P a g e | 1 Chapter 7 : Attitudes and Persuasion
The power of attitudes
Attitude is a lasting, general evaluation of people, objects, advertisements, or issues
(Attitude object (AO). It helps to determine a number of preferences and actions.
Function of Attitude
- Utilitarian Function : Person forms a product attitude because of its objective benefits.
- Value-expressive Function : Express consumer’s central values or self concept
- Ego-defensive Function : Product ourselves either from external threats or internal
feeling.
- Knowledge Function : Attitudes are formed because of need for order, structure, or
meaning.
Attitude toward the advertisement


We form attitudes toward objects other than the product that can influence our
product selections.
We often form product attitudes from its ads
 Ad: attitude toward advertiser + evaluations of ad execution + ad evoked
mood + ad arousal effects on consumer + viewing context
Attitude Commitment
INTERNALIZATION
Highest level: deep-seeded attitudes become part of consumer’s value system
IDENTIFICATION
Mid-level: attitudes formed in order to conform to another person or group
COMPLIANCE
Lowest level: consumer forms attitude because it gains rewards or avoids punishments
Consistency Principle



We value/seek harmony among thoughts, feelings, and behaviors
We will change components to make them consistent
Relates to the theory of cognitive dissonance – we take action to resolve
dissonance when our attitudes and behaviors are inconsistent
Self Perception Theory
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he has first agreed to comply with a
smaller request
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 2 LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after agreeing to it that it will be very
costly.
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he refuses), then asked to do
something smaller.
Social Judgement Theory

We assimilate new information about attitude objects in light of what we already
know/feel
 Initial attitude = frame of reference
 Latitudes of acceptance and rejection
 Assimilation effects
 Contrast effects
 Example: “Choosy mothers choose Jif Peanut Butter”
Balance Theory


Considers how a person might perceive relations among different attitude objects
and how he might alter attitudes to maintain consistency
Triad attitude structures:
 Person
 Perception of attitude object
 Perception of other person/object
Multiattribute Attitude Models


Consumer’s attitudes toward an attitude object depend on beliefs she has about
object attributes
Three elements of multiattribute
 Attributes of Ao
 Beliefs about Ao
 Importance weights
The Fishbein Model
- Salient Beliefs
- Object-Attribute Linkages
- Evaluation
Marketing Applications of the Multiattribute Model
- Capitalize on Relative Advantage
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 3 - Strengthen Perceived Linkages
- Add a New Attribute
- Influence Competitor’s Ratings
The Extended Fishbein Model: The Theory of Reasoned Action



Intentions versus behavior: measure behavioral intentions, not just intentions
Social pressure: acknowledge the power of other people in purchasing decision
Attitude toward buying: measure attitude toward the act of buying, not just the
product
Theory of Trying
How Do Marketers Change Attitudes?
- Reciprocity
- Liking
- Scarcity
- Authority
- Consistency
- Consensus
Tactical Communications Options




Who will be source of message?
How should message be constructed?
What media will transmit message?
What target market characteristics will influence ad’s acceptance?
Traditional Communication Model
An Updated Communication Model
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 4 New Message Formats


M-commerce - marketers promote goods and services via wireless devices
New social media platforms
 Blogging
 Video blogging (vlogging)
 Podcasting
 Tweeting
 Virtual worlds
 Widgets
The Source



Source effects mean the same words by different people can have very different
meanings
A “source” may be chosen due to expertise, fame, attractiveness, or similarity
What makes a good source?
 Source credibility: a source’s perceived expertise, objectivity, or
trustworthiness
 Source attractiveness: social value
Decisions to Make About the Message




Should we use pictures or words?
How often should message be repeated?
Should it draw an explicit conclusion?
Should it show both sides of argument?
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 5 


Should it explicitly compare product to competitors?
Should it arouse emotions?
Should it be concrete or based on imagery?
The Message
Positive Effects
Showing convenience of use
Showing new product/improved features
Casting background (i.e., people are
incidental to message)
Indirect comparison to other products
Negative Effects
Extensive information on components,
ingredients, nutrition
Outdoor setting (message gets lost)
Large number of onscreen characters
Graphic displays
How Do We Structure Arguments?


One-sided: supportive arguments
Two-sided: both positive and negative information
 Refutational argument: negative issue is raised, then dismissed
 Positive attributes should refute presented negative attributes
 Effective with well-educated and not-yet-loyal audiences
Comparative Advertising

Comparative advertising: message compares two+ recognizable brands on specific
attributes
 “Unlike McDonalds, all of Arby's chicken sandwiches are made with 100% allnatural chicken”
 Negative outcomes include source derogation
Types of Message Appeals
- Emotional versus Rational Appeals
- Sex Appeals
- Humorous Appeals
- Fear Appeals
Message As Art Form


Advertisers use literary elements to communicate benefits and meaning
Allegory: story about an abstract concept personified in a fictional character
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 6 


Metaphor: two dissimilar objects in a close relationship (“A is B”)
Simile: compares two objects (“A is like B”)
Resonance: play on words with pictures
Examples of Advertising Resonance
Product
Headline
Visual
Embassy Suites “This Year, We’re Unwrapping
Suites by the Dozen”
Chocolate kisses with hotel
names underneath each
Toyota auto
parts
“Out Lifetime Guarantee May
Come as a Shock”
Man holding a shock absorber
Bucks filter
cigarettes
“Herd of These?”
Cigarette pack with a picture of a
stag
Bounce fabric
softener
“Is There Something Creeping Up Woman’s dress bunched up on
Behind You?”
her back due to static
Pepsi
“This Year, Hit the Beach
Topless”
Pepsi bottle cap lying on the
sand
ASICS athletic
shoes
“We Believe Women Should Be
Running the Country”
Woman jogging in a rural setting
Forms of Story Presentation

Lecture: speech in which the source speaks directly to the audience
 Attempts to persuade
 Cognitive responses may occur

Drama: story that draws viewers into the action
 Characters indirectly address the audience
 Interact with each other in an imaginary setting
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 7 Chapter Summary



Attitudes are very powerful, and they are formed in several ways.
People try to maintain consistency among their attitudinal components and their
attitudes and behaviors.
The communications model includes several important components which can be
influenced by marketers to enhance the persuasiveness of the message.
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 8 Chapter 10 : Buying and Disposing
Issues Related to Purchase and Postpurchase Activities
A consumer’s choices are affected by many personal factors…and the sale doesn’t end at
the time of purchase
Five Perspectives on Time

Time is a _____.
 Pressure cooker
 Map
 Mirror
 River
 Feast
Temporal Factors: The Experience of Time


Culture and the experience of time
 Linear separable time
 Procedural time
 Circular/cyclic time
Queuing theory
 Waiting for product = good quality
 Too much waiting = negative feelings
Reasons for Shopping





Social experiences
Sharing of common interests
Interpersonal attraction
Instant status
The thrill of the hunt
E-Commerce: Clicks versus Bricks


Benefits: good customer service, more options, more convenient
Limitations: lack of security, fraud, actual shopping experience, shipping charges
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 9 Retailing as Theater




Landscape themes
Marketscape themes
Cyberspace themes
Mindscape themes
Store Image



Store image: personality of the store
Location + merchandise suitability + knowledge/congeniality of sales staff
Other intangible factors affecting overall store evaluation:
 Interior design
 Types of patrons
 Return policies
 Credit availability
In-Store Decision Making



Spontaneous shopping
 Unplanned buying
 Impulse buying
Point-of-purchase (POP) stimuli
Salesperson influence
Point-of-Purchase Stimuli
• POP: can be an elaborate product display or demonstration, a coupon-dispensing
machine, or even someone giving out free samples
– Wal-Mart’s own in-store TV Network
– Timex watch sitting in bottom of aquarium
– Tower Records music sampler
Postpurchase Satisfaction


Postpurchase satisfaction or dissatisfaction is determined by attitude about a product
after purchase
Marketers constantly on lookout for sources of consumer dissatisfaction
 United Airlines’ “United Rising” campaign
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 10 Perceptions of Product Quality
• We want quality and value in our products!
• Product quality = competitive advantage
• Cues for quality and reduced risk:
– Brand name
– Price
– Advertising campaign expenditures
– Product warranties
– Follow-up letters from company
Quality Is What We Expect It to Be


Expectancy Disconfirmation Model
Marketers must manage expectations
 Don’t overpromise
 When product fails,
reassure customers with honesty
Psychological Time
• Fluidity of time (subjective experience)
• Time categories relevant to marketers
– Good times for ads: occasion/leisure times and time to kill –
Bad times for ads: flow and deadline times
• Five time perspective metaphors
– Time is a pressure cooker
– Time is a map
– Time is a mirror
– Time is a river
– Time is a feast
• Experience of time results from culture
– Linear separable time
– Procedural time
– Circular/cyclic time
• Queuing theory: mathematical study of waiting lines
– Waiting for product = good quality
– Too much waiting = negative feelings
– Marketers use “tricks” to minimize psychological waiting time
Antecedent States
• Mood/physiological condition influences what we buy and how we evaluate product
– Stress impairs info-processing and problem solving
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 11 • Pleasure and arousal
• Mood = combination of pleasure and arousal
– Happiness = high in pleasantness and moderate in arousal – Mood biases
judgments of products/services –
Moods are affected by store design, music, TV programs
Acting on Dissatisfaction



Voice response: appeal to retailer directly
Private response: express dissatisfaction to friends or boycott store
Third-party response: take legal action
Product Disposal



Strong product attachment = painful disposal process
Ease of product disposal is now a key product attribute to consumers
Disposal options
Divesting of Unwanted Items
- Iconic Transfer Ritual
- Transition Place Ritual
- Ritual Cleansing
Chapter Summary




Many factors beyond the qualities of a product influence purchase decisions.
People can be influenced by store image, point-of-purchase stimuli, salespeople,
and more as they make product choices.
Consumers evaluate their choice after making it and this evaluation affects future
choices.
Disposing of products is a challenge.
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 12 Chapter 11 : Group
GROUP:
A group may be defined as two or more people who interact to accomplish either
individual or mutual goals.
It types are as follows:
1. Intimate Group: Two or more persons who do any task or work together whether they
are interested or not.
2. Formal Group: A group of large no. of people who are learning or performing a same
task because of their own interest.
3. One-Sided Grouping: It is a type of group in which an individual consumer observes the
appearance or actions of others, who unknowingly serve as consumption-related role
models.
4. Membership Group: It is a type of group which is classified by a membership status. It
is a group to which a person either belongs or would qualify for membership.
5. Symbolic Group: It is type of group in which an individual is not likely to receive
membership, despite acting like a member by adopting the group's values, attitudes, and
behavior.
Brand Communities and Consumer Tribes



A group of consumers who share a set of social relationships based upon usage or
interest in a product
Consumer tribes share emotions, moral beliefs, styles of life, and affiliated product
Brandfests celebrated by community
Membership versus Aspirational Reference Groups

Membership reference groups
 People the consumer actually knows
 Advertisers use “ordinary people”

Aspirational reference groups
 People the consumer doesn’t know but admire
 Advertisers use celebrity spokespeople
Factors Predicting Reference Group Membership
- Propinquity
- Mere exposure
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 13 - Group cohesiveness
Positive versus Negative Reference Groups


Avoidance groups: motivation to distance oneself from other people/groups
Antibrand communities: coalesce around a celebrity, store, or brand—but in this
case they’re united by their disdain for it
Consumers Do It in Groups



Deindividuation: individual identities become submerged within a group
Social loafing: people don’t devote as much to a task when their contribution is part
of a larger group
Risky shift: group members show a greater willingness to consider riskier
alternatives following group discussion than if members made their own decisions
Factors Influencing Conformity





Cultural pressures
Fear of deviance
Commitment
Group characteristics
 unanimity
 size
 expertise
Susceptibility to interpersonal influence
Opinion Leadership

Opinion leaders influence others’ attitudes and behaviors
 Experts
 Unbiased evaluation
 Socially active
 Similar to the consumer
 Among the first to buy
Opinion Leaders


Is there a generalized opinion leader whose recommendations we seek for all types
of purchases?
Experts may be monomorphic or polymorphic
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 14 The Market Maven
Market maven: actively involved in transmitting marketplace information of all types


Just into shopping and aware of what’s happening in the marketplace
Overall knowledge of how and where to get products
The Surrogate Consumer


Surrogate consumer: a marketing intermediary hired to provide input into purchase
decisions
 Interior decorators, stockbrokers, professional shoppers, college consultants
 Consumer relinquishes control over decision-making functions
Marketers should not overlook influence of surrogates!
How Do We Find Opinion Leaders?


The self-designating method
 Simply ask individuals whether they consider themselves to be opinion
leaders
 Easy to apply to large group of potential opinion leaders
 Inflation or unawareness of own importance/influence
Key informant method
 Key informants identify opinion leaders
Sociometric Methods




Sociometric methods: trace communication patterns among group members
Systematic map of group interactions
Most precise method of identifying product-information sources, but is very
difficult/expensive to implement
Network analysis
 Referral behavior/network, tie strength
 Bridging function, strength of weak ties
Word-of-Mouth Communication
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 15 WOM is product information transmitted by individuals to individuals





More reliable form of marketing
Social pressure to conform
Influences two-thirds of all sales
We rely upon WOM in later stages of product adoption
Powerful when we are unfamiliar with product category
Negative WOM and Power of Rumors


We weigh negative WOM more heavily than we do positive comments!
 Negative WOM is easy to spread, especially online
 Determined detractors
 Information/rumor distortion
There are 3 themes to complaint Web sites
 Injustice
 Identity
 Agency
Cutting-Edge WOM Influences
- Social Networking
- Crowd Power
- Guerilla Marketing
- Viral Marketing
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 16 Chapter 12 : Income and Social Class
Discretionary Income


The money available to a household over and above what it requires to have a
comfortable standard of living
How we spend varies based in part on our attitudes toward money
 Tightwads
 Spendthrifts
Consumer Confidence



Behavioral economics
Consumer confidence
Factors affecting the overall savings rate:
 Pessimism/optimism about personal circumstances
 World events
 Cultural differences in attitudes toward savings
Social Class Structure




“Haves” versus “have-nots”
Social class is determined by income, family background, and occupation
Universal pecking order: relative standing in society
Social class affects access to resources
Social Mobility
- Horizontal Mobility
- Upward Mobility
- Downward Mobility
Components of Social Class


Occupational prestige
 Is stable over time and similar across cultures
 Single best indicator of social class
Income
 Wealth not distributed evenly across classes (top fifth controls 75% of all
assets)
 How money is spent is more influential on class than income
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 17 Predicting Consumer Behavior

Whether social class or income is a better predictor of a consumer’s behavior
depends on the type of product:
 Social class is better predictor of lower to moderately priced symbolic
purchases
 Income is better predictor of major nonstatus/nonsymbolic expenditures
 Need both social class and income to predict expensive, symbolic products
Status Symbols


What matters is having more wealth/fame than others
Status-seeking: motivation to obtain products that will let others know that you have
“made it”

Invidious distinctions: the use of status symbols to inspire envy in others through
display of wealth or power.
Conspicuous consumption: the purchase and prominent display of luxury goods to
provide evidence of a consumer’s ability to afford them.

MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 18 Chapter 13 : Ethnic, Racial, and Religious subcultures
Subcultures, Microcultures, and Consumer Identity


Consumers’ lifestyles are affected by group membership within the society-at-large
 Subcultures of age, race/ethnicity, place of residence
Microcultures share a strong identification with an activity or art form
 Have own unique set of norms, vocabulary, and product insignias
Ethnic and Racial Subcultures


An ethnic subculture is a self-perpetuating group of consumers who share common
cultural or genetic ties where both its members and others recognize it as a distinct
category.
In countries like Japan, ethnicity is synonymous with the dominant culture because
most citizens claim the same cultural ties.
Ethnicity and Marketing Strategies



Subcultural memberships help shape people’s needs/wants
Minorities find an advertising spokesperson from their own group more trustworthy
Ethnic subculture affects level/type of media exposure, food/apparel preferences,
political behavior, leisure activities, willingness to try new products
Is Ethnicity a Moving Target?


Defining/targeting an ethnic group is not always so easy (“melting pot” society)
Deethnicization occurs when a product we associate with a specific ethnic group
detaches itself from its roots and appeals to other groups as well
 Example: bagels
Religious Subcultures and Product Demand


Religious themes can spill over into everyday consumption
 “Cult products”
Marketing opportunity among religious subcultures due to dress and food
requirements
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 19 Chapter 14 : Age Subcultures
Age and Consumer Identity


A consumer’s age exerts a significant influence on his/her identity
Age cohort (“my generation”)
 Marketers target specific age cohorts
 Feelings of nostalgia
 Our possessions let us identify with others of a certain age/life stage
Generational Categories

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
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
The Interbellum Generation
The Silent Generation
The War Baby Generation
The Baby Boom Generation
Generation X
Generation Y
Generation Z
The Youth Market



“Teenage” first used to describe youth generation in 1950s
Youth market often represents rebellion
$100 billion in spending power
Getting to Know Gen Y




“Echo Boomers” = “millennials” = Gen Yers
Make up one-third of U.S. population
Spend $170 billion a year
First to grow up with computers in their homes, in a 500-channel TV universe
Tweens




Children ages 8 to 14
Spend $14 billion a year on clothes, CDs, movies (“feel-good” products)
Exhibit characteristics of both children and adolescents
Victoria Secret’s Pink lingerie line for younger girls (“Team Pink”)
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 20 Big (Wo)Man on Campus


College market is attractive
 Many students have extra cash/free time
 Undeveloped brand loyalty
College students are hard to reach via conventional media
 Online advertising is very effective
 Sampler boxes
 Wall media
 Spring break beach promotions
Researching the Youth Market



Research firms come up with innovative ways to tap teen desires
Coolhunters: kids in major markets who roam urban streets and report back on
cutting-edge trends
Teens as “consumers-in-training”
 Brand loyalty develops during adolescence
 Teen influence of family purchase decisions
Baby Busters: “Generation X”



Consumers born between 1966 and 1976
Today’s Gen Xer is both values-oriented and value-oriented
Desire stable families, save portion of income, and view home as expression of
individuality
Baby Boomers



Consumers born between 1946 and 1965
Active and physically fit
Currently in peak earning years
 Food, apparel, and retirement programs
 “Midlife crisis” products
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 21 The Gray Market


Traditionally neglected by marketers
People are now living longer/healthier lives
 “Zoomers” = active, interested in life, enthusiastic consumers with buying
power
 Fastest growing group of Internet users
Perceived Age: You’re Only as Old as You Feel



Age is more a state of mind than of body
Perceived age: how old a person feels as opposed to his or her chronological age
 “Feel-age”
 “Look-age”
The older we get, the younger we feel relative to actual age
Values of Older Adults



Autonomy: want to be self-sufficient
Connectedness: value bonds with friends and family
Altruism: want to give something back to the world
Segmenting Seniors


Segmented by:
 Specific ages (50s, 60s, 70s)
 Marital status
 Health and outlook on life
Social aging theories: try to understand how society assigns people to different roles
across life span
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 22 MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 23 Chapter 16 : Global Consumer Culture
Where Does Culture Come From?




Influence of inner-city teens
Hip-hop/black urban culture
Outsider heroes, anti-oppression messages, and alienation of blacks
“Flavor” on the streets
The Movement of Meaning
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 24 Cultural Production Process
Culture Production System


A culture production system is the set of individuals and organizations that create
and market a cultural product
It has three major subsystems
 Creative
 Managerial
 Communications
Cultural Gatekeepers

Cultural gatekeepers are responsible for filtering the overflow of information and
materials intended for customers
 Tastemakers
 Throughput sector
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 25 High Culture and Popular Culture



An art product is an object we admire for its beauty and our emotional response
A craft product is admired because of the beauty with which it forms a function
Mass culture creates products for a mass market
Cultural Formulae in Public Art Forms
Art Form/Genre
Western
Family Sitcom
Time
1800s
Anytime
Location
Edge of civilization
Suburbs
Protagonist
Cowboy
Father
Heroine
Schoolmarm
Mother
Villain
Outlaws
Boss, neighbor
Secondary charactersTown folk
Kids, dogs
Plot
Restore law and orderSolve problem
Theme
Justice
Chaos and confusion
Costume
Cowboy hat, boots
Regular clothes
Locomotion
Horse
Station wagon, SUV
Weaponry
Rifle
Insults
Reality Engineering


Many consumer environments have images/characters spawned by marketing
campaigns or are “retreads”
Marketers use pop culture as promotional vehicles
 “New vintage” (e.g., “used jeans”)
 Elements used are both sensory and spatial
Product Placement and Branded Entertainment



Insertion of specific products and use of brand names in movie/TV scripts
Directors incorporate branded props for realism
Is product placement a positive or negative when it comes to consumer decisionmaking?
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 26 Advergaming



Advergaming refers to online games merged with interactive advertisements
Advertisers gain many benefits with advergames
Plinking is the act of embedding a product in a video
The Diffusion of Innovations


Innovation: any product that consumers perceive to be new
 New manufacturing technique
 New product variation
 New way to deliver product
 New way to package product
Diffusion of innovation
 Successful innovations spread through the population at various rates
Types of Adopters
MKT3530CONSUMER BEHAVIOR WANANONG K. 5313843 P a g e | 27 Behavioral Demands of Innovations

Three major types of innovations (amount of disruption/change they bring to our
lives):
 Continuous innovation
 Evolutionary rather than revolutionary
 Dynamically continuous innovation
 More pronounced change to existing product
 Discontinuous innovation
 Creates major changes in the way we live
The Fashion System
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The fashion system includes all those people and organizations involved in creating
symbolic meanings and transferring these meanings to cultural goods
 Fashion is code
 Fashion is context-dependent
 Fashion is undercoded
Behavioral Science Perspective and Models of Fashion
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Psychological
Economic
Sociological
Medical
Motives and Psychological Models of Fashion
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Conformity
Desire for variety seeking
Need to express personal creativity
Sexual attraction
Fashion Life Cycle Example
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Introduction stage: small number of music innovators hear a song
Acceptance stage: song enjoys increased visibility
Regression stage: song reaches stage of social saturation as it becomes overplayed
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Does it fit with basic lifestyle changes?
Are there benefits?
Can we personalize it?
Is it a trend or a side effect?
Is it a carryover effect?
Who adopted the change?
Cultural Differences and Marketing
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People around the world develop their own unique preferences
Marketers must be aware of a culture’s norms and manage the relationship between
brand and culture strategically
Think Globally, Act Locally
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Adopt a standardized strategy
Adopt a localized strategy
Consumers and Global Brands
- Global citizens
- Global dreamers
- Antiglobals
- Global agnostics
Emerging Consumer Cultures in Transitional Economies
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Creolization occurs when foreign influences integrate with local meanings
Peruvian boys carry rocks painted like radios
Chivas Regal wrappers on drums in highland Papua New Guinea
Japanese use Western words for anything new and exciting
 “I feel Coke and sound special”
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