Chapters 2 + 3 - Cross Cultural Variations, Changing American Society: Values

Factors that impact consumer behavior

Language, Demographics, Values, Nonverbal communications

Cultural values cause either ___ or ____ that then effect consumption patterns

norms, sanctions

Other-oriented values

reflect a society’s view of the appropriate relationships between individuals and groups within that society. ex: individual/collective, youth/age, extended/limited family, masculine/feminine, competitive/cooperative, diversity/uniformity

environment-oriented values

prescribe a society’s relationship to its economic and technical as well as its physical environment. ex: Cleanliness, Performance/status, tradition/change, risk taking/security, problem solving/fatalistic, nature

self-oriented values

reflect the objectives and approaches to life that the individual members of society find desirable. ex: active/passive, sensual gratification/abstinence, material/nonmaterial, hard work/leisure, Postponed Gratification/Immediate Gratification, Religious/secular,

instrumental materialism

the acquisition of things to enable one to do something. Skis can be acquired to allow one to ski.

terminal materialism

the acquisition of items for the sake of owning the item itself. Art is generally acquired for the pleasure of owning it rather than as a means to another goal.

Nonverbal communications

Time, space, symbols, relationships, agreements, things, etiquette

purchasing power parity (PPP)

based on the cost of a standard market basket of products bought in each country.

glocalization (global localization)

the adaptation of products and services to local considerations

voluntary simplicity

consumers’ efforts to reduce their reliance on consumption and material possessions

enviropreneurial marketing

Firms that convince environmentally concerned consumers that their products are environmentally sound

green marketing

the practice of promoting products based on their environmental benefits and sustainability. includes developing products with less pollution, a positive impact, or tying the purchase of a product to an environmental org or event

greenwashing

when a firm promotes environmental benefits that are unsubstantiated and on which they don’t deliver.

cause-related marketing (CRM)

marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause

ascribed role

an attribute over which the individual has little or no control.

achievement role

performance criteria over which the individual has some degree of control