RSM225H1 Lecture Notes - Individualism
26 Nov 2012
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Document Summary
Aspect of culture: ecology: way a system is adapted to its habitat, social structure: the way social life is maintained. Dimensions accounting for cultural variability: power distance, uncertainty avoidance, masculinity/femininity, long-term orientation. Enacted norm: explicitly decided (ex; red light means stop") Crescive norm: embedded in a culture and discovered only through interaction. Custom: norm handed down from the past (ex; division of labor) More: custom with a strong moral overtone (ex; incest, cannibalism) Convention: norms regarding the conduct of everyday life (way to wear clothes, host a party) Myth: a story containing symbolic elements that expresses the shared emotions of a culture. Important to marketers who in some cases pattern their strategies along mythic structures. Stories often feature some conflict and its outcome serves as a moral guide for people. Monomyth: a myth that is common to many cultures (a hero wins over evil forces)
