultural differences in materialism exist.

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Cultural Symbols

• Symbols are entities that represent ideas and
  concepts

• It can be argued that people consume symbols

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Popular Culture

• The culture of mass appeal
• It taps into the experiences and values of a
  significant portion of the population
• It does not require any special knowledge to
  understand it
• It is produced so that large numbers of people
  have easy access to it
• It most frequently influences behavior that does
  not involve work or sleep

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Examples of Popular Culture

• Advertising
• Television
• Music
• Fashion

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Fashion Trend Characteristics

• Type
• Cyclical
• Classic
• Speed
• Fad or longer-lasting
• Turning Points
• Technological or cultural barriers
• Degree of Adherence

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Managerial Implications

• Positioning
• Environmental Analysis
• Research
• Marketing Mix
• Segmentation