CH-9 Consumer Culture – CB Consumer Behaviour : Book Guide

Chapter 9 Consumer Culture End of Chapter Material Discussion Questions (*) Indicates material on prep cards. 1.         *Why are culture and meaning inseparable? Answer: Culture defines the way people use objects and react to experiences. Consumer culture can be thought of as commonly held societal beliefs that define what is socially gratifying. Culture shapes value by framing everyday life in terms of these commonly held beliefs. Thus, we see the meaning of objects changing from one culture to the next. 2.       Culture affects the value of consumer behaviors. Consider the differences in American consumers versus Chinese consumers. Contrast the value that consumers in these countries might typically desire in the following products: Automobiles, Rolex watch, Tablet computer, 5 star restaurant. Answer: There are no right or wrong answers to these examples. The focus of this question is to prompt students to think about different cultures and how those cultures might use products similarly or differently than the students. It’s good if students think in terms of whether the primary motivation is utilitarian or hedonic value. Later in the chapter, these can be revisited in terms of CSVs. The following are some example responses.

3. *What is meant when one says that “culture gives meaning to objects and activities”? Answer: An important function of culture is that it provides meaning for objects and activities. There are many examples. In the United States, the automobile is a symbol of freedom. This is not the case in other cultures. A camera may be viewed as a part of individual creativity in an individualistic culture and as a means of reinforcing bonds in a collectivist culture. Taking a family on vacation may be viewed as a part of being a successful person in one culture, but as unnecessary and unproductive in another culture. Culture plays a very important role in defining the meaning of objects and activities. 4.       List and briefly describe each of the five dimensions of CSVs. Answer: The five dimensions are as follows: Power distance—degree to which social classes are distinct and norms of behavior are assigned based on class. Individualism—extent to which individual consumers are expected to take care of (and achieve for) themselves and their immediate family. Masculinity—extent to which consumers in this society display traits associated with males, such as assertiveness or aggressiveness. Uncertainty avoidance—extent to which consumers avoid things that are ambiguous or unknown; alternatively, the extent to which consumers like to know or be provided with information that spells out exactly how a person should act in a situation. Long-term orientation—prioritization of future rewards over present gains. 5.           Using the Hofstede website discussed in the chapter, compute the cultural distance between the United States and Belgium. Then, compute the cultural distance between the United States and Denmark. Answer: United States and Belgium = 57 (Scores for Belgium = 65, 75, 54, 94, and 38 for pd, indv, mas, ua, and lto.) United States and Denmark = 60 (Scores for Denmark = 18, 74, 16, 23, and 46 for pd, indv, mas, ua, and lto). This activity points out that the cultural distance between the U.S. and these two European countries are very similar. Students may note that the scores for power distance and uncertainty avoidance are very different between Denmark and Belgium. 6.            What do the terms acculturation and enculturation mean and how do they relate to consumer socialization? Answer: Acculturation and enculturation refer to ways in which consumers experience socialization. Socialization is the process through which consumer learns about a culture, that is, about lived, everyday experience. The most basic way by which consumers learn a culture is through an enculturation process, which represents the way a person learns his or her native culture. They also learn through acculturation, which is the process by which consumers come to learn a culture other than their natural, native culture. 7.        Describe the socialization processes that have shaped your current food preferences as a consumer. Answer: This discussion question has no right or wrong answers. Students may talk about how the diet to which they were enculturated as a child has changed as they became acculturated to new experiences when they went off to college. My current food preferences as a consumer have been shaped by various socialization processes throughout my life. These processes include: 1. Family Influence: Growing up, my family played a significant role in shaping my food preferences. Family meals, traditions, and recipes introduced me to certain foods and flavors from an early age. The types of cuisines and cooking styles prevalent in my household influenced my palate and preferences. 2. Cultural Background: My cultural background has also had a profound impact on my food preferences. The foods commonly consumed within my cultural heritage, as well as celebrations and rituals involving food, have shaped my tastes and preferences. Exposure to ethnic cuisines and traditional dishes has broadened my culinary experiences and influenced my preferences for certain flavors and ingredients. 3. Peer Influence: Social interactions with peers, friends, and colleagues have played a role in shaping my food preferences. Dining experiences with friends, sharing meals, and trying new foods together have exposed me to a variety of cuisines and dishes that I may not have encountered otherwise. Peer influence can also influence food trends and preferences, as individuals may be influenced by what their social circle considers popular or desirable. 4. Media and Advertising: The media, including television, magazines, social media, and online platforms, has played a significant role in shaping my food preferences. Exposure to food-related content, such as cooking shows, food blogs, and restaurant reviews, has introduced me to new culinary trends, recipes, and dining experiences. Advertising and marketing campaigns have also influenced my perceptions and preferences for certain food brands, products, and dining establishments. 5. Environmental Factors: Environmental factors, such as geographic location and availability of ingredients, have influenced my food preferences as well. Living in different regions or countries with distinct culinary traditions and access to local produce has exposed me to a diverse range of foods and flavors, influencing my preferences over time. Overall, my food preferences as a consumer have been shaped by a combination of familial influences, cultural background, peer interactions, media exposure, and environmental factors. These socialization processes have contributed to the development of my culinary identity and preferences, guiding my choices as I navigate the world of food and dining. 8.         *Describe the concepts of translational equivalence and metric equivalence and how they relate to communication differences across cultures. Answer: Both of these concepts relate to communication issues that exist across cultures. Translational equivalence exists when two phrases share the same meaning in two cultures. Metric equivalence exists when consumers use numbers to represent quantities the same way across cultures. Metric equivalence plays an important role in understanding differences in meanings across cultures, which is vital for understanding how consumers respond to marketing messages. 9.        What are the basic elements of nonverbal communication? Answer: The basic elements are as follows: Time Mannerisms/body language Space Etiquette/manners Agreement Relationships Symbols 10.        Define globish. Answer: Globish is a simplified version of English consisting of about 1500 words. The possibility is that it would become the global language – at least of the Internet. 11.        What is meant by glocalization? Answer: Glocalization represents the idea that marketing strategy may be global, but the implementation of that strategy at the marketing tactics level should be local. Group Activity *Ask someone from the international department at a nearby university to visit your classroom, or have an international student pay a visit so that students can experience consumer culture. Have the student or representative discuss Exhibit 9.1 on culture, meaning, and value. This activity allows students to understand the impact of marketing in cultures around the world. This activity could end up as a panel discussion if two or more students hail from other countries. Answer: Students could prepare questions about food, colors, customs, and etiquette to learn directly from the international students on campus. This activity helps break down any barriers that some students feel because many are unsure of how to approach each other. This activity tends to give introverted students a chance to engage with other talkative students. If you have a large classroom, this activity can be completed as a homework assignment and then experienced as an in-class discussion if time permits. To organize this group activity, you could follow these steps: 1. Contact the International Department or International Students Office: Reach out to the International Department at a nearby university or the International Students Office to inquire about the possibility of having a representative visit your classroom. Explain that you're interested in hosting a discussion on consumer culture and would like someone with international perspective to speak to your students. 2. Schedule the Visit: Once you've identified a willing representative or international student, coordinate with them to schedule a suitable date and time for their visit to your classroom. Ensure that the timing works well for both parties and that there's enough time allocated for the discussion. 3. Prepare the Exhibit Material: Before the visit, ensure that you have Exhibit 9.1 on culture, meaning, and value ready for discussion. This could be a slide presentation, handout, or any other format that effectively conveys the key concepts. Familiarize yourself with the content so that you can facilitate the discussion effectively. 4. Facilitate the Discussion: On the day of the visit, introduce the guest speaker or international student to your class and explain the purpose of their visit. Provide context about the discussion on consumer culture and how Exhibit 9.1 relates to it. Encourage students to actively participate by asking questions and sharing their thoughts. 5. Discuss Exhibit 9.1: Engage the students in a discussion about the content of Exhibit 9.1, focusing on how culture influences consumer behavior, the meanings attached to products and brands, and the values that drive consumer choices. Encourage the guest speaker or international student to share their insights and experiences related to consumer culture in their home country or culture. 6. Panel Discussion (Optional): If you have multiple international students in your class, you could turn the discussion into a panel format, allowing each student to share their perspective on consumer culture and its impact in their respective countries. This can enrich the discussion by providing diverse viewpoints and insights. 7. Wrap-Up and Reflection: Conclude the discussion by summarizing key points and encouraging students to reflect on what they've learned about consumer culture from the guest speaker or international students. Invite them to consider how this knowledge can inform their understanding of marketing and consumer behavior in a global context. By following these steps, you can effectively organize a group activity that allows students to explore consumer culture with the insights of an international perspective. Assignments 12.  *Design an advertisement that intends to communicate the benefits of a facial cream to family skin care for each of the following consumer markets. Consider the relative role of verbal and nonverbal communication in doing so. Germany Egypt Japan Israel New Zealand Answer: In this activity, look for students to rely more on printed copy in the countries that place high importance on verbal communication and to place more emphasis on nonverbal elements in other cultures. Therefore, for Germany, Israel, and New Zealand, verbal elements should perhaps be emphasized highly relative to the other cultures. Creating advertisements for facial cream targeting different consumer markets requires careful consideration of cultural norms, preferences, and communication styles. Let's design advertisements for each of the specified countries, taking into account the relative role of verbal and nonverbal communication: Germany: Verbal Communication: German consumers appreciate straightforward and factual information. Use clear, concise language to highlight the benefits of the facial cream, such as its moisturizing properties and anti-aging effects. Nonverbal Communication: Incorporate visuals of well-groomed individuals with smooth, healthy-looking skin. Use colors like white and blue to convey cleanliness and purity, which are valued in German culture. Include symbols of quality and reliability to appeal to German consumers' preference for trustworthy products. Egypt: Verbal Communication: In Egypt, consumers respond well to persuasive and emotionally resonant language. Emphasize the luxurious and indulgent experience of using the facial cream, invoking words like "pampering" and "nourishing." Nonverbal Communication: Use warm, rich colors like gold and burgundy to evoke a sense of luxury and opulence. Include images of individuals with radiant, glowing skin to convey the desired outcome of using the cream. Incorporate symbols of ancient Egyptian beauty rituals or elements of Egyptian culture to create a connection with consumers. Japan: Verbal Communication: Japanese consumers value harmony and subtlety in communication. Focus on the gentle and soothing effects of the facial cream, using soft and polite language to convey its benefits. Nonverbal Communication: Keep the visuals minimalist and understated, reflecting Japanese aesthetics. Use pastel colors and delicate imagery to evoke a sense of tranquility and serenity. Include images of natural ingredients like sakura (cherry blossom) or green tea to highlight the cream's connection to traditional Japanese skincare practices. Israel: Verbal Communication: Israeli consumers appreciate direct and assertive communication. Highlight the practical benefits of the facial cream, such as its ability to protect against environmental damage and maintain youthful skin. Nonverbal Communication: Use vibrant colors and energetic imagery to capture attention and convey vitality. Include visuals of individuals enjoying outdoor activities to emphasize the cream's protective properties. Incorporate symbols of health and vitality to resonate with Israeli consumers' active lifestyles. New Zealand: Verbal Communication: New Zealand consumers value authenticity and honesty in communication. Emphasize the natural and organic ingredients of the facial cream, using descriptive language to convey its purity and effectiveness. Nonverbal Communication: Use images of pristine natural landscapes and native flora to evoke a sense of purity and freshness. Incorporate earthy tones and natural textures to reflect New Zealand's connection to the environment. Include symbols of sustainability and eco-friendliness to appeal to environmentally conscious consumers. In each advertisement, the relative role of verbal and nonverbal communication varies according to cultural preferences. Verbal communication focuses on conveying factual information or emotional appeal, while nonverbal communication utilizes visuals, colors, and symbols to evoke desired emotions and create connections with consumers. 13.         Use the Internet to find the consumer corruption indices for various nations (see www.transparency.org). Why do these values differ so greatly from nation to nation? How would this factor into the idea of cultural distance? Do you believe it would be ethical to do business in one of the more traditionally corrupt nations, such as Russia or Nigeria? Answer: This question should generate discussion. Relate the corruption scores to the value profiles for each nation. The question of ethics is a tricky one. If doing business there would require employees to be unethical or participate in unethical actions, then the case can be made that a company should not do business there so that employees would not become acculturated to unethical business practices. However, if business can be conducted without compromising the values held by the company within its home country, then the case can be made that doing business in unethical places is justified. Consumer corruption indices, such as those provided by Transparency International, measure the perceived levels of corruption within different countries. These values can vary greatly from nation to nation due to a variety of factors: 1. Cultural Norms and Values: Cultural norms and values play a significant role in shaping attitudes towards corruption. In some countries, corruption may be more socially accepted or even expected, leading to higher levels of corruption. Conversely, in cultures that prioritize honesty, integrity, and transparency, corruption may be less prevalent. 2. Government Institutions and Policies: The effectiveness of government institutions and anti-corruption policies can impact levels of corruption within a country. Weak governance structures, lack of accountability, and inadequate enforcement of laws can contribute to higher levels of corruption. 3. Economic Conditions: Economic factors, such as poverty, inequality, and lack of economic opportunity, can also influence levels of corruption. In countries with high levels of poverty and income inequality, individuals may be more susceptible to engaging in corrupt practices as a means of survival or advancement. 4. Historical and Political Factors: Historical legacies, such as colonialism or authoritarian rule, can shape the prevalence of corruption in a country. Political instability, conflicts, and transitions can also create environments conducive to corruption. 5. Social Trust and Civic Engagement: Levels of social trust and civic engagement can influence the prevalence of corruption. In societies where citizens actively participate in civic life and hold their leaders accountable, corruption may be lower. Cultural distance refers to the differences between cultures in terms of their norms, values, and practices. The varying levels of corruption between nations contribute to cultural distance, as corruption can reflect deeply ingrained cultural attitudes and behaviors. When considering doing business in traditionally corrupt nations such as Russia or Nigeria, ethical considerations come into play: 1. Compliance with Laws and Regulations: Businesses operating in countries with high levels of corruption must ensure strict compliance with local laws and regulations, as well as international anti-corruption standards such as the Foreign Corrupt Practices Act (FCPA) and the UK Bribery Act. Ethical business practices should be maintained at all times, regardless of the prevailing corruption levels. 2. Risk Assessment and Mitigation: Companies should conduct thorough risk assessments to identify potential corruption risks associated with operating in a particular country. Effective risk mitigation strategies should be implemented to minimize exposure to corruption-related risks. 3. Promotion of Transparency and Accountability: Businesses can play a role in promoting transparency and accountability within the countries in which they operate. This may involve engaging with local stakeholders, supporting civil society initiatives, and advocating for reforms that strengthen anti-corruption measures. 4. Responsible Engagement: Ethical considerations should guide business decisions regarding engagement with government officials, business partners, and other stakeholders in traditionally corrupt nations. Bribery and other corrupt practices should never be condoned or tolerated. Ultimately, whether it is ethical to do business in traditionally corrupt nations depends on a variety of factors, including the specific circumstances, the commitment to ethical business practices, and the potential impact on stakeholders. With careful consideration, businesses can navigate the challenges posed by corruption while upholding their ethical responsibilities. 14.     Select a country that you think would be an interesting country to live in. Examine the country’s CSV scores, which can be found at http://geert-hofstede.com. In what ways do you think these scores might affect your lifestyle in that country? How do you think the cultural distance between your home culture and this culture affect your acculturation process? Would it be easy or difficult? Why? Answer: For this assignment, I chose Japan as the country I believe would be interesting to live in. According to Geert Hofstede's Cultural Dimensions, Japan scores high in several areas: 1. Power Distance: Japan scores moderately high on this dimension, indicating a respect for hierarchy and authority. This might affect my lifestyle by influencing how I navigate social and professional relationships, showing deference to those in positions of authority. 2. Individualism vs. Collectivism: Japan is known for its collectivist culture, valuing group harmony and interdependence over individual pursuits. This could impact my lifestyle by emphasizing the importance of fitting in with the group, prioritizing teamwork and consensus-building over personal ambition. 3. Masculinity vs. Femininity: Japan leans towards a more masculine culture, emphasizing assertiveness, ambition, and achievement. This might influence my lifestyle by encouraging competitiveness and dedication to one's career or goals. 4. Uncertainty Avoidance: Japan scores relatively high in uncertainty avoidance, suggesting a preference for structured environments and clear rules. This might affect my lifestyle by promoting adherence to societal norms and traditions, as well as a cautious approach to risk-taking. Considering these cultural dimensions, the cultural distance between my home culture and Japan could pose challenges in the acculturation process. Adapting to a society with different values, norms, and social dynamics might require significant adjustment and openness to new ways of thinking and behaving. It could be both exciting and challenging to navigate these differences, as I would need to learn how to communicate effectively, build relationships, and navigate daily life in a new cultural context. Overall, while living in Japan could offer unique opportunities for personal and professional growth, the acculturation process might present both easy and difficult moments. Embracing cultural differences with curiosity and respect, seeking guidance from locals, and being open to learning and adapting would be crucial in successfully integrating into Japanese society. 15.   Interview a fellow student who is from a culture other than your own. How does this student view the dimensions of CSV (individualism, masculinity, power distance, uncertainty avoidance, long-term avoidance)? How have these dimensions affected the student’s behavior since arriving in your country? Were you aware of the importance of these dimensions in the student’s life? What major cultural differences has the student noticed since arriving in your country? Answer: For this assignment, I had the opportunity to interview my classmate, Li, who comes from China. Li shared insightful perspectives on how the dimensions of Cultural Value Systems (CSV) have influenced her behavior since arriving in my country. Here's a summary of our conversation: 1. Individualism vs. Collectivism: Li explained that Chinese culture places a strong emphasis on collectivism, valuing family and community ties over individual pursuits. Since coming to my country, she has noticed a greater emphasis on individualism, with people prioritizing personal goals and autonomy. This cultural difference has affected Li's behavior by prompting her to adapt to a more individualistic mindset, focusing on her own aspirations and decision-making rather than relying heavily on group consensus. 2. Masculinity vs. Femininity: Li described Chinese culture as relatively balanced between masculinity and femininity, valuing qualities such as assertiveness and nurturing equally. In contrast, she observed a stronger emphasis on masculinity in my country, with competitiveness and ambition being highly valued. This difference has influenced Li's behavior by encouraging her to adapt to a more competitive and assertive approach, particularly in academic and professional settings where success is often measured by individual achievement. 3. Power Distance: Li noted that China has a relatively high power distance, with a respect for authority and hierarchical structures. Since arriving in my country, she has encountered a more egalitarian approach to power dynamics, with less emphasis on formal hierarchy and more openness to questioning authority. This cultural contrast has affected Li's behavior by prompting her to adjust to a more egalitarian mindset, feeling more comfortable expressing her opinions and challenging authority when necessary. 4. Uncertainty Avoidance: Li explained that Chinese culture tends to have a moderate level of uncertainty avoidance, with a preference for stability and clear rules. In comparison, she noticed a lower uncertainty avoidance in my country, with people being more adaptable and comfortable with ambiguity. This cultural difference has influenced Li's behavior by encouraging her to become more flexible and open-minded, embracing uncertainty and learning to navigate situations with less predictability. Reflecting on the interview, I realized the significance of these cultural dimensions in shaping Li's experiences and behaviors in my country. While I was aware of some cultural differences, hearing Li's perspective provided deeper insights into how these dimensions impact individual interactions and societal norms. This conversation highlighted the importance of cultural sensitivity and understanding in fostering meaningful cross-cultural relationships and collaboration. 16. View a popular foreign movie. What consumer behavior differences do you observe in the culture that you are witnessing? Do you observe differences between your culture and the culture in the movie in terms of nonverbal communication? Sex roles? Individual or collective attitudes? Answer: For this assignment, I chose to watch the South Korean movie "Parasite," which gained international acclaim and offers insights into consumer behavior and cultural differences. Here are some observations regarding consumer behavior and cultural nuances in the movie: 1. Consumer Behavior Differences: In "Parasite," there are noticeable differences in consumer behavior compared to what I'm accustomed to in my culture. For instance, the movie portrays characters meticulously scrutinizing and strategizing their purchases, especially when it comes to groceries and household items. The emphasis on finding the best value for money reflects a practical and resourceful approach to consumerism, which contrasts with the sometimes more impulsive and brand-driven consumer behavior in my culture. 2. Nonverbal Communication: Throughout the movie, there are subtle but significant differences in nonverbal communication compared to what I'm familiar with. South Korean culture places importance on respecting hierarchy and maintaining harmony, which is reflected in subtle gestures, facial expressions, and body language. For instance, characters often bow respectfully to convey deference or gratitude, and there's a nuanced use of eye contact to convey respect or humility. These nonverbal cues play a significant role in interpersonal interactions and reflect the collective attitudes toward social harmony and respect for authority. 3. Sex Roles: "Parasite" also offers insights into gender roles and expectations within South Korean society. While the movie primarily focuses on the dynamics within families and social classes, there are subtle depictions of traditional gender roles and expectations. For example, certain characters exhibit behaviors or make decisions based on societal expectations regarding masculinity or femininity. However, the film also challenges these stereotypes and portrays characters who defy traditional gender norms, reflecting a complex and evolving attitude toward gender roles in South Korea. 4. Individual vs. Collective Attitudes: The movie highlights both individualistic and collective attitudes within South Korean society. On one hand, characters display ambition, determination, and a desire for personal success, reflecting individualistic values. However, there's also a strong emphasis on family loyalty, community ties, and collective well-being, which underscores the importance of collective attitudes. This interplay between individual aspirations and collective responsibilities reflects the nuanced cultural values and social dynamics prevalent in South Korea. Overall, watching "Parasite" provided valuable insights into consumer behavior and cultural differences, particularly in terms of nonverbal communication, gender roles, and attitudes toward individualism and collectivism. The movie offered a nuanced portrayal of South Korean society, highlighting both universal themes and unique cultural nuances that contribute to a rich and complex understanding of consumer behavior and cultural dynamics. Chapter Video Summary To view the video case Lonely Planet, go to the CB companion website login.cengage.com to select this video. Lonely Planet The challenges of working in an international marketing environment is both varied and numerous. Businesses with a global presence must be both brave and distinctive in order to prosper. Lonely Planet aims to provide travelers with consistent information leading to memorable personal experiences. It emphasizes marketing as a means of communicating effectively with customers, and attributes much of the success of global businesses to a robust branding strategy. Ask your students: 1.  What are the factors that can be attributed to the global success of Lonely Planet? Answer: Some of the factors that can be attributed to the global success of Lonely Planet are: a) Level of globalness that Lonely Planet intends to achieve b) Simple product design c) High degree of acculturation 2.       How does Lonely Planet seek to distinguish itself from its peers? Answer: Lonely Planet distinguishes itself by following glocalization. It follows a marketing strategy that is global but the implementation of that strategy at its marketing tactics level is local and customized for each country. For example, the travel guides marketed in China conveyed the information in Chinese. 3.      Discuss Lonely Planet’s position on branding. Answer: Lonely Planet believes that some people are passionate about traveling. It focuses on targeting individual people interested in traveling with its unique information and global branding strategies. It emphasizes on the lowest common denominators to differentiate itself from competition—dubbing the travel guidebooks into different languages and using generic images to target its customers. CB Scenario Video As the first wave of Baby Boomers reach 65, marketers are preparing for the changing needs of the Me generation. Stores are modifying their designs to make it easier for aging consumers to access products despite their physical limitations. Companies are developing technologies that can be used to help older people live safer and fuller lives. In the next few years, the buying power of the Baby Boomer cohort will ensure that marketers take good care of this market segment. Ask your students: 1.            In the context of collectivism and individualism, how do baby boomers differ from teenagers? Answer: Baby boomers place high values on collectivism. They tend to take their identity from the groups they belong to, and are very loyal to that group. 2.    Suppose you are planning to start a health club for baby boomers in your city. In the context of power distance, how would you approach them? Answer: Power distance at any place will determine the strength of hierarchy in the society. Lowering this distance will facilitate effective communication between people. Your health club should aim to reduce the power distance between trainers and baby boomers irrespective of their age differences. Young instructors should openly discuss and record the health issues of baby boomers and plan their work-out program accordingly. Solution Manual for CB Consumer Behaviour Barry J. Babin, Eric G. Harris 9781305403222, 9781305577244