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Consumer Behaviour – Chapter 14: Culture I Michael R. Solomon!

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Welcome to the new series of Consumer Behaviour by Michael R. Solomon!, you’re one-stop-shop for all things marketing, consumer behaviour, marketing strategy, and community.

In chapter 14, I am going to cover the following learning objectives:
14.1 A culture is a society’s personality.
14.2 Myths are stories that express a culture’s values, and in modern times marketing messages convey these values to members of the culture.
14.3 We describe products as either sacred or profane and it’s not unusual for some products to move back and forth between the two categories.
14.4 New products, services, and ideas spread through a population over time. Different types of people are more or less likely to adopt them during this diffusion process.
14.5 Many people and organizations play a role in the fashion system that creates and communicates symbolic meanings to consumers.
14.6 Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do.




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