MKG 310 Chapter Notes - Chapter 2: Agnosticism, Acculturation, Enculturation
Document Summary
Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. Norms are simply rules that specify or prohibit certain behaviors in specific situations. Norms are derived from cultural values, or widely held beliefs that affirm what is desirable. Violation of cultural norms results in sanctions, or penalties ranging from mild social disapproval to banishment from the group. Other-oriented values reflect a society"s view of the appropriate relationships between individuals and groups within that society. Individualism is a defining characteristic of american culture. Consumers in more collectivist countries care more about how they are treated in terms of respect and concern after a service failure than do consumers in more individualistic countries p. 44. In individualists cultures, luxury items are purchased as a means of self-expression or to stand out. Concern for appearance is 40% higher for those in collectivist countries.
