Consumer Culture Chapter 8.

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Presentation transcript:

Consumer Culture Chapter 8

Consumer Culture What is it? Why do we care? Shapes behavior Subculture Culture provides meaning Cultural norms Cultural sanctions Pop culture Sex roles

Core Values Where does culture come from? Ecological factors Physical environment and habitat Traditions

Cultural Values Dimensions Individualism / Collectivism What does it measure? Masculinity / Femininity Power Distance Index

Cultural Values Dimensions (cont’d) Uncertainty Avoidance What does it measure? Long-term Orientation Guanxi CSV Scoreboard Cultural distance

How is Culture Learned? Socialization Enculturation Acculturation Influences Ethnic identification Consumer ethnocentrism

How Is Culture Learned? Quarter of Institutions Modeling Shaping What are they? World Teen Culture Non-smoking ads Modeling Shaping

Communications Verbal Communication Dialects Translations equivalence Metric equivalence

Communications Nonverbal Communications High-context Time Body language Space Etiquette Relationships Agreement Symbols

Emerging Cultures Purchasing power parity Glocalization (not a typo)

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