1. Culture and Consumer Behavior
CSR 331
Culture and Consumer Behavior 1

2. Culture provides the true meaning of objects and activities.
CSR 331
Culture provides the true meaning of objects and activities. 3

3. Consumer culture–commonly held societal beliefs that define what is socially gratifying.

4. Exhibit 8.1 Culture, Meaning and Value

5. Gives meanings to objects
Gives meanings to activities
Facilitates communication
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6. Cultural Norms and Sanctions
Cultural Sanction
Penalty associated with performing a non-gratifying or culturally inconsistent behavior.
Cultural Norm
Rule that specifies the appropriate behavior in a a given situation within a specific culture.

7. Societal Role Expectations Vary

8. Dimensions of Cultural Values
Individualism
Masculinity
Power Distance
Uncertainty Avoidance
Long-Term Orientation

9. How Is Culture Learned? Socialization Enculturation Acculturation
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Consumer ethnocentrism–belief among consumers that their ethnic group and native products are superior to other ethnic groups and their products.

10. Globalization or localization
Cross cultural marketing blunders abound