Cultural Values - The commonly held standards of what is acceptable or

unacceptable, important or unimportant, right or wrong, workable or unworkable,

etc., in a community or society.

Enculturation Acculturation
Learning of new foreign culture
Learning of one’s own culture
It is not an essential requirement for
It is the essential requirement of survival
s
survival.
Example- immigrant families need to
Example – In many countries babies are adapt to the culture of the country where
taken out into the world as soon as they they emigrate. As a result, they must
are born. acquire new customs or norms of social
behavior,
Rituals - A religious ceremony consisting of a series of actions performed according to
a prescribed order
Tradition - The transmission of customs or beliefs from generation to generation
Artifacts - An object made by a human being, typically an item of cultural or historical
interest
Example – stone- hand axe, intangible folk dance.
Hofstede's cultural dimensions theory is a framework for cross-
cultural communication. It describes the effects of a society's culture on
the values of its members, and how these values relate to behavior, using a
structure derived from factor analysis.
 Terminal Values Instrumental Values
Terminal Values signify the objectives of Instrumental Values indicate the
the life of a person – the ultimate things methods an individual would like
the person wants to achieve through his or to adopt for achieving his life’s
her behavior
Terminal Values aim
Terminal Values – These are temporary in
nature and can be changed. Instrumental Values are
permanent in nature and difficult to
Example – Personal Gratification, change.
Comfortable, Pleasure
Example – Hardworking,
Measurement ofCompetence,
Culture: Capability
-
•Content Analysis – Conclusion about a society or specific aspects of a society or a
comparison of two or more societies which can be drawn from examining the content of
a particular message.
•Consumer Fieldwork - To select a small group of people from a particular society and
carefully observe their behaviour. Based on such observations draw conclusions about
the values, beliefs and customs of the society.
•Value Measurement Survey Instrument
VALS Framework -("Values and Lifestyles") is a proprietary research
methodology used for psychographic market segmentation.