CHAPTER ELEVEN Influence of Culture on Consumer Behavior
CHAPTER ELEVEN Influence of Culture on Consumer Behavior
Learning Objectives 1. To Understand What Culture Is and How It Impacts Consumer Behaviors. 2. To Understand How Culture Acts as an “Invisible Hand” That Guides Consumption. Related Attitudes, Values, and Behavior. 3. To Understand How Culture Sets Standards for What Satisfies Consumers’ Needs. 4. To Understand How Culture Is Learned and Expressed in Language, Symbols, and Rituals. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 2
Learning Objectives (continued) 5. To Understand How Consumers Are Always Adapting to Culture-Related Experiences. 6. To Understand How the Impact of Culture on Consumer Behavior Is Measured. 7. To Understand How Core Cultural Values Impact American Consumers. 8. To Understand How the American Culture Became a “Shopping Culture. ” Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 3
To Which Cultural Value or Values Is This Product’s Advertising Appealing? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 4
Convenience in Food Preparation Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 5
Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 6
A Theoretical Model of Culture’s Influence on Behavior - Figure 11. 2 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 7
The Invisible Hand of Culture Each individual perceives the world through his own cultural lens Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 8
Lifestyle Matrix for Global Youth Figure 11. 3 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 9
Culture Satisfies Needs • Food and Clothing • Needs vs. Luxury Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 10
In Terms of “Culture, ” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 11
Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee). Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 12
Culture Is Learned Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of culture • Enculturation – The learning of one’s own culture • Acculturation Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall – The learning of a new or foreign culture Chapter Eleven Slide 13
Discussion Questions • How do U. S. marketers target consumers who have moved to the U. S. and are new to the U. S. culture? • How do U. S. marketers target consumers who live outside the U. S. and are adopting parts of the U. S. culture? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 14
Culture Is Learned Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of culture • Without a common language , shared meaning could not exist • Marketers must choose appropriate symbols in advertising • Marketers can use “known” symbols for associations Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 15
How Does a Symbol Convey the Product’s Advertised Benefits? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 16
They Provide Additional Meaning to the Ad. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 17
Culture Is Learned Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of culture • A ritual is a type of symbolic activity consisting of a series of steps • Rituals extend over the human life cycle • Marketers realize that rituals often involve products (artifacts) Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 18
Discussion Questions • What are some rituals (religious, educational, social) that you have experienced? • What artifacts or products were part of that ritual? • How did marketers influence the choice of these artifacts? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 19
Selected Rituals and Associated Artifacts Table 11. 2 SELECTED RITUALS TYPICAL ARTIFACTS Wedding White gown (something old, something new, something borrowed, something blue) Birth of child U. S. Savings Bond, silver baby spoon Birthday Card, present, cake with candles 50 th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together Graduation Pen, U. S. Savings Bond, card, wristwatch Valentine’s Day Candy, card, flowers New Year’s Eve Champagne, party, fancy dress Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 20
Culture Is Learned Issues • Enculturation and acculturation • Language and symbols • Ritual • Sharing of Culture • To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society • Culture is transferred through family, schools, houses of worship, and media Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 21
Facial Beauty Ritual of a Young TV Advertising Sales Representative - Table 11. 3 1. I pull my hair back with a headband. 2. I take all of my makeup off with L’Oreal eye makeup remover. 3. Next, I use a Q-tip with some moisturizer around my eyes to make sure all eye makeup is removed. 4. I wash my face with Noxzema facial wash. 5. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 6. If I have a blemish, I apply Clearasil Treatment to the area to dry it out. 6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry and dead skin. 7. Once a week, I apply Clinique Clarifying Lotion 2 with a cotton ball to my face and throat to remove deep-down dirt and oils. 8. Once every three months, I get a professional salon facial to deep-clean my pores. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 22
Culture is Dynamic • Evolves because it fills needs • Certain factors change culture – Technology – Population shifts – Resource shortages – Wars – Changing values – Customs from other countries Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 23
The Measurement of Culture • Content Analysis • Consumer Fieldwork • Value Measurement Instruments Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 24
Content Analysis A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 25
Which Cultural Value Is Portrayed, and How So? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 26
Progress – The Fridge has Superior Design Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 27
Which Cultural Value Is This Ad Stressing, and How So? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 28
Fitness and Health – Low Calorie Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 29
Consumer Fieldwork • Field Observation – Natural setting – Subject unaware – Focus on observation of behavior • Participant Observation Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 30
Value Measurement Survey Instruments Rokeach Value Survey (RVS) • A self-administered inventory consisting of eighteen “terminal” values (i. e. , personal goals) and eighteen “instrumental” values (i. e. , ways of reaching personal goals) List of Values (LOV) • A value measurement instrument that asks consumers to identify their two most important values from a nine -value list that is based on the terminal values of the Rokeach Value Survey Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Values and Lifestyles (VALS) • A value measurement based on two categories: selfdefinition and resources Chapter Eleven Slide 31
American Core Values Criteria for Value Selection • The value must be pervasive. • The value must be enduring. • The value must be consumer-related. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 32
American Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Fitness and health Chapter Eleven Slide 33
American Core Values Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 34
Scale to Measure Attitude Toward Helping Others Attitude toward helping others (AHO) • People should be willing to help others who are less fortunate • Helping troubled people with their problems is very important to me • People should be more charitable toward others in society • People in need should receive support from others Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 35
Discussion Questions • Have you observed changes in any of the core values over the past 4 years? • Why did those changes occur? • How have they affected marketers? Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 36
Toward a Shopping Culture • Is shopping what we do to create value in our lives? • The younger generation is shopping more • This has an effect on credit card debt Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 37
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