Term
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Definition
patterns of values, beliefs, and learned behavior that are held in common and transmitted by the members of any given society -our native ____ is in almost every corner of our lives, and yet we are the least aware of it as a level of social influence - marketing strategies must be tailored to each country in which a marketer is active |
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Term
| nature of culture - components |
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Definition
all cultures have the same central purpose: they exist to meet the common needs of the people - the collective good is far more important than the individual's - as a culture evolves, it develops means of protecting the group |
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Term
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Definition
| all societal units establish rules of behavior which provide guidance regarding acceptable and unacceptable behavior |
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Term
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Definition
| may be viewed as explicit rules, easily recognize by people inside and outside the social unit |
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Term
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Definition
| learned and practiced by members of a social unit but may not be readily recognized by nonmembers |
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Term
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Definition
behaviors that have lasted over time - often passed down in the family setting - Examples: gender roles, holiday or religious celebrations, types of ceremonies carried out within a society |
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Term
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Definition
most often are tied to the moral standards of a culture - marketers must ask what the role of culture is in influencing individual and organizational ethical decision-making practices |
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Term
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Definition
practices tied to the conduct of everyday life in various settings - foods to be served in certain settings - appropriate clothings to be worn - how to entertain guest and family - how respect in shown within a family or in business and other settings |
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Term
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Definition
negative actions on the parts of members of a culture - when members of a culture don't conform to the norms, customs, mores, or conventiosn of the society, they may be "_____" - avoidance, shunning, or banning, where individuals aren't allowed to participate in various activities |
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Term
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Definition
- cultures are shaped by the underlying philosophies of the people
- understanding how religion does or doesn't affect the marketplace |
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Term
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Definition
| story or fable that reflects important values shared by members of a culture, and it is used to teach one or more of these values |
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Term
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Definition
patterns of behavior tied to events that we consider important in our lives
- rites-of-passage
- holidays
- gift giving
- ________ artifacts
- ______ scripts |
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Term
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Definition
| those objects needed in order for rituals to be carried out |
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Term
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Definition
| individuals experience this in the memories, perceptions and future expectations of their everyday lives |
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Term
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Definition
| with others; often occurs in informational settings |
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Term
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Definition
| happens in highly structured settings |
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Term
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Definition
consumer are more comfortable doing one thing during a clock block of time
- more likely to offer their "undivided" attention to commercials than are polychrons |
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Term
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Definition
doing two or more things at a time
- often engaged in some other activity while watching commercials |
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Term
| impact of government and laws on a culture |
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Definition
- marketers operating in the international arena must be very informed on governmental style and its effects on consumers
- laws and regulations also may act as trade barriers or serve to ease the path to the consumer
- governmental control may affect the type of advertising that is acceptable, how it is placed in the media, or what its content can be |
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Term
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Definition
physical items that were part of a culture historically or are in existence in today's society
- a culture is made of up _____ characteristics and nonmaterial characteristics |
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Term
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Definition
| the "tracks" or "wearing away" or "removals" left behind by past cultures |
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Term
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Definition
| those things that are added to the natural environment by a culture or that have accumulated over time |
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Term
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Definition
culture is in almost every corner of people's lives
- either high or low context |
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Term
| high-context style culture |
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Definition
| the rules, values, beliefs, and such of the culture are well known by all |
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Term
| low-context style culture |
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Definition
| the knowledge of the ins and outs of the society isn't as widespread |
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Term
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Definition
| the ways of every culture evolve over tiem and do so to bring about its survival and advancement |
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Term
| culture is learned/shared |
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Definition
| other members of the society share their knowledge and skills with us through both formal an informal learning experiences |
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Term
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Definition
| process of learning one's own culture |
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Term
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Definition
| if a person wishes to learn about the ways of a foreign culture |
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Term
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Definition
process through which we strive to acquire the characteristic ways of behaving, the values, norms, and attitudes of the social unit of which we are a part
- two forms: enculturation and acculturation |
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Term
| influence of family on socialization |
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Definition
- an important aspect of socialization is the learning role behavior through family interaction
- family influence in socialization carries over to product choices made by children as they grow up |
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Term
| influence of religion on socialization |
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Definition
| the passing on of culture through socialization is most pronounced in those culture in which religion is a dominant force |
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Term
| influence of education on socialization |
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Definition
- educational institutions are a major socialization influence in the lives of the members of the culture
- socialization through educational institutions influences consumption in several ways, such as by teachers or peers |
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Term
| influence of mass media on socialization |
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Definition
| public service advertising through the mass media seeks to provide positive behavior models and reinforce socially acceptable values and beliefs |
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Term
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Definition
- the influence of technology: technological developments gain acceptance only because cultural norms and values have already changed or are changing
- the influence of cultural diffusion
- the influence of natural, political, and conflict events |
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Term
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Definition
| people in one culture become exposed to the people or ways of another culture |
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Term
| culture is environmentally dependent |
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Definition
| cultures are influenced by the geographic locations in which they exist and the natural resources they posses |
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Term
| culture is dependent on natural resources |
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Definition
| availability of timber, minerals, precious metals and gems, water, arable land, and harvest potential from the sea act as opportunities and/or challenges to a culture |
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Term
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Definition
| most common during periods of political, social, economic, or technological change |
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Term
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Definition
| a natural tendency to view your own culture as better than or even superior to others |
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Term
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Definition
| an economic form of ethnocentrism; measured by the CETSCALE |
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Term
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Definition
| when the people in one nation have a very strong aversion to the people of another country |
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Term
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Definition
| when a person views or judges any behavior, value, or norm within its own social and cultural setting |
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Term
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Definition
| members of a culture value their own advancement and welfare over the groups and institutions of their culture, and their culture as a whole |
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Term
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Definition
| people put the good of others, the groups they belong to, and the society as a whole above their own good |
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Term
| masculinity vs. femininity cultures |
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Definition
| cultures may also be judged on how the roles of men and women are differentiated and how publicly or privately segregated the two genders are from one another |
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Term
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Definition
| high value is placed on such things such as monetary gain, material possessions, competitions, being successful, and being assertive and aggressive |
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Term
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Definition
| sets value of nurturing, the family, quality of life, social responsibility, and environmental quality |
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Term
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Definition
| tied to the level of social inequality that exists and how willing members of society are to accept authority at all levels |
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Term
| high power distance culture |
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Definition
| those where the difference in power between the most and least powerful individuals or groups is great |
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Term
| low power distance cultures |
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Definition
| relationships are more informal across social levels, more quality is found among all people, and authority is more often shared |
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Term
| abstract thinking cultures |
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Definition
| cultures where members are logical thinkers interested in the principle of cause and effect |
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Term
| associative thinking cultures |
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Definition
| the culture's connections or associations with people, celebrities, and events have an impact on the importance of things |
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Term
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Definition
| any cultural patterning that preserves important features of the dominant society but provides for values, norms and behaviors of its own |
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Term
| key foundations for subcultural variation |
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Definition
- nationality
- ethnicity
- age
- geographic region
- religion |
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Term
| other foundations for subcultural variation |
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Definition
- gender
- family or household type
- occupation
- community type
- income level |
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Term
| understanding subculture helps marketers |
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Definition
_______ _________ helps marketers
- discover market segments
- target selected groups
- position goods and services
- develop communications and distribution strategies |
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Term
| subcultures based on nationality and ethnicity |
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Definition
- nations are composed of multiple ethnic groups or sets of individuals who share differing cultural traits
- members of some ethnic and/or nationality groups are scattered worldwide |
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Term
| how nationality-based subcultures develop |
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Definition
1. provide a source of psychological group identification (gain a sense of identity and intimacy)
2. offer a patterned network of groups and institutions supportive of the subculture (maintain primary relationships with the subculture through schools, clubs, shops, religious groups, restaurants, etc.)
3. serve as a frame of reference through which to evaluate the dominant culture (interprets the "new land" for arrivals; helps with adjustments to "new ways" and nurtures them |
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Term
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Definition
- groups lose their customs and traits over time
- gradually adopt behavior and lifestyles of the dominant culture |
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Term
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Definition
| ethnic identification is preserved through family traditions and formal teaching of cultural values |
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Term
| three largest national-based subcultures in the U.S. |
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Definition
1. African-American
2. Hispanic-American
3. Asian- and Pacific Island-American |
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Term
| African-American subculture |
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Definition
- 1 in 8 Americans
- far from homogeneous; subculture has enormous diversity within itself
- continues to experience some "marketplace discrimination"
- often shares the consumption values of the dominant culture
- marketing to them: being shown respect and having a sense of acceptance within the marketplace are keys, target media, equal-opportunity advertisers |
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Term
| Hispanic-American subculture |
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Definition
- 1 in 7 Americans
- marketers must consider diversity of this subculture
- lower incomes and higher birthrates (varies with country of origin)
- increasing levels of acculturation, including being bilingual
- marketing to them: diversity, Spanish-language media, local promotion, coupons, sweepstakes, recent immigration |
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Term
| Asian- and Pacific-Island American Subcultures |
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Definition
- 1 in 25 Americans
- 29 distinct groups
- primarily concentrated in metropolitan areas
- California and Hawaii
- higher levels of affluence than other subcultural groups and majority population
- marketing to then: language preferences, holiday celebrations, traditional family values, sexual innuendo and public emoetion are taboo |
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Term
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Definition
preteens
teens
generation Yers
Generation Xers
Baby boomers
seniors |
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Term
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Definition
- children aged 4 to 12 control billion in spending
- children also influence adult spending
- children spend about 40% of total income on high-cost items
- marketplace behavior: influence purchase in approx. 60 product categories; some children are responsible for good shopping
- marketing to them: build brand preference at a very early age; medium of choice is television, Internet is rising; self-brand connections develop between middle childhood and early adolescence |
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Term
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Definition
- growth in population will be flat, but there are regional differences
- marketplace behavior: brand loyalties are formed or significantly strengthened in teen years; patronage of malls has risen; "dark side" of teenage consumption: alcohol, tobacco, etc.
- marketing to them: preoccupation with appearance; openness to new ideas and new products; teenage rebellion; avid TV viewers |
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Term
| seven proposed psychographic segments of teens |
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Definition
1. jarheads - athletes with short hair
2. nerds/geeks - computer wizards with pocket protectors
3. prepsters/bushies - conservative dressers and thinkers
4. surfer dudes - casual dressers with casual attitudes
5. heavy metal rockers/punks - rebels
6. study gerkins - studious types
7. bohos - bohemians |
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Term
| young adults - generation Y |
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Definition
- born between 1978 and 1988
- autonomous, disdainful of authority, diverse, interactive, edgy, smart, optimistic
- saving to buy a home, desire to marry and have kids
- seeking balance between home and work
- ethnically mixed
- marketplace behavior: "merchants of cool"; early adopters; price and value are very important
- marketing to them: targets for extreme sports; concert tours, racing schools, American Idol sponsorship; mash-ups |
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Term
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Definition
- born between 1965 and 1977
- distrustful of marketing and promotion
- balance between work and leisure
- close to parents
- marry later in life
- grew up in a time when AIDS was an emerging reality
- marketplace behavior: sense of alienation and disconnection from traditional American values; resist traditional advertising and media in general; need to stay in control; experienced in product evaluation and choice
- marketing to them: became consumers at the earliest age in American history; resistant to hard-sell approaches |
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Term
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Definition
- born between 1946 and 1964
- buy more and save less
- highly education, less likely to marry, health conscious
- 2 distinct boomer segments by age, plus "yuppies"
- prolonged adolescence
- marketplace behavior: less materialistic; show concern for the environment; some still purchase status brands
- marketing to them: nostalgia works well; "retro revival" in candy and toys; relaxed-fit jeans and bifocal eyeglasses |
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Term
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Definition
| - fasted growing segment of U.S. population
- after-tax per captia income is above average
- increasing health problems; diminishing sight and hearing
- marketplace behavior: brand loyal, but willing to try new products; see themselves and younger than their calendar age; personal shoppers, home delivery, in-home health care
- marketing to them: marketers think in terms of perceived age; price promotions, large print, TV ads, internet |
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Term
| subcultures based on geographic region |
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Definition
- small as neighborhoods or as large as regions of the country
- each geographic area has its own ethos and personality
- marketplace behavior: soft drinks and coffee vary; greater mobility erases some differences
- marketing to region-based subcultures: impact of climate, height above sea level, terrain |
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Term
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Definition
a status hierarchy by which groups and individuals are classified on the basis of esteem and prestige
- people feel most comfortable when they are with others who are, in general, much like themselves in behavior, values, occupation group, and wealth
- basic unit of a ______ ____ scheme is not the individual but the family or household |
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Term
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Definition
1. occupation (largely dictates other signs of class membership)
2. income source (level of income isn't by itself a good indicator)
3. possessions (consumption choices are a particularly useful indicator)
4. associations (class consciousness)
5. level of influence ( class rank and influence go hand in hand) |
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Term
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Definition
| sense of belonging to a particular class |
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Term
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Definition
| report the social class of others |
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Term
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Definition
| report what you think your own social class is |
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Term
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Definition
rely on measurable data to establish social classification
- single-item measures vs. multiple-item measures |
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Term
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Definition
- our society is becoming more diverse
- the concept of "mainstream" will gradually lose its relevance
- there is not universally accepted ____ ____ system in the _._ and where the "lines are drawn between classes" is also not clear |
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Term
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Definition
| 1. upper class (upper-upper and lower-upper)
2. upper middle
3. lower-middle class (predominantly white collar)
4. upper-lower
5. lower-lower (the underclass ) |
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Term
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Definition
| consumers in the lower-upper and upper-middle classes constitute this |
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Term
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Definition
| lower-middle and upper-lower classes constitute this |
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Term
| class systems in other cultures |
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Definition
- Japan has a large middle class
- Scandinavian countries also have a large middle class
- the dominant class among the Latin American countries is the lower class
- in Indian, the two top classes are part of what is termed a "caste system" and are small compared with the working class |
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Term
| values, attitudes, and lifestyles across social classes |
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Definition
- lifestyle, along with the values and attitudes that shape it, is probably the best indicator of social class
- but it is extremely difficult to analyze
- such frameworks as VALS provide insight |
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Term
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Definition
| at higher status levels, more time is spend out of the home, and more hours are devoted to expressive activities such as reading, art, music, aerobics, or serving the community |
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Term
| what social class influences |
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Definition
1. products people buy
2. media through which they find out about them
3. type of communications they respond to
4. choice of outlets
5. manner in which they buy |
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Term
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Definition
| members of the upper class and upper-middle class are more interested in current events and drama on TV, whereas as one moves lower on the class scale, soap operas and situation comedies are more popular |
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Term
| influence on advertising acceptance |
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Definition
- lower-status consumers are more receptive to advertising that depicts activity, ongoign work and life, expressions of energy, and solutions to practical problems in daily life and social relationships
- upper-middle class people generally are more critical of advertising, suspicious of emotional appeals, and skeptical of claims |
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Term
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Definition
| group whose perspective an individual takes on in forming values, beliefs, attitudes, opinions, and overt behaviors |
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Term
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Definition
| any rule of behavior for meeting societal expectations |
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Term
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Definition
| the difference between the price we pay for conformity and the rewards obtained for doing so |
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Term
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Definition
- the group with which the individual has frequent face-to-face contact and in which members are close knit
*Families, households |
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Term
| Secondary reference group |
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Definition
- the group in which interaction with other members is less frequent than in a primary group situation
* Professional or church organizations, alumni association |
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Term
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Definition
- group in which there is some sort of structure and, in some cases, for which there is some sort of structure an, in some cases, for which there are specific membership requirements
* Civic or professional club |
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Term
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Definition
- group in which there are no special membership or attendance requirements other than common interest
* Walking club, reading group |
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Term
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Definition
| - the group to which a person currently belongs |
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Term
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Definition
| - a group that a person would like to be part of but to which he or she does not currently or may never belong |
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Term
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Definition
| - a group that individuals avoid or deny connections with |
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Term
| reference group influences |
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Definition
1. part of the socialization process
2. setters of roles
3. information sources
4. normative influences
5. expression of self-value |
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Term
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Definition
- tied to the anticipation of praise, approval, public recognition, status, special privileges, and even monetary gain from a peer group
- the grater the ability of the group to provide desired rewards, the greater the influence it will have |
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Term
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Definition
| the means through which a reference group may discourage unacceptable behavior or failure to conform |
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Term
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Definition
Individual members within a social group may exert ____ ____ over others based on the experience or knowledge they posses
This type of informational power attracts new members and keeps them within the group |
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Term
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Definition
- The closer the match is between the individual's beliefs, values, attitudes, behavior and self-image and those of the reference group, the greater the referent power of the group
- ___ ___ is more pervasive when the cognitive structure of the individual is similar to the cognitive structure of the group, resulting in stronger identification with the members of the group |
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Term
| the household as a consumption unit |
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Definition
| the family remains, however, the single most significant and enduring influence on all consumer behavior |
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Term
| consanguine family (family of orientation) |
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Definition
| family into which we are born or adopted |
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Term
| conjugal family (family of procreation) |
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Definition
| family formed by marriage |
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Term
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Definition
any group of individuals living in a dwelling, no matter what the relationships are among the people
- can be made up of a traditionally structures family, a single person, two or more roommates, or any other combination of people
- number of nontraditional families is on the increase in the U.S. |
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Term
| trends in family composition |
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Definition
- lower birthrates have led to smaller families for the majority white population
- people are marrying later or not marrying at all
- high first marriage and even higher second marriage divorce rates means more families are headed by single women
- increasingly, successul marketing strategies are those that can capture nontraditional families and nonfamily households too |
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Term
| economic and gender role impact on households |
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Definition
- two-income families (steady increase in the number of women in the workforce)
- working women in two-income families
- single women heading families ( the woman is involve in both traditional female-dominant decisions and traditional male-dominant decisions)
- gender roles |
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Term
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Definition
| gender role state where the individual experiences or acts out a blurring of gender roles |
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Term
| various positions in the life cycle (life stage) |
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Definition
1. young singles
2. newlyweds
3. young couples without children
4. married couples with children
5. households with teenagers
6. mature couples |
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Term
| roles of household members in the consumer decision process: husband-wife decisions |
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Definition
- the husband-wife relationship is of key importance to marketers
1. husband-dominant family decision making
2. wife-dominant decision making
3. autonomic family decision making
4. syncratic family decision making |
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Term
| autonomic family decision making |
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Definition
| husband and wife independently make the same decision, each doing it about 1/2 the time |
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Term
| syncratic family decision making |
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Definition
| both husband and wife making the decision |
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Term
| other decision-influencing factors |
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Definition
1. product type - some products tends to be more likely to be used by husbands than by wives, and vice versa
2. type of decision - decisions made during information search tend to be autonomic |
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Term
| children's influence on decisions |
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Definition
- children often have more than an equal say in what goes into the shopping car at the supermarket each week
- many marketers as well as social critics and marketing ethicists have deemed advertising directly to children to be unethical |
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