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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
The Meaning and Nature of Culture

Chapter Objectives

After completing this chapter, you should be able to:

I.

Understand the meaning and nature of culture.

II.

Understand the ideas of cultural blueprints, categories, and principles.

III.

Explain the significance to marketers of the fact that culture is learned.

IV.

Understand the importance of cultural values to consumer behavior and be able to describe some ways of measuring cultural values.

V.

Give some examples of cultural myths and symbols and marketing's role in reproducing them.

VI.

Explain and identify some examples of consumer rituals.

VII.

Explain cultural creolization and the role of marketing in this process.




McGraw-Hill/Irwin




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