IM Chapter 4 – Flashcards
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Culture
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A society's ways of living transmitted from one generation to another. Culture's manifestations include attitudes, beliefs, values, aesthetics, dietary customs, and language.
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Global Consumer Culture Positioning (GCCP)
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A positioning strategy that seeks to differentiate a product, brand, or company as a symbol of, or association with, a global culture or a global market segment.
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Attitude
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In culture, a learned tendency to respond in a consistent way to a given object or entity.
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Belief
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In culture, an organized pattern of knowledge that an individual holds to be true about the world.
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Value
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In culture, enduring beliefs or feelings that a specific mode of conduct is personally or socially preferable to another mode of conduct.
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Subcultures
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Within a culture, a small group of people with their own shared subset of attitudes, beliefs, and values.
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Aesthetics
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A shared sense within a culture of what is beautiful as opposed to not beautiful and what represents good taste as opposed to tastelessness.
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Low-Context Culture
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A culture in which messages and knowledge are more explicit and words carry most of the information in communication.
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High-Context Culture
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A culture in which a great deal of information and meaning reside in the context of communication, including the background, associations, and basic values of the communicators.
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Power Distance
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In Geert Hofstede's social values typology, the cultural dimension that reflects the extent to which it is acceptable for power to be distributed unequally in a society.
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Individualist Cultures
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In Geert Hofstede's social values typology, a society in which each member is primarily concerned with his or her interests and those of the immediate family.
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Collectivist Cultures
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In Geert Hofstede's social values typology, a culture in which group cohesiveness and harmony are emphasized. A shared concern for the well-being of all members of society is also evident.
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Masculinity (Achievement)
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In Geert Hofstede's social values framework, the extent to which a culture's male population is expected to be assertive, competitive, and concerned with material success.
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Femininity (Nurturing)
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In Geert Hofstede's social values framework, the extent to which the social roles of men and women overlap in a culture.
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Uncertainty Avoidance
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In Geert Hofstede's social values framework, the extent to which members of a culture are uncomfortable with unclear, ambiguous, or unstructured situations.
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Long-Term Orientation (LTO)
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The fifth dimension in Geert Hofstede's social values framework, LTO is a reflection of a society's concern with immediate gratification versus persistence and thrift over the long term.
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Short-Term Orientation
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One of the dimensions in Geert Hofstede's social values typology. Contrasts with long-term orientation.
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Self-Reference Criterion (SRC)
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The unconscious human tendency to interpret the world in terms of one's own cultural experience and values.
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Diffusion of Innovation
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A framework developed by Everett Rogers to explain the way that new products are adopted by a culture over time. The framework includes the five-stage innovation adoption process, characteristics of innovations, and innovation adopter categories.
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Adoption Process
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A model developed by Everett Rogers that describes the "adoption" or purchase decision process. The stages consist of awareness, interest, evaluation, trial, and adoption.
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Characteristics of Innovations
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One element of Everett Rogers' diffusion of innovations framework. The other elements in the framework are the five-stage innovation adoption process and innovation adopter categories.
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Adopter Categories
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In the adoption process developed by Everett Rogers, a typology of buyers at different stages of the "adoption" or product life cycle. The categories are innovators, early adopters, early majority, late majority, and laggards.
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Environmental Sensitivity
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A measure of the extent to which products must be adapted to the culture-specific needs of different country markets. Generally, consumer products show a higher degree of environmental sensitivity than industrial products.
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Hierarchy of Effects
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A model of consumer response that shows the stages—cognitive, affective, and conative—that individuals move through when considering purchasing a product or service.
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Social Values Typology
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A study by Dutch organizational anthropologist Geert Hofstede that classifies national cultures according to five dimensions: individualism versus collectivism, masculinity versus femininity, power distance, uncertainty avoidance, and long-term orientation versus short-term orientation.
