1. Consumer Behavior1 CULTURAL INFLUENCES MKT. 310

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

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

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

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

6. Consumer Behavior6 INDEPENDENT VS. INTERDEPENDENT SELF

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