Short Report

Chapter 8

Consumer Culture

WHAT DO YOU THINK Polling Question

Men should always pay for their date’s dinner.

Strongly disagree 1 2 3 4 5 6 7 Strongly agree

Have students access www.cengagebrain.com to answer the polling questions for each chapter of CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course across the country. Then turn to the last page of the chapter to find the What Others Have Thought box feature. This graph is a snapshot of how other consumer behavior students have answered this polling question thus far.

Learning Outcomes

After studying this chapter, the student should be able to:

L01 Understand how culture provides the true meaning of objects and activities.

L02 Use the key dimensions of core societal values to apply the concept of cultural distance.

L03 Define acculturation and enculturation.

L04 List fundamental elements of verbal and nonverbal communication.

L05 Discuss current emerging consumer markets and scan for opportunities.

Suggested Lecture Opener

In order to tap into one of the hottest emerging consumer markets, Western marketers must tap into the culture of China. One question marketers must consider is whether companies should try to localize their brands in Chinese consumers’ minds, or if brands should maintain their Western messaging. The answer for now seems to be, “both.” Companies should adjust brand messages in order to gain access to the Chinese consumer culture while holding on to the positive associations that are often linked to western products, such as quality and safety. [Source: Joel Backaler. “Inside China’s Consumer Culture,” Forbes.com, August 12, 2010, http://blogs.forbes.com.]

Lecture Outline with PowerPoint® Slides

|Slide 1 |Slide 2 |

|[pic] |[pic] |...