Chapter 2
1. Explain the concept of culture, and discuss why is it important to study for understanding consumer
behavior.
Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other
capabilities and habits acquired by humans as members of society. It is important to study culture for
several reasons. First, culture is a comprehensive concept and includes almost everything that influences
an individual's thought processes and behaviors. Second, culture is acquired. It does not include inherited
responses and predispositions, and because much of human behavior is learned rather than innate, culture
does affect a wide array of behaviors. Third, the complexity of modern societies is such that culture
seldom provides detailed prescriptions for appropriate behavior. Instead, in most industrial societies,
culture supplies boundaries within which most individuals think and act. Finally, the nature of cultural
influences is such that we are seldom aware of them. One behaves, thinks, and feels in a manner
consistent with other members of the same culture because it seems "natural" or "right" to do so. Thus, it
is important to study culture for understanding consumer behavior because it is pervasive and influences
consumers' behavior, often in ways they are unaware of. Marketers must understand this influence to
effectively serve customers' needs and desires.
2. Compare and contrast (a) other-oriented values, (b) environment-oriented values, and (c) self-oriented
values.
a. Other-oriented values reflect a society's view of the appropriate relationships between individuals
and groups within that society.
b. Environment-oriented values prescribe a society's relationship to its economic and technological as
well as its physical environment.
c. Self-oriented values reflect the objectives and approaches to life that the individual members of
society find desirable.
Of the 18 values discussed in this chapter (see Table 2-1 for a summary), some are more important in
societies than others based on their value orientation.
3. Jason is planning a business trip to Japan, and it is his first time doing business in that country. Discuss
some value differences between Japanese culture and American culture that are most relevant to him in a
business meeting situation.
One key area where there are substantial differences between the Japanese and American cultures is the
area of "other-oriented" values. Individualism is a defining characteristic of American culture, whereas
the Japanese are more collective in their orientation. While American society is clearly youth oriented,
many Asian cultures have traditionally valued the wisdom that comes with age. Cultures with more
masculine and individualistic orientations such as the United States tend to value competitiveness and
demonstrate it openly, but collectivists cultures, even highly masculine ones such as Japan, tend to find
openly competitive gestures offensive as they cause others to "lose face." Finally, Japan and other
collectivist cultures tend to place a strong value on uniformity and conformity, whereas other cultures,
such as the United States, value diversity more.
Another area where there are differences between the Japanese and American cultures is the area of
"self-oriented" values. Americans are much more prone than the Japanese to take an action-oriented
approach to problems.
4. Name the seven factors influencing nonverbal communications, and describe four of them.
