Consumer Behavior1 CULTURAL INFLUENCES MKT. 310. Consumer Behavior2 CHARACTERISTICS OF CULTURE l Learned l Adaptive l Analogies: l lens l blueprint l.

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Presentation transcript:

Consumer Behavior1 CULTURAL INFLUENCES MKT. 310

Consumer Behavior2 CHARACTERISTICS OF CULTURE l Learned l Adaptive l Analogies: l lens l blueprint l scaffolding

Consumer Behavior3 ASPECTS OF CULTURE l Values l Norms l Cultural universals l Rituals

Consumer Behavior4 TYPES OF RITUALS l Exchange l Possession l Grooming l Divestment

Consumer Behavior5 COMMUNICATING CULTURAL MEANING Culturally constituted world Consumer goods Individual consumer Advertising system Fashion system Rituals: Possession ExchangeGroomingDivestment

Consumer Behavior6 INDEPENDENT VS. INTERDEPENDENT SELF

Consumer Behavior7 Age Cohort AgeCohort AgeCohort SOCIO-HISTORICAL EVENTS OVER TIME ParentsYou Your children Culture/sub-culture/Class

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