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