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Culture

Culture. What is Culture?. The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. A society’s personality. Beliefs, Values, Customs. Beliefs Knowledge, perceptions about specific product or consumption situation.

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Culture

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  1. Culture

  2. What is Culture? • The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. • A society’s personality.

  3. Beliefs, Values, Customs Beliefs Knowledge, perceptions about specific product or consumption situation. Large number of beliefs. Values Global perceptions widely accepted by society; serve as a guide for behavior. Relatively few values.

  4. Customs Overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations.

  5. Components of Culture • External, material culture. • Tangible objects of our world. • Internal, mental culture. • Ideas and points of view • Knowledge system • Belief and value system • Social normative system

  6. Social Normative System • The system of rules, standards of conduct, rewards, and punishment in a culture. • Norms • Fads • Folkways • Mores • Laws • Sanctions

  7. Characteristics of Culture • Culture is learned. • Through language and symbols. • Formal, informal, and technical learning. • Enculturation. • Acculturation. • Cultural universals.

  8. Cultural Universals • Similarities exist among all cultures. • Examples: • Athletics • Body decoration • Courtship • Music

  9. Transmission of Cultural Meaning • Transmit cultural meaning through rituals, symbolic activities consisting of a series of steps occurring in a fixed sequence and repeated over time. • Fitness behavior • Shopping behavior • Gift giving

  10. Culturally constituted world Advertising/ Fashion system Fashion system Consumer goods Divestment Ritual Grooming Ritual Exchange Ritual Possession Ritual Individual consumer

  11. Characteristics, continued… • Culture satisfies needs. • Order, direction, guidance. • Culture continually evolves to meet evolving needs of society.

  12. Characteristics, continued... • Culture is shared. • Significant portion of society accepts same values, beliefs, and customs. • Shared through learning, socialization, institutions, religious centers, mass media.

  13. Characteristics, continued... • Culture is dynamic. • Constantly evolving and changing. • Cultural trends • Increasing number of working women. • Increasing participation in health and fitness activities. • Decreasing social acceptance of cigarette smoking. • Increasing acceptance of e-commerce.

  14. Measurement of Culture • Content Analysis • Consumer Fieldwork • Observation • Value Measurement Instruments • Rokeach Value Survey (RVS) • Values and Lifestyles (VALS) • List of Values (LOV)

  15. Rokeach Value Survey Instrument • Terminal values • The relative importance of end-state values. • Comfortable life • Instrumental values • The basic approaches adopted to reach a desired end-state. • Ambitious

  16. Core Values • Core values are pervasive, enduring, and consumer-related. • Each culture has its own set of core values.

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