MARK217 Lecture Notes - Lecture 9: Invisible Hand, Content Analysis, Materialism
Document Summary
Chapter 11: the influence of culture on consumer behaviour. What is culture: culture is the sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society. Supranational level: reflects the underlying dimensions of culture across broad regional areas (i. e. across several related countries): national level: reflects the culture of a particular country, group level: cultural divisions (especially sub-cultural differences) that contain groups or individuals. Formal learning: explicitly passing information from parents and older siblings to young children. Informal learning: learning from observation, or modelling, the behaviour of family, friends and role models: technical learning: teaching the child in a formal school environment. Marketing and cultural learning: many product advertisements enhance informal cultural learning through providing a behaviour to imitate, repetition of advertising messages creates and reinforces beliefs and values. It can therefore be hard to separate inherent desire from taught behaviour.
