MKT 3020 -- Consumer Behavior Chap. 9 & 10

List 4 notable trends that are relevant to consumer researchers and managers, that are affecting consumer behavior, discussed in Chapter 10.

- declining birthrates - increasing consumer affluence - increasing life expectancy - increasing cultural diversity worldwide

Three functions that shape the value of consumer activities:

- giving meaning to objects - giving meaning to activities - facilitating communication

Guanxi:

Chinese term for a way of doing business in which parties must first invest time and resources in getting to know one another and becoming comfortable with one another before consummating any important deal

A generational cohort known as the "latchkey" kids:

Generation X

Indulgence-restraint:

a cultural value dimension distinguishing societies based on how oriented people are toward immediate fun and enjoyment versus restraining oneself from much indulgence in such things

Social class:

a culturally defined group to which a consumer belongs based on resources like prestige, income, occupation, and education

Cohort:

a group of people who have lived the same major experiences in their lives

Microculture:

a group of people who share similar values and tastes that are subsumed within a larger culture

Demographic analysis:

a profile of a consumer group based on their demographics

Stigmitization:

a situation in which consumers are marked in some way that indicates their place in society

Role conflict:

a situation involving conflicting expectations based on cultural role expectations

CANZUS:

acronym that refers to the close similarity in values among Canada, Australia, New Zealand, and the United States

BRIC:

acronym that refers to the collective economies of Brazil, Russia, India, and China

Consumer ethnocentrism:

belief among consumers that their ethnic group is superior to others and that the products that come from their native land are superior to other products

Chindia:

combined market and business potential of China and India

Core societal values (CSV):

commonly agreed-upon consensus about the most preferable ways of living within a society, also known as cultural values

Consumer culture:

commonly held societal beliefs that debate what is socially gratifying

Etiquette:

customary mannerisms consumers use in common social situations

Tradition:

customs and accepted ways of everyday behavior in a given culture

Ethnic identification:

degree to which consumers feel a sense of belonging to the culture of their ethnic origins

Uncertainty avoidance:

extent to which a culture is uncomfortable with things that are ambiguous or unknown

Collectivism:

extent to which an individual's life is intertwined with a large cohesive group

Power distance:

extent to which authority and privileges are divided among different groups within society and the extent to which these facts of life are accepted by the people within the society

Individualism:

extent to which people are expected to take care of themselves and their immediate families

Quartet of institutions:

four groups responsible for communicating the CSVs through both formal and informal processes: family, school, church, and media

Glocalization:

idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local

Nonverbal communcation:

information passed through some nonverbal act

Socialization:

learning through observation of and the active processing of information about lived, everyday experience

Habitus:

mental and cognitive structures through whic individuals perceive the world based largely on their standing in a social class

Body language:

nonverbal communication cues signaled by somatic responses - pg. 195

Cultural sanction:

penalty associated with performing a nongratifying or culturally inconsistent behavior

Ecological factors:

physical characteristics that describe the physical environment and habitat of a particular place

Acculturation:

process by which consumers come to learn a culture other than their natural, native culture

Modeling:

process of imitating others' behavior; a form of observational learning

Status symbols:

products or objects that are used to signal one's place in society

Cultural difference (CD):

representation of how disparate one nation is from another in terms of their CSV

Cultural norm:

rule that specifies the appropriate consumer behavior in a given situation within a specific culture

Femininity:

sex role distinction within a group that emphasizes the prioritization of relational variables such as caring, conciliation, and community; CSV opposite of masculinity

Masculinity:

sex role distinction within a group that values assertiveness and control: CSV opposite of femininity

Globish:

simplified form of English that reduces the vocabulary to around 1,500 words and eliminates grammatical complications

Divergence:

situation in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd

Sex roles:

societal expectations for men and women among members of a cultural group

World teen culture:

speculation that teenagers around the world are more similar to each other than to people from other generations in the same culture

Metric equivalence:

statistical tests used to validate the way people use numbers to represent quantities across cultures

Age-based microculture:

term that describes the concept that people of the same age end up sharing many of the same values and develop similar consumer preferences

Cognitive structuring:

term that refers to the reliance on schema-based heuristics in making decisions

Social stratification:

the division of society into classes that have unequal access to scarce and valuable resources

Homogamy:

the finding that most marriages comprise people from similar classes

Renquing:

the idea that favors given to another are reciprocal and must be returned

Pragmatic-normative:

the idea that not everything can be explained

Role expectations:

the specific expectations that are associated with each type of person within a culture or society

Verbal communication:

transfer of information through either the literal spoken or written word

Translational equivalence:

two phrases share the same precise meaning in two different cultures

Bicultural:

used to describe immigrants as they face decisions and form preferences based on their old or new cultures

Long-term orientation:

values consistent with Confucian philosophy and a prioritization of future rewards over short-term benefits

Dialects:

variations of a common language

Enculturation:

way people learn their native culture