Culture and Consumer Behavior CSR 331 Culture and Consumer Behavior 1

Culture provides the true meaning of objects and activities. CSR 331 Culture provides the true meaning of objects and activities. 3

Consumer culture–commonly held societal beliefs that define what is socially gratifying.

Exhibit 8.1 Culture, Meaning and Value

Gives meanings to objects Gives meanings to activities Facilitates communication ©FOODPIX/JUPITERIMAGES/GETTY IMAGES

Cultural Norms and Sanctions Cultural Sanction Penalty associated with performing a non-gratifying or culturally inconsistent behavior. Cultural Norm Rule that specifies the appropriate behavior in a a given situation within a specific culture.

Societal Role Expectations Vary

Dimensions of Cultural Values Individualism Masculinity Power Distance Uncertainty Avoidance Long-Term Orientation

How Is Culture Learned? Socialization Enculturation Acculturation ©ISTOCKPHOTO.COM/-KUBA- Consumer ethnocentrism–belief among consumers that their ethnic group and native products are superior to other ethnic groups and their products.

Globalization or localization Cross cultural marketing blunders abound http://www.deborahswallow.com/2009/08/20/cross-cultural-marketing-blunders/