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Consumer Behavior Ch.15 Key Words
key words and descriptions
31
Marketing
Undergraduate 3
03/18/2011

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Term
Antifestival
Definition
an event that distorts the symbols associated with other holidays
Term
Binary Opposition
Definition
a defining structural characteristic of many myths in which two opposing ends of some dimension are represented (good v. evil)
Term
Collecting
Definition
the systematic acquisition of a particular object or set of objects
Term
Collectivist Cultures
Definition
cultural orientation that encourages people to subordinate their personal goals to those of a stable in group; values such as self-discipline and group accomplishment are stressed
Term
Contamination
Definition
when a place or object takes on sacred qualities because of its association with another sacred person or event
Term
Conventions
Definition
norms that regulate how we conduct our everyday lives
Term
Crescive Norms
Definition
unspoken rules that govern social behavior
Term
Culture
Definition
the values, ethics, rituals, traditions, material objects, and services produced or valued by the members of a society
Term
Custom
Definition
a norm that controls basic behaviors, such as division of labor in a household
Term
Desacralization
Definition
the process that occurs when a sacred item or symbol is removed from its special place, or is duplicated in mass quantities and becomes profane as a result
Term
Fortress Brands
Definition
brands that consumers closely link to rituals; this makes it unlikely they will be replaced
Term
Gift Giving Ritual
Definition
the events involved in the selection, presentation, acceptance, and interpretation of a gift
Term
Grooming Rituals
Definition
sequences of behaviors that aid in the transition from the private self to the public self or back again
Term
Hoarding
Definition
unsystematic acquisition of objects
Term
Individualism
Definition
cultural dimension: extent to which the culture values the welfare of the individual versus that of the group
Term
Individualist Cultures
Definition
cultural orientation that encourages people to attach more importance to personal goals than to group goals; values such as personal enjoyment and freedom are stressed
Term
Masculinity/Femininity
Definition
cultural dimension: degree to which a culture clearly defines sex roles
Term
Monomyth
Definition
a myth with basic characteristics that are found in many cultures
Term
More
Definition
a custom with a strong moral overtone
Term
Myth
Definition
a story containing symbolic elements that expresses the shared emotions and ideals of a culture
Term
Objectification
Definition
when we attribute sacred qualities to mundane items
Term
Power Distance
Definition
cultural dimension: the way members perceive differences in power when they form interpersonal relationships
Term
Profane Consumption
Definition
the process of consuming objects and events that are ordinary or of the everyday world
Term
Reciprocity Norm
Definition
a culturally learned obligation to return the gesture of a gift with one of equal value
Term
Rites of Passage
Definition
sacred time marked by a change in social status
Term
Ritual
Definition
a set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
Term
Ritual Artifacts
Definition
items used in the performance of rituals
Term
Sacralization
Definition
a process that occurs when ordinary objects, events or people take on sacred meaning to a culture or to specific groups within a culture
Term
Sacred Consumption
Definition
the process of consuming objects and events that are set apart from normal life and treated with some degree of respect or awe
Term
Superstitious
Definition
beliefs that run counter to rational thought or are inconsistent with known laws of nature
Term
Uncertainty Avoidance
Definition
cultural dimension: degree to which people feel threatened by ambiguous situations and have beliefs and institutions that help them to avoid this uncertainty
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