1. Consumer Culture CHAPTER NINE

2. Example: Food Portions

3. What is Culture?

4. Culture, Meaning, and Value Gives meanings to objects Gives meanings to activities Facilitates communication

5. Culture, Meaning, and Value Examples

6. Cultural Norms 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

7. The Invisible Hand of Culture Each individual perceives the world through his own cultural lens

8. Culture Satisfies Needs Food and Clothing Needs vs. Luxury

9. Dimensions of Cultural Values Individualism Masculinity Uncertainty avoidance Long-term orientation Power distance

10. Comparison of Values Across Countries

11. 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 Acculturation –Process by which consumers come to learn a culture other than their native culture

12. Characteristics Affecting Acculturation

13. Communication of Cultural Values

14. Fundamental Elements of Communication Verbal communication Translation Metric equivalence Nonverbal communication Time Body language Space Etiquette Relationships Agreement Symbols

15. Culture is Dynamic Evolves because it fills needs Certain factors change culture – Technology – Population shifts – Resource shortages – Wars – Changing values – Customs from other countries

16. The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments

17. Content Analysis

18. Example: Samsung Refrigerator

19. Example: Thomas English Muffins

20. Consumer Fieldwork Field Observation –Natural setting –Subject unaware –Focus on observation of behavior Participant Observation

21. Value Measurement Survey Instruments Rokeach Value Survey (RVS) A self- administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals) List of Values (LOV) A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey Values and Lifestyles (VALS) A value measurement based on two categories: self- definition and resources

22. American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort IndividualismFreedom External conformity HumanitarianismYouthfulness Fitness and health