Share these talks and lectures with your colleagues
Invite colleaguesWe noted you are experiencing viewing problems
-
Check with your IT department that JWPlatform, JWPlayer and Amazon AWS & CloudFront are not being blocked by your network. The relevant domains are *.jwplatform.com, *.jwpsrv.com, *.jwpcdn.com, jwpltx.com, jwpsrv.a.ssl.fastly.net, *.amazonaws.com and *.cloudfront.net. The relevant ports are 80 and 443.
-
Check the following talk links to see which ones work correctly:
Auto Mode
HTTP Progressive Download Send us your results from the above test links at access@hstalks.com and we will contact you with further advice on troubleshooting your viewing problems. -
No luck yet? More tips for troubleshooting viewing issues
-
Contact HST Support access@hstalks.com
-
Please review our troubleshooting guide for tips and advice on resolving your viewing problems.
-
For additional help, please don't hesitate to contact HST support access@hstalks.com
We hope you have enjoyed this limited-length demo
This is a limited length demo talk; you may
login or
review methods of
obtaining more access.
Printable Handouts
Navigable Slide Index
- Introduction
- The general picture
- What is to come?
- Culture: a definition
- Man: an animal symbolicum
- ”These boots are made for walking…”
- Individual culture
- Semiotics (1)
- Semiotics (2)
- Movement of meaning in the world of goods
- Cultural categories and principles
- In other words
- The semiotics of a Danish buffet
- Cultural categories
- Cultural principles
- Why we buy - culture
- Marketing and culture
- Consumer culture theory (1)
- Consumer culture theory (2)
- Global consumer culture
- Globalization
- Globalization’s consequences
- Glocalization
- Four food cultures in Britain
- Glocal cultural discourses
- Glocal consumption
- Carlsberg’s glocal competition situation
- Cultural reflexivity
- Glocalization of yoga in India
- Re-appropriation of yoga?
- Yoga as HRM
- Yoga as a health practice
- Yoga as a market power
- Learning from the global “Yogi”
- Global yoga as cultural domination
- Conspicuously consuming Indianness
- Suitably modern yoga
- Summarizing
- The Western myth of authenticity
- Acknowledgements
This material is restricted to subscribers.
Topics Covered
- Individual and culture
- Semiotics
- Movement of meaning in the world of goods
- Cultural categories and principles
- Why we buy (culture) -Marketing and culture
- Consumer culture theory
- Globalization & Glocalization
- Cultural reflexivity
- Yoga as HRM, health practice and market power
- Globalizing Western myth of authenticity
Links
Series:
Categories:
Bite-size Case Studies:
Talk Citation
Askegaard, S. (2019, September 26). Why we buy? Culture as a buying motivator [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 3, 2024, from https://doi.org/10.69645/PBFY3614.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
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.
0:16
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 berets
or the American with his burger and his big belly
or the German with lederhosen and beer and so on and 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.
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 a less obvious explanation than you would think it is.
1:25
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.
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 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.
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.