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cb_ch08.pdf
Consumer Culture CHAPTER 8
PART 3
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Learning Outcomes
Understand how culture provides the true meaning of objects and activities.
Use the key dimensions of core societal values to apply the concept of cultural distance.
Define acculturation and enculturation. List fundamental elements of verbal and non-verbal communication.
Discuss current emerging consumer markets and scan for opportunities.
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Understand how culture provides the true meaning of objects and
activities.
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What Is Culture?
Consumer culture– commonly held societal beliefs that define what is socially gratifying.
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Exhibit 8.1: Culture, Meaning, and Value
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Identify some of the many dietary restrictions in various cultures, and how companies such as McDonald’s have had to adapt their menus. A visit to McDonald’s websites for several countries illustrates this. Food preferences are not always driven by religious restrictions— many cultures take pleasure in foods (horse, snail, frog, dog, etc.) that Canadian culture does not embrace! Where do such Preferences originate in the culture.
Culture, Meaning, and Value
Gives meaning to objects
Gives meaning to activities
Facilitates communication
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What is the “meaning” of the Maple Leaf, a cup of tea, a cross. Consider the cultural basis of the meaning. Suggest typically Canadian activities— watching the Stanley Cup playoffs, going to the cottage, or camping may be mentioned. Consider the deeper meanings of these activities. Is camping more than sleeping in a tent? What non-verbal communications such as a wink, a rolling of the eyes, or a shrug of the shoulders mean.
Cultural Norms and Sanctions
Cultural Norm Rule that specifies the appropriate behaviour in a given situation within a specific culture.
Cultural Sanction Penalty associated with
performing a non- gratifying or culturally
inconsistent behaviour.
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Exhibit 8.2: Societal Role Expectations Vary
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Think of some “roles” you play regularly: student, employee, son/daughter, boyfriend/girlfriend. Consider whether your Consumption choices are sometimes influenced by the role of the moment. For example, do you tend to order beer and chicken wings when out with friends but Diet Coke and a salad when having lunch with the boss? Why?
Use the key dimensions of core societal values to apply the concept of cultural distance.
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Dimensions of Cultural Values
Masculinity
Uncertainty Avoidance
Individualism
Power Distance
Long-Term Orientation
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How might marketing need to change based on cultural values: -High vs. low individualism influences imagery (the lone cowboy vs. a group setting), language (“rugged,” “independent”), and message (buy this to get ahead vs. buy this to improve company performance). -Using authority figures to endorse products in high power-distance cultures. -Framing a product launch as evolutionary in a high uncertainty avoidance culture, but radically new in a low uncertainty avoidance culture.
Exhibit 8.3: Inputs and Outputs of Culture
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List some of Canada’s ecological realities (large land-mass/small population, climate, unspoiled nature, proximity to USA etc.), and some traditions (May 2-4, watching hockey, importance of the family, going to the cottage, etc.). How do these shape our culture, & us as consumers?
Exhibit 8.4: CSV Scoreboard
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See www.geert-hofstede.com for a complete list of countries.
Cultural Distance
Represents how disparate one nation is from another in terms of their CSVs.
Where,
• CD = Cultural Distance • TCSV = Target Country Value Score on Dimension i • BCSV = Baseline Country Value Score on Dimension i
∑ =
−= 5
1
2)( i
ii BCSVTCSVCD
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Two examples: Canada (baseline country) vs. U.S.A. (target country) 12 + 112 + 102 + -22 + 62 1 + 121 + 100 + 4 + 36 = 262 CD = 16.2
Canada (baseline country) vs. India (target country) 382 + -322 + 42 + -82 + 382 1444 + 1024 + 16 + 64 + 1444 = 3992 CD = 63.18
Exhibit 8.5: CSV Difference Scores Relative to Canadian Consumers
Lower CD scores imply greater similarities.
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Useful to note that many countries with greatest opportunity for marketers (e.g., BRIC) have very large CD scores. Marketing will require great cultural sensitivity!
Define acculturation and enculturation.
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How Is Culture Learned?
Enculturation
Socialization
Acculturation
Consumer ethnocentrism—belief among consumers that their ethnic group and native products are superior to other ethnic groups and their products.
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How do Canadians learn to like drinking coffee in the morning? Socialization—we learn through observation—what do our parents do? Enculturation—we learn about our own culture through exposure to it as we grow up. If we are surrounded by people who drink coffee in the morning, then we are likely to do the same. It is the cultural norm. Acculturation—how we learn about new cultures—replace old norms with new ones. If we move to China we may discover that tea is the drink of choice in the morning. Adopting this norm is a step in acculturation.
Exhibit 8.6: Factors Associated with Faster Acculturation
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Internet Censorship
Some governments censor Internet content available to their citizens.
In China, the search engine Baidu is growing in popularity because of its acceptance of censorship without disclaimers.
Culture affects the degree of censorship a country’s citizens are willing to tolerate.
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Modelling and Shaping
Modelling A process of imitating others’ behaviours.
Shaping Consumers’ behaviours slowly adapt to a culture through a series of rewards and sanctions.
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Exhibit 8.8: Modelling and the Quartet
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Other examples? Is the church still a strong influence in Canadian culture? How many of you attend church regularly (or did as children). Is the quartet becoming a trio?
List fundamental elements of verbal and non-verbal
communication.
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Verbal and Non-Verbal Communication
Verbal Communication The transfer of information through either the literal spoken or written word.
Non-Verbal Communication Communication not involving the literal spoken or written word.
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Exhibit 8.9: Example Problems with Verbal Communication
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Translational and Metric Equivalence
• Translational equivalence—exists when two phrases share the same precise meaning in two different cultures.
• Metric equivalence—the state in which consumers are shown to use numbers to represent quantities the same way across cultures.
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Exhibit 8.10: Non-Verbal Communication Affects the Message Comprehended
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International business negotiations: Time can be an issue—difference between M-time and P-time cultures. Are you offended because the client made you wait? Verbal communication—English is increasingly the language of business, but a good translator may still be needed. Symbols—business gifts may be an important ritual, but full of pitfalls. What’s appropriate in this culture? Relationships—in many cultures, a personal relationship must be developed before business negotiations can begin. Agreement—in some cultures, “yes” means “no, but I’m too polite to say so at this point.” Etiquette—many Europeans are shocked by the informal table manners of Americans. Space—your Latin American customer may be offended if you move back to increase your personal space! Mannerisms/body language—making eye contact is considered rude in some cultures, a sign of honesty and integrity in others
Discuss current emerging consumer markets and scan for
opportunities.
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Emerging Cultures
BRIC Markets Brazil, Russia, India, and China have large populations, growing economies, and an expanding middle class.
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Exhibit 8.11: Attractive Consumer Markets for Foreign Direct Investment (FDI)
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Glocalization
Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local.
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