© 2009 South-Western, a division of Cengage Learning. Chapter 8 Consumer Culture BABIN / HARRIS.
Transcript of © 2009 South-Western, a division of Cengage Learning. Chapter 8 Consumer Culture BABIN / HARRIS.
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© 2009 South-Western, a division of Cengage Learning.
Chapter 8Consumer CultureChapter 8Consumer Culture
BABIN / HARRISBABIN / HARRIS
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Learning Outcomes
Understand how culture provides the true meaning of objects and activities.
Use the key dimensions of core societal values to understand the concept of cultural distance.
Define acculturation and enculturation.
List fundamental elements of verbal and nonverbal communication.
Discuss current emerging consumer markets and scan for opportunities.
LO1
LO2
LO3
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LO5
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© 2009 South-Western, a division of Cengage Learning.
LO1
Understand how culture provides the true meaning of objects and
activities.
Understand how culture provides the true meaning of objects and
activities.
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What is Culture?
Commonly held societal beliefs that define what is socially gratifying.
Commonly held societal beliefs that define what is socially gratifying.
LO1
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The World Is Their Cup!
How can Starbuck’s succeed in China?
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Exhibit 8.1Culture, Meaning and Value
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Exhibit 8.2Culture is Hierarchical
LO1
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Culture, Meaning, and ValueLO1
Gives meanings to objects
Gives meanings to objects
Gives meanings to activities
Gives meanings to activities
Facilitates communication
Facilitates communication
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Cultural Norms and Sanctions
Cultural NormRule that specifies the appropriate behavior in a a given situation within a specific culture.
Cultural NormRule that specifies the appropriate behavior in a a given situation within a specific culture.
LO1
Cultural SanctionPenalty associated with
performing a non-gratifying or culturally
inconsistent behavior.
Cultural SanctionPenalty associated with
performing a non-gratifying or culturally
inconsistent behavior.
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LO2
Use the key dimensions of core societal values to understand the
concept of cultural distance.
Use the key dimensions of core societal values to understand the
concept of cultural distance.
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Exhibit 8.3Inputs and Outputs of Culture
LO2
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Tradition
Religious traditions shape consumption experiences.
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Dimensions of Cultural ValuesLO2
MasculinityMasculinity
Uncertainty Avoidance
Uncertainty Avoidance
IndividualismIndividualism
Power DistancePower Distance
Long-Term Orientation
Long-Term Orientation
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Individualism
A typical advertisement appealing to individualism as CSV.
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Exhibit 8.4CSV Scoreboard
LO2
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Cultural Distance
Represents how disparate one nation is from another in terms of their CSVs.
Where,• CD = Cultural Distance• TCSV = Target Country Value Score on Dimension i• BCSV = Baseline Country Value Score on Dimension i
5
1
2)(i
ii BCSVTCSVCD
LO2
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Exhibit 8.5: CSV Difference Scores Relative to American Consumers
LO2
Lower CD scores implies greater similarities.
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LO3
Define acculturation and enculturation.
Define acculturation and enculturation.
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How Is Culture Learned?LO3
EnculturationEnculturation
SocializationSocialization
AcculturationAcculturation
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Exhibit 8.6: Factors Associated with Faster Acculturation
LO3
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Exhibit 8.7Quartet of Institutions
LO3
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World Teen Culture
Teens are similar around the world!
LO3
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Exhibit 8.8: Similarities and Differences Among Teen Consumers
LO3
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Modeling and Shaping
ModelingA process of imitating others’ behavior.
ModelingA process of imitating others’ behavior.
LO3
ShapingConsumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions.
ShapingConsumers’ behaviors slowly adapt to a culture through a series of rewards and sanctions.
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What Consumers Do Know Can Hurt Them?
The Chinese government censors information its citizens receive through the Internet, which has impacted Google, Yahoo, and Microsoft.
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LO4
List fundamental elements of verbal and nonverbal
communication.
List fundamental elements of verbal and nonverbal
communication.
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Verbal and Nonverbal Communication
Verbal CommunicationThe transfer of information through either the literal spoken or written word.
Verbal CommunicationThe transfer of information through either the literal spoken or written word.
LO4
Nonverbal CommunicationCommunication not involving the literal spoken or written word.
Nonverbal CommunicationCommunication not involving the literal spoken or written word.
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Exhibit 8.9Problems With Verbal Communication
LO4
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Translational and Metric Equivalence
• Translational equivalence – exists when two phrases share the same precise meaning in two different cultures.
• Metric equivalence – the state in which consumers are shown to use numbers to represent quantities the same way across cultures.
LO4
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Verbal Communication
What does this mean?
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Exhibit 8.10Nonverbal Communication
LO4
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These Are a Few of Our Favorite Things
Is this your favorite thing? Answers will differ around the world.
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LO5
Discuss current emerging consumer markets and scan for
opportunities.
Discuss current emerging consumer markets and scan for
opportunities.
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Emerging CulturesLO5
BRIC MarketsBrazil, Russia, India, and China
BRIC MarketsBrazil, Russia, India, and China
ChindiaRefers to the combined market and business potential of China and India.
ChindiaRefers to the combined market and business potential of China and India.
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Exhibit 8.11: Attractive Consumer Markets for Foreign Direct Investment (FDI)
LO5
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Exhibit 8.12: Purchasing Power Parity of Leading Consumer Nations
LO5
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Glocalization
Represents the idea thatmarketing strategy may beglobal but the implementationof that strategy at themarketing tactics level shouldbe local.
Represents the idea thatmarketing strategy may beglobal but the implementationof that strategy at themarketing tactics level shouldbe local.
LO5
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ESPN Has Glocalized!LO5