ADV 319 Chapter Notes - Chapter 16: Miller Lite, Customer Switching, Reference Group
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We have cultural categories (the natural grouping of objects that reflect our culture) for things such as time, space, and occasions. ethnicity. evaluated. Also have cultural categories that reflect characteristics of people, such as gender age social class, and. Cultural principles ideas or values that specify how aspects of our culture are thought about and. We have categories for occasions & the clothing we wear for those occasions mirrors these qualities. We have cultural principles linked with social status, gender, and ethnicity. Meaning comes from nonmarketing sources as well like people who serve as opinion leaders and shape, Marketers may also confer meaning by associating their offerings with certain cultural categories or refine, or reshape cultural principles and the products and attributes they are linked. myths. Sometimes groups can be agents of change, as when distinctive street-smart clothing worn by inner city teens influences what mainstream designers produce. Journalists also shape cultural principles like restaurant reviewers.
