Definitions of Culture and Social Institutions

Definitions of Culture

• Edward Hall described cultural differences as often invisible.
• Geert Hofstede called culture the “software of the mind”.

Culture is…

• A combination of values, rituals, symbols, beliefs, and thought processes.
• Learned and shared by a group of people, then passed down through generations.
• The human-made part of the human environment.
• Found in the individual's mind (values, beliefs, and attitudes).
• Shared by large groups of people.
• Often hidden from view, but reinforced and acted out in social institutions.

Social Institutions

• Social institutions help shape and reflect culture.
• Examples include family, religion, education, media, government, and corporations.

Family

• The first social institution an infant is exposed to outside the home.

Religion

• Influences value systems, habits, outlook on life, and products purchased.
• Often subjective, making verification or questioning difficult.
• Can create religious taboos and tensions.

Technology & Education

• Innovation impacts institutions and cultural values.
• Education is a leading indicator for literacy levels, societal competitiveness, and openness to change.

Government, Corporations & the Media

• Government attempts to influence the thinking and behavior of adults, sometimes using laws or propaganda.
• Corporations can act as cultural “change agents”.
• Media's impact on a culture is significant.

Elements of Culture

• Five elements of culture impact products, distribution, and promotion in international markets: values, rituals, symbols, beliefs, and thought processes.

Cultural Values

• Hofstede’s four dimensions:
  • Individualism/Collective Index (IDV): focuses on self-orientation.
  • Power Distance Index (PDI): focuses on authority orientation.
  • Uncertainty Avoidance Index (UAI): focuses on risk orientation.
  • Masculinity/Femininity Index (MAS): focuses on assertiveness and achievement.

Rituals

• Patterns of behavior and interaction learned and repeated.
• Associated with major life events and everyday activities.
• Coordinate interactions and let people know what to expect.

Cultural Universals

• Cultural universals represent common traits shared by all cultures.
• Examples include activities such as dancing/music, mourning, dressing/adornment, courting/dating, marriage, property rights, and religion/rituals.

Symbols

• Communication is key to understanding culture, including the ability to interpret symbols.
• Language is a significant social institution.
• Aesthetics, such as art, folklore, music, drama, dance, dress, and cosmetics, are considered symbols.

Beliefs

• Stem primarily from religious training and vary across cultures.
• Superstition and religion are intertwined.
• Beliefs heavily influence behavior and contribute to the cultural fabric of society.
• Subcultures develop within larger societies, reflecting unique beliefs and practices.

Resistance to Change

• Consumers in different cultures vary in their resistance to change.
• Innovations most readily accepted are of great interest and least disruptive to existing values and behaviors.
• Marketers must understand acceptance times and financial resources to effectively introduce innovations.

Diffusion of Innovation

• Diffusion of innovation describes how new ideas and products spread through a society.

Product Life Cycle

• The product life cycle describes the stages of a product's sales and profits over time, from introduction to decline.

Marketing Implications

• Understanding cultural dynamics is crucial for successful marketing in global markets.

Paradox of Cultural Change

• Culture is dynamic but also conservative, resisting change.
• Societies change in response to problems, environmental and historical changes, and cultural convergence.

Cultural Sensitivity & Tolerance

• Essential for successful foreign marketing.
• Negative attitudes toward globalization can hinder international marketing efforts.