1. Consumer Culture
Chapter 8

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

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

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

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

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

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

8. Communications Verbal Communication Dialects Translations equivalence
Metric equivalence

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

10. Emerging Cultures
Purchasing power parity
Glocalization (not a typo)