MAR 4503 Lecture Notes - Lecture 7: Enculturation, Acculturation
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2-24-16
Culture
Culture is a society’s personality, it shapes our identities and help us understand people.
Values
Enculturation : process of learning the beliefs, behaviors, and value system endorsed by
one’s own culture
Acculturation: process of learning the beliefs, behaviors, and value system of another
culture
Cultural values and norms
Norms are rules
Enacted norms: rules that we know from previous experiences
Crescive norms: more subtle
oCustom: a norm that controls basic behaviors
oMore: a custom with a strong moral overtone
oConventions: norms that regulate how we conduct our everyday lives
Reality engineering
Marketers use elements that are popular on a culture as information vehicles
Avergaming: put adds on a video game
Myths
Myths are stories with symbolic elements that represent a culture’s ideals
Story characteristics
oConflict between opposing forces
oOutcome is moral guide for people
oThey serve as guidance
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