MKTG1050 Lecture Notes - Lecture 10: Masculinity, Individualism

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What is national culture (cid:862)the su(cid:373) total of lear(cid:374)ed beliefs, values and customs that serve to direct the consumer behaviour of (cid:373)e(cid:373)(cid:271)ers of a parti(cid:272)ular so(cid:272)iety. (cid:863) Widely held beliefs that affirm what is acceptable and/or desirable. General expectations about behaviours that are deemed appropriate. A habitual practice handed down from the past that controls basic behaviors. How we acquire culture: generally accepted without thinking about it, passed on through experience and by imitation from generation to generation, culture is learned rather than being something we are born with changes over time. What some countries view as morally acceptable may in fact be highly immoral by the standards of another country. If the product does not conform to the local culture it may not find any buyers. Individualism (vs. groupthinking) individual responsibility and loose ties vs. group responsibility and cohesiveness. Everyone grows up to look after him/herself and his/her immediate family only.

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