“The Consumer’s Culture”

“The Consumer’s Culture”

1. Culture represents influences that are imposed on the consumer by other individuals

2. Culture is a problematic issue for many marketers

   • One may violate the cultural norms of another country without being informed of this

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

4. Cultural differences tend to center around four key dimensions

   • Individualism vs. collectivism
   • Power distance
   • Masculinity vs. femininity
   • Uncertainty avoidance

5. High vs. low context cultures

   • In some cultures, the speaker is expected to make his or her points clear and limit ambiguity.

6. Ethnocentrism and the self-reference criterion

7. Language issues