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| A particular combination of attributes from others in its category |
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| Social diffusion by which a new style is adopted by a group or groups of consumers |
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| Style that is accepted by a large group of people at a given time |
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| A general direction or movement as a style is beginning to be accepted |
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| A short-lived fashion that becomes popular quickly and disappears just as fast |
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| Acceptable in good taste anytime, anyplace |
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| Refers to what is attractive or appropriate for any given occasion or person |
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| Being sensitive to aesthetically pleaseing and appropriate for situation and individual |
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Manufacturer and designer names that are well advertised
EX: Levi, Nike, Addias, Coach, Nine West |
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Those sold by only one store
EX: Tommy Hilfiger, Martha Stewart, Gianni, INC, Kouture by Kimora |
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Sold only in one store that carry the store name
EX: Chico's, Old Navy |
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| the accumulation of shared meanings, rituals, norms, traditions |
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| Determines the priorities the consumers attaches to activities and products |
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Help us understand how people live and examine ideas and beliefs
EX: clothing, furnture,dress, tools |
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| Patterns of thoughts, feelings, behaviors, religious beliefs and values |
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how do interpersonal relationships form when there are differences in power?
EX: student/teacher, Boss/employee |
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How much do people feel threatened by ambiguous situations and thereforehave institutions to help avoid uncertainty
EX: Organized religion, rules, laws, regulations, routines |
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| Assertiveness, accumulation of wealth and materalism, self-centered and Individual success |
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| Quality of life, relationships and family |
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| To what extent is the welfare of the group vs. individual valued? |
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| Subordinate personal goals for the welfare of the group |
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| Personal goals are more import |
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| General standards of what is good and bad |
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| Rules dictating what is right and wrong |
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Explicity decided on
EX: Green=Go,"No shoes, Not Shirt, No Service" |
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| Customs, Morals, Conventions |
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Practice handed down from the past that is slow to change
EX: white wedding dress |
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A custom with a strong moral overtone
EX: length of skirts, amount of cleavage |
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| Norms regarding the conduct of everyday life |
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| A story containing symbolic elements that represent the shared emotions and ideals of a culture |
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A myth that is common to many cultures
EX: Superheros |
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| A set of multiple, symbolic behavior that occur in a fixed sequence and that tend to be repeated periodically |
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| Items needed to perform rituals, such as wedding rice, birthday candles, diplomas, specialized food and beverages, trophies and plaques, greeting cards |
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| sequences of behaviors that aid in the transition from the private self to the public self or back again |
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| Consumers procure the perfect object, meticulously remove the price tag and carefully wrap it, and deliver it ot the recipient |
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| The giver transfers an item of value to a recipient, who in turn is somehow obligated to reciprocate |
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| When a giver wants to acknowledge intangible support and companionship |
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| Tollhouse cookies, Nestle Cookies, Shampoo |
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| Brands that we closely link to our rituals, Unlikely to switch |
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| People perform rituals related to the special occasion, marketers encourage people to give gifts, sell artifacts, and holidays are full of myths and rituals |
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Special times marked by a change in social status
EX: Debutante Balls |
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| Individual is detached from status |
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| Objects and events that are set apart from normal activities |
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| Bethlehem, Mecca, Stonehenge, Ground Zero |
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Idolized and set apart from masses
EX: souvenirs, memorabilia, mundane items touched by scared people have special meaings |
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| Sporting events, tourism-souvenir |
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A scared item is removed from its special place or duplicated in mass quantities
EX: American Flag, Mona Lisa, Christmas |
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| Adopting a standardized strategy |
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Commonalities across all cutlure
EX: Starbunks, Gap |
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| Adopting a localized strategy, each country has a national character |
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| Global marketing works when people share the same worldview- young people and affluient global citizens |
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| Global success signals quality, has social concerns |
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| Global success signals quality |
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| Dont's trust global companies |
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| Evaluate all products by same criteria |
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Process that occurs when foreign influences are absorbed and integrated with local meanings
EX: Indipop |
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| Globalized consumption ethic |
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Material lifestyle with well-known brands
Shopping is a leisure activity |
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Process by which outsiders transform the meanings of cultural products
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Advertising and Fashion Systems
Consumption Rituals |
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Cultural values and symbols
Consumer goods
Individual consumer |
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| Process by which many possibilities compete for adoption and these are steadily winned out as they make their way down the path from conception to consumption |
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Culture Production System
(CPS) |
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| The set of individuals and organizations responsible for creating and marketing a cultural product |
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Generate new symbols/products
E.G. Black Eyed Peas |
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Mass producing, managing distribution
E.G. Interscope |
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| Communications Subsystems |
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Giving meaning to the product
E.G. Ad and PR agencies |
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| Responsible for filtering the overflow of information and materals intended for consumers |
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| High Culture and Popular Culture |
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| Mass culture makes products for a mass market |
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| Occur as marketers appropriate elements of popular culture and convert them for use a promotional vehicles |
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Type of reality engineering
Refers to the insertion of specific product and the use of brand names in movies, TV shows, games and plays |
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