Please enable JavaScript.
Coggle requires JavaScript to display documents.
CB8 (Core Cultural Values (Achievement / Success, Time / Activity,…
CB8
Core Cultural Values
Achievement / Success
Time / Activity
Effieciency / Practicality
Progress
Comfort / Pleasure
Individualism / Conformity
Freedom of Choice
Humanitarianism
Youthfulness
Fitness & Health
Environmental Concerns
Global Value Groups
Strivers: Ambitious / materialistic
Devouts = responsible. respectful, conservative
altruists: unselfish, concern
intimates= focus on social relationships & family
fun seekers: adventure, young
creatives: seek knowledge / insight, books, media
Measuring Cultural Values
Content Analysi
field observation
depths interviews
focus groups
questionnaires
Marketers of culture
Myths (stories with symbolic elements, represent shared emotion / ideals, moral guide, guidelines --> Monomyths = common to many cultures (Spiderman), Popular culture
Symbols (Verbal / nonverbal)
Rituals = set of multiple, symbolic behaviors, fixed sequence, repeated periodically, scripts --> artifacts, sequences, who uses them
Enculturation (learn own culture)
Technical learning (educational)
Ethical values (formed during childhood, from significant people)
Cross Cultural analysis
--> differences and similiarities among consumers in different countries
Measures: Independence, Interdependence, Power, Social Inequality, Risk aversion, ambiguity, masculinity, gender equality, tradition, consumer ethnocentrism. consumer innovativeness
Marketing applicable Values from gordon's inventory
personal values
Achievement
Goal Orientation
Variety
Social Values
Leadership
Recognition
Conformity
Hofstede's Dimensions of Culture (individualistic Cultur, Collectivistic --> group cohesioon & loyality)
Add ons
Indulgence / Restraint --> allows free gratification fun , suppress --> strict social norms
high / low context cultures --> low = seperate relationshops from verbal messages (CH, high: spoken words less important than context (status, influence, knowledge --> Iraq, Korea
Acculturation (learn other cultures)
agents --> family friends organizations, media -->
Power Distance = Perceived inequality
Uncertainty Avoidance = way culture handels change / accepts uncertainty
country-of-origin effect = attribute positive / negative characteristics, affects choices / evaluation
Culture fluency --> wenn nicht fluent mit culture mehr denken, wenn schon weniger
Progressive Learning Model = learn culture with increasing contact, blend original culture
Sacred Consumption = objects / events set apart from normal, treated with respect
Desacralization: sacred item removed from special place, mass quantities --> becomes profane
hybrid Marketing strategy = standardizing product or advertising message while customizing the other one
customizing: linguistic, humorous advertising, sexual appeals, collectivistic / individual