Chapter 9 consumer culture
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Chapter 9 Consumer Culture. 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. Learning Outcomes.

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Chapter 9 Consumer Culture

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Chapter 9 consumer culture

Chapter 9Consumer Culture


Learning outcomes

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


Learning outcomes1

Learning Outcomes

  • List fundamental elements of verbal and nonverbal communication

  • Discuss current emerging consumer markets and scan for opportunities


What is culture

What is Culture?

  • Consumer culture represents the commonly held societal beliefs that define what is socially gratifying within a specific society


Culture meaning and value

Culture, Meaning, and Value


Cultural norms and sanctions

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


Origin of culture

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


Dimensions of cultural values

Dimensions of Cultural Values


Cultural distance

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


How is culture learned

How Is Culture Learned?


Fundamental elements of communication

Fundamental Elements of Communication

  • Verbal communication

    • Translational equivalence

    • Metric equivalence

    • Globish

  • Nonverbal communication

    • Time

    • Mannerisms/Body Language

    • Space

    • Etiquette/Manners

    • Relationships

    • Agreement

    • Symbols


Emerging cultures

Emerging Cultures


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