Académique Documents
Professionnel Documents
Culture Documents
Key Concepts
Culture
Role of consumer
goods in culture
Core American
values
Belief systems,
global and domainspecific values,
evaluating product
attributes
Rituals
Popular culture
Examples of
popular culture
Fashion and
fashion trends
Formation of
popular culture
Culture Includes:
Culture . . .
. . . is a learned behavior.
Enculturation is learning
ones own culture.
Acculturation is learning a
new culture.
Cultural Identification . . .
. . . refers to the society in which a
person prefers to live.
It is attitudinal in contrast to
acculturation, which is behavioral.
Culture . . .
. . . is adaptive, i.e. it changes as a
society faces new problems and
opportunities...
. . . satisfies needs by providing norms
(rules of behavior)...
. . . provides values which delineate
what is right, good, and important to a
society.
Components of Culture
Customs
Mores
Conventions
Myths . . .
. . . are stories that express key values
and ideals of a society.
Institutional/Social Environment
Cultural Meanings . . .
. . . refer to the
values, norms,
and shared beliefs
that are
symbolically
communicated
Transferring Cultural
Meanings
Culture
Advertising,
Fashion
Systems
Rituals
Consumer
Goods
Individuals
Cultural Values . . .
. . . represent the
shared meanings
of ideal end
states and modes
of conduct
Value-Attitude System
Evaluations of
Product Attributes
(thousands)
Domain-Specific
Values (hundreds)
Global Values
(dozens)
Central-Peripheral Continuum
Values-Attitudes
continued. . .
Values:
Materialism Values
Cultural Rituals . . .
. . . are socially
standardized
sequences of
actions that are
periodically
repeated, provide
meaning, and
involve the use of
cultural symbols.
A Typology of Ritual
Experience...
Elements of a Ritual...
Artifacts
Scripts
Performance Roles
Audience
Exchange Rituals
Possession Rituals
Grooming Rituals
Divestment
Rituals
Beauty Ritual
Cultural Symbols
Symbols are
entities that
represent ideas
and concepts
It can be argued
that people
consume
symbols
Popular Culture . . .
. . . is the culture of mass appeal and
has the following characteristics:
Examples of Popular
Culture
Advertising
Television
Music
Fashion
Fashion Trend
Characteristics
Type
Cyclical
Classic
Speed
Fad or longerlasting
Turning Points
Technological or
cultural barriers
Degree of
Adherence
Managerial Implications
Implications continued