MAR 4503 Lecture Notes - Lecture 7: Enculturation, Acculturation
Document Summary
Culture is a society"s personality, it shapes our identities and help us understand people. 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. Enacted norms: rules that we know from previous experiences. Crescive norms: more subtle: custom: a norm that controls basic behaviors, more: a custom with a strong moral overtone, conventions: norms that regulate how we conduct our everyday lives. Marketers use elements that are popular on a culture as information vehicles. Myths are stories with symbolic elements that represent a culture"s ideals. Story characteristics: conflict between opposing forces, outcome is moral guide for people, they serve as guidance. Sets of multiple, symbolic behaviors that occur in a fixed sequence and are repeated periodically. We want to become part of the ritual: fortress brands.
