Consumer Culture

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 (contd)
• 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)