© 2009 South-Western, a division of Cengage Learning.
Chapter 8Consumer CultureChapter 8Consumer Culture
BABIN / HARRISBABIN / HARRIS
© 2009 South-Western, a division of Cengage Learning. 8-2
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.
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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.
© 2009 South-Western, a division of Cengage Learning. 8-4
What is Culture?
Commonly held societal beliefs that define what is socially gratifying.
Commonly held societal beliefs that define what is socially gratifying.
LO1
© 2009 South-Western, a division of Cengage Learning. 8-5
The World Is Their Cup!
How can Starbuck’s succeed in China?
© 2009 South-Western, a division of Cengage Learning. 8-6
Exhibit 8.1Culture, Meaning and Value
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© 2009 South-Western, a division of Cengage Learning. 8-7
Exhibit 8.2Culture is Hierarchical
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© 2009 South-Western, a division of Cengage Learning. 8-8
Culture, Meaning, and ValueLO1
Gives meanings to objects
Gives meanings to objects
Gives meanings to activities
Gives meanings to activities
Facilitates communication
Facilitates communication
© 2009 South-Western, a division of Cengage Learning. 8-9
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.
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Cultural SanctionPenalty associated with
performing a non-gratifying or culturally
inconsistent behavior.
Cultural SanctionPenalty associated with
performing a non-gratifying or culturally
inconsistent behavior.
© 2009 South-Western, a division of Cengage Learning.
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.
© 2009 South-Western, a division of Cengage Learning. 8-11
Exhibit 8.3Inputs and Outputs of Culture
LO2
© 2009 South-Western, a division of Cengage Learning. 8-12
Tradition
Religious traditions shape consumption experiences.
© 2009 South-Western, a division of Cengage Learning. 8-13
Dimensions of Cultural ValuesLO2
MasculinityMasculinity
Uncertainty Avoidance
Uncertainty Avoidance
IndividualismIndividualism
Power DistancePower Distance
Long-Term Orientation
Long-Term Orientation
© 2009 South-Western, a division of Cengage Learning. 8-14
Individualism
A typical advertisement appealing to individualism as CSV.
© 2009 South-Western, a division of Cengage Learning. 8-15
Exhibit 8.4CSV Scoreboard
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© 2009 South-Western, a division of Cengage Learning. 8-16
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
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© 2009 South-Western, a division of Cengage Learning. 8-17
Exhibit 8.5: CSV Difference Scores Relative to American Consumers
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Lower CD scores implies greater similarities.
© 2009 South-Western, a division of Cengage Learning.
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Define acculturation and enculturation.
Define acculturation and enculturation.
© 2009 South-Western, a division of Cengage Learning. 8-19
How Is Culture Learned?LO3
EnculturationEnculturation
SocializationSocialization
AcculturationAcculturation
© 2009 South-Western, a division of Cengage Learning. 8-20
Exhibit 8.6: Factors Associated with Faster Acculturation
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© 2009 South-Western, a division of Cengage Learning. 8-21
Exhibit 8.7Quartet of Institutions
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© 2009 South-Western, a division of Cengage Learning. 8-22
World Teen Culture
Teens are similar around the world!
LO3
© 2009 South-Western, a division of Cengage Learning. 8-23
Exhibit 8.8: Similarities and Differences Among Teen Consumers
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© 2009 South-Western, a division of Cengage Learning. 8-24
Modeling and Shaping
ModelingA process of imitating others’ behavior.
ModelingA process of imitating others’ behavior.
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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.
© 2009 South-Western, a division of Cengage Learning. 8-25
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.
© 2009 South-Western, a division of Cengage Learning.
LO4
List fundamental elements of verbal and nonverbal
communication.
List fundamental elements of verbal and nonverbal
communication.
© 2009 South-Western, a division of Cengage Learning. 8-27
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.
© 2009 South-Western, a division of Cengage Learning. 8-28
Exhibit 8.9Problems With Verbal Communication
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© 2009 South-Western, a division of Cengage Learning. 8-29
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
© 2009 South-Western, a division of Cengage Learning. 8-30
Verbal Communication
What does this mean?
© 2009 South-Western, a division of Cengage Learning. 8-31
Exhibit 8.10Nonverbal Communication
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© 2009 South-Western, a division of Cengage Learning. 8-32
These Are a Few of Our Favorite Things
Is this your favorite thing? Answers will differ around the world.
© 2009 South-Western, a division of Cengage Learning.
LO5
Discuss current emerging consumer markets and scan for
opportunities.
Discuss current emerging consumer markets and scan for
opportunities.
© 2009 South-Western, a division of Cengage Learning. 8-34
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.
© 2009 South-Western, a division of Cengage Learning. 8-35
Exhibit 8.11: Attractive Consumer Markets for Foreign Direct Investment (FDI)
LO5
© 2009 South-Western, a division of Cengage Learning. 8-36
Exhibit 8.12: Purchasing Power Parity of Leading Consumer Nations
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© 2009 South-Western, a division of Cengage Learning. 8-37
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
© 2009 South-Western, a division of Cengage Learning. 8-38
ESPN Has Glocalized!LO5