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Influence of Culture on Consumption and Communication: Understanding Cultural Universals and Differences

This chapter explores the characteristics of culture and its impact on consumption and communication processes. It delves into the concept of cultural universals and examines the influence of culture on thinking processes. The chapter also discusses communication through verbal and nonverbal language, highlighting the differences between low-context and high-context cultures. Additionally, it explores the language of time, space, agreement, friendship, negotiation, religion, superstition, color, and gifts.

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Influence of Culture on Consumption and Communication: Understanding Cultural Universals and Differences

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  1. Chapter 6 Culture

  2. Chapter Outline • Culture and Its Characteristics • Influence of Culture on Consumption • Influence of Culture on Thinking Processes • Influence of Culture on Communication Processes

  3. Chapter Outline • Cultural Universals • Cultural Similarities: An Illusion • Communication Through Verbal Language • Communication Through Nonverbal Language • Subculture

  4. Functions of Culture • prescriptive • facilitating communication

  5. Characteristics of Culture • socially shared • learned • subjective • enduring • cumulative • dynamic

  6. Context of Culture: Low-Context Culture • Low-Context Culture - explicit messages - words conveying main part of information - words and meanings being independent of context - e.g., Germany, North America - compatible with "lecture" advertising strategy

  7. Context of Culture: High-Context Culture • High-Context Culture - indirect communication - message not understood without context - environment changing meanings of words - e.g., Japan, France, Asia, Middle East - compatible with "drama" advertising strategy

  8. Communication through Verbal Language • Language Acquisition - "Use It or Lose It" hypothesis • Translation • The World's Best Language - English - Chinese - Spanish - Esperanto • Marketing and Languages

  9. Communication throughNonverbal Language • Language of Time - linear-separable time - circular-traditional time - procedural-traditional time • Language of Space • Language of Agreement • Language of Friendship

  10. Communication throughNonverbal Language • Language of Negotiation • Language of Religion • Language of Superstition • Language of Color • Language of Gifts

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