Module 5 (Chapters 12,13,14)

cultural categories

Help organize society by dividing the world into distinct segments of people: time space and people, social class, age, gender

that's-not-all technique

a sales technique in which the persuader makes an offer and then adds something extra to make the offer look better before the target person can make a decision

enculturation

the process of learning about one's culture

public discrepancy

Gap between actual public and ideal public concept

Video 02 from professor

Hello and welcome to buyer behavior module five culture and values in this video you will learn what a culture is and why its influence is pervasive you learn how cultures are classified and how cultures shape consumption through language norms and values. So let's get started with what is culture I've collected some definitions for you culture is the complex whole of that includes knowledge belief art and law morals customs and everything everything social it's also been defined as expected behavior beliefs values languages and living practices shared by members of a society so in that sense the culture is a.Collection of rules of behavior. Set that culture is collective mental programming which sounds kind of sinister but it was that that wasn't his intent. It just means that members of a given culture tend to think alike Peter and also and just call this shared meanings. My definition as a culture is to a nation what a personality is to an individual.Culture is also the second largest unit of analysis for describing human society the largest being simply mankind so how can cultures be described why would we even want to do that then a fine describing characterizing categorizing our first steps. To drawing useful generalizations about differences so there are many ways of profiling a culture I have listed three here for your consideration because of their prominence in the sociology literature hearkens profiled cultures in terms of their cultural values.Welsh deed. Characterized cultures in terms of so I mentions such as collectivism versus individual ism So China is in Eastern Europe. A culture it's are more collectivistic the United States is more individualistic. And then haul. Profile cultures in terms of context which I'll have to explain but context refers to how communication takes place between members of the culture so in a low context culture.Such as Germany meetings are explicit. People say exactly what they mean and statements are taken literally the emphasis in such a contract in such cultures is coming to contractual agreements and the words in the contract then. Become binding. A high context culture is one in which communication takes place more indirectly more by implication in more subtle ways the relationship.I mean speakers might be more important than the words that they are speaking so many ways of characterizing cultures all of them useful. Now what influence does culture exert on consumer behavior culture is provide values ideals norms criteria and frames for example so maintaining social harmony versus maintaining individual rights which sometimes come into conflict with social harmony.Cultural suggest the relative importance of different criteria for example the consequences of something for individuals versus for an individual versus for the larger group. Cultures also shape ideology. Europe tends to be more relativistic the US tends to be more absolutist in a way in. Ideologically and this manifests in a number of different ways in in Europe the death penalty is illegal and in the United States it's still used that is could be a manifestation of relativistic versus absolutist ideologies.So some parting thoughts we are each born into a culture the culture of our birth. And the culture is bigger than the individual thus its influence is pervasive many of what we presume to be our own original unique individual thoughts our values our preferences they're actually products of our.Culture if you. Were born in the United States and English is your first language you think in English which means that you can only think those thoughts which may be thought of in English. That it's an artifact of culture. So marketing can harness the power of culture by evoking strongly held fell use using symbols and so on in marketing communication and by offering products that are consistent with the expression of cultural norms.So here is your managerial fortune cookie. Consumer research has focused on a den of firing across cultural differences why not focus on cross cultural similarities.

Video 01 from Professor

Hello and welcome to buyer behavior module five today we're talking about self concept and personality in this video you'll learn basic principles of self concept self monitoring and impression management you'll learn how personality traits shape consumer behavior and here's a spoiler a spoiler alert often they do so indirectly.You also learn about why material objects are an extension of the self and how they're often used by consumers as tools of impression management. So let's get started with self concept a self concept is who I think I am and who I want to be the self is a composite of a composite of multiple roles multiple selves so we have a public so and we have a private self we have the actual self and the ideal self the marketing implication of self concept is that consumers tend to use consumption they tend to use products to affect public self presentation and to move from actual self to their ideal self.Self monitoring individuals tend to differ with respect to the extent to which they are conscious of how others see them high self monitors make greater use of social cues to guide their own behavior their They're more conscious of being seen and perceived by other people than low self monitors.So I'm personally that kind of low on the self monitoring score did I look at the mirror to see what my scraggly beard looks like before I recorded this lecture. No I didn't don't care. But the marketing implications for self monitoring are high self monitors are more likely to respond positively to image based appeals products that make them look good to others low self monitors are more likely to find functional benefits of products appealing.Now impression management that's the process of creating desirable images of ourselves to others tactics might include appearance management I did manage to put on a tie right in grief she ation My aren't you looking nice today and aligning activities. Aligning activities are attempts to align with norms disclaimers excuses justification Those are all impression management.Tactics and the marketing implication here is that consumers use products as tools of impression management the right products as. Part and parcel of the extended self right the car I drive is. A social cue that conveys a certain impression. So now on to a personality and brand personality personality is a permanent innate predisposition for our purposes I mean medical doctors might argue with this but for the practical purposes of marketing we can say that people are born with a certain personality and barring.A traumatic event. They will have that personality for their lifetime. Their personality has some direct effects on consumption you know. Outgoing people are. More prone to buy certain products and shy people more prone to buy other products but there are more indirect effects. Personality on consumption such as how information is processed right if you have an.Impatient personality high need for closure then you'll be in a hurry and process less information maybe be more prone to rely on your istic cues. The concept of personality extends to brands so we have brand. Personality What is the difference between a Betty Crocker cake mix and a Duncan Hines cake mix well they have different.Personalities Betty Crocker is your grandmother and Duncan Hines is a sexy kitchen vixen. Well I don't know it's a different personality the marketing implication here is that people gravitate to brands that have brand personalities that match the ideal self. So here are my parting thoughts. We are each a composite of multiple selves right Dr Clarus the.Professor James the husband dad that dad and so on living in in a social context motivates self presentation and impression management people tend to use consumption or purchases to display a favorable self and to move closer to the ideal self so your manager Ariel fortune cookie people have personalities so do brands organizations industries nations and cultures if we think by analogy.

list technique

Presenting a list of supporters or donors to a prospect

cultural values

a collective set of beliefs about what is important, useful and desire-able

actual self-concept pg 325

a consumer's self concept is comprised of two key dimensions: 1 being focus (actual vs the ideal) and 2 being domain (private vs public). actual self-concept represents how consumers in fact perceive themselves

more

a custom with strong moral implications

malleable self

a multifaceted self-concept that includes a good self, bad self, not-me self, desired self, ideal self, and ought-to-be self

cultural brands

a set of products and services from emerging economies such as ethnic food, movies, music, entertainment and media, serve as a means of expression and represent symbols of a particular culture's identity

ingratiation

a set of strategic behaviors designed to increase the probability of gaining benefits or favors from another person

personality

a set of unique psychological characteristics that influences how a person responds to his or her environment including cognitive, affective, and behavioral tendencies

bait and switch

a special case of the low ball technique, sometimes known as the lure procedure

ingratiation

a tactic commonly used to engender liking

authority principle

authority figures use titles, clothes, or expensive possessions that convey status to impress and influence others

culturally constituted world

all consumer experiences are shaped by the intangible beliefs and values of society

grooming rituals

allow consumers to extract cultural meaning from perishable possessions through repeated use

opinion leaders

are individuals who, by value of birth, beauty, talent or accomplishment, are held in high esteem and provide cultural meaning to those of lesser standing

brand anthropomorphism 342-343

assigns both human traits and form to non-humans

ideal public-concept

represents how consumers would like others to see them

love objects 331

can be part of synthesizing solution to a specific identity conflict: show to derive much of their emotional status by helping to resolve internal conflicts

theory of cognitive itch

certain properties of music may be analogous to biochemical agents, such as histamines, which cause an itch on the skin

self-schemas 327

cognitive structures that help us make sense of who we are.

cultural values

comprise a collective set of beliefs about what is important, useful and desireable

brand images

compromise all the thoughts and feelings consumers have about a particular brand

affirmation of the consequent 372

confusion of the inverse

self-evaluation

considering how well you did at an interview; examining your strong and weak points: considering the adequacy of their performances in various role identities (are u a good student?)

self-discrepancy

consists of a mismatch between the self-perceptions that make up the actual self and ideal self (the gap between the two)

norms

culture's rules of behavior

verbal compliance

describe a situation where someone says yes to a specific request

need for cognitive closure

describes a consumer's desire for definite knowledge of any kinds to reduce confusion or ambiguity

behavioral compliance

describes a situation where someone actually carries out the request

ideal self-concept

describes how consumers would like to be

locus of control

describes the extent to which an individual possesses internal or external reinforcement beliefs

actual public concept

embodies others' perceptions of a consumer

accounts 337

entail excuses and justifications

opinion conformity

entails expressing insincere agreement on important issues

enacted norms

explicitly and formally prescribe acceptable behaviors

door-in-the-face technique 367

following up a large, unreasonable request with a smaller, more sensible request: opposite of the foot in the door

theory of lay epistemology

formation and use of everyday knowledge, suggest that individuals differ i the degree to which they make the important trade off between speed and accuracy

low ball technique 363

getting a commitment from a person and then raising the cost of that commitment

crescive norms

implicit and learned only through interacting with other members of a culture

commitment and consistency principle 361

inconsistencies often invite interpretations of personality flaws or, in extreme cases, mental illness

personal qualitites

involve modes of interpersonal behavior that distinguishes people from one another, such as sense of humor or friendliness. could be psychological styles as well such as optimism and cheerfulness

exchange rituals

involve one person or a group of people purchasing and presenting consumer products to another

injunctive norms

involve perceptions of which behaviors are accepted or rejected by society

descriptive norms

involve perceptions of which behaviors are common or popular: what is everyone else doing?

self-presentation 334

involves either self-enhancement or self-deprecation

flattery 336 chart

involves excessive compliments or praise designed to make someone feel good about him or herself

brand personification

involves giving non-humans human-like traits

foot-in-the-door technique

involves making a small request followed by a larger one

affect transfer

is a special case of classical conditioning, it occurs when the positive affect created by an unconditioned stimulus becomes associated with a conditioned stimulus

need for cognition

measures an individual's natural tendency to engage in and enjoy effortful cognitive activities

Five Factor Model 339

multi-factor structure that identifies five basic traits that derive primarily from an individual's genetics and early childhood learning 1: surgency (outgoingness) 2: agreeableness 3. conscientiousness 4. emotional stability 5. intellect

possession rituals 399

occur when consumers discuss, compare, reflect upon, and display their belongings

acculturation

occurs when people in one culture adapt to meanings in another culture

customs

overt behaviors that have been passed down from one generation to the next

scarcity principle

people often want what they cannot have

because heuristic

people tend to process small requests mindlessly

low self-monitors 332

people who act primarily on the basis of their internal beliefs and attitudes: greater attitude behavior and consistency

high self monitor

people who routinely modify their behavior to meet the expectations of others are known as high-self monitors: constantly changing and adapting their behaviors to different situations and different people: high concern for self image and how they project themselves.

traits

personal qualities or tendencies to behave a certain way across similar situations

social validation principle

proof in numbers, the social validation principle maintains that the perceived validity of an idea increases as the number of people supporting the idea increases

personality traits

represent consumers' tendencies to respond in a certain way across similar situations

need for humor

represents an individuals tendency to crave, seek out and enjoy humor, a construct more motivationally driven than a sense of humor :includes amusement, wit and nonsense

norms

serve as important behavioral guidelines for a culture

brand jingles

short, catchy tunes that represent an organization

personality traits 341

sincerity excitement competence sophistication ruggedness

subcultures

smaller groups of a larger culture that share some cultural values with society overall and yet demonstrate unique cultural values and patterns of behavior within the individual subgroup

self-perception theory

suggests that complying with a small request leads people to label themselves as helpful, good citizens or as reasonable people

mere exposure effect

suggests that the more familiar we become with an object, the more we like it

commitment theory

suggests that the purpose of obtaining and initial commitment is to impart resistance to change

halo effect

suggests that we nay over-generalize assuming that one positive trait implies the presence f many other positive traits

rituals

symbolic actions that occur in a fixed sequence and are repeated over time

brand logos

take a variety of forms, including colors, shapes, words and other images

self-concept

the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities (beliefs and attitudes we hold for ourselves)

self-conceptions

the collection of traits and attributes that individuals use to describe or characterize themselves

automaticity principle 359

the cornerstone of all influence techniques: asserts that people often think mindlessly and as a result , behave automatically without fully evaluating the consequences of a request

appearance management

the decisions regarding how consumers control their physical appearances and surroundings

cultural translation 403

the difficulties and problems related to the spirit of the language

extended self 329

the direct link between a consumer's self-concepts and her possessions

compulsive buying

the drive to consume uncontrollably and to buy in order to avoid problems

self-monitoring

the extent to which people base their behavior on cues from other people and situations

cultural principles 395

the ideas that help guide the construction of cultural categories

even a penny technique 371

the legitimization of trivial contributions

role identitites

the numerous positions that people occupy in society such as a student, friend, son or daughter and consumer

self-esteem

the overall evaluative component of a person's self-concept; a person's general attitude towards him/her

culture

the patterns of meaning acquired by members of society expressed in their knowledge, beliefs, art, laws, morals, customs, and habits

impression management

the process of creating desirable images of ourselves for others

brand personality

the set of human characteristics associated with a brand

divestment rituals

the steps people take to gradually distance themselves from things they treasure so that they can sell them or give them away

multiple-deescalating requests technique

the technique that involves more than two requests; once a request is refused, additional requests follow- one after the other until one is finally accepted

diffusion of responsibility

the tendency for individuals to feel diminished responsibility for their actions when they are surrounded by others who are acting the same way

MUM effect

the tendency to keep mum about unpleasant messages

indirect associations

to a positively evaluated stimulus (such as a popular university, sports team, or brand) can also increase liking for the stimulus

cognitive personality variables

traits that describe an individual's mental responses to objects

liking priciple

we tend to comply with the requests of those whom we like

reciprocity principle

when someone does you a favor, you feel obligated to return it in kind