Enculturation and Acculturation

344 Words2 Pages
Learning is a really broad term, and people learn from variety of sources and in variety of ways. Mostly, learning comes from the family members where people learn the norms and how to behave, while learning instructed things is being learned from schools or/and books. Since culture is so important to market products and services because it could impact and influence other’s beliefs and behavior, learning about cultures can also be gained from different sources and ways. Enculturation is where a person get influenced, and share, learn beliefs, values and norms from the same surrounding culture. In this particulate learning process, people mostly learn from their families, siblings and surrounding friends. It is so important for marketers to understand and take enculturation seriously because it helps them to sell their products. For instance, back into 2010, when the iPhone started to become really popular in my home country, Saudi Arabia, my brother purchased his first iPhone and he was very impactful on me to get an iPhone at the time. And because he kept talking and praising how good and helpful that iPhone was, I ended up purchasing one. However, acculturation is where people acquire and get influenced by other (foreign) cultures. Since the population of any country in the world is diversified, marketers try/need to understand other’s values, cultures and even religion perspectives to provide them what they would purchase. Faison, or cloths to be more accurate, is a perfect example that would fit this process. For example, I know that Muslim women wear scarf or as the call it “Hijab”, and knowing and learning about their culture and religion’s values, marketers will be able to provide and come up with the types of fashions that would fit their desires. In sum, learning is so important and learning about cultures is more important for marketing purposes.
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