What are some way your cultural have changed you
1. Refer to Exhibit 10.1 in your text and the full discussion of the hierarchy of cultural influences.
2. In a
minimum of 250 words, discuss
each of the following cultural influences that have shaped your personality and consumption
· National cultural influences – your country of origin and those present in your immediate family—–
United States
· Ethnic cultural influences – derived from the ethnicity or races in your family
— African American
· Regional cultural influences – derived from the region of the country or the world
· Social cultural influences – such as sex-role or university culture
· Generational cultural influences – derived from the age group you’re in and how you’ve been influenced – also derived from the generational influences of your nuclear family (parents, grandparents)
Age Group 40
· Other microcultural influences that shape your consumer behavior
3.
Be specific and provide answers that address your personality and consumer behavior/purchasing patterns at each level of influence in the hierarchy.
4. Be sure to
cite concepts or theories from Chapters 9 or 10.
5. Then,
run your response through Grammarly before submission.
10-1aCulture Is Hierarchical
Exhibit 10.1
illustrates a cultural hierarchy. Each microculture brings forth role expectations for its members. The role provides a signal as to the behaviors that one should perform to truly belong to the group; or, in other words, what it takes to be an authentic member of the group. Obviously, some of the roles are inconsistent with each group, and the consumer makes a choice to behave in ways more consistent with one group than with another. When a consumer faces a situation involving conflicting expectations based on cultural expectations, they are experiencing role conflict. For instance, when students attend a career fair for the first time, they may experience some conflict over how to dress. Sorority sisters may see a certain outfit as business attire, but the career-oriented woman representing a company at the event may see it as inappropriate for the office.
Exhibit 10.1The Hierarchical Nature of Culture and Microculture
The fact that the college student mentioned earlier is a Texan clearly typifies culture. Texas has a unique and identifiable culture, and this point is illustrated by the fact that by now, the reader has an image of a Texan in mind. In other words, consumers have generally consistent associations with the “Texan” social schema. A college student who wears boots, jeans, and a Stetson in Massachusetts may stand out in the crowd; however, this manner of dress may help someone fit into Texas culture. This particular consumer likely also identifies with a specific age-based or generational culture, and makes consumer choices that either reinforce this social identity or send the signal that they do not wish to be part of this group. Think about how these decisions explain simple things like music preferences. Polka music may be traditional in Austria, but Austrian university students are not likely to find being a huge polka fan very gratifying among their American peers. Similarly, an authentic goth may well have to hide a liking of a country music song or two.
When a consumer faces a situation involving conflicting expectations based on cultural expectations, they are experiencing role conflict.
