Question

2.         Culture affects the value of consumer behaviors. Consider the differences in American consumers versus Chinese consumers. Contrast the value that consumers in these countries might typically desire in the following products: Automobiles, Rolex watch, Tablet computer, 5 star restaurant

3.         *What is meant when one says that “culture gives meaning to objects and activities

7.         Describe the socialization processes that have shaped your current food preferences as a consumer.

8.       *Describe the concepts of translational equivalence and metric equivalence and how they relate to communication differences across cultures.

9.       What are the basic elements of nonverbal communication?

11.       What is meant by glocalization?

Based on Consumer Behavior 8th Edition by Babin + Harris. Chapter 8 Discussion questions.

Answer 1

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Culture affects the value of consumer behaviors. Consider the differences in American consumers versus Chinese consumers. Contrast the value that consumers in these countries might typically desire in the following products: Automobiles, Rolex watch, Tablet computer, 5 star restaurant

Cultural values are the set of beliefs or perspective about a particular issue that is owned by a certain group of people who have a commonality. They are values that a specific society deems noteworthy and acceptable. Cultural values change from a geographical regionto the next, form one generation to the other and lastly, even men and women have a differentset of values that they regard highly.Consumer behavior, according to, is the study of the process of which need to acquire such service or product is felt to the actual point of purchase, it also considers preferences that lead to the selection of the specific product or service over another.Gender-based marketing is the arrangement of potential markets on the premise of sexual orientation. In spite of the fact that both genders can be the objective market for a given item, it is additionally conceivable that the market contribution of one sex may outperform the other sexual orientation in the organization's objective market. With a view to meet the demands of both sexual orientations, markets can be isolated by the organizations. Plus, business sectors can likewise make changes in their items with the intention to satisfy the necessities of a particular sex.

Product	United States	China
Automobiles	Expression of individual; provides hedonic value through experience and status.	Way to gain acceptance from others and provide transportation for friends/family; can be status symbol as well; utilitarian value emphasized.
Rolex	Expression of individual status and achievement; hedonic value emphasized.	Expression of status within group; hedonic value (more intricate point is that it provides utilitarian value as a way of gaining recognition).
Tablet Computer	Primarily a tool for work; utilitarian value emphasized.	Can be used for work, but also as an important mechanism for communicating with others; can also provide status; utilitarian value emphasized.
5 Star Restaurant	Pleasant and intimate dining experience; hedonic value emphasized.	True luxury product, but perhaps also a tool for building business relationships, particularly with westerners; in the latter case, utilitarian value emphasized.

What is meant when one says that “culture gives meaning to objects and activities”? Explain with examples.

It shares cultural norms that appropriate behavior in a given situation within a specific culture. For example, war eagle and Auburn.

Describe the socialization processes that have shapedyour current food preferences as a consumer.

Enculturation has definitely shaped my current food preferences as a consumer. I have always grown up eating certain foods and am too scared to try new foods. I chose to buy things I am familiar with and I know I will like versus going outside of my comfort zone. I have never really had to adapt to any new surroundings. I was in the Dominican Republic on a mission trip and had to adapt to the food there. I was very scared to try new things but I ended up really loving the food down there.

Describe the concepts of translational equivalence and metric equivalence and how they relate to communication differences across cultures.

Equivalence in translationa. Translation equivalence is used to describe the process of trying totranslate and represent a source language as closely as possible. Types of equivalence - Vocabulary equivalence refers to finding a word in the target language that has the same meaning in the source language. Idiomatic equivalence refers to expressions that have a meaning contrary to the usual meanings of the words. Grammatical-syntactical equivalence refers to transferring thegrammatical rule system of one language to another. Experiential equivalence refers to words that have meaning within the experiential framework of the receiver. Conceptual equivalence refers to how different cultures definereality. Language, Thought, Culture, and Intercultural Communication. Every language has unique features and ways of allowing those who speak it toidentify specific objects and experiences.The linguistic features of a language help distinguish it from others. Linguistic features affect how speakers of a language perceive and experiencethe world. The theory of linguistic relativity examines relationships among language,thought, culture, and intercultural communication.

What are the basic elements of nonverbal communication?

Nonverbal communication involves numerous elements, such as gestures, intonation, proximity, volume, word choice, eye contact and many others. Andrews University says that nonverbal messages serve to repeat, accent, complement, regulate or substitute for a verbal message.

What is meant by glocalization?

Glocalization is a combination of the words "globalization" and "localization." The term is used to describe a product or service that is developed and distributed globally but is also adjusted to accommodate the user or consumer in a local market. Glocalization is the concept that in a global market, a product or service is more likely to succeed when it is customized for the locality or culture in which it is sold. The concept comes from the Japanese word dochakuka, which means global localization. It had referred to the adaptation of farming techniques to local conditions.

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