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(BQ) Continued part 1, part 2 of document Theory consumer behavior (Seventh edition) has contents: Consumer culture, consumers in situations, consumption to satisfaction, beyond consumer relationships, consumer and marketing misbehavior,. and other contents. Invite you to refer. | 9 Consumer Culture LEARNING OBJECTIVES After studying this chapter the student should be able to 9-2 9-4 9-5 Understand how culture provides the true meaning of objects and activities. Use the key dimensions of core societal values to apply the concept of cultural distance. Define acculturation and enculturation. List fundamental elements of verbal and nonverbal communication. Discuss current emerging consumer markets and scan for opportunities. Remember to visit PAGE 199 for additional STUDY TOOLS. 9-4 CULTURE AND MEANING ARE INSEPARABLE consumer culture commonly held societal beliefs that define what is socially gratifying Do love and marriage go together One thing that might be even more certain is the fact that marriage and consumption go together No matter where one gets married the wedding typically involves an elaborate celebration. Estimates suggest that an average U.S. wedding costs over 28 500.1 The high cost of getting hitched is not confined to the United States Chinese weddings cost an average 100 000 Yuan about 16 000 with many couples spending more than 250 000 Yuan 2 The disparity between economical and expensive weddings is greater in China. Some couples opt for naked weddings meaning no wedding dress no flowers no reception just the bare essentials. The way consumers find mates however is not so universal. In Western cultures romantic marriage rules so much that other concepts come across as strange unusual or even illegal. Consumers in other cultures often do not have much say in exactly whom they marry. Although this seems strange for most readers of this book consumers from those cultures accept and even find comfort in the notion of an 178 PART THREE External Influences arranged marriage. Arab and Eastern consumers often end up getting married based on arrangements between families. This eliminates the need for dating rituals anxiety and stress over popping the question the couples never face this climactic moment. Polygamy is even an accepted
