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Consumers in Social and Cultural Environments: Cultural, Sub-cultural, and…
Consumers in Social and Cultural Environments: Cultural, Sub-cultural, and Cross-Cultural Factors
Cuture's Influence on Consumer Behavior
Measuring Cultural Values
Content Analysis
Field Observation
Value Measurements
Gordon’s Surveys of Personal and Interpersonal Values
Rokeach Values Survey
American Core Cultural Values
Materialism (Comfort and Pleasure)
Individualism and Conformity
Progress
Freedom of Choice
Efficiency and Practicality
Humanitarianism
Time and Activity
Youthfulness
Achievement and Success
Fitness and Health
Learning Cultural Values
Forms of Learning
Informal learning
Technical learning
Formal learning
Language and Symbols
Marketing Influences on Cultural Learning
Rituals
Enculturation and Acculturation
Culture’s Role and Dynamics
Culture’s Continuous Evolution
A Lifestyle Matrix
Pop Mavericks
In-crowd
Networked Intelligentsia
Thrill Renegades
Cultural Beliefs Reflect Consumers’ Needs
Different Levels of Cultural Norms
The national
The group
The supranational
Green Marketing
Ecologically Responsible Consumption
Cross-Culture Consumer Behavion an International Perspective
Localization vs Standardization
Promotional Appeals
Legal Barriers
Linguistic Barriers
World Brands vs Local Brands
Product and Service customization for Local Cultures
Brand Shares and Extensions
Global Marketing Opportunities
Spending Power and Consumption Patterns
The Growing Global Middle Class
The Global Teen Market
Cross-Cultural Analysis and Acculturation
Acculturation
Consumer Research Difficulties
Measures of Cross-Cultural Aspects
Cross-Cultural Segmentation
Altruists
Intimates
Devouts
Fun Seekers
Strivers
Creatives
Subcultures and Consumer Behavior
Religious Subcultures
Regional Subcultures
Nationality and Ethnicity Subcultures
African American Consumers
Asian American Consumers
Latino (Hispanic) Consumers
Generational (Age) Subcultures
Generation Y: Born Between 1980 and 1996
Generation X: Born Between 1965 and 1979
Generation Z: Persons Born from 1997 to the Present
teens and tweens
Baby Boomers: Born Between 1946 and 1964
life after retirement
Older Consumers
segmenting older consumers
older consumers and technology
cognitive vs chronological Age
promotional appeals targeting older consumers
Culture and Subcultures
Gender Subcultures
Depictions of Women in Media and Advertising
Working Women
Consumer Products and Gender Roles