S Culture - The complex of learned meanings, values, and behavioral patterns that are shared by a society äCan be analyzed at different levels äConcept of shared or common meaning Cultural meanings are the shared or similar knowledge, meanings, and beliefs by which people in a social system represent significant aspects of their environments äCreated by people äCultural meanings are constantly in motion äSocial groups differ in the amount of freedom people have to adopt and use certain cultural meanings

S Core Cultural Values in America Value General Feature Relevance to Consumer Behavior Achievement and success Hard work is good; success flows from hard work Acts as a justification for acquisition of goods (“You deserve it”) Activity Efficiency and practicality Keeping busy is healthy and natural Admiration of things that solve problems (e.g., save time and effort) Stimulates interest in products that save time and enhance leisure-time Stimulates purchase of products that function well and save time

S Core Cultural Values in America Value General Feature Relevance to Consumer Behavior Progress People can improve themselves; tomorrow should be better Stimulates desire for new products that fulfill un- satisfied needs; acceptance of products that claim to be “new” or “improved” Material comfort “The good life” Fosters acceptance of convenience and luxury products that make life more enjoyable

S Core Cultural Values in America Value General Feature Relevance to Consumer Behavior Individualism Being one’s self (e.g., self- reliance, self-interest, and self-esteem Stimulates acceptance of customized or unique products that enable a person to “express his or her own personality” Freedom of choice Fosters interest in wide product lines and differentiated products Freedom

S Core Cultural Values in America Value General Feature Relevance to Consumer Behavior External Conformity Uniformity of observable behavior; desire to be accepted Stimulates interest in products that are used or owned by others in the same social group Humanitarianism Caring for others, particularly the underdog Stimulates patronage of firms that compete with market leaders

S Core Cultural Values in America Value General Feature Relevance to Consumer Behavior Youthfulness A state of mind that stresses being young at heart or appearing young Stimulates acceptance of products that provide the illusion of maintaining or fostering youth Fitness and Health Caring about one’s body, including the desire to be physically fit and healthy Stimulates acceptance of food products, activities, and equipment perceived to maintain or increase physical fitness

S Symbolic actions performed by consumers to create, affirm, evoke, or revise certain cultural meanings Consumption-related rituals: 1.Acquisition rituals 2.Possession rituals 3.Exchange rituals 4.Grooming rituals 5.Divestment rituals Culture Rituals

S Cross-Cultural Issues Differences across cultures: 1.Differences in consumption culture 2.Self-concept 3.Similar cross-cultural changes 4.Materialism International Strategies 1.Adaptation Approach – modifying the product, promotion, or other aspects of the local marketing strategies 2.Global Approach – maintaining the local marketing strategies