Hello, my name is Soren Askegaard,
and I'm a Professor at the University of Southern Denmark, in Odense.
In this series of lectures on "Why We Buy",
I have been asked to talk a little bit to you about culture as a buying motivator.
When people think of culture as the reason for buying something,
they usually think in terms of
general national stereotypes such as the French with his baguette and his beret
or the American with his burger and his big belly or
the German with lederhosen and beer and so on so forth.
Culture from this perspective is just like "the water fish swim in".
It's those cultural surroundings that determine how we buy and how we
consume without us really being very knowledgeable or reflexive about it.
So culture from this perspective is
the hidden explanatory factor that is
divided into different types of national stereotypes.
Is this a good explanation for consumption?
Well, there are obviously cultural differences between the world's nations and cultures.
So sometimes it is but I would also invite you during
this lecture to think that it's less obvious explanation than you would think it is.
The agenda for this lecture is divided into five parts.
First, I would like to share with you
a definition of culture so that we can agree what we're talking about.
Then I'll talk a little bit about the relationship between
marketing culture and consumption and I'm going to provide
you some examples of national cultural differences
and how they can be analyzed from a semiotic perspective.
Then, I would like to challenge as already indicated
the national differences kind of perspective on
culture as a motivator for buying through a discussion of globalization,
localization and cultural reflexivity and you
will learn what all these fancy words mean through this lecture.
And finally I would like to share with you an example from
my own research where together with a colleague,
we took a look at yoga as an example of local consumption.