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Session 4. Culture
Self -Oriented Values
Objectives/approaches to life that the individual members of the society finds desirable.
Non verbal communication
Culture is the complex whole which includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society
... is comprehensive
... is acquired
... supplies boundaries within which most individuals think and act.
… influences us in such a way that we are seldom aware of it.
… is not static.
… it's changes are slow and small.
Reflect a society’s view of appropriate relationships between individuals and groups within that society.
Environment- related values
Society’s view of relationships with environment (economic, technical,
What does the culture reward more:
cooperation with and conformity to a group?
key factor that differentiates cultures
influences reactions to advertising and the internet
Customers from collective countries tend to be more imitative and less innovating in their purchases than those in individualistic countries.
Ad themes as "be yourself" and " stand out" are more effective in the US than in countries like Japan , Korea or China
Tinto in Colombia
Is the family organized to meet the needs of the children or the adults?
Are young people or older people viewed as leaders or role models?
What are the obligations towards the family members?
Does the family include cousins, nieces, nephews and so on? What are the obligations towards them?
To what extend sex roles are clearly delineated?
Does one obtain success by excelling over others or by cooperating with them?
Does the culture embrace variation in religious belief, ethnic background, political views, and other important behaviors?
Are people expected to take a physically active approach to work and play?
Are physical skills valued highly than nonphysical performances?
Is emphasis placed on doing?
To what extend is ti acceptable to enjoy sensual pleasures such as food, drink and sex?
Affect Consumer behavior and marketing strategy
How much importance is attached to the acquisition of material wealth.
Is a person that works harder than economically necessary admired?
Postponed gratification/Immediate gratification
Are people encourage to "save for a rainy day" or to "live for today"?
To what extend are behaviors ad attitudes based on he rules specified by a religious doctrine.
Debt - Schuld
To what extend is cleanliness pursued beyond the minimum needed for health?.
Is the culture's reward system based on performance or on inherited factor such as family or class?
Are existing patterns of behavior considered to be inherently superior to new patterns of behavior?
Are those who risk their established positions to overcome obstacles or achieve high goals admired more than those who do not?
Problem solving/ Fatalistic
Are poeple encourage to overcome all problems, or do they take a "what will be, will be" attitude.
Is nature regarded as something to be achieved or overcome