Consumer Behavior Chapter 3

Kyle liked to think he could program anything digital. He created a new video game, and a major industry firm wanted to buy it from him. He was bothered by their insistence that he modify the game by including a popular product's logo on the clothing of his main character. In this example, Kyle is concerned about the practice of ________.

Advergaming

Cosmological Myth

Emphasize that all components of the universe are part of a single picture

What do we call the learning process when we learn the beliefs and behaviors endorsed by our own culture?

Enculturation

Metaphysical Myth

Help explain origins of existence

Sociological Myth

Maintain social order by authorizing a social code to be followed by members of a culture

________ usually dictate what is right or wrong, acceptable or unacceptable

Norms

Psychological Myth

Provide models for personal conduct

Rituals

Sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically

culture

accumulation of shared meanings, rituals, norms, and traditions; societies personality

Hofstede's Cultural Dimensions- Indulgence

allowing gratification of basic drives related to enjoying life and having fun vs. regulating it through some strict social norms

values

beliefs that some condition is preferred to its opposite, the extent to which some people share a belief system is a function of individual, social, and cultural focused

cultural values

core values value system enculturation acculturation cresctive norms custom conventions

Products are winnowed out as they make their way down the path from conception to consumption, a process called ________.

cultural selection

more

custom with strong moral overtone, includes taboo or forbidden behavior

enacted norms

explicit rules

Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them.

fortress

Hofstede's Cultural Dimensions- Uncertainty Aviodance

how comfortable people are with changing the way they work or live

Hofstede's Cultural Dimensions- Individualism

how peoples needs and goals are prioritized

The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________.

ideology

enculturation

is the process of learning the beliefs and behaviors endorsed by one's own culture

Acculturation

is the process of learning the value system and behaviors of another culture

Hofstede's Cultural Dimensions- Time Perspective

long term perspective, planning for future, perseverance values vs. short term past and present oriented

Hofstede's Cultural Dimensions- Masculine

masculine societies have different rules for men and women

Cultural System- Ideology

mental characteristics of a person and the way they react to their environment and social groups

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________.

myth

custom

norm that controls behavior

conventions

norms that regulate how we conduct our everyday lives

Reality Engineering

occurs as elements of popular culture appropriate by makers and converted to vehicles for promotional strategies

social agents

people who act almost as a parent to help us to understand how to act in different social settings

advergaming

refers to online games merged with interactive advertisements example: madden having Gatorade in the background of the football games

myths

story with a symbolic element that represents a cultures ideals

Crescive norms are ________.

subtle rules discovered as we interact with others

What term refers to desired end states that can apply to many different cultures?

terminal values

plinking

the act of embedding a product in a video

Hofstede's Cultural Dimensions- Power Distance

the degree people are comfortable with influencing upwards; accept inequality of distribution of power

Cultural System- Social Structure

the way people maintain an orderly social life

Cultural System- Ecology

the way system adapts to its habitat

norms

typical, usual, the standard

crescive norms

understandings discovered through interactions

core value

uniquely define a culture