1. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BABIN / HARRIS CB Consumer Culture CHAPTER 8 PART 3 ©MALCOLM FAIRMAN/ALAMY 1

2. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Learning Outcomes Understand how culture provides the true meaning of objects and activities. Use the key dimensions of core societal values to apply the concept of cultural distance. Define acculturation and enculturation. List fundamental elements of verbal and nonverbal communication. Discuss current emerging consumer markets and scan for opportunities. LO 1 LO 2 LO 3 LO 4 LO 5

3. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 1 Understand how culture provides the true meaning of objects and activities. 3

4. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 What is Culture? Consumer culture– commonly held societal beliefs that define what is socially gratifying. LO 1

5. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 Exhibit 8.1 Culture, Meaning and Value LO 1

6. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Culture, Meaning, and Value LO 1 Gives meanings to objects Gives meanings to activities Facilitates communication ©FOODPIX/JUPITERIMAGES/GETTY IMAGES

7. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7 Cultural Norms and Sanctions Cultural Norm Rule that specifies the appropriate behavior in a a given situation within a specific culture. Cultural Norm Rule that specifies the appropriate behavior in a a given situation within a specific culture. LO 1 Cultural Sanction Penalty associated with performing a non- gratifying or culturally inconsistent behavior. Cultural Sanction Penalty associated with performing a non- gratifying or culturally inconsistent behavior.

8. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Exhibit 8.2 Societal Role Expectations Vary LO 1

9. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 2 Use the key dimensions of core societal values to apply the concept of cultural distance. 9

10. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Dimensions of Cultural Values LO 2 Masculinity Uncertainty Avoidance Individualism Power Distance Long-Term Orientation

11. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11 Exhibit 8.3 Inputs and Outputs of Culture LO 2

12. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12 Exhibit 8.4 CSV Scoreboard LO 2

13. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Cultural Distance Represents how disparate one nation is from another in terms of their CSVs. Where, CD = Cultural Distance TCSV = Target Country Value Score on Dimension i BCSV = Baseline Country Value Score on Dimension i LO 2

14. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 Exhibit 8.5: CSV Difference Scores Relative to American Consumers LO 2 Lower CD scores implies greater similarities.

15. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 3 Define acculturation and enculturation. 15

16. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 How Is Culture Learned? LO 3 Enculturation Socialization Acculturation Consumer ethnocentrism–belief among consumers that their ethnic group and native products are superior to other ethnic groups and their products. ©ISTOCKPHOTO.COM/-KUBA-

17. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17 Exhibit 8.6: Factors Associated with Faster Acculturation LO 3

18. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18 Internet Censorship LO 3 Some governments censor the Internet content from its citizens. In China, the search engine Baidu is growing in popularity because of its acceptance of censorship without disclaimers. Governments that censor or demand access to consumers’ cell phone messages interfere with privacy.

19. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 19 Modeling and Shaping Modeling A process of imitating others’ behavior. Modeling A process of imitating others’ behavior. LO 3 Shaping Consumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions. Shaping Consumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions.

20. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 20 Exhibit 8.8 Modeling and the Quartet LO 3

21. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4 List fundamental elements of verbal and nonverbal communication. 21

22. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22 Verbal and Nonverbal Communication Verbal Communication The transfer of information through either the literal spoken or written word. Verbal Communication The transfer of information through either the literal spoken or written word. LO 4 Nonverbal Communication Communication not involving the literal spoken or written word. Nonverbal Communication Communication not involving the literal spoken or written word.

23. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23 Exhibit 8.9 Problems With Verbal Communication LO 4

24. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 24 Translational and Metric Equivalence Translational equivalence – exists when two phrases share the same precise meaning in two different cultures. Metric equivalence – the state in which consumers are shown to use numbers to represent quantities the same way across cultures. LO 4

25. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25 Exhibit 8.10 Nonverbal Communication Affects the Message Comprehended LO 4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

26. LO 5 Discuss current emerging consumer markets and scan for opportunities. 26

27. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27 Emerging Cultures LO 5 BRIC Markets Brazil, Russia, India, and China BRIC Markets Brazil, Russia, India, and China Chindia Refers to the combined market and business potential of China and India. Chindia Refers to the combined market and business potential of China and India.

28. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28 Exhibit 8.11: Attractive Consumer Markets for Foreign Direct Investment (FDI) LO 5 FDI Index Source: Sheth, J.N. (2007), “Rise of Chindia and Its Impact on World Marketing,” presented at the 2007 Academy of Marketing Science World Marketing Congress, Verona, Italy, July 13.

29. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 29 Glocalization Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local. Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local. LO 5