MKT exam 3

Culture is a society’s ______

personality

Culture is the accumulation of…

shared meanings, rituals, norms, and traditions

Culture is the “lens” through which people view ____

products

Enculturation

learn about OUR OWN culture

Acculturation

learn about others culture

Social class

a group of people with similar levels of prestige and esteem who share beliefs, attitudes, and values expressed in their thinking and behavior

Embodied Dispositions

a set of norms and expectations unconsciously acquired by individuals through experience and socialization

symbolic capital

prestige, honor, attention

Taste culture

Working class people go to sports events, upper class goes to the theater and museums

Myths

Stories with symbolic elements that represent the shared emotions/ideals of a culture

Binary opposition

Two opposite endings of some dimension (good vs evil, nature vs technology)

reputation economy

the “currency” people earn instead of money.

• Digital example is likes, comments

Consumption rituals

multiple, symbolic behaviors that are repeated periodically

• Pre-game energy drink

• Fortress brand: products used in these rituals (pink monster)

Maturity: Luxury consumers

They reject mass luxury brands, preferring instead inconspicuous luxury products” i.e. avoid visible markers

Proxies

Indicators of ones social class (education, job)

Rituals are associated with

• Gift giving, grooming, holiday

Gift giving and reciprocation

when you receive a gift, you feel a need to give back

Social Mobility

refers to the passage of individuals from one social class to another

• Horizontal: no rank change, side to side

• Downward mobility

• Upward mobility

Rites of passage

rituals we perform to mark a change in social status

• graduation: throwing a cap, turning tassel, ceremony

• Wedding: giving away the bride, kissing the bride, vows

People like us documentary: class is often judged instantly based on

what we own and how we look

Products are vessles of cultural meaning

items have symbolism: Nike sweatshirt using a sacred samoan tattoo only meant for men

• has a cultural meaning

Profane consumption

consumer objects and events that are ordinary and not special

• The opposite is “Sacred” consumption

Sacralization

when profane (ordinary) stuff becomes Sacred

Hedonic treadmill

No matter how much material life conditions change, one’s well-being tends to revert to its previous baseline

Power distance belief

the degree to which individuals accept and expect power, status, and wealth to be distributed unequally within a society, culture, or organization.