Global Consumer Culture by dffhrtcv3


									Global Consumer Culture

 Culture in a globalized context
Fiber Optic Cable

 Myths & Rituals
Global Consumer Culture
Culture is. . .

 The accumulation of shared
meanings, rituals, norms, and
  other traditions among the
members of an organization or

  group of    Ideas
Types of Culture

        Objective Culture                 Subjective Culture

Can be easily seen and thus more   Not so easily understood on
easily interpreted or understood   immediate observation

•Cars we drive                     •The roles we play
•Clothes we wear                   •The beliefs we hold
•Food we eat                       •The values we possess
Iceberg Concept of Culture
Diffusion of Innovations
Diffusion of Innovations

Innovators (2.5%)

Early Adopters (13.5%)

Early Majority (34%)

Late Majority (34%)

Laggards (16%)
 Diffusion of Innovations
Innovators - venturesome, educated, multiple info
sources, greater propensity to take risk

Early Adopters - social leaders, popular, educated

Early Majority - deliberate, many informal social

Late Majority - skeptical, traditional, lower socio-
economic status

Laggards - neighbors and friends are main info
sources, fear of debt
Diffusion of Innovations
Diffusion of Innovations

  People buy products not
 for what theydo, but for
    what they mean
Cultural differences

Cultural differences influence
the way we, as humans, see
  the world, interact in the
marketplace, and relate to one
Functional Areas of a
Cultural System
                          Aspects of Culture

   Ecology                                             Social System


             World View                        Ethos
Cultural Variability
          Hofstede's Typology
                        Dimensions of Variability

 Power Distance                                            Collectivism

       Uncertainty Avoidance             Masculinity/Femininity
 Cultural Variability
      Power Distance                  Individualism/Collectivism

Level of social inequality and     The extent to which the
  how willing members of a         welfare of the individual
society are to accept authority   versus that of the group is

      Uncertainty Avoidance            Masculinity/Femininity

  Degree to which people feel         One sex’s roles are
    threatened by ambiguous        considered superior to the
situations and have beliefs and            other sex
   institutions that help them
        avoid uncertainty
Values and Norms

  Values are very general ideas about
           good and bad goals

Norms are rules dictating what is right or
Enacted Norms

    explicitly decided upon rules
Crescive Norms
    embedded in a culture and are discovered
      through interactions with that culture

 •Customs - norm handed down

 •Mores - custom with strong moral overtone

 •Conventions - norms regarding conduct of
 daily life
Culture Then and Now

             I Love Lucy

 Will & Grace
Cultural Opposition


Relatively cohesive cultural system
 that varies in form and substance
     from the dominant culture
Cultural Opposition


Culturally homogenous group that
 develops values and norms that
  differ from the larger society
 because of their opposition to it
Manifestations of Culture

 Myths & Rituals
 A set of symbolic behaviors
that occur in a fixed sequence

   Many rituals are at the heart of
 consumers’ relationship with their
         favorite products
Ritual Artifacts
Many business owe their existence to
customers’ need for ritual artifacts
such as birthday cakes, diplomas,
ceremonial wine, cigars, greeting
cards, etc . . .
Categories of Consumer Rituals
Grooming rituals
binary oppositions: private/public and

Rites of passage

Culture and Consumption

    Consumption choices cannot be
   understood without cultural context

 •“lens” through which people view products

 •Sensitivity comes through understanding
 underlying issues
Culture and Consumption

  A consumer’s culture determines the
   priorities the consumer attaches to
          activities and products

 •Will determine success or failure

 •Product benefits must be consistent with
Culture and Consumption

 A successfully designed “new” product
 will be a reflection of dominant cultural
            ideals of that period

 •TV dinners

 •Cosmetics made with no animal testing

Sacred and Profane Consumption
           Sacred Consumption
•Involves objects and events that are “set apart”
from normal activities and are treated with some
degree of respect or awe

           Profane Consumption
•Involves consumer objects and events that are
ordinary, everyday objects and events that do
not share the “specialness” of sacred ones
Sacred and Profane Consumption
•Ordinary events or products are accorded
special significance by culture

•Sacred events or products are stripped of
special status and/or reproduced in mass
 Ritual Photo Essay

Myths & Rituals
Your Consumption Rituals?
        This morning:
   What products did you use?

Are some of these brands that you
         regularly use?

Are some of these brands that you
          feel loyal to?

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