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Consumer behaviour 5 - Essay Example

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The Most Effective Way to Understand Contemporary Culture is to Analyze the Trends of Its Youth Name Institution The Most Effective Way to Understand Contemporary Culture is to Analyze the Trends of Its Youth Falk and Falk (2005) define culture as the set of customs, values, and beliefs of people of a particular society…
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Consumer behaviour 5

Download file to see previous pages... This is true because most cultures that were exhibited in the last century are no longer practiced today as the new ones have replaced them. Nevertheless, Falk and Falk (2005) argue that a particular society may have more than one culture at any given time. At the same time, findings showed that youths are the most expressive when it comes to understanding the modern culture of a country or society (Moor, 2003). This makes me agree with the claim that to understand contemporary culture one needs to analyze the trends of its youth. To begin with, contemporary culture can be defined as the present culture exhibited by people of a given society as opposed inherited culture (Arvidsson, 2005). Some of the typical examples of contemporary culture include modern films, new arts, music, and literature among others. ‘Understanding culture,’ therefore, implies understanding the reasons behind the creation of these new cultures (Falk and Falk, 2005). Therefore, for us to understand culture, we must consider not only the obvious features expressed in the new culture but also the issues hidden in the new culture. A typical example can be drawn by looking at the new trends taking place in the music industry. Here, one can see clearly that the new trends being developed in the music industry has their origins from youths in society as noted by Arvidsson (2005). Take, for example, the hip-hop music, which has become a very common music among the youths of this generation. Certainly, hip-hop was not a type of music for the older generation rather has its roots from young people. As a result, one can conclude with certainty that contemporary culture reflects the trends of youths since they are created by youths. Arvidsson (2005) argues that young people are very flamboyant. As such, the beliefs and trends they follow are the most evident in society as opposed to that of the older generation. At the same time, evidence shows that when a given culture arises, it is them who accepts it first and adopt it as opposed to the older generation, which tend to be more conservative. This is another reason that suggests that the trends of the youth is critical to undemanding the contemporary culture. The fact that youths are normally open-minded makes it easy for them to be influenced easily by new cultures. Take for examples globalization that has become part of the modern culture. Falk and Falk (2005) note that today globalization has permeated all aspects of social life, with its impacts being felt mostly among youths. A case in point is the increasing popularity of foreign language teachers and colleges’ couples with the growing number of multilingual youths who have embraced the culture of traveling from one country to another and coming across different cultures (Moor, 2003). Here, one can easily see the globalization elements of contemporary culture. This example shows that one can easily understand the culture of today by analyzing movements of young people. A closer look at history also shows that most cultural revolutions originated from youth protests. The hippie movement of the 1960’s that began in the U.S. and later one spread to the rest of the world is a classical example of a cultural revolution, whose origin can be traced back to youth unrest according to Falk and Falk (2005). This movement is said to have been formed by youths due to frustrations they went through at the hands of the middle class who were increasingly focusing ...Download file to see next pagesRead More
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Consumer Behaviour
CONSUMER BEHAVIOR Name Course Instructor Institution Date Table of contents Table of contents 1 Introduction 2 Consumer Cognitive process and Attitude 5 The Psychology of Brand Marketing 6 Marketing Effects 7 The Hierarchy of Effects Model 7 Consumer Decisions and the Reasoned Action Theory 10 Conclusion 11 References 12 Introduction Companies increase the sales of their products through the application of appropriate marketing strategies which capture the attention of the consumers and arouse their desire for the brand which makes them interested in the product and thus lead them into taking the action of purchasing and using the product.
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