CONSUMER CULTURE

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CHAPTER 8

CONSUMER CULTURE

WHAT DO YOU THINK POLLING QUESTION

Men should always pay for their date’s dinner.

Strongly disagree 1 2 3 4 5 6 7 Strongly agree

Have students access www.cengagebrain.com to answer the polling questions for each chapter of

CB. Ask them to take the online poll to see how their answers compare with other students taking

a consumer behavior course across the country. Then turn to the last page of the chapter to find

the What Others Have Thought box feature. This graph is a snapshot of how other consumer

behavior students have answered this polling question thus far.

LEARNING OUTCOMES

After studying this chapter, the student should be able to:

L01

Understand how culture provides the true meaning of objects and activities.

L02

Use the key dimensions of core societal values to apply the concept of cultural distance.

L03

Define acculturation and enculturation.

L04

List fundamental elements of verbal and nonverbal communication.

L05

Discuss current emerging consumer markets and scan for opportunities.

SUGGESTED LECTURE OPENER

In order to tap into one of the hottest emerging consumer markets, Western marketers must tap

into the culture of China. One question marketers must consider is whether companies should try

to localize their brands in Chinese consumers’ minds, or if brands should maintain their Western

messaging. The answer for now seems to be, “both.” Companies should adjust brand messages in

order to gain access to the Chinese consumer culture while holding on to the positive

associations that are often linked to western products, such as quality and safety. [Source: Joel

Backaler. “Inside China’s Consumer Culture,” Forbes.com, August 12, 2010,

http://blogs.forbes.com.]

LECTURE OUTLINE WITH POWERPOINT

SLIDES

Slide 1 Slide 2

LO1. Understand how culture provides the true meaning of objects and activities.

Culture and Meaning Are Inseparable

Slide 3

Grandé doppio latté, please! What language is this? A consumer can use this expression in more

than two dozen countries and get exactly what he or she wants with no translation. The chapter

opens with a Starbucks example and how a cup of coffee is translated into many cultures around

the world. The key to Starbucks’ success is to understand the impact of culture.

Q: Ask students what they think about Starbucks’s strategy for entering the

market in China.

A: Answers will vary. Differences in cultures and markets can be further

introduced.

What Is Culture?

Culture embodies meaning. Consumer culture can be thought of as commonly held societal

beliefs that define what is socially gratifying. Some consumers believe that providing coffee to a

child is unacceptable. To other consumers, however, this behavior is seen as normal. It is culture

that shapes the value of most products.

Culture is a universal phenomenon. Culture is everywhere and ultimately explains the

habits and idiosyncrasies of all groups of consumers. In fact, each consumer belongs to many

cultural groups. Exhibit 8.1 shows how behavior can have multiple meanings that are each

dependent on culture.

Slide 4 Slide 5

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Chapter 8 Consumer Culture WHAT DO YOU THINK Polling Question Men should always pay for their date's dinner. Strongly disagree 1 2 3 4 5 6 7 Strongly agree Have students access www.cengagebrain.com to answer the polling questions for each chapter of CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course across the country. Then turn to the last page of the chapter to find the What Others Have Thought box feature. This graph is a snapshot of how other consumer behavior students have answered this polling question thus far. Learning Outcomes After studying this chapter, the student should be able to: L01 Understand how culture provides the true meaning of objects and activities. L02 Use the key dimensions of core societal values to apply the concept of cultural distance. L03 Define acculturation and enculturation. L04 List fundamental elements of verbal and nonverbal communication. L05 Discuss current emerging consumer markets and scan for opportunities. Suggested Lecture Opener In order to tap into one of the hottest emerging consumer markets, Western marketers must tap into the culture of China. One question marketers must consider is whether companies should try to localize their brands in Chinese consumers' minds, or if brands should maintain their Western messaging. The answer for now seems to be, "both." Companies should adjust brand messages in order to gain access to the Chinese consu ...
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