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UnderstandingCultures

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In case you needed further proof that the human race is doomed through stupidity, here are some

actual label instructions on consumer goods:

1. On Sears hairdryer: "Do not use while sleeping". [ee, that!s the only time I hae to wor# on my

hair$

%. On a bag of &ritos: "'ou could be winner( )o purchase necessary. Details inside". [*idently, the

shoplifter special$+. On a bar of Dial soap: "Directions: se li#e regular soap." [-nd that would be how...$

/. On some Swanson fro0en dinners: "Sering suggestions: Defrost." [ut it!s 23ust2 a suggestion$

4. On 5esco!s 5iramisu dessert 6printed on bottom of bo78: "Do not turn upside down". [Oops, too

late($

9. On ar#s ; Spencer read <udding: "<roduct will be hot after heating". [-s sure as night follows

the day...$=. On pac#aging for a >owenta iron: "Do not iron clothes on body". [ut wouldn!t this sae een

more time$

?. On oot!s @hildren!s @ough edicine: "Do not drie a car or operate machinery after ta#ing this

medication". [Ae could do a lot to reduce the rate of construction accidents, if we could 3ust get

those 4ByearBolds with headBcolds off those for#lifts.$

C. On )ytol Sleep -id: "Aarning: ay cause drowsiness". [One would hope$

1. On most brands of @hristmas lights: "&or indoor or outdoor use only". [-s opposed to what$

11. On a Eapanese food processor: ")ot to be used for the other use". [I gotta admit, I!m curious$

1%. On Sainsbury!s peanuts: "Aarning: @ontains nuts". [)*AS &F-SG$

1+. On an -merican -irlines pac#et of nuts: "Instructions: open pac#et, eat nuts." [Step +: &ly Delta$

1/. On a child!s Superman costume: Aearing of this garment does not enable you to fly". [I don!tblame the company. I do blame parents for this$

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Social ClassSocial Classis Determined by a Complex Set of

Variables, Including:Income,Family Background,andOccupation.

Social Class Influences:

H o w M u c h M o n e y W i l l B e S p e n t

H o w M o n e y W i l l B e S p e n t

A c c e s s t o R e s o u r c e s S u c h a s E d u c a t i o n , H o u s i n g , a n d C o n s u m e r G o o d s

T a s t e a n d L i e s t y l e s

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Social StratificationSocial StratificationRefers to the Creation of

Artificial Divisions In a Society by:

StatusHierarchy

Some Members AreSomehow Better OffThan Others

Achieved

StatusEarned ThroughHard Work

Ascribed

StatusObtained ThroughLuck or Inheritance

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Class Structure

A c c e s s t o R

e s o u r c e s S u c h A s M o n e y ,

E d u c a t i o n , a n d L u x u

r y G o o d s

! p p e r " ! p p e r

# $ % &

L o ' e r " ! p p e r

( $ ) &

! p p e r " M i d d l e

( ) $ * &

M i d d l e C l a s s

% ) &

W o r + i n g C l a s s

% &

L o ' e r B u t - o t L o ' e s t

. &

R e a l L o ' e r " L o ' e r

/ &

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ocial Mobility

Social MobilityRefers to the

Passage of Individuals FromOne Social Class to Another.

Horizontal Mobility

Upward

Mobility

DownwardMobility

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Components of Social Class

Educational

Attainment

0ccupational

1restige

2ncome

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3ad or Trend4

Questions to Ask to Determine if a Trend, Which

Lasts for Some Time, is Occurring Include: 5 o e s i t 3 i t W i t h B a s i c L i e s t y l e C h a n g e s 4 5 o e s i t 3 i t W i t h B a s i c L i e s t y l e C h a n g e s 4

W h a t a r e t h e B e n e i t s 4 W h a t a r e t h e B e n e i t s 4

C a n i t 6 e 1 e r s o n a l i 7 e d 4 C a n i t 6 e 1 e r s o n a l i 7 e d 4

2 s i t a T r e n d o r a S i d e E e c t 4 2 s i t a T r e n d o r a S i d e E e c t 4

W h a t 0 t h e r C h a n g e s H a 8 e 0 c c u r r e d i n t h e M a r + e t 4 W h a t 0 t h e r C h a n g e s H a 8 e 0 c c u r r e d i n t h e M a r + e t 4

W h o H a s A d o p t e d t h e C h a n g e 4 W h o H a s A d o p t e d t h e C h a n g e 4

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3ads, 3ashions and Classics

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Defining The Modern Family

E9tended

3amily

-uclear

3amily

3amily

Household

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ffects of Family tructure on

Consumption

The 3amily Lie Cycle :3LC; Com6ines Trends in 2ncome

and 3amily Composition With the Changes in 5emands1laced !pon This 2ncome$

3our <aria6les are -ecessary to 5escri6e These

Changes=

A g e

C h i l d r e n > s A g e s : i a n y ;

M a r i t a l S t a t u s

1 r e s e n c e o r A 6 s e n c e o C h i l d r e n i n t h e H o m e

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amily Life Cycle

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Family Decision Making

A c c o m m o d a t i 8 e G r o u p M e m 6 e r s H a 8 e 5 i e r e n t

1 r e e r e n c e s a n d C a n > t A g r e e

o n a 1 u r c h a s e T h a t

W i l l S a t i s y E 8 e r y o n e $

T y p e s o 1 u r c h a s e 5 e c i s i o n s

M a d e 6 y 3 a m i l i e s

C o n s e n s u a l G r o u p A g r e e s o n t h e 5 e s i r e d

1 u r c h a s e , 5 i e r i n g 0 n l y i n

T e r m s o H o ' 2 t W i l l

B e A c h i e 8 e d $

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Consumer Socialization

2nluence o 1arents 2nluence o Media

Authoritarian

-eglected

2ndulgent

E"Ba6ysitter

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What is Culture?

Culture includes the entire heritage o a society

transmitted 6y 'ord, literature, or any other

orm$ 2t includes all tradition, ha6its, religion, art,

and language$ Culture aects the human aspect

o a person>s en8ironment= it consists o 6elies,

morals, customs and ha6its learned rom others

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Cultural Infuences

Cultural 2nluences Cultural Messages Consumer 5ecision 1rocess

Religion, History, Symbols, Morals, Selecting and Prioritising

Family, Language, Rules of Behaviour, Wants fr Goods and Services Beha8iour

rts! "ntertaiment, #no$ledge

"ducation

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Low Context

S'iss German

GermanScandina8ian

!nited States

3rench

English2talian

Spanish

Gree+

Ara6

Chinese?apanese

High Context

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!ncertainty A8oidance

(##

%a&an

France

Me'ico

Bra(il

Meast

Germany

1o'er Wafrica 1o'er 5istance Holland 5istance

# )S *ndonesia (##

)#

H+ong

#

!ncertainty A8oidance

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Masculinity

(##

%a&an

Me'ico

)#

Germany

H+ong )S

2ndi8idual Meast 2ndi8idual

# *ndonesia Bra(il (##

Wafrica France

Holland

#

Masculinity

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