1 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9 3 Consumer Culture

2 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Learning Outcomes Understand how culture provides the true meaning of objects and activities. Use the key dimensions of core societal values to apply the concept of cultural distance. Define acculturation and enculturation. List fundamental elements of verbal and nonverbal communication. Discuss current emerging consumer markets and scan for opportunities. LO 9-1 LO 9-2 LO 9-3 LO 9-4 LO 9-5

3 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 ▮ Understand how culture provides the true meaning of objects and activities. LO 9-1

4 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 What is Culture? ▮ Consumer culture - Societal beliefs that define what is socially gratifying LO 9-1

5 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 What is Culture? ▮ Culture is everywhere and ultimately explains the habits and idiosyncrasies of all groups of consumers. ▮ Culture is hierarchical. Subculture – refers to a culture existing at a lower level than overall culture.

6 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-1

7 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture, Meaning, and Value Gives meanings to objects Gives meanings to activities Facilitates communication ©FOODPIX/JUPITERIMAGES/GETTY IMAGES

Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cultural Norms and Sanctions Cultural norms Rule that specifies the appropriate behavior in a given situation within a specific culture Cultural sanctions Penalty associated with performing a non- gratifying or culturally inconsistent behavior LO 9-1

9 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-1

10 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Dimensions of Cultural Values ▮ Core societal values (CSV), or cultural values – represent a commonly agreed upon consensus about the most preferable ways of living within a society.

11 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11 Dimensions of Cultural Values LO 9-2 Individualism Masculinity Uncertainty avoidance Long-term orientation Power distance

12 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-2

13 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Cultural Distance ▮ How should a company decide where they should expand internationally? Geographic distance – look to neighboring countries. Cultural distance – represents how disparate one nation is from another in terms of their CSVs.

14 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-2

15 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 15 How Is Culture Learned? ▮ Socialization - Learning through observation and the active processing of information about everyday experience ▮ Enculturation - The way a person learns his or her native culture LO 9-3

16 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 How Is Culture Learned? ▮ Acculturation - Process by which consumers come to learn a culture other than their native culture Ethnic identification - Degree to which consumers feel a sense of belonging to their culture Consumer ethnocentrism - Belief among consumers that the products that come from their native land are superior to other products LO 9-3

17 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part..6 LO 9-3

18 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-3

19 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-3

Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Modeling and Shaping Modeling Process of imitating others’ behavior Shaping Consumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions LO 9-3

21 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21 Verbal Communication ▮ Transfer of information through either the literal spoken or written word Dialects - English in U.S isn’t the same as English in U.K Translational equivalence - Exists when two phrases share the same precise meaning in two different cultures LO 9-4

22 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22 Verbal Communication Metric equivalence - Use of numbers to represent quantities uniformly across cultures Globish - Reduces the English vocabulary to around 1500 words LO 9-4

23 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-4

24 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-4

25 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25 Emerging Cultures ▮ BRIC Markets - Brazil, Russia, India, and China ▮ Chindia - Combined market and business potential of China and India ▮ Glocalisation - Marketing strategy may be global but the implementation of marketing tactics should be local LO 9-5

26 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 26 Glocalization - Example ▮ McDonald’s uses the same business model in all countries Its menu varies from country to country reflecting the local population’s tastes LO 9-5

27 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-5

28 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 9-5