The Consumer's Culture

The Consumer's Culture

1. Culture is part of the external influences that impact the consumer.

   • Culture, as a “complex whole,” is a system of interdependent components.
   • Knowledge and beliefs are important parts.

2. Culture has several important characteristics

   • Culture is comprehensive.
     • All parts must fit together in some logical fashion.
   • Culture is learned rather than being something we are born with.
   • Culture is manifested within boundaries of acceptable behavior
   • Conscious awareness of cultural standards is limited.
   • Cultures fall somewhere on a continuum between static and dynamic depending on how quickly they accept change

3. When observing a culture, one must be careful not to over-generalize about traits that one sees.

4. Research in social psychology

   • Has suggested a strong tendency for people to perceive
     • An “outgroup” as more homogenous than an “ingroup”

5. There is a tendency to stereotype cultures as being one way or another

6. Language is an important element of culture

   • It should be realized that regional differences may be subtle
   • It should also be kept in mind that much information is carried in non-verbal communication

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