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Lecture Consumer behaviour: Chapter 16 - Cathy Neal, Pascale Quester, Del Hawkins

Chapter 16 introduces you to culture and cross - Cultural variations in consumer behaviour. In this lecture we will discuss the concept of culture, how culture is acquired, the 3 categories of cultural values, and the importance of non-verbal communications in cross-cultural and ethnic marketing. | Chapter 16 Culture and Cross- Cultural Variations in Consumer Behaviour Concept of culture How culture is shared and acquired Cultural values classified into 3 categories Culture includes non-verbal communications Risks and opportunities of cross-cultural or ethnic marketing 16– In this lecture we will discuss the concept of culture, how culture is acquired, the 3 categories of cultural values, and the importance of non-verbal communications in cross-cultural and ethnic marketing. Cultural Influences—Overview Definitions Cultural values Cross-cultural variations Non-verbal communications Cross-cultural marketing strategy 16– Specifically, the lecture will discuss the definition of cultural influences, explain cultural values, cross-cultural variations, non-verbal communications in various markets and provide a checklist for developing a cross-cultural marketing strategy. Definition of Culture Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society. Culture includes almost everything that influences an individual’s thought processes and behaviours. 16– Culture is defined as a complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society. Culture includes almost everything that influences an individual’s thought processes and behaviours. (See page 524.) Variables Influencing Cross-Cultural Marketing Strategies Consumer behaviour is influenced by non-verbal and verbal (language) communication, demographics (ethnic influences) and values. Cross-cultural issues are particularly important for countries such as Australia and New Zealand, whose populations consist of a number of cultures, and whose economic well-being depends on exports. (See page 523.) Culture Is a comprehensive concept Influences our preferences Is acquired from our experiences and learning Supplies the boundaries for . | Chapter 16 Culture and Cross- Cultural Variations in Consumer Behaviour Concept of culture How culture is shared and acquired Cultural values classified into 3 categories Culture includes non-verbal communications Risks and opportunities of cross-cultural or ethnic marketing 16– In this lecture we will discuss the concept of culture, how culture is acquired, the 3 categories of cultural values, and the importance of non-verbal communications in cross-cultural and ethnic marketing. Cultural Influences—Overview Definitions Cultural values Cross-cultural variations Non-verbal communications Cross-cultural marketing strategy 16– Specifically, the lecture will discuss the definition of cultural influences, explain cultural values, cross-cultural variations, non-verbal communications in various markets and provide a checklist for developing a cross-cultural marketing strategy. Definition of Culture Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any