Consumer Culture CHAPTER NINE

Example: Food Portions

What is Culture?

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

Culture, Meaning, and Value Examples

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

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

Culture Satisfies Needs Food and Clothing Needs vs. Luxury

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

Comparison of Values Across Countries

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

Characteristics Affecting Acculturation

Communication of Cultural Values

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

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

The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments

Content Analysis

Example: Samsung Refrigerator

Example: Thomas English Muffins

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

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

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