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Chap 14: Culture - Coggle Diagram
Chap 14: Culture
14-6 New products, services, and ideas spread through a population over time. Different types of people are more or less likely to adopt them during this diffusion process.
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14-4 Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.
Rituals
A ritual is a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically.
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We often follow a ritual script to identify the artifacts we need, the sequence in which we should use them, and who uses them.
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Sacralization
Sacralization occurs when ordinary objects, events, and even people take on sacred meaning.
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One way that this process occurs is via contamination whereby objects we associate with sacred events or people become sacred in their own right.
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We distinguish this from hoarding, which reflects a reluctance to discard used objects.
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14-3 Myths are stories that express a culture’s values, and in modern times marketing messages convey these values to members of the culture.
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Myths
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The story often focuses on some kind of conflict between two opposing forces, and its outcome serves as a moral guide for listeners.
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Most members of a culture learn these myth stories, but usually we don’t really think about their origins.
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14-5 We describe products as either sacred or profane, and it’s not unusual for some products to move back and forth between the two categories.
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From sacred to profane, and back again
Just to make life interesting, some consumer activities move back and forth between the sacred and profane spheres over time.
The transition of old - prodcut to a mass-market product illustrates the process of desacralization. This occurs when we remove a sacred item or symbol from its special place or duplicate it in mass quantities so that it loses its “specialness” and becomes profane.
14-7 Many people and organizations play a role in the fashion system that creates and communicates symbolic meanings to consumers.
The fashion system
Style is important to many of us, even when the style is to not be in style. That was the case in recent years as a fashion movement known as Normcore started to take off.
The fashion system includes all the people and organizations that create symbolic meanings and transfer those meanings to cultural goods.
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In contrast, a fashion (or style) is a particular combination of attributes (say, stovepipe jeans that women wear with a tunic top).
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14-9 Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do.
It’s a brand – new world
As the global consumption ethic spreads, rituals and product preferences in different cultures become homogenized.
These processes make it unlikely that global homogenization will overwhelm local cultures, but it is likely that there will be multiple consumer cultures, each of which blends global icons.
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14-10 Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place
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