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abstract elements
values, attitudes, ideas, personality, types, and summary constructs, such as religion or politics
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cultural artifacts
material components of a culture (i.e. books, computers, tools, buildings, and specific products, such as a pair of designer jeans)
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norms
rules of behavior held by a majority or at least a consensus of a group about how individuals should behave
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macroculture
values and symbols that apply to an entire society or to most of its citizens
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microculture
values and symbols of a restrictive group or segment of consumers, defined according to variables such as age, religion, ethnicity, or social class
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consumer socialization
the acquisition of consumption-related cognitions, attitudes, and behavior
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core merchandise
a basic group of products that are essential to a store's traffic, customer loyalty, and profits
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core values
1. define how products are used in a society
2. define acceptable market relationships
3. define ethical behavior
4. provide positive and negative valences (attraction or aversion) for bands and communication programs
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life-cycle explanation
as individuals grow older, their values change
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generational change
there will be gradual replacement of existing values by those of young people who form the leading generation in value terms
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cultural transfusive triad
families, religious organizations, and schools
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cohort analysis
investigate the changes in patterns of behavior or attitudes in a cohort, which is a group of individuals linked as a group in some way
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acculturation
the degree to which a consumer has learned the ways of a different culture compared to how they were raised
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transcultural marketing research
used to gather data from specific ethnic groups and compare these data to those collected from other markets, usually the mass market
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social class
relatively permanent and homogenous divisions in a society into which individuals or families sharing similar values, lifestyles, interests, wealth, status, education, economic positions, and behavior can be categorized
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presitge
when other people have an attitude of respect or degerence to them
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association
variable concerned with everyday relationships, with people who like to do the same things they do, in the same ways, and with whom they feel comfortable
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social stratification
perceived hierarchies in which consumers rate others as higher or lower in social status
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achieved status
those who earn a higher status due to work or study
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ascribed status
those who are born wealthy or beautiful
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social mobility
the process of passing from one social class to another
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parody display
the mockery of status symbols and behavior
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