Chapter 9 Consumer Culture

1. Chapter 9Consumer Culture

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

3. Learning Outcomes • List fundamental elements of verbal and nonverbal communication • Discuss current emerging consumer markets and scan for opportunities

4. What is Culture? • Consumer culture represents the commonly held societal beliefs that define what is socially gratifying within a specific society

6. Culture, Meaning, and Value

7. Cultural Norms and Sanctions • Cultural Norm • Rule that specifies the appropriate behavior in a given situation within a specific culture • Cultural Sanctions • Penalties associated with performing a nongratifying or culturally inconsistent behavior

9. Origin of Culture • Ecological factors • The physical characteristics that describe the physical environment and habitat of a particular place • Tradition • The customs and accepted ways of structuring society • Includes things like the family and political structures of a society

10. Dimensions of Cultural Values

12. Cultural Distance • Represents how disparate one nation is from another Where, • CD = Cultural Distance • TCSV = Target Country Value Score on Dimension i • BCSV = Baseline Country Value Score on Dimension i

14. How Is Culture Learned?

17. Fundamental Elements of Communication • Verbal communication • Translational equivalence • Metric equivalence • Globish • Nonverbal communication • Time • Mannerisms/Body Language • Space • Etiquette/Manners • Relationships • Agreement • Symbols

18. Emerging Cultures