MKT 400 Chapter Notes - Chapter 8: Observational Learning, Enculturation, Individualism
12 Mar 2016
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Consumer culture: commonly held societal beliefs that deine what is socially graifying: shapes value by framing everyday life in terms of these commonly held beliefs, culture ulimately determines what consumpion behaviours are acceptable. Culture acknowledges that the marketplace today truly is global. Without culture, consumers would have litle guidance as to the appropriate acions in many common consumer situaions. Culture performs important funcions for consumers: giving meaning to objects, giving meaning to aciviies, facilitaing communicaion. Culture, meaning, and value are very closely intertwined: culture determines things that are socially rewarding/acceptable or vice versa, a consumer who acts inconsistently with cultural expectaions risks being socially ostracized. Cultural norm: a rule that speciies the appropriate behaviour in a given situaion within a speciic culture. Cultural sancion: penalty associated with performing a non-graifying or culturally inconsistent behaviour. Popular culture: captures cultural trends and shapes norms and sancions within society.
