THE CONSUMER'S CULTURE

THE CONSUMER'S CULTURE

1. Complex system of interdependent components

   • Includes knowledge, beliefs, arts, morals and others.

2. CHARACTERISTICS

   • Comprehensive
   • Learned
   • Has boundaries
   • Has standards
   • Static/dynamic changes

3. Culture issues

   • Consider "The big picture" (every country has different norms).
   • People tends to stereotype cultures and individuals.
   • High/low context cultures
   • Ethnocentrism and self-reference criterion. (One's culture superior than others).
   • Languages
     • Variations, figures of speech, neologisms, slangs.
     • Writing patterns.
   • Perspectives: Monochronic/polychronic culture, space, symbols, quality relations, etiquette, others.

4. Cultural differences

   • Individualism vs. Collectivism
   • Power distance
   • Masculinity vs. Femeninity
   • Uncertainty avoidance