CLASS 7 - CONSUMER CHARACTERISTICS AND CONTEXT

CLASS 7 - CONSUMER CHARACTERISTICS AND CONTEXT

1. Onderdeel van de 'receiver' in het communicatie model

2. Definition: everything the humans learn and share as members of a society

3. Values

4. Norms: non-written rules. Psychological punishment

5. Rituals

6. Customs

7. Myths

8. Culture Characteristics: is learned, regulates society, makes living efficient, is adaptive, is environmental, are hierarchical.

9. Hofstede

   • Power distance
   • Individual vs collectivism
   • Masculinity vs femininity
   • Uncertainty avoidance

10. Individualist societies: independent self construal; collectivist societies: interdependent self construal. Has effects on goals, motivations, perceptions, etc.

    • e.g. effect of culture on goals. two main goals: promotion/prevention
      • independent self-construal -> autonomy, achievement -> promotion goals.
      • Interdependent self construal -> harmony, beloning to a group -> prevention goals
    • Effects of culture on choice
      • Independent self-construal -> values the possibility to make a choice by themselves -> better prestations
      • Interdependent self-construal -> most motivated when choice is made by significant other person
    • Effects of culture on perception: two formatted stories, which use either the word 'I' or 'We'