Management and Organizational Studies 3321F/G Chapter Notes - Chapter 14: Geert Hofstede, Binary Opposition, Social Code

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Tara Lee

Document Summary

Chapter 14 cultural influences on consumer behaviour. Culture a concept crucial to the understanding of consumer behaviour. May be thought of as a society"s personality: it includes abstract ideas such as values and ethics, it includes material objects and services that are produced or valued by a group of people. Such as cars, clothing, food, art and sports. Culture is the accumulation of shared meanings, rituals, norms and traditions among the members of an organization or a society. Consumption choices simply cannot be understood without considering the cultural context in which they are made. Culture is the lens through which people view products. The effects of culture on consumer behaviour are so powerful and far-reaching that this importance is sometimes difficult to grasp or appreciate. A consumer"s culture determines the overall priorities he or she attaches to different activities and products. It also mandates the success or failure of specific products and services.