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Chapter 9 Consumer Culture - PowerPoint PPT Presentation


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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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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
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
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
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
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