COMMERCE 2MA3 Lecture Notes - Lecture 6: Cognitive Dissonance
17 May 2016
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Document Summary
The values, beliefs, preferences, and tastes handed down from one generation to the next. Cultural values may change, core values do not. Underlying motivations that move society forward and are shaped by the people one grows up with. Groups within a culture that have distinct modes of behaviour. Influence of reference groups depends on two groups. Purchased product must be conspicuous, something that not everybody owns. Six classes: upper-upper, lower-upper, upper-middle, lower-middle, working class, lower class. Trendsetters who purchase new products before others in a group and then influence others in their purchases. Everyone belongs to multiple social groups that influence buying decisions. Differences in status and roles within the group also influence behaviour. Asch that individuals conform to majority rule, even if that majority rule goes against their beliefs. Family structure is changing over the last century due to: Imbalance between a consumer"s actual and desired states.
